Shared Beliefs, a small, pithy hardback that explains the advertising industry's core principles for the first time, will be published by Britain’s Institute of Practitioners in Advertising on January 10.

It is the culmination of a three year qualitative project into what makes good and great advertising and marketing communications. The collective view of the study is that there are twenty core principles that apply to all communication industry disciplines.

The IPA believes Shared Beliefs will appeal equally to ad agency personnel and client companies eager to maximise their marcoms potential. Available to all IPA members from January 10 as a free download from, the book is also available in hard copy version for £10 (£20, non-members).

News source: IPA Online (UK)