Promotional marketing body names new leader

The Institute of Promotional Marketing has recruited a former media specialist as its new head as part of the trade body’s drive for relevance.

Jodie Hopperton
Jodie Hopperton becomes the IPM’s first managing director.

Jodie Hopperton (pictured) will take the title managing director and takes up the bulk of responsibilities previously handed by former CEO Annie Swift. 

The CEO title is now dormant as the IPM has outsourced support for the bulk of its financial responsibilities.

Hopperton was previously chief operating officer and director for communications and marketing for the Global Editors Network and is a former director, EMEA, of the syndication & licensing operation of the New York Times in Paris.

The IPM has overhauled to meet new challenges in the promotional marketing landscape and to keep up with the impact of digital platforms and technology on the discipline. 

Part of the strategy for growth has been to make key roles at the IPM full time. It now has its first in-house full time lawyer supported by an extended partnership with Lewis Silkin and has also recruited a full time membership manager.

Membership has plateaued at the IPM in recent years and a fresh recruitment drive highlighting membership benefits is underway.

Commenting on the managing director appointment IPM chairman Becky Munday says:  “Jodie brings a wealth of knowledge of the marketing and media world with her. In particular, her understanding of the latest new technologies and her experience in driving the exploitation of digital media in the publishing world will be invaluable in positioning the IPM to drive innovation and growth in the promotional marketing industry.”

Among issues members are wrestling with is the increasing tension when promotions are rolled out internationally and whether local or European law presides in each territory. There has yet to be a test case.