The Institute of Practitioners in Advertising, the trade body representing Britain's advertising agencies, has restructured its management with the aim of reducing membership churn. In particular, the IPA is to expand its appeal to those hewing at advertising’s creative coalface.

Says recently-appointed director general Hamish Pringle: “It's a shift in attitudes to how the IPA does things – we have become more proactive. Our members are looking to us to take the lead.”

The creative constituency will receive priority: “The IPA doesn't do enough for the creative people in membership,” admits Pringle. “We aim to continue [IPA president] Bruce Haines' agenda on developing this area. The whole of the creative process needs to be lionized.”

As part of the management overhaul, Jo Maude joins as creative manager in October from British Design & Art Direction. She will work with the IPA’s Creative Directors Forum, while former IPA regional affairs director John Oldfield assumes the role of membership director overseeing membership except in London and Scotland. Responsibility for the latter remains with Scottish IPA secretary, Sara Robert.

Oldfield and his team are tasked to ensure that members obtain maximum value from IPA services, and to monitor use of those services. In line with the latter objective, knowledge director Mark Rasdall will oversee the development of a membership database that will also surveil service usage. “A natural outcome of this will be hopefully not to lose any members,” says Pringle. “There's a level of attrition and we need to keep topping the levels up.”

IPA governance will also be bolstered with the formation of a steering committee which will meet quarterly to identify issues facing the IPA and the ad industry as a whole. Its aim is to raise the level of debate on key affairs rather than focus on “housekeeping” issues.

The new regime, however, has no place for treasurer Ted Goater who has been “asked to leave” after twenty years with the Institute. According to Goater, the parting is without acrimony, while Pringle added: “Ted and I have agreed that he will not continue to lead the finance function during its next stage of development which will demand a more ambassadorial role.” A replacement is sought.

News source: CampaignLive (UK)