The IPM – the trade body which represents creative agencies, brands and service agencies engaged in promotional marketing and brand activation in the UK – confirms its final line-up for its thought-leadership and networking event on Wednesday 16th October in collaboration with the IPA’s EffWeek (15^th to 18^th October 2019), the annual global initiative championing effective marketing.

Sponsored by The Work Perk, the event will take place at Field Day at HKX in St Pancras Square, London from 3pm, and will focus on the role of sustainability in marketing services, and its contribution to campaign effectiveness.

The final line-up for the event is:

Andy Hughes

Visual artist and photographer focusing on plastic pollution, surf culture and issues around climate change and sustainability
Andy’s work has been featured in various broadcast and print media including the BBC, National Geographic and The Guardian Environmental and exhibited internationally. He was an early member of  Surfers Against Sewage  and attended the first ever parliamentary demonstration in 1991. Andy has published a number of books including the ground-breaking  Dominant Wave Theory.

Xavier Rees

CEO at Havas London, Havas Helia & Field Day
Havas London is proudly B-Corp certified – businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. Xav will explain why B-Corp is an effective agency strategy.

Mark Sinnock

European and UK Group Chief Strategy Officer, Havas Worldwide
Mark oversees all strategy for Havas in the UK, covering media, performance and creative, and also runs the Creative strategy group for Europe. He’ll describe why sustainability and other ‘collective’ benefits play a key role in building an effective brand.

Marc Rigby

Managing Director, Multi Resource Marketing Ltd (MRM)
Marc is a marketer of long standing who for the last 3 years has been working as Managing Director of Multi Resource Marketing Ltd (MRM) – an established and award winning marketing services provider. He will share MRM’s approach to managing client’s marketing programmes, demonstrating how campaigns can achieve both sustainability and effectiveness.

 Justine Clement

Founder & CEO The Life Adventure & The Happy Prize Company
Justine was part of the team who launched the travel start-up Unmissable, which went on to define the Prize Management  industry model.  In 2015 she founded The Happy Prize Company, whose vision it is to guide brands towards using more meaningful and transformational experiences as prizes for their campaigns. Justine will take a different look at the effectiveness of a campaign. One where the question is not “How many entries did we have?” and “How much sales uplift was achieved?”, but rather “Did we use our skills to be part of the solution and not the problem?”.

Daniel Rukare

Professor at Hult International Business School
Daniel Rukare is a Professor at Hult International Business School in London. His areas of speciality are Strategy and Innovation with research interests in the area of Developmental Economics. He is currently research active exploring the complexities of how creative confidence could be used in alleviating poverty in developing countries. Daniel is a keynote speaker across Europe, the US and Africa as well as an advisor to several businesses. He will discuss how sustainability can be applied in product innovation.

After the presentations, there will be a Q&A session and the opportunity to network with the speakers and guests.

Paul Cope, Managing Director of the IPM, said: “We are delighted to once again be part of the IPA’s EffWeek for 2019 – one of the most vital initiatives of the year which focuses on what really matters in our industry: effectiveness. Our event will certainly raise some interesting and difficult questions, and hopefully provide a platform for constructive debate – and perhaps a few good ideas and some new contacts to take away!”

Kathryn Patten MIPA, Head of Marketing Strategy at the IPA, added: “EffWeek 2019 is the culmination of a year-long R&D programme into how to improve business and brand performance. So, we are delighted that the IPM are addressing the important issue of how to ensure marketing is both sustainable and effective. We look forward to amplifying the learnings from the event within Effworks.co.uk – the hub of our global marketing effectiveness movement.”

Kirsty Walker, Head of Events at the IPA, added: “The IPA has championed effectiveness in advertising since the Effectiveness Awards were launched in 1980, and has recently started working on what the industry could/should be doing to address the climate crisis – so it’s great to see the IPM promoting the sustainability cause, and demonstrating that this important topic doesn’t have to be at odds with creativity and advertising effectiveness.”

A limited number of tickets are available for this event here: https://www.theipm.org.uk/events/EventDetails.aspx?id=1279342

The post IPM confirms final line-up for IPA EffWeek Sustainability event appeared first on IPM Bitesize.

The IPM – the trade body which represents creative agencies, brands and service agencies engaged in promotional marketing and brand activation in the UK – has announced its latest event collaboration with the IPA’s EffWeek (15^th to 18^th October 2019), the annual global initiative championing effective marketing.

The thought-leadership and networking event taking place on Wednesday 16^th October 2019 from 3pm hosted by Field Day at HKX in St Pancras Square, London, will focus on the role of sustainability in marketing services, and its contribution to campaign effectiveness.

The topic – ‘The future of sustainability: why reducing your impact on the planet needn’t reduce the impact of your campaign’ – is one which is impossible to ignore, as sustainability strategy becomes core to many companies’ business and action groups such as Extinction Rebellion go mainstream.

This not-to-be-missed event will examine the challenges from the point of view of a sustainability expert, brands and agencies, and will cover a diverse range of areas in the marketing services mix. After the presentations, there will be a Q&A session and the opportunity to network with the speakers and guests.

Paul Cope, Managing Director of the IPM, said: “We are delighted to once again be part of the IPA’s EffWeek for 2019 – one of the most vital initiatives of the year which focuses on what really matters in our industry: effectiveness. Our event will certainly raise some interesting and difficult questions, and hopefully provide a platform for constructive debate – and perhaps a few good ideas and some new contacts to take away!”

Kathryn Patten MIPA, Head of Marketing Strategy at the IPA, added: “EffWeek 2019 is the culmination of a year-long R&D programme into how to improve business and brand performance. So we are delighted that the IPM are addressing the important issue of how to ensure marketing is both sustainable and effective. We look forward to amplifying the learnings from the event within Effworks.co.uk – the hub of our global marketing effectiveness movement.”

A limited number of tickets are available for this event here: https://www.theipm.org.uk/events/EventDetails.aspx?id=1279342

This event has been curated by the ‘Promotional Marketing Services’ and ‘Incentive, Prize & Loyalty’ IPM Communities. For more information on the IPM Community initiative, click here: https://www.theipm.org.uk/page/What_are_the_IPM_Communities.

The post IPM announces thought-leadership and networking event for IPA EffWeeK 2019 appeared first on IPM Bitesize.

This March, the Advertising Association – alongside partners from its Promote UK group, including the Department for International Trade (DIT) and the IPA – is coordinating the biggest effort yet to showcase UK advertising services to international audiences. Dubbed Export Month, it will feature a wide programme of activity with the aim of promoting the UK’s advertising services to key markets around the world.

Landmark moments already planned for the month-long celebration include:

• The first annual UK Ad Exports Report – With research from the advertising industry’s think tank Credos, the report will track the performance of the UK advertising industry and will highlight the latest figures for exports of ad services – an area where the country has traditionally performed strongly. The report will measure the country’s recent exports performance; feature case studies from advertising services exporters; and gauge industry sentiment as the UK leaves the EU.
• Shanghai International Advertising Festival (SHIAF) – Taking place from 4-8 March, SHIAF will feature a unique forum to highlight UK advertising expertise to Chinese brand marketers. A delegation of UK agencies and production companies, led by Promote UK chair, Janet Hull and Advertising Association Chief Executive, Stephen Woodford, will be heading to Shanghai to meet Chinese agency peers and brands and explore new opportunities to grow links and business. In a further show of the UK advertising presence, the festival, now in its second year, will include an increased number of judges, entries and speakers from the UK across the week.
• South by Southwest (SXSW) – For the first time, UK advertising will have its own day at SXSW, taking over the British Music Embassy on 8 March in activity backed by DIT. Curated by the IPA as part of its Promote UK work, a variety of UK businesses will be presenting to festival-goers on their areas of creative expertise. Companies taking part include Hey Human, System One, Karmarama, Crowd, and Iris. The ensuing trade show on 10-13 March will include demonstrations of global campaigns that UK businesses have created for clients from around the world.
• APA’s Tokyo-London Forum 2019 – Supported by DIT, the Advertising Producers Association (APA) will be taking a delegation of companies to Japan, the third largest advertising marketing in the world between March 11-14. Around 40 companies from the industry will meet with senior leaders from Japanese agencies and showcase skills in advertising production and post-production.
• Advertising Week Europe – This year, Europe’s key gathering of marketing and communications leaders will be taking place from 18-21 March, just over a week before the scheduled date for Brexit. The Advertising Association, in partnership with DIT and the IPA, will be hosting one of the week’s highly anticipated Breakfast Leadership events at Ronnie Scott’s on 19 March. The topic of discussion will be how UK advertising can work together to build exports in a post-Brexit landscape, support the UK Government’s soft power strategy and contribute to the wider trade agenda.
• Cannes Lions UK competition – The annual search for UK advertising professionals to represent the country in the global Young Lions finals in Cannes this summer will launch in March. Backed by the Advertising Association, Department for International Trade, Channel 4, Clear Channel, Framestore and M&C Saatchi, the competition will identify UK’s rising creative talent to do battle on the world stage.
• Export Accelerator – Recruitment of test users will open in March for a new online resource funded by the Department for International Trade to help UK advertising businesses create their export strategy. It will be a one stop shop with advice on how to do more effective business overseas as well as listing upcoming opportunities to attend overseas markets and missions.
• Celebrating excellence in exports – All UK advertising businesses will be encouraged to share their exporting stories across the industry and to contribute to Export Month with their own activities.
• Promote UK Year One celebrations – Export Month’s end date coincides with the first-year anniversary of the formation of Promote UK, a group designed to support the UK advertising industry’s export ambitions. The month will culminate in a celebration of the group’s achievements in its first twelve months.

Stephen Woodford, Chief Executive, Advertising Association, said: “The UK stands at an important crossroads in its relationship with the EU and the rest of the world. Export Month will act as a celebration of what we do best in UK advertising – a multi-national workforce servicing a global client-base via a winning combination of creativity, innovation and technological expertise. This programme will showcase these strengths like never before and we welcome all those businesses with export ambitions to join in.”

Janet Hull, Chair of the Promote UK group and Director of Marketing Strategy, IPA, commented: “A tremendous amount of effort, from industry and from UK government, is coming together in March as we showcase UK advertising services around the world. I’m hugely proud of the work being done and believe that this is just the start of what we can all do as an industry to build a strong trading future for our creative industries.”

All businesses interested in taking part in Export Month can contact Promote UK via the Advertising Association and join in on social channels using #CreativityIsGREAT.

The UK is an advertising exporting powerhouse, with British advertising services worth £5.8 billion according to the last available figures for 2016. The figures showed an increase of 35% and the UK’s balance of payments surplus for advertising was the biggest in Europe – £2.9 billion. The UK also wins more Cannes Lions advertising awards per capita than any other country, with over 1,500 won since 2005 and leads the way for the best creative and most effective advertising campaigns.

The post UK Advertising Industry launches Export Month appeared first on IPM Bitesize.

The latest IPA Bellwether report from the Institute of Practitioners in Advertising reveals a significant increase in the number of clients increasing their spend on ‘sales promotion’, with an index of +4.0 (calculated by comparing the number of marketers increasing budgets to those decreasing budgets, to create a plus or minus balance figure).

Overall, the average IPA Bellwether index stood at +6.5, lifted by a massive +22.7 result for internet advertising.

Paul Cope, Managing Director of the Institute of Promotional Marketing (IPM), the UK trade body for the promotional marketing industry, says: “The latest IPA Bellwether figures are very welcome, but not really a surprise. Promotional marketing, where consumers are offered a reward or incentive to get them to do something, delivers real engagement for brands and is attracting increasing spend in a post-truth world, where what you do matters more than what you claim.”

Channels which saw an increase in budgets in the Q2 IPA Bellwether report include ‘main media’ advertising (+4.9) and events (+4.3).

Cope adds: “Promotional mechanics and techniques are now to be found across all media channels, and are incredibly strong in digital marketing and also events, which include experiential. Promotional marketing is, by its nature, about adding value to a brand and protecting brand equity and margins, which is very attractive for marketers, particularly at FMCG companies which are facing increasing pressure from retailers to cut prices.”

Channels which saw budgets falling included Direct Marketing (-3.2), PR (-6.5) and Market Research (-7.2).

UK marketers remain upbeat about their own company financial prospects, with a net balance of +13.3% of firms saying they were optimistic, fractionally higher than in the first quarter (+13.1%) and the greatest level of optimism since Q1 2017.

Following a slight upward revision to the official Q1 GDP quarterly growth figure, expectations are for a bounce back in Q2. As such, the Bellwether Report predicts a greater degree of optimism towards adspend growth for 2018 and 2019 than it previously forecast. Growth for the year as a whole is expected to come in at around 1.1% (revised from 0.8%), while 2019 growth was also upwardly revised to 0.7% (from 0.4%).

The post IPA Bellwether shows increase in promotional marketing spend in Q2 2018 appeared first on IPM Bitesize.

UK marketers have revised their budgets up in the first three months of 2017, with significant growth recorded in internet and main media advertising categories, according to the latest IPA Bellwether Report published today.

The report, which has been conducted on a quarterly basis since Q1 2000, reveals a net balance of +11.8% of companies registering an increase to their budgets during Q1 2017, down only fractionally from Q4 2016’s net balance of +12.9%. (The net balance is calculated by subtracting the percentage reporting a downward revision from the percentage reporting an upward revision).

Carey Trevill, Managing Director of the Institute of Promotional Marketing (IPM), says: “The latest IPA Bellwether report reflects the increasing optimism and the release of marketing budgets that we in the promotional marketing sector are seeing at the end of the first quarter of 2017. Brand marketers have realised that holding back marketing plans is bad for long-term brand health.”

However, she warns: “The relatively small rise in the index for Sales Promotion does not cover the vast majority of what the promotional marketing industry delivers for brands and companies and fails to take into account the integration of promotional techniques across all marketing channels and the development of new areas such as experiential and shopper marketing.”

Trevill adds: “Promotional marketing – marketing which aims to change behaviour by offering the target audience an incentive or reward – is incredibly powerful, and now permeates almost all marketing communications, including online, mobile and direct.”

Paul Bainsfair, Director General of the Institute of Practitioners in Advertising (IPA), observes: “Once again the Bellwether shows that while the impact of Brexit remains uncertain, marketers are continuing to invest in marketing. Furthermore, despite the current, turbulent digital ecosphere, it is clear that marketers are attracted to the cost-effectiveness of digital advertising and its ability to reach and accurately target their consumers.”

The Bellwether reports that UK marketers have indicated a positive outlook for their 2017/18 budget plans, with a net balance of +26.1% of companies signalling growth in their total budgets for the coming year. While indicative of a marked degree of confidence, the report’s authors suggest, year ahead expectations continue to lag those seen prior to the start of the global financial crisis in 2008.

Budgets were raised across a broad-range of Bellwether categories, led by internet where growth picked up to the highest recorded in just under four years (net balance: +16.9%, from Q4 2016’s +12.1%). Within this category, marketing activities related to search/SEO rose to the greatest degree in over two years, as highlighted by the net balance improving to +15.1% (from +7.1% in the preceding quarter). Mobile-based advertising also picked up, with the net balance of +10.3% (Q4 2016: +3.9%) the highest recorded in the short three-quarter series history.

Main media advertising also enjoyed a strong upward revision to budgets during the first quarter of 2017. The respective net balance jumped to +10.7% during Q1, up from +5.1% in Q4 2016 and the best recorded by the survey for just under three years.

Elsewhere, direct marketing budgets increased to the greatest extent for two years following stagnation in the previous quarter (net balance: +5.3%, from 0.0%), while there was a noticeable slowdown in the events category. Latest data showed the respective net balance declined to +4.9%, from +12.3% in the previous quarter and the lowest reading recorded by the survey for over a year.

Other categories that registered an increase in marketing spend included sales promotions (+1.2%) and PR (+1.1%). However, ‘other’ (-4.5%) and market research (-9.9%) both recorded deteriorating budget positions relative to those at the end of 2016.

Latest data revealed an improvement in company financial prospects during the first quarter of 2017. With over 32% of the survey panel indicating positive financial prospects, compared to under 19% that indicated a fall, the respective net balance of +13.9% was up from +11.2% in the previous survey period and the best recorded in over a year. That said, the degree of confidence remains well down on those levels seen over the period 2013-2015.

With the UK economy showing considerably more resilience during the second half of 2016 than was generally envisaged by economic commentators, this momentum is now forecast to carry through into 2017.

Although GDP growth is expected to slow in the first quarter of the year, the economy seems to have sufficient momentum to grow at a solid pace in 2017 (the OBR are expecting a rise in GDP of 2.0%). The Bellwether therefore predicts that this will help lift adspend by 0.6% in real terms over the year as a whole (previous forecast: -0.7%).

Further out, Bellwether predicts a stagnation in adspend in 2018, before growth recovers in 2019 and 2020 to rates of 1.8% and 2.3% respectively. However, given the difficulties in trying to predict the effects on the economy of Brexit negotiations and subsequent UK departure from the EU in 2019, current forecasts remain especially uncertain.

The Bellwether Report is researched and published by Markit Economics on behalf of the IPA. First published on the 17th July 2000, it features original data drawn from a panel of around 300 UK marketing professionals and provides a key indicator of the health of the economy.

The post IPA Bellwether: marketers up budgets in 2017 appeared first on IPM Bitesize.