The Institute of Practitioners in Advertising (IPA) is the trade body and professional institute for 250 leading agencies in the UK's advertising, media and marketing communications industry, covering the creative, digital, direct marketing, healthcare, media, outdoor, sales promotion

Sales promotion

Sales promotion is one of the four aspects of promotional mix. Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability...

 and sponsorship sectors.

The role of the IPA is to promote the value of agencies. It is a spokesman for the business. It also runs a number of programmes to define, help and maintain the highest possible standards of professional practice within the business. This includes award schemes such as the world-renowned IPA Effectiveness Awards, best practice guidelines, and surveys including the quarterly Bellwether Report and Agency Census. Its members have access to over 100 training courses, a variety of online and offline qualifications programmes and a full range of advisory services.

Founded in 1917, its members account for over 85 per cent of the media spend in the UK. All IPA members actively participate in the IPA CPD Programme.

The IPA is based at 44 Belgrave Square

Belgrave Square

Belgrave Square is one of the grandest and largest 19th century squares in London, England. It is the centrepiece of Belgravia, and was laid out by the property contractor Thomas Cubitt for the 2nd Earl Grosvenor, later the 1st Marquess of Westminster, in the 1820s. Most of the houses were occupied...

, London, England. UK. +44 (0)20 7235 7020