Filosofía y ventajas competitivas
The IPA is the industry body and professional institute for the UK's thriving and highly potent advertising agency business. They advise, analyse, comment, educate, inform, inspire, innovate, lobby, promote, set standards and reward advertising that works. The IPA is a non profit making organisation and is funded by member subscriptions.
"The Guide" of Best Practices for the advertising, marketing and public relation industries, including guidelines on the process of searching and selecting agencies and managing client-agency relationships