Laying the foundation for future MENA growth

ABG Chairman and EVP Unilever MENA, Sanjiv Kakkar highlights the benefits of the ABG’s new partnership with the Institute of Practitioners in Advertising (IPA)

As communications become globally interconnected, it is vital that the latest learning and development tools are available to our region. And last week the ABG announced a new partnership with The Institute of Practitioners in Advertising in line with our knowledge development agenda – an important lever to drive industry growth.

In a digital world of analytics and measurements, assessing the effectiveness of advertising has never been easier – or more important. Additionally, the acceleration of digital during the pandemic has prompted increased emphasis on skills enhancement. By partnering with the
IPA, we aim to building the correct understanding that will prove to be the bedrock for attracting and retaining talent.

In the partnership launch webinar, Sera Holland – the IPA Effectiveness Essentials author talked about the importance of ‘Effectiveness in Advertising’, and I encourage everyone to take time browsing the IPA website and familiarising yourself with its range of resources.

By providing members discounted access to IPA’s leading professional development programme, we want executives to embed effectiveness culture in their strategic planning, making effectiveness a positive focus for success.

The IPA’s Insight Centre is an invaluable tool, providing useful guidance on business pitches, market research advice and internal brainstorming, as well as special reports.

In today’s fast-paced world, everyone wants short term results but invariably the route to successful brand building lies in incremental steps over the long term – a point Sera stressed in her presentation. Again, the IPA is at hand with a range of resources to help meet long-term goals.

Companies can apply for effectiveness accreditation and advanced certificates, useful for securing that competitive advantage. IPAs EffWorks is another important cross-industry initiative, firmly positioning marketing as a route to profitable growth.

We are seeing a number of new positive dynamics – such as the focus on brand purpose, and how companies can best benefit individuals, societies and the environment, as sustainability and climate change take centre stage. Advertising is in a unique position to drive effective change.

Together with the IPA, we encourage the growth of marketing effectiveness by improving decision making, collaboration and working practices across the advertising and marketing industries, and we urge all members to make the most of this excellent opportunity in the months and years ahead.