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Award Entries: Extended Deadline!

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The annual call for IPM Awards, which was extended last week due to poor weather, ends today. 

Richard Pink, Head of Awards, urges entrants not to leave it until the last minute and seek support with submissions today. Pink commented 'If you've hit that deadline fever point today - call us as we are here to help!' 

Entrants are encouraged to get any entries due to be submitted today started as soon as possible via the IPM Awards platform, which can be accessed here. The IPM team can help with any advice you need about content, results or simply what to upload with results.

For more information including category selection, please click here. For inspiration, view last year's winners here


Talk to the IPM team today on 020 3848 0444 and ask for Has Kallam, Nick Sibley or Carey Trevill. 

 

 

 


ASA announcement on research into consumer understanding of reference pricing in advertising

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The ASA recently completed research into consumer understanding of reference pricing (e.g. ‘strikethrough’ prices, ‘was-now’ prices and RRP’s).  This showed that consumers have limited understanding of pricing practices in general, and reference pricing in particular, and have an expectation that reference prices are regulated and can therefore be trusted.  The research also supported the ASA’s existing positions in applying the current rules.

Price comparisons and savings are a familiar sight in ads, be it in online promotions for the latest gadgets, newspaper ads promoting discounts for the next grocery shop or TV ads offering savings on a range of household goods. It’s not a secret that everyone likes getting a bargain, and using “reference prices” (comparing the current price of a product to a higher price such as a previous selling price) is a great way to highlight good deals.

Because of the role reference prices can play in influencing consumers’ purchasing decisions, it is essential that consumers can have confidence in them, and that those prices are based on consumers’ reasonable assumptions about them.

As a regulator committed to regulating in a transparent, proportionate, targeted, evidence-based, consistent and accountable way, ASA wanted to better understand how consumers engage with reference prices in ads. Building on an existing body of evidence, they commissioned independent research into consumer understanding of reference prices in ads in 2017. This research has now been concluded and is published on their website.

The research shows that many consumers take reference prices at face value and don’t interrogate them further. While they may not actively question reference prices, further exploration showed that consumers do have expectations and assumptions about concepts that are used to establish a reference price. The research explored the risk of consumers being misled by reference prices in ads if those expectations are not met. It looked at -

Where was the reference price offered?
How long was it offered for?
How many units were actually sold at the reference price?
How recently was the reference price offered?
Is the RRP the price at which the product is generally sold?

ASA rulings and the advice offered by CAP are based on the “average consumers’ likely understanding” of an ad when taken as whole and viewed in its context. The research confirms that the risk to mislead depends on the context in which information is presented and advertisers can reduce this risk by ensuring they base reference prices on truthful responses to the questions above. Equally, it is important for regulators such as the ASA to consider the above questions when making judgements about reference prices in ads to ensure consumers are not misled. These questions are also found in the Chartered Trading Standards Institute’s (CTSI) Guidance for Traders on Pricing Practices, which provides helpful advice to traders about pricing practices.

The research highlights assumptions consumers make about reference pricing, providing valuable insight into consumer expectations and understanding. ASA believe the findings complement and strengthen the standards we set and enforce at the ASA, and help responsible businesses create transparent ads that don’t mislead consumers. By upholding high standards they continue to strengthen consumer confidence in advertising, and particularly reference prices used in ads, and further promote fair competition among businesses. What’s good for consumers is also good for businesses because by building trust in their pricing businesses can build their brand loyalty.

Now hiring: Membership Manager to join the IPM Team

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Searching for a marketing career that has a unique industry perspective? We are always on the look out for bright talented marketers with a passion for marketing, promotions and the industry in general.

Do you love driving engagement? Have a knack for understanding the needs of others and bringing the right solutions together? You might be our next Membership Manager. 

The IPM team is expanding and we're looking for the next addition to our Membership team. If you love a dynamic, varied and fast paced environment with a passion for sales, delivery and customer service this role might be for you. 

Ideally from a marketing, agency or client side background, you will love communicating, have the ability to talk to the talk but also deliver the detail, enjoy contributing to plans and strategy to shape customer experiences.

If you'd like to apply, please submit your c.v. to Carey Trevill on careyt@theipm.org.uk with the subject headline: Membership application. No agencies please.

More about the role:

Member Services Manager is responsible for implementing The Institute’s Member support strategy, under direct management of the Head of Membership and Managing Director. Within this role, commercially minded implementation and knowledge is essential to the potential impact of any Member/non-Member application. Our Members need support and value added service from our internal; driving conversion to actions, Members and potential new Members to our site. The role requires strong cross-departmental integration and the ability to inspire through execution.

  • Successfully working to achieve targets set out and agreed on a quarterly basis (which inform your bonus)
  • Achieving all objectives, targets and KPIs set out within your role - providing true support and consultative Member support
  • Working on the Membership strategy alongside the Head of Member Services to build the Membership pipeline and help secure new Memberships with proposals
  • Building and maintaining strong relationships with Members Build Member engagement through the promotion of Members events direct to current Member base and scoping other audience engagements through other non-members who have engaged with the IPM previously
  • Renewing annual memberships with lapsed and renewing Members, being fully aware of all the benefits of being part of the IPM and being able to communicate these benefits clearly through verbal, written and proposal execution
  • Support exclusive IPM Education services by promoting IPM Diploma Courses to current members, working with the Marketing function to create new audiences through targeted executions
  • Promote key conferences and social events created exclusively by the IPM; understanding clearly the targets and expectations for each event
  • Secure sponsorship for key events from your entrepreneurial approach to securing funding for IPM events, in particular Awards and social activations
  • Generate revenue from advertising space and sponsorship on Promotional Marketing (digital media) and within our directory

Political Advertising Debate Continues at AdWeek Europe

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In the UK, political Advertising is governed by no one - The Drum's opening words for a debate  taking place today for a subject that was kicked off again after the Brexit vote and the recent Election. 

The IPM held a dinner at the House of Lords in 2017 to debate this very topic and IPM's Board Director and previous Chair, Graham Temple has pursued this subject area, engaging industry influencers to keep exploring the debate. 

The Drum are holding a debate today at 5pm as part of their presence at Ad Week Europe and state that the debate is needed to determine what should happen next. 

While Kellogg’s, Unilever, Tesco and every other brand promise is watched over carefully, the promises of those who Govern Britain can be advertised without care to a public, which causes confusion and disillusion, i.e. the promise that £350m a week would be spent on the NHS should Brexit become a reality.This debate will see two sides argue for and against the motion - Political advertising in Britain should be regulated - featuring a number of political and Advertising professionals.

To find out more about what The Drum are doing, click here to register for an invite. 


 

IPM members asked to respond to ‘timeTo’ survey

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timeTo, an alliance between the Advertising Association (AA), marketing industry charity NABS and networking group Women in Advertising and Communications, London (WACL), has been launched to investigate issues of sexual harassment in the advertising and marketing industry and come up withtimeto positive steps to stamp it out.

timeTo officially launched on March 12th 2018. Client body, the Incorporated Society of British Advertisers (ISBA), and ad industry trade body, the Institute of Practitioners in Advertising, have both already given it their full support.

The news release announcing the launch of timeTo can be found via this link​

The IPM, which is a member of the AA, has also pledged its support and is asking IPM members to contribute to an industry-wide survey being carried out by marketing industry think-tank, Credos.

John Sylvester, Chairman of the IPM, says:“The IPM is contacting all our members and asking them to respond to Credos’ request for information, as have other industry bodies. It’s important that we hear from as many people as possible, so we can develop best practice to tackle the issue in a positive way.”

Stephen Woodford, CEO of the Advertising Association, comments:“Our industry, like many others in the UK and around the world, is going through a critical reset in terms of behaviour change. The Advertising Association exists to promote the role, rights and responsibilities of advertising and timeTo is about being clear about the behaviour standard expected of all people who work in advertising. This must happen to ensure our industry, which reflects and shapes the world around us, continues to be an economic and social force for good in the years ahead.”

The Credos study, led by Karen Fraser MBE, Director of Credos and Strategy Director of the Advertising Association, aims to establish the current level of sexual harassment across the industry and to provide data for future tracking of change. timeTo will also use information collected through the survey to produce a best-practice Code of Behaviour for all companies to implement as a minimum.

timeTo builds on the global #MeToo and #TimesUp movements, but with a recognition that all parts of the advertising industry are affected– all sexualities and genders as well as all agencies, marketers and media owners – and that, by taking action together, the industry will be better placed to make positive change to stamp out sexual harassment.

The Advertising Association promotes the role, rights and responsibilities of advertising and its impact on individuals, the economy and society and is a key stakeholder in the system of independent self-regulation which governs the UK advertising and marketing industry.​

Debate: Improved regulation in political advertising

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On Wednesday 21st March, The Drum held a heated debate as part of Advertising Week Europe, on the question: should UK political ads be better regulated? The panel explored arguments both for and against the notion of improved regulation.

The IPM held a debate on the same question in 2016 in The House of Lords following the UK’s referendum on exiting the EU, featured speakers Lord Black, Lord Saatchi and other notables from the industry. IPM Board Director and former Chairman, Graham Temple, attended The Drum’s debate.

The discussions this ongoing argument raised on Wednesday are highly topical, following the recent Cambridge Analytica scandal in which unauthorised Facebook data was collected to manipulate individuals with the aim to influence elections.

The debating panel consisted of:

FOR:

  • James Best, former Adam & Eve Chairman, Chairman of CAP
  • David Harris, Executive Creative Director, Gyro
  • Graham Temple, Board Director, IPM

AGAINST: 

  • Christie Dennehy-Neil, Senior public policy manager IAB, formerly of the Electoral Commission
  • Will Harris, CMO, former Tory marketer
  • Natalie Gross, Partner TH_NK​

 Arguing for better regulation, James Best, highlighted the fact that while the Electoral Commission has previously shied away from improved political ad regulation, ‘something must be done.’ Best argued that the sheer power of advertising means that people must be able to clearly recognise when they are being advertised to, especially for political purposes.

David Harris building on this, argued that the reason political advertising is so powerful is because people assume that it is as well-regulated as general advertising is. People are simply not aware that they could be potentially deceived by political ads. He argued that the top brands are successful because they focus a lot of attention on building consumer trust. As brands themselves, political parties will lose value from repeated misleading ad ‘incidents’. Moreover, Harris argued that we should shift the focus away from regulating social media to regulating politicians as they are the ones with the real power.

Graham Temple also highlighted the underlying issue of implied, but not actual, political ad regulation. While, within the marketing world, consumers are very protected from misleading ads, there is, as Temple pointed out, a disconnect with political advertising where there is significantly less regulation. The public feel secure that they are well protected from untruthful claims in general ads – not realising that political ads are a different story. Temple stressed the importance of transparency, suggesting political ads should include a mandatory disclaimer along the lines of: ‘This political ad is funded by the xyz Party. The content and claims that appear have not been verified by an independent authority as either decent, honest or truthful.’

Providing a counter to this argument, Christie Dennehy-Neil stated that Political and marketing ads cannot be treated in the same way. She claimed the ASA model of regulation would be impractical for political ads purely because it can take a long time for misleading information to be addressed. Moreover, Dennehy-Neil indicated that although a political ad may make a claim that is not later realised – it cannot necessarily be labelled as misleading: there may have been a lack of funding etc. She also stated that regulation cannot actually stop politicians saying whatever they chose.

Will Harris argued that regulation of political ads is impractical. He stated that exploiting weaknesses in the opponent is all part of being in the ‘real world’ of both marketing and politicians. Harris also claimed that the public are not so gullible to believe political ads anyway as nobody trusts what they say.

Viewing regulation as a “lazy approach,” Natalie Gross stated that politicians lie in all forms of communications and not solely their ads. Moreover, it is impossible, according to Gross, to distinguish ads from other forms of communications, making it implausible to regulate political ads.

Ultimately, the audience were asked to vote FOR or AGAINST the improvement of political ad regulation.

The results were:

52% FOR
48% AGAINST   

While both sides offer convincing arguments, our views at the IPM reflect those of the majority audience vote. We believe that transparency is key and regulation can help ensure this. People should be able to recognise when they are being advertised to and be able to trust that the information an ad is presenting to them is not misleading, whether it be a general or political ad. The regulation of general ads ensures consumer trust and protection, and so should be sort after and followed by example for other types of advertising, namely, political ads. People should be able to rightly assume they are protected with all kinds of advertising. 

As Graham Temple stated ‘If it’s good enough for Daz, then it should be good enough for Boris.’  

For the more about the political advertising debate, please see the full report by The Drum here.

IPM announces new Managing Director

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The Institute of Promotional Marketing (IPM) has today announced the appointment of Paul Cope to join the IPM’s Executive team to lead the organisation forward.Paul Cope joins with a heavyweight marketing career under his belt, having worked client and agency side with a wealth of promotional and integrated experience to add to the IPM’s talent base.

Paul’s appointment as Managing Director is announced as current IPM lead, Carey Trevill, steps down after three years in the role to take on a new direction when she leaves the organisation in early summer. During this period, Cope and Trevill will ensure a smooth handover for Members in the run up to the IPM’s legendary Awards night.

The Board would like to thank Carey for her hard work during this period, with Chairman John Sylvester commenting: “I would like to thank Carey for the tremendous contribution she has made to the IPM during her tenure.  She and her team have worked tirelessly serving our members and keeping the IPM aligned with the rapid change we have seen in the industry over recent years.  On a personal note, it has been a great pleasure working alongside Carey and I wish her every success with her future plans.

I am delighted to welcome Paul to the helm.  His knowledge, expertise and experience makes him ideally placed to take the IPM forward and continue the momentum that has built up over the last few years.”

Paul Cope will be in touch with the Membership over the coming days and weeks ahead, Members are encouraged to contact Paul during this time on paulc@theipm.org.uk

IPM announces shortlist for the 2018 IPM Awards

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The Institute of Promotional Marketing (IPM) has announced the shortlist for The IPM Awards 2018, the promotional marketing industry’s most prestigious recognition programme.

Richard Pink, Head of Awards at the IPM, says: “We’re delighted to reveal The IPM Awards 2018 entries which have been selected by our first stage judging panels as being worthy of consideration for a Bronze, Silver or Gold trophy, or for one of our three special Awards. Our awards programme showcase the latest and greatest campaigns and work being delivered within the promotional marketing industry. We’re looking for those exceptional promotional campaigns that have displayed effectiveness, creativity and innovation in their field. We want to recognise and reward the blood, sweat and tears that go into delivering the best that promotional marketing has to offer.”

The IPM Awards 2018 shortlist shows the breadth of mechanics, techniques and channels covered by promotional marketing, including classic promotions, shopper marketing, experiential marketing, partnership marketing, digital, and motivation and incentives.

The winners of the coveted IPM Awards – Bronze, Silver, Gold and the Specials, the Brand Owner of the Year, the Agency of the Year and the Grand Prix, for the best campaign of 2018 – will be revealed at The Awards Gala Dinner on 14th June 2018 at the London Hilton, Park Lane. Table Bookings are now open for what will be the biggest networking event for the promotional marketing industry in 2018.

The IPM Awards are the premier recognition platform for the UK promotional marketing industry and have been going for more than 40 years. The Headline Sponsor for the IPM Awards 2018 is Sodexo.​


Lucozade and TBK Group sparkle at the IPM Awards 2018 Gala Dinner

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Lucozade and TBK Group collected the trophies for Brand Owner of the Year, Agency of the Year and the coveted Grand Prix Award at The IPM Awards 2018 last night, the biggest networking event of the promotional marketing industry year.

This year’s winners, which were announced at the IPM’s black-tie Awards Gala on Thursday 14th June at the London Hilton Park Lane, showcased and celebrated the very best in creativity and effectiveness in the promotional marketing industry.

The evening commenced with opening addresses from Lord Black of Brentwood, President of the IPM, and John Sylvester, the IPM’s Chairman and Chairman of Sodexo Benefits & Reward Services UK, while the host for the event was comedy superstar, Russell Kane.

Lucozade was named as Brand Owner of the Year, after campaigns for sub-brands Lucozade Sport, Lucozade Energy and Lucozade Zero collected five Gold awards, three Silvers and the Grand Prix (for Lucozade Energy’s ‘Unstoppable Bottle’ campaign).

The Grand Prix is chosen from all of the Gold winners in the IPM Awards 2018 by a Final Judging Panel. The winner is selected by anonymous vote, and this year the vote went to the ‘Unstoppable Bottle’ campaign.

All of the Lucozade trophies were for campaigns created by agency TBK Group, which also took two more Silver trophies for the ‘£10 million Giveaway for Carphone Warehouse – this haul cemented the title of Agency of the Year 2018.

Other agencies taking away multiple trophies from the IPM Awards 2018 include Savvy Marketing (five Golds and three Bronzes), ZEAL Creative (five Golds, two Silvers and four Bronzes), Leith Links (three Golds and two Silvers) and Brass (two Golds and a Bronze).

View the full list of winners ​here.

Now hiring a Membership Executive to join the IPM Team

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Role:Membership Executive
Company:The IPM (Institute of Promotional Marketing)
Based: Holborn, London
Salary: Depending on your experience (plus discretionary performance bonus paid/month)
Reporting to: Membership Manager

APPLY BY SENDING YOUR CV AND COVERING NOTE TO sidiqah@theipm.org.uk

Are you looking for a marketing role that has a unique perspective? Do you have 12 months’ experience in the industry? Do you love working with people and have an inquisitive mind? Do you have a knack for understanding the needs of others and helping to bring the right solutions together? Then you might be the IPM’s next Membership Executive. 

Ideally from a marketing background (study, trade body, agency or brand owner), you will love communicating, be commercially astute, have the ability to build effective relationships – but also deliver the detail – and enjoy contributing to plans to shape member experiences.

We are seeking a Membership Executive to join the growing team at the IPM and to support our exciting Membership growth plans. You’re ideally in marketing or similar already and be looking for a varied and high-profile role. You are a self-starter and have a desire to keep the wheels turning whilst managing external stakeholders. You are naturally outgoing and enjoy understanding how to add value to marketers’ businesses.

You are comfortable multi-tasking, using CRM platforms, and take pride in your verbal and written communication skills. Most importantly, you’re ambitious, positive, friendly and a real team player.

Our members rely on us to bring them the best possible service and as part of the IPM, you will be involved in delivering the best practice across our membership offering. 

You will be servicing and supporting the current membership database (160+ companies), helping them to become aware of benefits and services of IPM membership, together with recruiting new Members into the organisation.

  • Supporting the Membership Manager to achieve Membership targets 
  • Providing true consultative Member support
  • Building and maintaining strong relationships with Members
  • Driving Member engagement through the promotion of Member events direct to our current Member base
  • Renewing annual memberships with lapsed and renewing Members, being fully aware of all the benefits of being part of the IPM and being able to communicate these benefits clearly through verbal and written communication
  • Maintain the membership CRM database
  • Undertake monthly membership renewal communications and issue invoices
  • Support IPM Learning services by promoting courses and workshops appropriately to current members
  • Support IPM content drives wherever requested
  • Help promote key events created exclusively by the IPM, in particular Awards and Community functions
  • Help secure sponsorship for key events
  • Ensuring high standards of service are met, ensuring outstanding member feedback at every opportunity
  • Key target of building relationships with a range of stakeholders and upholding the IPM code of conduct at all times
  • Work effectively with your line manager (Membership Manager) – and the rest of the team – to generate ideas that actively benefit the Membership

Candidates for this role can expect to pass through 2 interviews, where skills will be tested. Please note that references will be requested and confirmed prior to a formal employment offer. 

About the IPM;
The IPM is a not-for-profit marketing membership body dedicated to upholding the highest standards of professionalism and creativity in the brand activation industry, and representing the ever-evolving interests and needs of client companies, creative agencies and the suppliers that support them. We celebrate excellence, educate and develop talent, provide legal advice, share the latest learnings and promote best practice to ensure brand activation campaigns - from on-pack activation to brand experience, shopper marketing to brand partnerships - are inspiring, legal, honest, decent and truthful.





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