‘This is not hippy do-gooding’ – New IPA president on why brands must define higher purpose
The new president of the IPA Tom Knox has stressed the need for brands to define their higher purpose if the advertising industry is to continue to thrive, eschewing the notion that doing so is “hippy do-gooding”.
Speaking today during his inaugural speech, Knox laid out the agenda for his two-year tenure as president with a particular focus on the social benefits on the industry.
"I want my agenda to demonstrate and celebrate not just the economic but also the soceital benefits of advertising; the values as well as the value of what we do," he said.
"In doing so we will ensure our long term future and will continue to attract the best talent into our agencies."
Knox cited the fallout from the financial crisis and the impact of technology as two main reasons why the ad industry’s values and role in society are increasingly important, calling advertising the “poster boys” for making consumers more materially focussed and persuading them to buy things they can’t necessarily afford, nor want.
On the ubiquity of the internet and rise of social media Knox said: “People know more about the brands they buy and the companies behind those brands than ever before and they care more about what those brands stand for.”
Knox continued that much of the best recent business thinking is about the need for brands to define their higher purpose and need to articulate clearly defined values, “This is not hippy do-gooding,” he said.
Outlining the role that advertising has to play in helping brands communicate such values Knox said it is “our purpose” to apply creativity as a collective to help brands fulfil their potential.
As part of this the new agenda at the IPA will address three core issues: clients and the economy, consumers and society and talent.
Knox announced the introduction of a new Code of Conduct for membership to codify best practices amongst members with people outside the membership to help shape the code.
A new effectiveness awards will also be rolled out, which will recognise commercial campaigns that have “demonstrably created societal as well as economic value” and have shown the “virtuous link” between the two.
Finally, to encourage talent into the advertising industry the IPA will for the first time encourage personal membership through a qualifications-based points system as it looks to be seen as a “vital designation of professional expertise”.