Delivering the dream: the IPA TouchPoints Initiative

The IPA TouchPoints Initiative, led by the UK communication agencies through their trade body, the IPA, was specifically designed to address the increasingly consumer centric, multi-media communications future and the subsequent lack of consumer centric industry measurement tools.

Delivering the dream: the IPA TouchPoints Initiative

Lynne RobinsonInstitute of Practitioners in Advertising (IPA), United Kingdom

Denise TurnerInsight and Effectiveness, MPG, United Kingdom

INTRODUCTION

The IPA TouchPoints Initiative has been one of the...

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