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Recent Blog Posts

Wednesday November 14, 2018 at 11:57am
Helen Hart, Regulatory Affairs Manager, IPMThere has been quite a lot of traditional and social mediafurore about Clearcast’s decision to refuse to clear Iceland’s Christmastelevision advertisement for broadcast. Many of our members do not carry outtelevision or radio activity, but for broadcast advertising, pre-clearance isrequired by Clearcast. Clearcast refused to clear the ad in this case, sayingthat it breached the rules on political advertising as it dealt with the issueof palm oil.  I thought it might be helpful to discuss a couple of themesarising out of the Iceland ‘incident,’ exploring whatcounts as a political advertisement, why are they not permitted and ‘greenwashing’ in advertising.Political advertisingPolitical advertising is dealt wi... Read More..
Thursday November 8, 2018 at 12:57pm
Helen Hart, Regulatory Affairs Manager, IPM On Wednesday 7thNovember I attended a meeting of CAP's promotional marketing and direct response panel, which provided feedback to the ASA and CAP about issues directlyaffecting promotional marketing. This is of direct relevance to the IPM and itsmembers.One of the issuesthat arises is deciding whether something falls within the remit of the CAPCode and in particular the promotional marketing section. Quite often yousee ASA adjudications ​in which the advertiser has claimed that their marketingmaterial wasn't advertising and therefore didn't fall within the remit of theCAP Code, and so the ASA should not be dealing with it. Generallythe ASA takes a robust view of its role and the scope of the Code, taking action if it believes certain a... Read More..
Thursday November 8, 2018 at 12:00pm
In this regular item we catch up with one of our members...Emma Critchley-Lloyd, TLC Marketing’s PR & MarketingManager (UK, Ireland & Nordics) tells us what they’ve been up to over thepast few months, their thoughts on the experience economy we’re living in andwhat she’d say to a senior new business target if she had 30 seconds withthem in a lift. IPM: Hi Emma, thanks for talking to us. How are thingsgoing at TLC Marketing at the moment?ECL: It’s very busy and equally as exciting! We’verecently launched TLC Nordics which we are growing from the UK with the help ofour Swedish Operations Director Filippa in Stockholm. We’ve given the TLC branda refresh under our “Storydoing For All” mantra which is now at the heart ... Read More..
Friday November 2, 2018 at 9:13am
The below notes were taken at theconference by Paul Cope of the IPM and do not necessarily represent the viewsof the IPM, their employees, the IPM board or IPM members. Welcome and Opening Remarks:Lord Currie, ASA Chairman Lord Currie emphasised the importance of the UK-wide nature of the ASA, hence this event coming from Manchester, and this theme ran throughout the conference. He introduced the predominantly online nature of the challenges for regulation over the next 5 years. He introduced a video as a preamble to the session ahead. Watch it here. The ASA’s ‘Regulation of Online Advertising’ from 27th July 2018 can be read here.Protecting Children Online: PanelDiscussion and Q&A Panellists (L to R): Reg Bailey, Author of the Bailey Review Karim Palant, U... Read More..
Thursday October 25, 2018 at 1:33pm
 Alex Lawrence, Copy & Content Executive, IPMWe’re now enrolling for our second intake of the year forthe IPM Foundation Certificate, the qualification specifically designed to givecandidates an immersive introduction to the promotional marketing and brand activationindustry.As you may be considering taking the qualification, orenrolling a team member on it, I thought I’d share my own experience as acandidate. I’ve been at the IPM overseeing the social / content side of thebusiness since January 2018. A few months ago I found that, although I was writingabout promotional marketing on a day-to-day basis, there were still someimportant gaps in my knowledge. I’ve definitely learnt a lot on the job butstill felt I needed to add to some key areas. The IPM Founda... Read More..
Thursday October 18, 2018 at 3:00pm
 On Thursday 18th October we held a webinar for IPMmembers only, in which Ella Smillie from CAP spoke about topics of interest topromotional marketing. Ella touched on a few key areas, such as theadministration of a promotion, the significant terms of a promotion, prizepromotions, instant wins in particular and charity-linked promotions. Ella isalso working on the ASA's project on gender stereotyping and gave a briefoverview on the latest news on that project. This full article is available to IPM Members only, click here to keep reading.To find out about IPM Membership benefits, including access to articles like this, click here.... Read More..
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..
Friday October 5, 2018 at 8:56am
Helen Hart, Regulatory Affairs Manager, IPMThe ASA hasrecently ruled on a series of HFSS advertisements in different media, as wellas gambling advertisements.  The commontheme of those adjudications was that the ads concerned had not been targetedcorrectly.  CAP also wrote to thegambling industry in October 2017 to ask it to amend or take down “freelyaccessible” advertisements that were of particular appeal to children.This full article is available to IPM Members only, click here to keep reading.To find out about IPM Membership benefits, including access to articles like this, click here.... 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 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 really ... 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..
Wednesday August 22, 2018 at 3:19pm
Helen Hart, Regulatory Affairs Manager, IPMWith the launch of thegovernment’s updated Obesity Strategy, the rules on advertising so-called junk food(foods high in fat, sugar or salt, HFSS) have been firmly in the limelight.Many organisations and well-known individuals are calling for stricter rules onadvertising to children, such as the much talked about 9pm watershed. TheCommittee on Advertising Practice is carrying out a 12 month review of its rules on HFSS advertising, and theAdvertising Standards Authority has issued several adjudications on HFSSproducts. This article considers those adjudications and their implications, aswell as exploring possible new rules.This full article is available to IPM Members only, click here to keep reading.To find out about IPM Membership benefits, ... 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..
Thursday July 12, 2018 at 10:17am
Helen Hart, Regulatory Affairs Manager, IPMThe ASA has ruled this week on two 'winning moments' or algorithmic promotions, which have excited some controversy in recent months across various sections of the media. The complaints were upheld in relation to both promotions. The adjudications were made under the existing rules of the CAP Code, which set out principles and the ASA then interpreted the principles, assessing each complaint on its merits.   This full article is available to IPM Members only, click here to keep reading.To find out about IPM Membership benefits, including access to articles like this, click here.... Read More..
Thursday July 12, 2018 at 10:02am
Helen Hart, Regulatory Affairs Manager, IPMWe are well into a summer of sport with the World Cup,Wimbledon and the Athletics World Cup, among others - and we're getting intomusic festival season too. The IPM has seen a number of ‘win tickets’-stylebrand activations in the marketplace. While this can seem a great opportunityto give consumers access to these kind of events, promoters should beware.     It is not necessarily a breach of the CAP Code to give awayprizes without the brand owner's consent or knowledge, but unlike television,tickets or vouchers are a service and constitute a contract, and so will betreated differently in law.   This full article is available to IPM Members only, click here to keep reading. To find out about ... 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..
Wednesday March 21, 2018 at 6:01pm
Membership Manager at The Institute of Promotional Marketing (IPM)... Read More..
Thursday September 7, 2017 at 11:52am
Describing social media as the “wild west” of advertising isa tired old cliché. But despite advances in technology, regulation and consumerunderstanding, it’s true that social media allows almost anyone to run a competitionor prize draw. As the BBC reported this week, some consumers are being scammed through illegallotteries, and it’s not uncommon for bloggers and small companies to offerprizes they struggle to fulfil. Even big brands can find themselves caught upin PR disasters – I’m sure Walkers would preferwe forget the sight of Gary Lineker waving a picture of Fred West all overTwitter.Stories like these can make both consumers and brands waryof social media. So what steps can you take to ensure your promotions stand outas ones you can trust?&... Read More..
Tuesday August 29, 2017 at 2:50pm
We arelooking a Finance & Operations Manager to join the growing team at the IPM, available to start in September 2017.We're looking for someone to work with our wonderful team here and our brilliant Board. You will have excellent communication skills and a desire tokeep the wheels turning whilst managing demanding external stakeholders,understanding the internal too. You are a natural problem solver and are ableto apply yourself to varying tasks at hand. To apply for the role, please apply here through Reed.co.uk or direct, sending your c.v. to Carey Trevill, Managing Director (no recruitment agencies please).More about the Role Manageday to day financial and office management within a busy Membershiporganisation. Reports to FD, MD and Chair. Combined role across Finance &am... Read More..
Tuesday July 18, 2017 at 4:17pm
Laura Kelly, the IPM’s RegulatoryAdvisor speaks out on ASA’s tougher standards on Gender StereotypesThis week the ASA published a report, “Depictions, Perceptions and Harm”, following a major review of gender stereotypes inadvertising. It indicates that the ASA intends to take a tougher stance onstereotypical gender roles or characteristics which can potentially cause harm,both male and female. Some will consider this a long needed step in the right direction,but others a restriction on creative freedoms. So does the promotionalmarketing industry need to be worried? It’s rare to see complaints about harm and offence relatingto promotions – consumers are more often concerned with misleading headlines,missing conditions and making sure they get their ... Read More..
Friday June 30, 2017 at 9:18am
Laura Kelly, the IPM's Regulatory Advisor, talks about the CAP Code changes that come into force on 1st July 2017. I'm taking the top blog spot today with my summary of what you need to know about the CAP Code changes that affect the way we promote HFSS (high fat, salt or sugar) products to children and families. These changes are a result of industry-wide consultation and represent a significant shift in the way responsible promoters want to market their brands. Agencies need to understand the impacts on campaign planning and make sure they take into account the changes when considering campaigns around HFSS brands. Below I've summarised the key facts that you need to know now. There are of course many more questions you might need answers for, so get in touch with us over at th... Read More..
Tuesday June 6, 2017 at 5:30pm
LSI Netherlands BV, owner of the Peperami brand, TLC Marketing andSense were crowned the big winners at The IPM Awards 2017, taking home thetrophies for Brand Owner of the Year, Agency of the Year and the coveted GrandPrix Award respectively.This year’s winners which were announced at the IPM’sblack-tie Awards Gala on Wednesday 7th June at the London Hilton Park Lane,showcased and celebrated the very best in creativity and effectiveness in thepromotional marketing industry.The evening commenced with opening addresses from Lord Blackof Brentwood, President of the IPM, and John Sylvester, the IPM’s chairman andChairman of Sodexo Benefits & Reward Services UK, while the host for theevent was Strictly Come Dancing star, Claudia Winkleman.LSI was named as Brand Owner of th... Read More..
Wednesday April 26, 2017 at 3:47pm
The IPM is on the look out for new talent!Vacancy: Membership Executive Available from: May 2017Contract type: Temp to permThe personIf you're a naturally bubbly person with a knack for storytelling and a love of communication, this role is for you. Our team here works across a range of disciplines within Membership and we're on the look out for another talented communicator to join the team.From the glamour of the IPM and COGS Awards events, to working with Members on insight and information to help their teams grow, through to working on our social media comms, if you like variety and working at a fast pace, talk to us today. The role The role here is focussed on communicating to our Members and beyond, our core services of Membership, Legal Advice, Education and our ... Read More..
Wednesday April 26, 2017 at 3:20pm
A Day In the Life Of... the Memberships Team Matt Pink talks to us about his time at the IPM, as he prepares to start a new role at Thomas Cook and the IPM searches for a new recruit to join the team.My career at the Institute of Promotional Marketing startedwith a three-month internship, which took place during the Summer of 2015. Asit was my first office-based position, I wasn’t sure what to expect. I’d heardthe usual horror stories about internships – enthusiastic graduates being stuckfiling or bogged down in admin from 9-5 (along with, of course, making theregular tea and coffee runs). Instead, my experience with the IPM could not have beenmore different!On my first day, I was in direct contact with many of the IPM’smost trusted members, discussing all matt... Read More..
Friday April 14, 2017 at 3:32pm
CAP has published new guidance on non-broadcast ad placement. Protecting children and young people is at the core of the advertising rules and the work carried out by CAP. The IPM as part of the  CAP Committee, fully supports the new guidance issued.The guidance helps the marketers of age-sensitive products to abide by our media placement rules. Ads for age-restricted products and services must not appear in media:for children (under-16s) or children and young people (under-18s); and where children or children and young people make up a significant proportion – more than 25% – of the audience. Alcohol and gambling have long been subject to such rules. Recently, a media placement restriction was put in place for electronic cigarette advertising and, from July th... Read More..
Wednesday March 1, 2017 at 2:34pm
At the IPM we have long emphasised the importance of following best practice principles on data protection. It’s a crucial part of building trust with customers. We recommend all members read and follow the guidance recently issued by the AA, which reflects our own position on this important matter. If you have any question about how the EU General Data Protection Regulation (GDPR) will affect your data collection practices contact us at legal@theipm.org.ukAfter an extended period of consultation across the UK advertising and marketing communications sectors, the Advertising Association Council agreed to adopt a series of best practice principles on data and privacy for advertising and marketing communications.Why?The AA hope the five straightforward recommendations will make it easy... Read More..
Tuesday February 28, 2017 at 1:20pm
Welcome to the IPM Blog - our informal thoughts and comments about what is happening is the promotional marketing world, or information useful for our members. ... Read More..
Thursday February 9, 2017 at 4:06pm
Laura Kelly of the IPM’s Legal Advisory Service highlights some changes to the rules on putting prices in marketing communicationsThe Chartered Trading Standards Institute recently released the new Guidance for Traders on Pricing Practices. It replaces the 2010 BIS Pricing Practices Guide, long used by both advertisers and regulators to help establish best practice in line with consumer protection laws. But exactly how might this change impact promotional marketing?The first point to note is that the consumer protection laws have not changed; the guidance has been updated but the principles behind it remain the same, so it’s unlikely you will need to significantly change your current practices.  Remember the guidance is not legally mandatory but will be considered by regul... Read More..