Time flies when you’re having fun. It’s been a year since I was
elected IPA president, so I thought it worthwhile to issue an ’annual
In my inaugural speech I pledged to continue the excellent work of my
predecessors in the areas of training, advertising effectiveness and
’out of London’ involvement.
As far as training is concerned, the Continual Professional Development
programme has been successfully introduced. Seventy agencies have signed
up, including most of the top 30.
This year’s Advertising Effectiveness event will be the best awards
night ever. For the first time there will be ’Agency of the Year’ awards
and international entries. So put 7 November in your diaries.
Out of London, we’ve merged the Midlands and northern regions and
increased our investment in the secretariat in Scotland and the
There were, however, other areas that I thought needed attention.
I was concerned about the separation of creative and media agencies. We
have responded by introducing cross-discipline training and some
agencies are already bringing the two disciplines closer together.
I think everyone realises that the future is digital. So the IPA has set
up a digital marketing group and we’ve produced a book called e-media -
state-of-the-art knowledge on the internet revolution. We’ve got an
excellent new website and most information is now disseminated
Events have overtaken us in the realm of conflict rules. The dotcom
frenzy has necessitated a relaxing of the rules, which is all for the
Regulatory bodies are still a hot topic. There’s a lot to do but, with
the IPA’s encouragement, the BACC has been given extra resources and has
improved its information flow. We’re also building a relationship with
the new Independent Television Commission regime and working on a
revision to the codes.
Better integration of the new-media, direct marketing and sales
promotion agencies is obviously desirable. A new course on total
communications effectiveness has been introduced and we have amended the
IPA’s memorandum and articles to allow a broader definition of marketing
communications agencies - reflecting our diverse membership and the
desire of so many organisations to join us.
It’s important for our industry that we present ourselves in such a way
that we get the best quality graduates coming in. This is a long-term
goal but we’ve made progress on how the industry might attract new
entrants at the annual ’milk round’.
Just as important is the quality of junior clients. Full collaboration
with the advertiser trade body ISBA has resulted in more joint training
programmes and several major clients reporting a significant increase in
the training of junior marketing staff.
So, although I say it myself, good progress to date. Add to that the
reduced threat of a Swedish-led ban on advertising to children, the
resolution of the Trinity Mirror issue and I think it has been a