IPA Unveils 20 Core Principles

The IPA has unveiled its 20 core principles for the advertising industry in a new publication called Shared Beliefs.

The book, which is aimed at “everyone who works in advertising,” is the culmination of three years of research and is intended to help agencies and clients get the most out of advertising.

The study proposes that there are 20 core principles that apply to all disciplines of marketing communications. The principles, which are intended to provoke creative thinking, include: The best advertising has a single minded idea; consistency is the key to success; identify a target response not just a target audience; creative thinking is the lifeblood of advertising and find a truth and make it better.

The IPA’s director general, Hamish Pringle, said: “These days many practitioners are finding that they are having to defend our industry’s first principles in the face of almost unbearable pressures on time and budgets. By publishing Shared Beliefs, we’ve distilled the wisdom of the most experienced people in our business into one pot.”

Mike Longhurst of Europe McCann added: “In an era when the most experienced advertising hands are becoming thinner on the ground, Shared Beliefs is a very useful primer for entrants at every level on both client and agency sides.”

The book is priced at £10 for IPA members and £20 for non-members and is available via the IPA website.

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

Subscribers can access ten years of media news and analysis in the Archive