Reports and forecasts

Advertising Association Exports Report

 Advertising Exports report 200px

Forecasts from the Advertising Association are predicting an increase in UK advertising’s £4.7bn contribution to national exports of 54% over the next five years – growth of £2.5bn.

The data is published today alongside a new report, Advertising Pays 4: The export and global impact of UK advertising, by advertising’s think-tank Credos, which examines the sector’s role in narrowing the UK trade gap.

Download here.

Gunn Report


The -gunn -report -2012

The Gunn Report, created in 1999, is based on a simple idea.  It combines the winners' lists from all of the world’s most important award contests, to establish the annual worldwide league tables for the Advertising industry.

Date of publication: January, annually.

Website: Gunn Report


Kingston Smith Annual Survey


Kingston Smith


Kingston Smith publishes an annual survey of financial and operating metrics from the UK's top marketing groups.

Find highlights from the report here.


AA Economic Report

Advertising _pays

Advertising Pays is a unique report, launched at the LEAD 2013 summit. It sets out to quantify and qualify the economic effects of the £16bn spent on advertising in the UK every year.

Date of publication: January 2013

Website - Advertising Pays


IPA Publications


General Advertising Topics


Advertising Works 22

Adworks 21

The IPA's Advertising Effectiveness Awards are the most uncompromising competition in the advertising world, and 25 detailed case studies from the 2014 Awards, including chapers from Mercedes-Benz, Heineken, Mars and Deutshe Telekom, are featured in this book. The publication also provides insights on putting behavioural economics into action, employing content marketing and developing international campaigns. 

Available from the IPA


Ad tech mission

Tech Mission

Technology is driving marketing and this short guide describes tech developments affecting UK advertising. It was produced for a business mission to the West Coast of the US by a variety of UK agencies.

Download brochure.

Warc Consensus Ad Forecast


Warc _0

Warc’s detailed consensus advertising forecast, based on a weighted average of predictions from various sources including advertising agencies, media companies and industry bodies.

Date of publication: January 2013

Website: Consensus Ad Forecast


London 2012 Creative Showcase


Creative Showcase

This publication features creative work and case studies showing how brands used sponsorship opportunities presented by the London 2012 Games. Brands featured include: British Airways, Cadbury, Coca Cola, EDF, GE, GLA/Mayor of London, Lloyds TSB, McDonald's, The National Lottery and Visa.

Available from the IPA


Creating Value for Brands


china book


This publication, 'Creating Value for Brands: A Celebration of 30 Years of IPA Effectiveness Awards', features case studies from across the 30 years of IPA Effectiveness Awards, in both English and Mandarin.

Available from the IPA


Best Practice Guides


A is for Alliances


Best Practice: Alliances 

A is for Alliances has been produced and developed out of ideas generated at the IPA’s Alliances Adaptathon, forming part of IPA President Ian Priest’s wider ADAPT agenda. It provides an industry blueprint to help agencies and clients achieve stronger and longer working relationships and will constitute the first chapter of his commercial creative contract.

Available from the IPA


Agency Remuneration


Best Practice: Agency Remuneration

Agency Remuneration is the product of a major joint industry initiative to identify common ground for remuneration practices between the IPA, ISBA, MCCA and PRCA. This 2012 version is an update to the original 2005 edition and takes into account the development of more complex and hybrid agency remuneration models as clients seek to provide more value-based efficient relationships.

Available from the IPA


Briefing an Agency


Briefing An Agency Cover

Briefing an Agency aims to help anyone involved in briefing any type of communications agency on how to do it better. It explains the principles of any good brief, the reasons why a written brief is important but not sufficient, the role of the briefing meeting, and provides guidance on written briefing forms. It draws from research conducted amongst over 140 advertisers and agencies including many of the largest spenders and agencies in the UK. 

Available from the IPA


Communications Strategy



Communication Strategy was written primarily by Guy Murphy, Worldwide Planning Director of JWT, who maintains that what is needed is a holistic approach to planning how a brand engages with its audience. The guide also includes interviews with thought leading practitioners and provides 10 top tips for an effective communication strategy.

Available from the IPA


D is for Diversification



This is the second in a series of publications linked to the Adapthon events run by the IPA. This report discusses how the industry can become more diverse and multi-dimensional.

Available from the IPA




Evaluation Front Cover

The Evaluation guide has been compiled using insight from the first cross-industry research ever undertaken into how clients and agencies evaluate their marketing communications. The guide also offers practical tips and insights from leaders in the field of evaluation from each communication discipline and members of ISBA, and also discusses ways to evaluate beyond the typical short-term increase in volume of sales.

Available from the IPA


Finding an Agency


Finding An Agency Front Cover

Finding an Agency is designed to aid the agency selection process.

Available from the IPA


Judging Creative Ideas


Judging Creative Ideas Cover

The world’s first guide for Judging Creative Ideas is a joint industry initiative, arming marketing professionals with a best practice guide to assessing creative ideas from communications agencies.

Available from the IPA


Little Book of Project Management


Little Book of Project Management

The Little Book of Project Management highlights the increasing value and importance of this evolving role to the advertising industry.

Available from the IPA