One of the many things that the IPA does for its member agencies is provide a bank of evidence that proves the brand-building value of long-term campaigns. The idea is that agencies use it to convince their clients about the importance of thinking long-term.

 

We convinced the IPA to follow its own advice. 

 

We re-defined its brand positioning. (See brandmanifesto.co.uk/ipa) 

 

We re-launched it as “The Power Behind The Practitioners”.

 

We created a new set of brand guidelines to bring consistency across its vast estate of comms.

 

We began a campaign that more than three years later continues to demonstrate the breadth of the IPA’s USP: its unique supportive proposition.