Posts

Posterscope retain CPD Gold and Platinum status

Posterscope have been awarded CPD Gold status for the 6th year running, and platinum status for the 3rd for outstanding professional development.
They were presented with their awards at the IPA Member’s Lunch, which took place on the 26th April.
The CPD accreditation is awarded to agencies who have made a thorough commitment to learning and an evident improvement to the lives of their agency staff and to the development of their business.
You can view the full list of agencies awarded, as well as photos from the event here.

Posterscope Awarded IPA Excellence in Professional Development

To achieve the IPA CPD Gold accreditation, agencies were required to write a paper which demonstrated the effectiveness of their training and development programme on their business success. Their submissions revealed that they take a holistic approach to professional development regardless of the size of the available budget and that they show creativity in building an energetic learning culture, in support of real business objectives. The agencies also provided clear evidence that CPD practice is not merely an add-on to operations but lies at the heart of their business, fuelling commercial success.
Says Sarah Ellis, Chair of Judges and  Head of Marketing Strategy, Sainsbury’s, This year a record-breaking 41 agencies have been awarded CPD Gold. The diversity, creativity and commitment of agencies to CPD is inspiring. The judges were particularly impressed with how CPD is now part of the DNA of so many agencies and inextricably linked to achieving their business goals. Congratulations to all the fantastic winners!”
Says Patrick Mills, Director of Professional Development, IPA, “More submissions and more Gold standard awards than ever before is good news for our industry.  CPD is now well established among our membership and recognised as a powerful tool in growing agency businesses: aiding client retention, staff retention, savings on recruitment costs and better pitch conversion.”
The IPA’s CPD programme offers inspirational career development and training through engaging and effective courses and award-winning qualifications, ensuring agency practitioners’ skills match their clients’ needs.
Individual citations for the CPD Gold accredited agencies from the judging panel inlcude:
Posterscope
Posterscope provided a shining example of what CPD is all about. With excellent content that offers a vast array of learning opportunities, the CPD programme is firmly rooted in the specific aims of the agency. The results are outstanding and are a credit to the thought and dedication of the CPD team.
Amplifi
Amplifi have a considered and structured approach to learning and development that is driving results. They have a well thought through strategic development plan and excellent demonstration of progress and results. Efficiency is clearly a significant driver for the media industry and they have applied the same rigour and discipline to their training and development.
Carat
Carat’s submission showed a wealth of development opportunities for their staff and a stunning investment in managers and leaders of all kinds. There were many excellent CPD ideas that were new to the judges.
iProspect
iProspect is an agency that takes CPD seriously, and has produced some innovative ways for staff to access learning. Their submission showed encouragement for everyone in the agency to continue learning and showed good use of DAN group resources.
Isobar
Isobar clearly identified what it needs to do and has developed a coherent CPD strategy to achieve its aims. The impressive plan to make the whole agency “pitch fit” has paid off.
mcgarrybowen
This is a solid submission from mcgarrybowen as it builds on last year’s submission. The drive they showed for retention of key talent is tangible, as was the desire for increased business and craft skills.
Starcom MediaVest Group
Starcom MediaVest Groupdelivers a comprehensive and practical CPD programme that is intended to achieve the retention and progression of talent throughout the agency. Their submission showed there is innovation and a drive for continuous improvement running through the submission, which seeks to address the challenges of inspiring and retaining talent at all levels.
Vizeum
Vizeum’s CPD programme is thoroughly rooted in the strategic aims of the agency and extremely well implemented. Their submission showed the variety of initiatives on offer is vast and the amount of involvement from all corners of the agency is very impressive.
 
Find out more about Gold CPD accreditation here.

Posterscope awarded CPD Gold for the fifth successive year and Platinum for the second

Twenty-nine IPA member agencies have been awarded CPD Gold accreditation for their outstanding professional development programmes. These agencies have made a thorough commitment to learning and an evident improvement to the lives of their agency staff and to the development of their businesses. They were presented with their certificates at the IPA Members’ Lunch today (29 April 2015).
Posterscope has achieved Gold status for the 5th consecutive year (and platinum for the second).  The judging panel said of Posterscope “This was a very impressive submission as a lot of change, both internally and in the OOH sector has been dealt with in a very professional way and CPD has in many cases led the way in this transition. It’s clear that there is a very positive CPD focus at Posterscope.”
To achieve IPA CPD Gold accreditation, agencies were required to write a paper which demonstrated the effectiveness of their CPD programme on business success. Their submissions revealed that they take a holistic approach to professional development regardless of the size of available budget and that they show creativity in building an energetic learning culture, in support of real business objectives. The agencies also provided clear evidence that CPD practice is not merely an add-on to operations but lies at the heart of their business, fuelling commercial success.
Full details on IPA Gold CPD Accreditation can be found here.
The IPA’s recent publication Why CPD is good for your business reveals that IPA CPD gold accredited agencies report, on average, have a 65% pitch conversion rate, save over £123k on recruitment fees and have an 85% staff retention rate compared to an industry average of 70% (IPA 2014 Agency Census Survey).
Says Caroline Baldwin, Brand Strategy and Planning Consultant, 2014 Chairman of Judges, “This year we saw the highest standard of submissions to date, with 29 agencies being awarded the coveted CPD Gold accreditation. The judges were extremely impressed with how the winning agencies have truly internalised the importance CPD has on achieving their business goals; the approach they have taken to bringing it to life; and the sheer creativity in how they captured their efforts. Congratulations to all the well-deserved winners!”
Says Patrick Mills, Director of Professional Development, IPA, “Once again IPA CPD Gold Accreditation proves that developing talent is good for business. The bar has been raised yet again in terms of quality of submissions. The breadth of initiatives shown demonstrates the commitment of agencies to CPD and the data shows how valuable it is in terms of client retention, staff retention, pitch conversion rate, improvement in margins and agency growth.”
The IPA’s CPD programme offers inspirational career development and training through engaging and effective courses and award-winning qualifications, ensuring agency practitioners’ skills always match their clients’ needs.
 

Posterscope Media Digest January 2015

Media Digest is Posterscope’s bi-annual update of the latest research and insight relevant to the OOH industry.
This latest edition features a broad economic outlook and highlights from the Bellwether review which shows marketing budgets reached their third highest level in the survey’s history. It also includes a thoughtpiece on how Behavioural Economics can be applied to planning OOH, based around the key principles which emerged from the Behavioural Economics research and development commissioned by the IPA. In addition, it covers mobile insights looking at how research for Lenovo proves the value of optimising OOH campaigns using mData, insight tools Crimson Hexagon and IPA Touchpoint 6 as well as the latest research from our media owner partners.
 
To view click here

IPA Bellwether

Marketing budgets have increased for the seventh consecutive quarter, according to the Q2 2014 IPA Bellwether Report.
A total 15.2 per cent of companies registered an increase in their marketing budgets during Q2, while the end-of-year financial results for 2013 to 2014 revealed that 20 per cent of companies had increased their budgets, resulting in the IPA deeming it “the longest period of continuous growth in the survey’s 14-year history”.
As the economy itself is set to expand, the Bellwether report predicts a real-term increase in ad spend of 6.1 per cent for the year as a whole.
Chris Williamson, chief economist at Markit and author of the Bellwether Report, said: “Marketing spend is surging higher as companies remain upbeat about the future. The extent to which business confidence has shown continual improvements over the past year is remarkable, generating a major inflow of investment in marketing.
“Companies reported that spending on marketing and advertising activities showed the strongest rise for a decade last year. This year’s budgeted spend, which was already set higher than last year, has been revised up again in the second quarter, setting the scene for a bumper year.
“The survey also adds to a growing body of data which points to the UK economy sustaining strong growth as we move into the second half of the year.”
Internet marketing saw big increases in investment, with budgets up 14.7 per cent, while search budgets also surged a further 12.9 per cent. However, market research budgets dropped 2.4 per cent.
Bellwether further predicts a slower increase in ad spend of 3.8 per cent in 2015.
Full IPA Bellwether report
Via: The Drum

A New Perspective on ROI in OOH

The Outdoor Media Centre recently hosted an informative session on the drivers of Return on Investment in media, highlighting the importance of branding and reach to long term brand equity. Les Binet of Adam & Eve/DDB outlined a thorough perspective on ad effectiveness and where OOH fits in, based on his latest IPA publication, The Long and The Short of It. He highlighted a very different effect between Long Term Branding and Short Term Activation. We would agree with the need to value Long Term branding more as it does contribute more fully to sales effects over time.  Some clear conclusions emerged:
1. Longer term advertising delivers better payback; but ideally you need a combination of both
2. OOH and TV excel at brand building and stand apart from other channels
3. The best way to drive fame and saliency is reach. Reach is even more important than loyalty in driving sales and profitability. “Using OOH doubles the chance of achieving brand fame and therefore sales and profitability”
4. Emotional messages prime our decision-making
The work sits comfortably alongside the latest ROI data released by JCDecaux around its Tesco Smartscreen launch (significant effects of digital POS activity, particularly by daypart and if animated) work presented at the OMC Outdoor Works conference in 2013 and the recent impact of innovation activity for Pepsi, PS4 and others driving enhanced digital brand engagement.
Via: Outdoor Media Centre

Posterscope Awarded CPD Platinum Accreditation by IPA

Posterscope has been awarded its fourth Gold and first Platinum CPD award from the Institute of Practitioners in Advertising (IPA).  Only 27 agencies were awarded Gold for their Learning Development Programmes, with just 13 of those winning Platinum.
The gold accredited agencies are: 23red, Abbott Mead Vickers BBDO, Bray Leino, FCB Inferno, Generation Media, Gyro, Havas Worldwide London, Hunterlodge, JWT, Kitcatt Nohr Digitas, Leo Burnett, Lowe Profero, M2M, Material, Manning Gottlieb OMD, MBA, MEC, MediaCom Edinburgh, MediaCom London, McCann Manchester, Ogilvy & Mather Group, PHD Media, Posterscope, Starcom MediaVest Group, Total Media, Woolley pau gyro, ZenithOptimedia UK.Criteria for achieving a Gold CPD accreditation are rigorous. Agencies are required to write a paper demonstrating the effectiveness of their CPD programme on business success. Their submissions must outline a holistic approach regardless of the size of available budget and show creativity in building an energetic learning culture, in support of real business objectives.It is important that the agency delivers clear evidence that the CPD practice lies at the heart of their business and is not just an ‘add-on’.The new platinum award has been implemented to encourage member agencies to sustain their commitment to outstanding professional development.
The IPA’s recent publication Why CPD is good for your business reveals that IPA CPD gold accredited agencies report, on average, 98% client retention, business growth in the region of 10% year-on-year and an average of eight new business wins a year.
Full details on IPA Gold CPD Accreditation can be found here.
Says Scott Morrison, Founder of the Business Accelerator and 2013 Chairman of Judges: “I believe that positively disrupting people and organisations accelerates the potential for them to sense, adapt and respond to new and incredible opportunities in their markets. As Chairman of Judges this year, the team and I have engaged with some brilliantly well thought through plans that do just this. The robust, passionate and challenging conversations we had reinforce that the high standards the CPD gold award represents must be upheld to deliver the highest performing, most responsive and professional agencies in the world. Congratulations to those who have reached these outstanding heights.”
Says Patrick Mills, Director of Professional Development, IPA: “The entries we’ve received have really showcased the high standard of learning and development in IPA member agencies and the incredible innovation in how the training is delivered, along with more metrics being employed and more emphasis on evaluation. What is clear is how agencies are seeing the direct and powerful link between investing in their people and business performance and proving it – long may it continue!”
The IPA’s CPD programme offers inspirational career development and training through engaging and effective courses and award-winning qualifications, ensuring agency practitioners’ skills always match their clients’ needs. 2014 marks the tenth year of IPA qualifications and the 10,000th certificate will be awarded in this year.
Individual citations for the CPD Gold accredited agencies from the judging panel:
Posterscope
In facing some of the biggest changes ever to affect the out of home agency landscape, Posterscope has provided a stunning example of how a CPD culture can successfully underpin the effort to adapt and thrive. Their submission showcases the wide range of training activities available to staff, catering for both core and specific skillsets.
 
 
 

IPA TouchPoints5: Rise of the Connected Consumer

Emerging screen-based technologies, such as smartphones and tablets, are changing the way the UK population communicates, shops and consumes news and media, according to the latest IPA TouchPoints5 data, published earlier this week.
The data reveals that a growing proportion of our communication time is now conducted online, with 12% spent social networking (up from 5% in 2012) and 12% spent emailing (up from 6% in 2012).
In addition, the percentage of adults that now use the internet each week has increased from 80% in 2012 to 86%, while the time they spend surfing the web has risen from one hour and 56 minutes a day in 2012 to two hours 27 minutes in 2014.
Coupled with these increases, the new data reveals that almost half of consumers (48%) now own a smartphone, while over a quarter (27%) own a tablet and 38% either own one or have the use of one within their homes.
The research, which was first launched in 2006, also shows how long consumers are using their smartphones and tablets for and the various ways in which they are using these platforms in comparison to more traditional ones, as well as the extent to which these new trends are being spearheaded by the 15-24 age group.
“Our lives are changing at an unprecedented rate, and as the new TouchPoints5 data clearly shows us, emerging technologies are revolutionising how we communicate, how we entertain ourselves, and how we spend our time and money,” said Lynne Robinson, research director, IPA.
“These changes are been spearheaded by the younger age groups whose mobile devices are the dominant force in their lives.”
Via: MediaTel

Portfolio Items