Encouraging the industry to embrace gaming technologies, address the talent crisis and pitching more positively were some of the key themes touched upon by IPA President Julian Douglas in his New Year’s address to the industry. 

While Douglas reported on the progress made so far against his core presidential agenda, he spoke against the backdrop of the metaverse; a visual reminder of the progress and ever changing technology the industry has worked to both create and embrace.

As the IPA President updated the industry on his plans for the agency business in 2022, he highlighted the progress of the industry, pointing toward the latest optimistic Bellwether report as a reason to be positive. 

Making use of the metaverse

Delivering his New Year address from Garden Studios in London, where virtual production companies such as Quite Brilliant transform the ways we make content, Douglas highlighted his commitment to ‘embrace new technologies and shift gaming and AR/VR from the periphery to the mainstream of advertising.’

“Gaming technologies have already transformed the film world and the potential for advertising is huge. At the press of a button, they can turn day to night and back again, transport me to multiple locations with no flights, no visas, no PCR tests required. This virtual production approach is opening up a whole new world of opportunities and crucially, significantly reducing travel - the single biggest contributor to our carbon impact.” explained Douglas.

Agency business for good

As part of his ‘Think x10’ agenda, Douglas has been developing a series of moonshot initiatives to use the industry’s collective powers of insight and creativity to tackle society’s biggest problems. 

In addition to progressing this core project, for 2022 moonshot projects, the IPA urges the industry to use its ‘creative clout’ to change attitudes and behaviour towards roadside littering.

Another key theme will be exploring how the agency business might mount a campaign to reduce the talent crisis; a campaign that advertises the profession of advertising, calling on brands and agencies to come together and work for the collective good.

New ways of working

As the pandemic influenced every aspect of people's lives, including in the working world, the IPA President took a moment to celebrate the strides the industry has taken over the past year to further elevate its health, wealth and success.

“I built my Presidency on seizing these abnormal times, this discontinuous moment, to tackle some of the long-standing issues we face as an industry and society. UK advertising showed remarkable strength and adaptability in 2021 and I hope these upcoming initiatives give the business lots to think about and opportunities to seize as we advance through this era of predictable unpredictability,” said Douglas.

Some of the highlights of the past year included; 800 people completing the newly launched IPA Diversity and Inclusivity qualification; a tenfold increase in the number of people completing the IPA Excellence Diploma in Business, delivered by LSE; 19 agencies being awarded the brand new IPA Effectiveness Accreditation for their strong effectiveness cultures; and the launch of the pioneering AdNetZero Certificate, designed to help us all play our part in addressing the climate crisis.

Looking to the year ahead Douglas teased one of the initiatives to be launched at the joint industry RENEW conference on 27th January; the Pitch Positive Pledge. Which is cited to be a collaboration between ISBA and IPA to improve the current pitch system.

Further IPA initiatives highlighted were the iList 2022; celebrating the heroes of inclusion at all levels across our industry, and the IPA Effectiveness Awards. In line with his agenda, the President’s Prize will be awarded to the entry which best demonstrates an innovative marketing approach that accelerates significant behaviour change. 

You can watch Douglas’ full speech here.