The IPA and ISBA have today confirmed they are working on a joint industry initiative to champion sustainable client/media agency relationships.
Representatives from across the industry have been meeting over the last year to brainstorm solutions to the current issues and explore ideas and new initiatives.
This initiative comes against a backdrop of huge change and disruption across the media buying landscape which has necessitated a reframing of how advertisers and their media agencies work together.
The key aims for the initiative are threefold.
- Commercial transparency and effectiveness for clients.
- Proper remuneration for agencies via better alignment of advertiser marketing and procurement teams.
- Understanding and creating a joint framework setting out the role of consultancies, intermediaries and auditors in the relationship.
The group working on the initiative are drawn from progressive and pioneering marketers, media agency heads and senior marketing procurement specialists. Nigel Gwilliam from the IPA and Phil Smith from ISBA are Co-Chairs. It is anticipated that the first pieces of work will be shared with the industry at ISBA’s Annual Conference on 5 March 2019.
Commenting on the initiative Phil Smith, Director General ISBA said “I am really pleased with the level of engagement in the initiative from our most progressive members. There is a clear desire for mutually beneficial relationships and ISBA have already seen some positive examples of members who have rethought their relationships with their agencies with great success.”
Commenting on the initiative, Paul Bainsfair, Director General IPA said: “We regard this as one of our most important initiatives and we are very pleased with the collaboration and discussions so far. We are looking forward to seeing a real improvement in the client/media agency relationship.”
ENDS
Press Contact:
ISBA
Abi Slater Director of Communications
T: 020 7291 9020 M: 07917 048835
ISBA 12 Henrietta Street, Covent Garden, London, WC2E 8LH
www.isba.org.uk
Follow us on Twitter: @isbasays
About ISBA
ISBA represents the leading UK advertisers. We champion the needs of marketers through advocacy. We influence necessary change, speaking with one voice to all stakeholders including agencies, regulators, platform owners and government. Our members include the UK’s biggest brands.
ISBA is the voice of the advertiser in the UK Advertising Association tripartite. They are the advertisers’ representative on CAP and BCAP the UK advertising code body. ISBA represents UK advertisers in the WFA and ISBA's Director General, Phil Smith sits on the Executive Committee and the National Associations Council.
IPA
Nigel Gwilliam, Head of Media and Emerging Tech
T: 20 7201 8250 M: 07766 305422
IPA, 44 Belgrave Square, London SW1X 8QS
Follow us on Twitter: @The_IPA
About the IPA
Incorporated by Royal Charter, the IPA’s role is: to advance the value, theory and practice of advertising, media and marketing communications; to promote best practice standards in these fields; and to ensure that the work it does will benefit the public, the wider business community and the national economy.
It has a well-earned reputation for thought leadership, best practice and continuous professional development and also provides core support and advisory services. Its membership base is predominantly made up of corporate members who collectively handle over 85% of the UK’s annual £22bn ad spend and who represent over 4,000 brands and employ over 25,000 staff. Based in the United Kingdom for nearly 100 years, IPA programmes can be found in more than 60 countries worldwide.