The IPA TouchPoints initiative - creating the missing link

The IPA TouchPoints Initiative is a UK and global first. The initiative, led by the UK communication agencies, has produced the first holistic view of how consumers use a wide range of media channels, and how this usage fits in with their daily lives.

The IPA TouchPoints initiative – creating the missing link

Lynne RobinsonInstitute of Practitioners in Advertising, United Kingdom

Jennie BeckRSMB Research, United Kingdom

Steve WilcoxTNS Media, United Kingdom

INTRODUCTION

The global media landscape is evolving at an unprecedented rate. New communication media are being launched on a continual basis, whilst traditional media are experiencing an explosion in the number of channels available, thus fragmenting their existing audiences. Consumers are now faced with an ever-increasing range of choice in what media they use, where they use it and in what time frame.

The need to understand this new landscape...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands