Magazine article Marketing

IPA Puts Focus on Perception Gap

Magazine article Marketing

IPA Puts Focus on Perception Gap

Article excerpt

Research finds gulf in executives' regard for the advice ad agencies can offer on business growth.

The Institute of Practitioners in Advertising (IPA) has published a report claiming that advertising agencies are more effective than management consultancies, investment banks and audit and accountancy firms in providing advice on the creation of intangible assets.

A survey of 99 board-level executives was conducted in the last quarter of 2007 as part of IPA president Moray MacLennan's strategy of promoting the value of IPA agencies to the boardroom.

Almost two-thirds of the respondents (64%) indicated that advertising and communications agencies are good at supplying advice on ways to create intangible assets, which includes brands as well as people and services. This compared with 53% for management consultancies, 52% for investment banks and 22% for audit and accountancy firms.

However, the report also revealed that advertising and marketing agencies are less well-regarded when it comes to supplying advice on creating organic growth. Just 26% believed them to be good in this area, with 37% claiming they are poor. Management consultants topped the table: 38% of respondents indicated that they are good at supplying this advice, while 32% believe they are poor; audit and accountancy firms did least well, with just 16% believing they offer good advice and 29% that they are poor.

Janet Hull, consultant head of marketing for the IPA, said the body was 'very disappointed' with this area of the research findings. …

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