- The Scottish Institute of Practitioners Advertising has overtaken its English counterpart in PR terms by commissioning the first ever advertising campaign for the IPA.
1576 has created a press campaign designed to act as a recruitment drive and to educate peers and clients. Media buying is by Feather Brooksbank.
The campaign uses military imagery to illustrate the added strengths and competitive advantages that IPA membership brings. The first image is of a lone toy soldier ready to do battle and carries the line "An Advertising Agency."
Over the page is a picture of a whole army of toy soldiers, complete with a battalion of tanks and aircraft, and the words: "An IPA Advertising Agency." The ad asks: "Can you spot the difference? 23 Scottish agencies and their clients can." It then goes on to list "some very real competitive advantages" of membership, such as specialist legal advice, staff training programmes, collaboration with the Incorporated Society of British Advertisers and the strength and relevance of the Advertising Effectiveness Awards.
Mark Gorman, the managing partner at 1576, said: "The simplicity of our idea communicates the multi-dimensional benefits and will help to reiterate the importance of the IPA to our industry."
Rob Morrice, the chairman of the IPA in Scotland, commented: "There was a time that to get onto a pitch list you had to be in the IPA. We want to get back to that. And what better way to get things started than mounting an ad campaign?"