Thursday, 30 September 2010

Magic and Logic

Client/agency relationships: the Magic and the Logic

I look after the Magic and Logic activity for the IPA which came out of our Value Framework initiative which was launched in September 2004 by the Chartered Institute of Purchasing & Supply (CIPS), the IPA and the Incorporated Society of British Advertisers (ISBA). It had an ambitious purpose: to improve professionalism in ways of working between all three memberships, through the development of an industry framework for relationship management and contract negotiation.

This is an image of the Magic and Logic white paper
The Magic and Logic 'white paper' was a direct result of this initiative, containing a valuable analysis of how the relationship between Marketing, Procurement and Agencies can work better to produce a win-win for all parties. A number of key publications resulted:

Magic and Logic: Successes Book (20.05.2009)
A 14% improvement in productivity, 30% greater efficiencies, a 10% increase in profits and a 50% budget saving. These are just some of the transformational effects that 23red, DDB, RMG Connect and BBH have experienced by employing the principles of the IPA’s Magic and Logic white paper in the re-engineering of their agencies.

Magic and Logic Challenges (20/08/2009)
As a result of the positive feedback Magic and Logic has received, the Value Framework Steering Group thought it would be helpful to practitioners to consolidate these challenges into a short set of questions they and their colleagues can focus on and then address. These are contained in Magic & Logic Challenges.

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Wednesday, 29 September 2010

Future of Work

This is the third in a series of posts on IPA publications:

The Future of work (06.09.2010)
The Future of Work is the latest IPA thought-piece on workplace issues which looks ahead to the likely impact of Gen-X and Gen-Y on the agency business in 2020. Attracting and retaining talent remains a key task for agency management and whereas previous reports have considered ‘the glass ceiling’ (Baxter 1990, Klein 2000) and the cost of our 'hire and fire' model (Hadden 2003), The Future of Work, offers agency management a number of insights into both Gen-X and Gen-Y and reports on how to retain a talented workforce through flexible working in the years ahead. PDF version: free for IPA Members/£50+vat for Non-Members.

To download the PDF please visit:

i. Social Media Futures (14/01/2009)
Social Media Futures - The future of advertising and agencies in a networked society. A 10-year perspective is the sequel to the original 2006 report, The Future of Advertising and Agencies, which put forward three alternative scenarios for the future of commercial advertising. This latest report explores in greater depth the consumer-led scenario in the context of social media (social networks, blogs, virals etc) and its likely impact on the ad industry.

Click here to order the report:

ii. The Future of Advertising and Agencies (02.01.2007)
‘The Future of Advertising and Agencies - A 10 year perspective’ became available on 2nd January 2007. This report sets out the findings of the extensive research and consultation process, conducted by the Future Foundation for the IPA. The report outlines what advertising will mean in the future, what the agency of the future will look like and how agencies may get paid.

Click here to order the report:

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Tuesday, 28 September 2010

City analysis

As part of the IPA's City Programme we produced the following range of publications:

Best practice in narrative reporting 2009 (12.08.2009)
Best practice in narrative reporting: an international perspective analyses 50 reports from the 2008-2009 financial year, including the top 10 consumer marketing spenders from the USA, Europe and Asia, and a further 20 UK reports, representing top media spenders in the UK.
To download PDF please visit:

KPI’s for marketing reporting (23.04.2008)
This publication sets out why marketing KPIs should be included in the company reports of the FTSE 350, what the measures of marketing success are, and how to predict them; from which 20 performance indicators are identified. It also explains why marketing KPIs are currently left out of such reports, for example a lack of involvement from marketing departments in preparing them, a lack of confidence in the credibility of marketing data amongst report preparers, and a lack of a coherent framework against which marketers can provide the data the boardroom is after.
To download PDF please visit:

How Analysts View Marketing (28.07.2005)
IPA research among 50 leading City analysts representing the FMCG, automotive, telecoms, financial services and alcohol sectors, which shows there is an ‘information deficit’ when it comes to tracking advertising and promotions (A&P) activity.
To download PDF please visit:

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Behavioural Economics

In my role at the IPA I have been involved in the production of a number of publications. This is the first in a series of posts, beginning with Behavioural Economics:

We're All Choice Architects Now: Second edition (10.06.2010)We’re All Choice Architects Now 2 explains how everyone uses Choice Architecture to answer questions large or small and outlines the different biases that need to be considered as well the two principles of Choice Architecture that should always be applied to any marketing campaign: relative choices and all effort counts. It also contains marketing examples to draw on and an outline of the first findings and reaction from the IPA ‘Test and Learn’ Workshops, where IPA agencies responded to four different clients briefs from a solely Behavioural Economics angle.
To download PDF please visit:

Behavioural Economics - Red Hot or Red Herring? (26.10.2009)
This is the first in a series of publications the IPA is creating around the topic of Behavioural Economics and its potential application to the advertising industry. Covered in this publication is a brief introduction to and history of Behavioural Economics and an outline of several of its key principles as they relate to advertising.
To download PDF please visit:

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