23 September 2004 | David Arminas
The head of the Institute of Practitioners in Advertising (IPA) has called on purchasers, marketers and advertising agencies to form a think-tank to discuss how they can get better value from their relationships.
Hamish Pringle, director-general of the IPA, which represents advertising agencies, wants a "new value framework" to judge the success of relationships more accurately.
Agencies should learn how to add value to their clients' products and services, marketing people must better understand how to impress board members and purchasers could improve their knowledge of brand value.
Pringle also warned delegates at the annual CIPS marketing and purchasing conference that agency margins had been pared back so far that they cannot afford to offer salaries that attract the best creative people.
Almost half of the 14,000 people in the sector are under 30. "The client is getting more junior, less experienced people," he said.