How significant is Imagination’s decision to become the first design group to join advertising trade association the Institute of Practitioners in Advertising?

This is a great move for design and illustrates a creative ‘big bang’ trend that is breaking down traditional agency barriers in our favour. Clients pick up on the strongest ideas from wherever they emerge, and design also scores because of the quality of execution and the intrinsic values that are sometimes lost in other disciplines. However, it’s possible that the IPA may stand to gain more than Imagination in this instance.
Ashley Goodall, Managing director, Saatchi & Saatchi Design


To be part of the IPA is a great endorsement, and the high standards of both Imagination and the IPA will reflect well upon each other. The client remit is changing, pushing vertical discipline groups to increasingly diversify to become full-service, integrated communications agencies with ever-increasing channels to market – public relations companies are doing direct mail and Web agencies are doing brand development. Imagination might be the first, but it won’t be the last.
Graham Dodridge, Chief executive, Silver Worldwide

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