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