NEWS: IPA to launch Net site to link up with shops

The Institute of Practitioners in Advertising is to speed up communications with its member agencies by going on the Internet.

The Institute of Practitioners in Advertising is to speed up

communications with its member agencies by going on the Internet.



The IPA will launch its own Web site next week as part of a plan to get

important information to key agency staff as quickly as possible.



The move comes as increasing numbers of major agencies link up to the

Net. IPA officials are confident that smaller shops will follow.



The IPA says the big advantage of being on the Net is that urgent

information, such as important court decisions affecting advertising

law, can be communicated directly to agency staff, who won’t have to

wait for a memo from their chief executive’s office.



Nick Phillips, the IPA’s director general, commented: ‘The speed of

communication that people require is getting faster and faster. When I

joined the IPA seven years ago, the debate was whether we used first- or

second-class post. Now not even faxes are fast enough.’



He continued: ‘The problem has been that in an agency of 300 people only

one person may receive our message. But there’s no reason why the

message shouldn’t go directly to everybody.’



The system will also allow the IPA to target its information more

effectively by monitoring who is pulling down the Net data that it

provides.



John Bartle, the IPA president, said: ‘Going on the Net is important

because it’s making a statement about the IPA and shows that we’re up to

date and contemporary.’



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