Pringle restructures to focus on membership

The IPA has implemented a series of changes in its management

structure in an effort to attract new members and keep existing

ones.



One month into his appointment, the director-general, Hamish Pringle,

announced changes to the IPA Secretariat that affect the areas of

membership and communications - but also unveiled a commitment to expand

the IPA's offering for creatives.



"The IPA doesn't do enough for the creative people in membership. We aim

to continue Bruce Haines' (IPA president) agenda on developing this

area. The whole of the creative process needs to be lionised," Pringle

said.



Jo Maude joins the IPA, from D&AD, as the creative manager at the end of

October. Maude will work with the Creative Directors Forum.



The expansion news was tainted by the loss of the IPA treasurer, Ted

Goater, who will leave after 20 years at the IPA at the end of September

with no position to go to.



Goater denied any acrimony with Pringle or Haines, but confirmed that he

had been "asked to leave".



Commenting on Goater's departure, Pringle said: "Ted and I have agreed

that he will not continue to lead the finance function during its next

stage of development, which will demand a more ambassadorial role." The

IPA is currently seeking a replacement.



The new membership team will be led by the membership director, John

Oldfield, formerly the regional affairs director.



The new team will include the Scottish IPA secretary, Sara Robertson,

the membership manager, Jean Aligorgi, the membership services

co-ordinator, Claire Bowhill, and Sam Roberts, who joins as the IPA's

marketing executive.



The move elevates the team, which vets applicants for membership, to

directorship level for the first time. Pringle said it was vital that

the Scottish IPA be included in the team in order to raise its

profile.



The membership team's goal will be to ensure that members are getting

maximum value for money for IPA services and to monitor the use of those

services. To help with this task, the IPA has appointed the knowledge

director, Mark Rasdall, to oversee the development of a membership

database that will also monitor use of the service.



"A natural outcome of this will be hopefully not to lose any members.

There's a level of attrition and we need to keep topping the levels up,"

Pringle said.



In addition, Pringle has orchestrated an expansion of the IPA

communications department, led by the head of communications, Tessa

Gooding. The new team is made up of the events manager, Marie du Guzman,

the marketing assistant, Natalie Turner, the PR executive, Justin Van De

Velde, and the corporate identity manager, Jill Bentley.



Pringle said: "It's a shift in attitudes to how the IPA does things - we

have become more positive. Our members are looking to us to take the

lead."



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