Fast times call for fast strategy

Laura James

Following on from the success of its first conference on the same theme, the Institute of Practitioners in Advertising (IPA) - the UK agencies body - held a second conference on “Fast Strategy”. The event was sponsored by News International, the owner of the Sun, The Times and The Sunday Times.

The aim of the conference, chaired by Guy Murphy, Worldwide Planning Director at JWT - and also the chairman of the IPA Strategy Group - was to “address one of the greatest pressures on our industry today: the demands of arriving at good answers fast”.

As the communications opportunities expand, the numbers and types of agencies have multiplied, resulting in an ever increasing range of “experts”, all after a slice of advertisers’ budgets.