The IPA’s 2015 will take some beating

The IPA’s 2015 will take some beating


It’s March and we’ve just gotten our hands on the IPA 2015 review.

Given that the review includes news of a Royal Charter, progress in diversity and evidence of the IPA’s international spread, it was more than worth the wait.

Most of what happened in 2015 has exciting ramifications for what we can expect in the rest of the year

IPA President Tom Knox’s Here for Good strategy will ramp up guidelines and strategies for more diversity at every level of the IPA, following on from vital work that started in 2015.

A refresh of AdMission and Creative Pioneers last year also means that we’ll have better and more diverse ways of recruiting new talent into the industry.

Royal recognition

In his introduction to the IPA 2015 review, Director General Paul Bainsfair announced: “The IPA has been granted chartered status for our work in demonstrating we represent a genuine profession.”

A Royal Charter, as its name suggests, adds legitimacy to professional bodies. It not only gives chartered status, but adds an air of legitimacy and permanence. Unlike other declarations of legal standing, Royal Charters last forever.

Here for good, and the work and reputation it built on, were a key part of demonstrating the value of advertising as a profession. And needless to say, a Royal Charter is excellent news:

“This is the gold standard for any professional body,” says Bainsfair. “And [while we now need to absorb and plan for what this means], it is fair to say, that we are truly here for good!”

More talent

In 2015 the results of the IPA Agency Census revealed how our industry is made up.

Aside from showing an increase in agency members overall, the census also revealed an increase in BAME representation and first-year trainees too.

This vital knowledge was valuable, but the data also formed the start point for the IPA diversity targets announced in January of this year.

The data from the 2015 census formed targets around the gender pay gap, and better BAME and gender representation at every level.

Currently the gender pay gap in IPA agencies is smaller than the national average pay gap and women make up 32.3 per cent of highest level employment in the IPA and in other high level positions women take 38.6 per cent of jobs.

A little over 13 per cent of IPA staff come from BAME backgrounds, a figure that drops to just 8 per cent at the highest levels of employment.

The IPA challenged its agencies to pledge to improve these statistics by 2020.

Says Paul Bainsfair, Director General, IPA, “IPA members are the living embodiment of the value of advertising in all its many forms. As their professional body, it is our job to collectively show how and why advertising works and we have been doing this now for nearly one hundred years.  By using our accumulated wisdom, we work to help our members attract and retain the best talent.

So…pretty good going

2015 will take some beating.



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