At the recent IPA Conference in London, Management Consultant and BIC Professor Michael Farmer challenged agency CEOs to put a floor under declining prices - a simple result of declining fees and increasing workloads - and to hold account handlers responsible for client financial performance. Noting that industry initiatives over the last few decades have singularly failed to reverse the decline in prices, he called for a focus on achieving business results for clients and the need to manage agencies as ideas factories.
The IPA is widely recognized as the world’s most influential professional body for practitioners in advertising and marketing communications. It has a well-earned reputation for thought leadership, best practice and continuous professional development and also provides core support and advisory services for its corporate and individual members. Based in the United Kingdom for nearly 100 years, IPA programs can be found in more than 60 countries worldwide.