The group, chaired by the MediaVest chief executive Jim Marshall, has been reorganised with the creation of three new sub-groups that will each look at specific areas of the industry.
The first sub-group - industry research - is chaired by PHD's managing director, Morag Blazey, and will explore new research possibilities including the creation of a pan-media consumer-focused study to enhance existing media-specific research.
OMD's managing partner, Mark Palmer, leads the second committee, called value of media. This group will look to raise the regard for the role of media agencies among clients, and show how their strategic input enhances the effectiveness of campaigns.
The final group, media futures group marketing, will look at the opportunities for raising the profile of media issues within the public arena. Media Planning Group's chief executive, Marc Mendoza, will chair the group.
Marshall said: "Historically, the IPA's media committee has tended to react to events rather than lead them. The media futures group will be aiming to initiate and set the pace on key areas affecting our members, from media training practices to the shape of future research and how we are valued in the market."
New members of the group are MindShare's chief executive, Kelly Clark, and the Universal McCann chairman, Chris Shaw.