IPA Gets Proactive With Launch Of New Group

The IPA has confirmed its commitment to campaigning, with the introduction of the new Media Futures Group (MFG), which will take responsibility for addressing key issues facing media agencies.

The Media Futures Group (MFG) is the new name for the Media Policy Group, which has been revamped in order to better reflect the new goals of the organisation.

Jim Marshall, chairman of the MFG and chief executive officer of MediaVest, commented: “Historically, the IPA’s media committee has tended to react to events rather than lead them. The MFG will be aiming to initiate and set the pace on key areas affecting our members, from media training practices to the shape of future research to how we are valued in the market place.”

According to the IPA, the MFG will be a proactive force in the industry, tackling issues and providing comment and guidance on issues important to IPA media members. The body will lobby hard on a range of issues including the proposed Carlton and Granada merger, media research, agency remuneration, sales practices and the value of the media service.

The group, which consists of 12 key active spokespeople with specific areas of expertise, will also divided into three sub groups. These will focus on industry research, the value of media agencies and the importance of marketing.

In his inaugural address yesterday, the new IPA president Stephen Woodford said that his main objectives will be to build business confidence and introduce an examination standard for new agency staff.

IPA: 020 7235 7020 www.ipa.co.uk

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