The IPA wanted to run its first-ever brand campaign to encourage its member agencies to make greater use of all its resources and non-members to take up membership.
We argued that before doing this it took one step back and define with absolute crystal clear clarity what it stood for. In an organisation that provides such a breadth of services, its overarching single-minded benefit to users was becoming lost.
Never mind its members or would-be members, not even staff, all working in their different departments, appreciated the combined, collective value of the organisation that they worked for.
A brand manifesto, launched at an all-staff workshop, has begun to remedy this.
We say “only begun” because a manifesto is never an end in itself. It is the springboard to consistent, impactful messaging that communicates a brand’s proposition, be it a very singular one or as in the case of the IPA a multi-faceted one.
"We at the IPA have been working with Jon and David since the beginning of 2018, and their help in articulating our core purpose has been invaluable. We are delighted with the Brand Manifesto they have developed for us: it summarises, clearly and compellingly, the wide-ranging contribution the IPA makes to our member agencies and the UK advertising industry as a whole." (Paul Bainsfair, Director General, IPA)