IPA calls for better recognition of advertising

The Institute of Practitioners in Advertising (IPA) is calling for business to give greater recognition to the contribution of advertising and marketing and has launched a book for case studies to support its campaign.

The Little Book of Growth, which is being launched this week, aims to show how advertising and marketing delivers value to the boardroom. It will be send to FTSE-350 chief executives and finance directors, financial analysts and City journalists.

IPA president Moray McLennan, who is European chairman of M&C Saatchi, is behind the launch of the book, which tells the stories of 38 brands, including Tesco and The Number 118 118, and shows how advertising has helped them meet the challenges they have faced.

The IPA claims the Book of Growth is “the first project” that aims to show the contribution that advertising and marketing makes to business. The IPA is the trade body for 284 agencies in the UK’s advertising, media and marketing communications.