Charlie Meredith, managing director, IPC Advertising says: “Last year our consumers interacted with our brands more than 10 times every second, that’s more than a quarter of a billion times, and that’s in addition to our huge reach through print, website and mobile traffic. IPC’s scale, engagement and interactivity allow us to ignite not just plain interactions but inspired conversations between our brands, our advertising clients and our consumers, across paid, owned and earned media.
“We know how good we are at sparking engagement that goes way beyond our own broad set of platforms. We can generate countless conversations from editorial interacting with consumers around their deeply felt passions, and this is hugely powerful. Now we have a mission to be the best at utilising this for our advertising partners.”
The Inspired Conversations programme includes:
• Giving advertising partners more and deeper access to IPC’s editorial resource
• A series of new insight initiatives in partnership with advertising clients to explore exactly how consumers engage with brands, content and advertising across digital platforms, print and beyond
• A pipeline of Next Generation Advertising Products designed to engage consumers in new and innovative ways. IPC has recently announced two of these; Social Catalyst, a new influencer marketing product that will enable commercial partners to capitalise on IPC Media's brands' influence across social media, and Amplify, a new digital advertising product that combines IPC's premium editorial content with advertising creative in a unique format and then amplifies this to a target audience of up to 40 million consumers
• A new content strategy which makes IPC’s unique content available for use by advertisers in branded or unbranded formats, across clients’ earned and owned media channels, whether connected to an advertising partnership or not
An Inspired Conversations roadshow will tour agencies, revealing more detail on these initiatives and featuring a host of famous IPC editors. A facebook page and twitter feed are also live, along with a new website inspiredconversations.co.uk, featuring case studies, videos of editors and interviews.
Charlie Meredith adds: “IPC’s brands are some of the best-loved in the UK and we are looking forward to making our most valuable asset - our premium content - available to clients in new and more dynamic ways.
“Inspired Conversations will underpin everything IPC Advertising does; it reflects both what we do now and what our ambition is for working with our advertising partners in the future.”
