Digital agencies: stand up and be counted
In 2002, the IPA dropped the word 'Advertising' from the IPA Effectiveness Awards as a signal of the changing media landscape and the shift to new 'communication channels', notably digital. Since then, digital has grown to somewhere in the region of 11.4% of total advertising spend. Yet no digital agencies were represented in the 2007 IPA Effectiveness Awards.
This piece is a personal comment on this state of affairs from a practitioner in the digital space. It isn't a definitive guide on how to win a digital IPA Effectiveness Award...