IPA initiative hopes to update image of business ad sector

Business-to-business - for so long the forgotten and unsexy sector of Britain’s ad industry - is to be given an image makeover.

Business-to-business - for so long the forgotten and unsexy sector

of Britain’s ad industry - is to be given an image makeover.



The initiative is being spearheaded by the Institute of Practitioners in

Advertising, which is boosting the size of its business-to-business

committee and rebranding it as the Business Communications Group.



One of the group’s first tasks will be to kick off a research programme

to discover the size and nature of the UK’s business-to-business

activity.



The moves reflect the mounting frustration by business-to-business

specialists which have been unable to shake off their old ’industrial

advertising’ image.



They also claim that it is business-to-business clients which have

driven the spectacular growth of the internet and that they, rather than

mainstream agencies, have been the true pioneers of integrated

marketing.



Keith Dunnell, managing director of Primary Contact and chairman of the

Business Communications Group, said: ’The industry has changed with IT

and business services companies becoming major advertisers, and

standards are improving. Some business-to-business advertising is still

appalling. But the best is as good as any.’



Business-to-business specialists in the UK aim to follow the lead of

their US counterparts, whose profile is much higher, and to promote the

services of IPA agencies to advertisers in the sector.



The research is intended to find out the true scale of the sector whose

extent is hard to quantify because of the difficulty in markets of

separating consumer ads from business-to-business campaigns.



’The research will provide a clear view of the industry,’ Dunnell added.



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