New IPA President Karen Martin has delivered an energetic rallying cry to the industry to place human creativity at the heart of the revitalisation of the UK advertising industry.

Leaning on the iconic Johnnie Walker ‘Keep Walking’ campaign, Martin urges the industry to ‘Keep Talking’ in an upbeat video celebrating creativity and the people that make it. 

At a time when the industry is in danger of placing process ahead of people, Martin has revealed her agenda as IPA president. At the top of her revitalising focus for the year is a spotlight on creativity and a drive to celebrate the immense value creativity brings to business success, the economy and British culture. 

In a passionate address to industry leaders Martin set out the critical need to put creativity back at the core of business. Her speech highlighted key challenges facing the ad industry today, including short-term thinking, over-reliance on AI and a disconnect from the very thing that drives the industry forward: human creativity.

In a confident sign of her passion for advertising, Martin created a campaign to highlight her focus as president. Taking to the streets of Soho in an upbeat homage to the iconic Johnnie Walker advert ‘The Man Who Walked The World’. 

The short film, created by BBH London and Creators Inc, directed by Jamie Rafn, featured cameos with creative leaders from across the industry including Sir John Hegarty, Nick Gill, Shelley Smoler, Rick Brim, Felipe Serradourada Guimaraes, Lynsey Atkin, Ana Balarin, Hermeti Balarin, Nils Leonard, Selma Ahmed, Genevieve Gransden, Jules Chalkley, Ant Nelson, Mark Elwood, Noel Bunting and Alex Grieve. 

The economic firepower of creativity

Martin’s focus on human creativity is led by humans, yet underpinned by data

With the creative sector supporting four million jobs across the UK and contributing an essential £40 billion to the economy, Martin emphasised in her address that: “creativity, when applied to big business problems, drives big business impacts.” 

Martin also highlighted the dangers of getting distracted, explaining: “We’ve got lost in short termism, AI, mega mergers, budget pressures and regulatory constraints.”     

She also cited recent industry insights from the BetterBriefs’ report, produced in partnership with the IPA and WFA, which highlighted that inefficiencies in processes, poor feedback, and weak briefs are undermining the potential for creative excellence. 

Martin also issued a call to action for every employee in the creative industry, urging all IPA members to take ownership of creativity within their roles. She explained: “This is about everyone who touches creative. From media to research to strategy and production. It may not be in everyone’s job description, but it’s certainly everyone’s responsibility.”  

She also called on the advertising community to embrace its power and influence with a renewed focus on influencing a more sustainable future and taking pride in the value it can contribute. 

“Over the next two years, I will be on a mission to fiercely protect, nurture and champion creativity in all its forms. Let’s put it at the heart of everything we do. Because it isn’t a nice to have. It’s all we have.”

Paul Bainsfair, Director General of the IPA, added: “We’re absolutely delighted to welcome Karen Martin as the new President of the IPA. In these challenging times, there’s no one better suited - with her intellect and passion - to lead our industry toward an agenda that is crucial for the future of our business. 

He continued: "Creativity is our superpower. It comes at challenges from a fresh and unexpected perspective often using deceptively simple ideas to move markets. By fostering creativity in all its forms, I believe Karen’s agenda will unlock enormous potential and growth, both within our business and beyond."

An agenda which gives the creative industries a myriad of leopard print wrapped reasons to be cheerful in a challenging year.