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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here