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    Thursday 18 October 2018
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opinion Posts

Wednesday October 10, 2018 at 4:33pm
On Wednesday 10th October the IPM’s Experiential Council  presented the culmination of two and a half years' work and extensive research: the first draft of their experiential marketing effectiveness benchmarking tool. The review of the new model was delivered at PrettyGreen as part of IPA EffWeek 2018.Presenting the model on behalf of the IPM's Experiential Council were:  Paul Cope, Managing Director, IPM  Jess Hargreaves, Managing Director, Pretty Green and Chair of the IPM Experiential Council Bob Suppiah, Director of Promotions & Partnership, Sky Tom Lovegrove, Planning Director, Wasserman Steve Messenger, Founder & Joint CEO, RedRoute Paul Cope explained the origins of the initiative and described how the desire of IPA EffWeek "to seek out the tr... Read More..
Thursday September 27, 2018 at 9:31am
Alex Lawrence, Copy & Content Executive, IPMGeneration Z is just one of the labels given to those people born in the mid-1990s through to the early 2000s - others include: Centennials, Post-Millennials, Digital Natives, Plurals and more. The youngest are around 13, the oldest in their early 20s. But whatever they’re called, everyone agrees on one thing: Millennials are old news and Gen Z are set to take the limelight. In fact, research from Bloomberg claims they will outnumber Millennials in 2019, making up 32% of the population.[1]What makes Gen Z the new buzz demographicis the fact that they are the first generation to only know a world in which the Internet exists. For many, this factalone is, not only difficult to comprehend, but also rather frightening. As aresult, a common ... Read More..
Wednesday September 26, 2018 at 2:46pm
In this regular item we catch up with one of our members...Joe Sheppard, Managing Directorof POD Staffing in Paddington tells us what they’ve been up to overthe past few months, their thoughts on freelance staff motivation and what he’dsay to a senior new business target if he/she had 30 seconds with them in alift.​IPM: Hi Joe, thanks for talking to us. How are things goingat POD Staffing at the moment?JS: Very good thank you! We’ve had a busy period which has meant plenty ofchange in the business, including relocating POD HQ to Paddington. I won’t lie– I was nervous about how growing at pace & traipsing our team across thecapital would affect the makeup of the business. However, we’ve been fortunatein that our hires have rea... Read More..
Thursday September 13, 2018 at 4:35pm
As digital media and AI become more sophisticated and ROI expectationson the marketing mix greater than ever, just what is the future of brands inthe ‘experience economy’? These questions were explored on Thursday morning by our panel,consisting of:​ Jess Hargreaves, Managing Director, Pretty Green and Chair of the IPM’s Experiential Council Simon Levitt, Global Creative Technology Director, Imagination Bonnie Richardson, Head of Product, Foresight Factory Dan Chapman, Managing Director, Products – Solutions, Havas Media GroupThe panellists explored the how online and live experiences can workharmoniously together, as well as considering whether digital-led activationsignals the decline of brand experience campaigns. Our panellists provided somethought-provokin... Read More..
Wednesday August 29, 2018 at 11:49am
In this regular item we catchup with one of our members...  Lucy Gillions and Jo Curtis,co-founders of Jackanory in Covent Garden tell us what they’ve beenup to this summer, their thoughts on micro-targeted activations and what they’dsay to a senior new business target if they had 30 seconds with them in a lift.IPM: Hi Lucy and Jo, thanks for talking to us. How are thingsgoing at Jackanory at the moment? LG: Good, thank you! Summeris always an interesting time for us – one week we’re so busy we can barelycome up for breath, the next we’re kicking back over a glass of rosé or twobefore the next big brief comes in.  IPM: How is your business developing and evolving – any interestingplans for 2019 you... Read More..
Friday August 17, 2018 at 1:22pm
Alex Lawrence, Copy & Content Executive, IPMInfluencer marketing is one of today’sbiggest trends, but in 2018 it’s reached a crossroads. Has it reached itspeak? Or does it still offer valuable opportunities for brands?Influencermarketing has the potential to be a powerful tool to connect with consumers andseems to offer a solution to how we now skip, block and completely avoid ads. Ithas the ability to infiltrate our lives, reaching us through the very contentwe choose to see. Catching up onvideos from a favourite blogger is a daily habit of many – what better way toapproach prospective customers than to connect with them through the contentthey want to see, from the people they choose to follow?Social media platforms are continuously evolving to support theinflu... Read More..
Wednesday August 8, 2018 at 9:46am
In this new, regular item we catch up with one of our members...Jake Xu, owner and Creative Director of Readyin Bath tells us what they’ve been up to thissummer, his thoughts on AI and consumer choice, and what he’d say to a seniornew business target if he had 30 seconds with them in a lift.IPM: Hi Jake, thanks for talking to us. How are thingsgoing at Ready at the moment?Jake Xu: We’re having a frantic summer, to saythe least! Since the beginning of June, we’ve launched new campaigns forlong-term clients Soap & Glory, Quidco, Burt’s Bees and Kiddylicious. We’vealso begun working with two new clients, Vita Coco and luxury chocolatiersMaison Samadi, as well as delivering our latest project for skincare expertsBioré. And with more to come, ... Read More..
Tuesday July 17, 2018 at 1:37pm
Alex Lawrence, Copy & Content Executive, IPM Unfortunately we didn’t make the final but the England teamhad a great run and made it much further than we could have imagined. Despitethe disappointing result, the last few weeks of football fever and nationalpride have been a whirlwind of excitement. Making the most of this World Cup hype, brands from all over theworld have been pushing out countless activations to attract football fans. Theproblem is, many brands have been taking very ​tried and tested routes and relying on stereotypesto inform their campaigns. It becomes a little boring when World Cupactivations go no further than trying to reach out to ‘the lads down the pub.'As I explored in my Pride article, it’s very obvious whenbrands haven’t put a lot ... Read More..
Monday July 9, 2018 at 3:38pm
Enjoying this article? To read more full articles like this, published every month, you need to be an IPM Member. To find out more about joining in membership, click here. Alex Lawrence, Copy & Content Executive, IPMPride month was celebrated throughout the whole of June and Pridein London took place this weekend which I was pleased to attend. The celebration of theLGBT+ community is approaching ubiquity and brands have become increasingly involved inthe Pride movement. From social media to shop fronts, it’s hard to miss thecountless representations of the vibrant LGBT+ rainbow flag. Redesigned logos,temporary company name changes and more, the sheer amount of Pride imagerysends out a positive message of acceptance and support.Consumers, however, are smart. Th... Read More..
Thursday May 24, 2018 at 7:43pm
Does AI-driven marketing threaten consumer choice?To read a summary of the debate click here.“Although consumers will still be empowered to have the illusion of choice, AI will clearly diminish the number and nature of those choices”. These were the words of Rob Sellers, Manager Director of Grey Shopper, proposing the motion ‘AI-driven marketing threatens consumer choice ‘at the Debating Group debate on 21 May 2018 at the House of Commons. The debate was sponsored by the Institute of Promotional Marketing and Chaired by the Lord Black of Brentwood, Deputy Chairman of the Telegraph Media Group.Rob Sellers prefaced his paper by paraphrasing a quotation from Jurassic Park, “Technologists pushing for an increasing role for Artificial Intelligence in consumer and s... Read More..
Thursday May 24, 2018 at 11:36am
As an ex-agency person, I’vecontributed too and even moderated a fair few panel discussions in my time. Butthis Monday was my first experience of a formal debate, and in the Houses of Parliamentno less! The subject of the debate, whichwas hosted by the Debating Group and sponsored by the IPM was: AI driven marketing threatens consumerchoice. With Rob Sellers (MD of Grey Shopper Marketing), we proposed themotion. To read asummary of the debate please click here. To read the full debate transcript, click here.I’ll put you out of your miserynow - we lost the debate. The final vote in the room was 35 against the motionand only 16 for. Here’s some of the reasons why I think we lost. AI, especially within the context ofmarketing, has become emblematic of tec... Read More..
Thursday May 24, 2018 at 10:29am
On Monday 21st May, the IPM sponsored a debate for The Debating Group, an organisation that regularly holds debates on politicalissues which surround marketing within the House of Commons. This debate centredon the effect Artificial Intelligence in marketing has on consumer choice, acontrastingly modern topic to be discussed in the historic building ofWestminster Palace building. Today, we live in a world where we can buy anything andeverything we want in one-click, a world in which our search history andpersonal data is sold to send us personalised marketing messages. In thiscurrent environment AI is working behind the scenes and is growing andincreasing in intelligence at a rapid speed. Are we sure AI’sbenefits outweigh the potential risks? It made for a lively and engagingdebate.T... Read More..
Wednesday May 16, 2018 at 9:40am
Alex Lawrence, Content Executive, IPMThe recent news of the merger between Asda and Sainsbury’sis a clear indication that retail is changing drastically, leaving many questioningwhat the future of grocery retailing may look like. The £51bn-sales mergercomes as a protectionist move against powerful organisations, namely Amazon,who are moving inexorably to the food retail market. Recent speculationsuggests that Amazon could buy UK supermarket chain Morrisons, signalling thedramatic shift in the framework of food retail in which tech-forward onlinegiants are the new major players. As Asda and Sainsbury’s claimed in their joint statement: “The retail sector is going through significantand rapid change, as customer shopping habits continue to evolve.”Earl... Read More..