Strategic partnerships The IPA actively pursues collaborations with industry players (Tracksuit Limited, Campaign, Tracksuit and Campaign in 2026), presenting opportunities to partner on research, events, and co-branded initiatives that can expand reach and deepen client value.

Diversity and inclusion With a formal focus on DEI exemplified by the IPA iList 2026 champions shortlist and media research leadership, there is potential to offer targeted programs, reporting tools, and inclusive advertising analytics packages to brands seeking demonstrable inclusive practices.

Pricing and research The launch of a Pricing Playbook and strengthened media research leadership indicate demand for transparent pricing strategies and robust measurement. Opportunities exist to sell advisory services, benchmarking reports, and data-backed pricing optimization to agencies and clients.

Effectiveness data Participation in Effectiveness Awards and the IPA Effectiveness Databank signals a data-rich value proposition: selling access to databank insights, case study analytics, and evidence-based planning tools to improve client ROI.

Growth and visibility Revenue range places IPA in mid-market scale with substantial growth opportunities in advertising services. Prospects include expanding to mid-sized brands and agencies seeking accredited best practices, training, and certifications offered by a respected industry body.