The trade body has agreed to relaunch its creative services committee to help staff in the sector make their case to senior managers.
The move follows a dramatic decrease in the size of ad agency creative services departments, and the news last month that Ben Langdon, the chief executive of Euro RSCG London, has closed his agency's traffic department.
Last year's IPA census showed that the number of creative services staff in member agencies had fallen by 15 per cent since 1997.
The relaunch plan arose out of a forum held last week by White Door, the consultancy that works with creative advertising agencies. The first committee meeting, with representatives from up to ten agencies, will take place within the next month.
It will stress the importance of creative services staff in terms of client retention and agency profitability.
"The value of the role of creative services has often been hidden under a bushel," Jim Hubbard, the White Door managing director, said.
"These unsung heroes are managing levels of risk that would give a management consultant a heart attack or a very fat fee."