Institute of Practitioners in Advertising

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Institute of Practitioners in Advertising
AbbreviationIPA
Formation1917
TypeTrade association
PurposeAdvertising media and marketing communications agencies in the United Kingdom
Location
Region served
United Kingdom
Membership
c. 320 agencies
WebsiteIPA

The Institute of Practitioners in Advertising (IPA), incorporated by a Royal Charter, is the trade body and professional institute for agencies in the UK's advertising, media and marketing communications industry.

History

Founded in 1917 as the Association of British Advertising Agents, the IPA was awarded a Royal Charter in December 2015. This came into effect officially when it was sealed on 13 April 2016. The Charter is on display at 44 Belgrave Square, London SW1.

Role

IPA members account for over 85 per cent of the media spend in the UK. It covers all aspects of the agency business: creative, digital marketing, direct marketing, healthcare, media, out-of-home advertising, sales promotion and sponsorship sectors.[1][2] It currently has around 300 agency members.[2]

The role of the IPA is to promote the value of media, marketing and advertising agencies. It is a spokesman for the industry. It also runs a number of programmes to define, help and maintain the highest possible standards of professional practice. This includes award schemes such as the IPA Effectiveness Awards,[2][3] best practice guidelines, and surveys including the quarterly IPA Bellwether Report (compiled by Markit Economics),[4][5] and annual IPA Agency Census.[6]

All IPA members actively participate in the IPA's programme of continuing professional development. Its members have access to over 80 training courses, a variety of online and offline qualifications programmes and a full range of advisory services. It also offers professional accreditation to anyone who undertakes a minimum number of its qualifications.

The IPA is a member of the UK Advertising Association[7] and plays an active part in the creative industries' joint partnership with government under the Creative Industries Council umbrella.[8]

Organisation

The IPA is governed by a Council of elected members, a third of whom are up for re-election each year. Its president, who serves a two-year term, is currently (as of September 2021) Julian Douglas, international CEO and vice chairman of VCCP (part of Chime). He succeeded Publicis Sapient's Nigel Vaz. Day-to-day, the IPA is led by its director-general, Paul Bainsfair, who succeeded Hamish Pringle in 2011.

References

  1. ^ "Institute of Practitioners in Advertising". Partners. WARC. Retrieved 4 November 2013.
  2. ^ a b c "IPA: About". IPA. Retrieved 4 November 2013.
  3. ^ "IPA Effectiveness". IPA. Retrieved 4 November 2013.
  4. ^ "IPA Bellwether Report". IPA. Retrieved 4 November 2013.
  5. ^ Reynolds, John (11 July 2013). "UK marketing spend rising as optimism grows, finds IPA Bellwether report". Guardian. Retrieved 4 November 2013.
  6. ^ "IPA Agency Census". IPA. Retrieved 4 November 2013.
  7. ^ "Advertising Association members". Members. Advertising Association. Archived from the original on 3 January 2014. Retrieved 4 November 2013.
  8. ^ Creative Industries Council


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