Back in March, I launched my 10X Accelerate Opportunity agenda at the IPA. I set out a challenge to make incrementalism our enemy. To seize this discontinuous moment and finally tackle some of the long-standing issues we face as an industry and society at large. So, to see how we performed in this first year, here is my 2021 end of year 10X report.<\/p>\n

2021 was the year that started with the schools closing on the very first day of term, dealing advertising industry parents and carers the difficulty of juggling the day job with homeschooling at zero notice.<\/p>\n

It was the year that the ad industry went back to school too. Making the best of a challenging time in lockdown, we saw record numbers of people signing up for courses at the IPA. We launched our D&I qualification in January 2021 and it has been the most successful IPA qualification launch of all time with over 800 people studying in its first year. Top marks.<\/p>\n<\/div>\n

There was a massive acceleration in the number of people completing the IPA Excellence Diploma in Business, delivered by LSE (MBA Essentials). So much in fact, that we went way beyond the target of 10 times the total uptake of 2020, instead seeing over 20 times as many people taking the course.<\/p>\n

In partnership with the Advertising Association, we launched a new qualification in November, in line with COP26, to help the industry hit AdNetZero by 2030. We took 140 bookings in the first fortnight, demonstrating the high level of commitment to grow our understanding and embed sustainable goals into our work and working practices.<\/p>\n

19 agencies were awarded IPA Effectiveness Accreditation, leading the way by demonstrating their effectiveness culture. Congratulations to Anything is POssible, BBH, DentsuX, Hunterlodge Advertising, Leo Burnett, MediaCom, Medialab Group, MG OMD, Running Total, Talon Outdoor, The Corner, The Kite Factory, The&Partnership and m\/Six, The7Stars, True, True B2B, VCCP, Wunderman Thompson and Zenith.<\/p>\n

With a fantastic Growth Conference and Effweek to boot, this has been a brilliant industry performance in extremely difficult circumstances.<\/p>\n

This year the industry finally got into gaming and the world went Meta. We saw huge advances and rapid increases in the adoption of virtual production as shoots continued to be impacted by lockdowns. As agencies better understand and explore the opportunities it affords we can expect to see the benefits in output as well as environmental impact in the year ahead.<\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n