{"id":14487,"date":"2022-01-17T10:26:54","date_gmt":"2022-01-17T10:26:54","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14487"},"modified":"2022-01-17T10:26:54","modified_gmt":"2022-01-17T10:26:54","slug":"ipa-president-douglas-speech-on-a-better-meta-2022","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2022\/jan\/ipa-president-douglas-speech-on-a-better-meta-2022","title":{"rendered":"IPA President Douglas speech on a better, meta 2022"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z1tpHe0 wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><em><b><span style=\"font-weight: 400\">From embracing gaming technologies, to pitching positively, to addressing the talent crisis and more, IPA President Julian Douglas updated the industry on his plans for the agency business in 2022, while highlighting the progress the industry has made so far against his core presidential 10x: Accelerate Opportunity agenda to turboboost the industry.<\/span><\/b><\/em><\/p>\n<p><b>Embracing the metaverse<\/b><\/p>\n<p><a href=\"https:\/\/email-ipa.co.uk\/t\/4HV2-18C01-2HPL1Z-12F7OE-1\/c.aspx\"><span style=\"font-weight: 400\">Delivering his New Year address<\/span><\/a><span style=\"font-weight: 400\">\u00a0from<\/span><b>\u00a0<\/b><span style=\"font-weight: 400\">Garden Studios in London, where virtual production companies, like Quite Brilliant, are transforming how we make content, President Douglas reasserted one of his core Tech 10x agenda points to \u2018embrace new technologies and shift gaming and AR\/VR from the periphery to the mainstream of advertising.\u2019<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">This year, the industry has made great strides with some fantastic examples including, The O2 in Fortnite, Fashion Awards in Roblox and Adidas NFTs, but this could be just the start, explained Douglas.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">\u201cThese gaming technologies have already transformed the film world and the potential for advertising is huge. At the press of a button they can turn day to night and back again, transport me to multiple locations with no flights, no visas, no PCR tests required. This virtual production approach is opening up a whole new world of opportunities and crucially, significantly reducing travel &#8211; the single biggest contributor to our carbon impact.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">To help agencies explore and understand the metaverse further in 2022, the IPA will be hosting a virtual conference on immersive gaming with SF Big, San Francisco\u2019s digital marketing association. Back in the UK, in the spring the IPA will also be piloting an interactive workshop with Collective and Unreal, where member agencies can explore the gaming engine and its creative potential.<\/span><\/p>\n<p><b>Collaborating to deploy our skills for the greater good<\/b><\/p>\n<p><span style=\"font-weight: 400\">As part of his Think x10 agenda, Douglas has been developing a\u00a0series of moonshot initiatives to use the industry\u2019s collective powers of insight and creativity to tackle society\u2019s biggest problems.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">This year, Douglas highlighted, has seen the industry rally behind an initiative that looks to tackle the recruitment crisis in the hospitality industry which is currently reporting over 200,000 unfilled vacancies. It has already raised half a million pounds from industry operators and suppliers and is in final talks to becoming recognised as the preferred recruitment partner for the Hospitality and Tourism Skills Board, which will unlock further funding.<\/span><\/p>\n<p>\u00a0<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">In addition to progressing this core project, for 2022 moonshot projects, Douglas will be urging the industry to use it\u2019s \u2018creative\u2019 clout\u2019 to change attitudes and behaviour towards the roadside littering. He will also be exploring how the agency business might mount a campaign to reduce the talent crisis; a campaign that advertises the profession of advertising, calling on brands and agencies to come together and work for the collective good.<\/span><\/p>\n<p><b>Strengthening our core skills and working practices<\/b><\/p>\n<p><span style=\"font-weight: 400\">Closer to home, and despite a further year of pandemic-induced uncertainty, the IPA President was also keen to celebrate the great strides the industry business has taken over the past year to further elevate its health, wealth and success.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">Highlights include 800 people completing the newly launched IPA Diversity and Inclusivity qualification; a tenfold increase in the number of people completing the IPA Excellence Diploma in Business, delivered by LSE; 19 agencies being awarded the brand new IPA Effectiveness Accreditation for their strong effectiveness cultures; and the launch of the pioneering AdNetZero Certificate, designed to help us all play our part in addressing the climate crisis.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><span style=\"font-weight: 400\">Looking forward to 2022, Dougie announced one of the initiatives to be launched at the joint industry RENEW conference on 27 January: the\u00a0Pitch Positive Pledge -a collaboration between ISBA and IPA to improve the current pitch system (full details to be published on 27 January).<\/span><\/p>\n<p><span style=\"font-weight: 400\">Further IPA initiatives he highlighted include the iList 2022 that celebrates the real heroes of inclusion at all levels across our industry, as well as: the IPA Effectiveness Awards. In line with his agenda, the President\u2019s Prize will be awarded to the entry which best demonstrates an innovative marketing approach that accelerates significant behaviour change.<\/span><\/p>\n<p><b>Says Dougie:<\/b><span style=\"font-weight: 400\">\u00a0\u201cI built my Presidency on seizing these abnormal times, this discontinuous moment, to tackle some of the long-standing issues we face as an industry and society. UK advertising showed remarkable strength and adaptability in 2021 and I hope these upcoming initiatives give the business lots to think about and opportunities to seize as we advance through this era of predictable unpredictability.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u00a0<\/span><b>Watch his <a href=\"_wp_link_placeholder\" data-wplink-edit=\"true\">full speech<\/a>, delivered from the metaverse.<\/b><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-14487","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":14488,"id":14488,"title":"Dougie 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President Douglas speech on a better, meta 2022","meta-description":"From embracing gaming technologies, to pitching positively, to addressing the talent crisis and more, IPA President Julian Douglas updated the industry on his plans for the agency business in 2022, while highlighting the progress the industry has made so far against his core presidential 10x: Accelerate Opportunity agenda to turboboost the industry.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/01\/Dougie-Website.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":12268,"post_author":"22","post_date":"2020-12-03 17:34:21","post_date_gmt":"2020-12-03 17:34:21","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eWe're absolutely thrilled to announce that VCCP's Vice-Chairman, Julian Douglas (or Dougie as he is better known), has been named the next IPA president-elect to succeed Nigel Vaz, global chief executive of Publicis Sapient.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003eDougie was chosen following a formal three-month selection process led by former President Sarah Golding, CEO of The\\u0026amp;Partnership who headed up the Presidential Nominating Committee.\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003e\\u003cstrong\\u003eSays Sarah Golding:\\u003c\\\/strong\\u003e \\u201cI could not be more delighted that Julian has agreed to take on this role. He is the perfect person to lead our industry at this time of tumultuous change. Julian\\u2019s energy and opinion will be invaluable in helping us all make the most of the opportunities that 2021 will bring and I'm sure he will be an outstanding President.\\u201d\\u003cbr \\\/\\u003e\\u003cbr \\\/\\u003e\\u003cstrong\\u003eSays Paul Bainsfair, IPA Director General:\\u003c\\\/strong\\u003e \\u201cI am very much looking forward to working with Julian to ensure the IPA remains the power behind the practitioners. He is smart, energetic and hugely popular. He has already made a great contribution to the IPA through his work on the IPA Council. I can\\u2019t think of anyone better to help us all navigate our way in a post-Covid world.\\u201d\\u003c\\\/p\\u003e\",\"quote\":\"A huge congratulations! \",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Julian%20Douglas%20col%22,%22caption%22:%22%22,%22id%22:12269,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=12269%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2020\\\/12\\\/Julian-Douglas-col.jpg%22%7D\",\"blockId\":\"1wSLep\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1wSLep\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"I am truly honoured to have been chosen as the next President of the IPA. I look forward to building on the outstanding work of my predecessors in championing our industry, its creativity and its impact in the world. We are living through a massive reshaping of the economic, social and natural environment. How we adapt as an industry will dictate how we, and our clients, survive and prosper in the years ahead.\",\"quotee\":\"Julian Douglas, Vice-Chairman, VCCP\",\"blockId\":\"Z1h2327\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1h2327\"} \/-->","post_title":"Dougie announced as IPA President","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"dougie-announced-as-ipa-president","to_ping":"","pinged":"","post_modified":"2021-05-21 16:05:59","post_modified_gmt":"2021-05-21 15:05:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=12268","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14377,"post_author":"57","post_date":"2021-12-14 10:22:06","post_date_gmt":"2021-12-14 10:22:06","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003eAfter a crucial 12 months for the advertising and marketing industry, IPA president and international CEO and vice-chairman of VCCP Julian Douglas looks back and considers the year\\u2019s wins and losses.\\u003c\\\/strong\\u003e\\u003c\\\/p\\u003e\\n\\u003cdiv id=\\u0022articleContentBlock\\u0022\\u003e\\n\\u003cp\\u003eBack 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.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e2021 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.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIt 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\\u0026amp;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.\\u003c\\\/p\\u003e\\n\\u003c\\\/div\\u003e\\n\\u003cp\\u003eThere 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.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIn 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.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e19 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\\u0026amp;Partnership and m\\\/Six, The7Stars, True, True B2B, VCCP, Wunderman Thompson and Zenith.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eWith a fantastic Growth Conference and Effweek to boot, this has been a brilliant industry performance in extremely difficult circumstances.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThis 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.\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eThe third and final aspect of my 10x agenda is a series of experiments to prove the hypothesis that advertising\\u2019s powers of insight, creativity and collaboration better equips it than the purely logic-minded consultants to tackle the biggest societal issues.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe first of the Think 10X experiments brought together\\u00a0\\u003ca href=\\u0022https:\\\/\\\/www.thedrum.com\\\/opinion\\\/2021\\\/09\\\/10\\\/advertising-talent-must-collaborate-take-national-emergencies\\u0022\\u003ean unlikely alliance of the 10 big supermarkets and their 10 ad agencies\\u003c\\\/a\\u003e\\u00a0to create a campaign to tackle food waste in the UK. The 10 agencies were up for the challenge. But sadly, it turned out the 10 supermarkets were not. While the desire was there, the barriers of effort, bandwidth and potential lost revenue ultimately proved too great to overcome. So sadly, the first 10X experiment did not quite fly.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eI am delighted to report much happier news on\\u00a0\\u003ca href=\\u0022https:\\\/\\\/www.thedrum.com\\\/opinion\\\/2021\\\/11\\\/08\\\/hospitality-sector-needs-ad-industry-s-help-solve-historic-labor-crisis\\u0022\\u003ethe second Think 10X initiative that I mentioned in this column last month\\u003c\\\/a\\u003e: tackling the recruitment crisis in the hospitality industry. The goal is to raise \\u00a35m to create the biggest hospitality recruitment ad campaign the UK has ever seen by raising \\u00a310 per employee from every hospitality company.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThree weeks into the fundraise and already we have seen interest from the Mayor of London\\u2019s office, we have raised just over \\u00a3500k from the industry operators and suppliers including Hilton, Butlin\\u2019s and Welcome Break, plus we are in final talks with Hospitality and Tourism Skills Board, which advises and works with the Government\\u2019s Hospitality \\u0026amp; Tourism Councils on training and skills matters, with a view to becoming recognised as the Board\\u2019s preferred partners on recruitment. This should help unlock further funding as the Board is in discussion with all devolved administrations on public sector funding for recruitment campaigns to take us towards our goal.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eHuge thanks go to the cross-ad industry team, this time comprising top talent from Forever Beta, Ogilvy, Ogilvy Consulting and VCCP. Matt Waksman, co-author of the IPA Effectiveness Gold winning paper on The Army has devised a strategy to reframe hospitality and deposition competitive industries. Paulo Area, Robin Gadsby and the full arsenal of Forever Beta, brilliantly marshalled by May Reiholdsson, are unleashing their creative firepower. VCCP\\u2019s Emily Stovold and Myles Cryan are managing the project (with over 30 separate client organisations and counting) and as ever, Ogilvy\\u2019s Rory Sutherland and Sam Tatam are bringing behavioral science brilliance. So more to come on this one, but the signs are looking good.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eI would like to end the year, and this article, by wishing you all a wonderful and well deserved holiday, a merry Christmas and the very best of health, wealth and happiness for 2022. See you on the other side.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cem\\u003eOriginally published in The Drum.\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"1itRQM\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1itRQM\"} \/-->","post_title":"Dougie in The Drum: Advertising's progress in 2021","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"dougie-in-the-drum-advertisings-progress-in-2021","to_ping":"","pinged":"","post_modified":"2021-12-14 10:22:06","post_modified_gmt":"2021-12-14 10:22:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14377","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14372,"post_author":"57","post_date":"2021-12-14 16:35:38","post_date_gmt":"2021-12-14 16:35:38","post_content":"<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Ultimately, everything starts with talent. In 2022 we must double down on efforts already under way to ensure we have a skilled, diverse workforce.\",\"quotee\":\"Julian Douglas, IPA President and International CEO and Vice-Chairman of VCCP\",\"blockId\":\"Z2tWIAo\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z2tWIAo\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp dir=\\u0022ltr\\u0022\\u003eThe latest \\u003cb\\u003e\\u003ci\\u003eCampaign\\u003c\\\/i\\u003e\\u003c\\\/b\\u003e quarterly magazine is a bumper edition that combines The Annual, Campaign's review of 2021, and the Year Ahead, which looks at the industry's predictions for 2022. The cover of the 112-page magazine was inspired by\\u003cb\\u003e Netflix's\\u003c\\\/b\\u003e Squid Game and features some of the top advertising and media leaders who have written on the Year Ahead for their Winter 2021\\\/22 issue; this included \\u003cb\\u003eVCCP international CEO and vice chairman and IPA president\\u003c\\\/b\\u003e Julian Douglas.\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eCampaign asked Douglas - known to many as \\u2018Dougie\\u2019 - to give his view on what the industry can anticipate for 2022. For him, an industry comeback is more than likely - but noted there are key ingredients that will ensure it happens.\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eIn Dougie\\u2019s piece, he begins by addressing the question on everyone\\u2019s minds - will the advertising industry regain its stance after a difficult two years? He immediately expresses optimism for a comeback.\\u003cem\\u003e \\u201cWill 2022 be the year of the fightback? Well, I think it has already begun. 2021 started badly but improved a lot. From the misery of the third national lockdown announced on 4 January, we picked ourselves up, pressed the reset button and got on with it.\\u201d\\u00a0\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eFrom Bond returning to cinemas to the ad industry descending upon Glasgow for \\u003cb\\u003eCOP26\\u003c\\\/b\\u003e and \\u003cb\\u003eAd Net Zero \\u003c\\\/b\\u003ein October, to the latest \\u003cb\\u003eBellwether Report\\u003c\\\/b\\u003e showing that marketing budget growth increasing to its strongest rate in more than four years, the industry making a strong comeback looks to be on the cards.\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eHe lays out his objectives with a rallying call-to-action\\u003cem\\u003e \\u201cLet's keep up the momentum by embracing this upswing; let's be bold and continue to invest in long-term brand-building, capitalise on the explosion of possibilities in tech and, most importantly of all, nurture and develop our people.\\u201d\\u00a0\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eLooking through the industry lens of his \\u003cb\\u003eIPA Agenda, lOX Accelerate Opportunity\\u003c\\\/b\\u003e, he notes how the industry has already been finding new purpose-driven ways of working that are reaping benefits\\u003cem\\u003e. \\u201cCross-industry collaboration reached an all-time high in 2021, showing a collective commitment to building back better and not simply slipping back to the ways of 2019. The IPA, ISBA and the Advertising Association laid the foundations for a better industry with the All In Census, as well as the crucial commitments of the hugely successful Ad Net Zero. Signed-up agencies to the IPA Media Climate Charter, one of the Ad Net Zero initiatives, accounts for more than \\u00a37bn in 2020 media billings, according to Nielsen. This represents almost 90% of billings from Campaign's top SO media agencies.\\u201d\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eThe start of next year begins with RENEW 2022, a joint industry conference run by \\u003cb\\u003eIPA\\u003c\\\/b\\u003e and\\u003cb\\u003e ISBA\\u003c\\\/b\\u003e. Following on from the success of \\u003cb\\u003eRESET 2021\\u003c\\\/b\\u003e, \\u003cb\\u003eRENEW\\u003c\\\/b\\u003e is a great opportunity for the UK advertising landscape to power up efforts to ensure the UK ad industry succeeds, both domestically and on the world stage. Dougie is particularly enthusiastic that this will improve the agency selection process, which ensures continued best quality and value for clients while recognising and addressing mental health and reducing unnecessary wastage.\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp dir=\\u0022ltr\\u0022\\u003eBut success cannot be sustainable without commitment to ongoing learning, and having the certifying credentials to show for it so we can continue to be better. \\u003cem\\u003e\\u201cWith greater investment in advertising comes the ever important need to demonstrate the value and effectiveness of our advertising and our offering,\\u201d\\u003c\\\/em\\u003e Dougie says. \\u003cem\\u003e\\u201cThe recent IPA EffWorks conference delivered myriad invaluable new pieces of research and development to accelerate this objective, and we have also seen 19 agencies awarded the landmark IPA Effectiveness Accreditation in recognition of their strong effectiveness cultures.\\u201d\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eHe states that the \\u003cb\\u003eIPA Excellence Diploma in Business\\u003c\\\/b\\u003e also presents a highly valuable means to help the industry win in the rebound. \\u003cem\\u003e\\u201cIn the year ahead we can expect to see agencies and their clients reap the rewards of putting 10 times more people through the [diploma]. And we hope that more agencies will start their effectiveness journey now to ensure accreditation themselves in 2023.\\u201d\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eYet for Dougie, the need for effective talent acquisition and retention remains crucial to success for both agencies and clients. \\u003cem\\u003e\\u201cUltimately, everything starts with talent. In 2022 we must double down on efforts already under way to ensure we have a skilled, diverse workforce.\\u201d\\u003c\\\/em\\u003e He cites the 2021 IPA Agency Census results which showed the agency community numbers fell by over 10% due to Covid. With the next results coming out in late spring, he states that will provide an outline of how the business has fared after the lockdown of recent years and resulting shifts in our workforce.\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eBeyond the numbers, diversity and an inclusive culture of belonging remain the key to nurturing talent, on which point he reminds readers of the end-of-January deadline for the 2022 IPA iList - the biggest industry award celebrating and giving a platform to those diversity champions who are changing our industry for the better.\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003e\\u003cem\\u003e\\u201cIf you are looking for anyone who can lead a fightback against all odds and win,\\u201d he finishes. \\u201cThis is where you will find them.\\u201d\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eIn addition, Dougie topped Campaign\\u2019s 2021 List of top 10 Ad Suits with praise for his affable character, impressive way with clients to the agenda for his IPA presidency which centres on the industry comeback following the pandemic:\\u003c\\\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022 style=\\u0022padding-left: 40px\\u0022\\u003e\\u003cem\\u003eAn affable character with an impressive way with clients, he is one of many great suits at VCCP. Among the clients Douglas leads is Domino\\u2019s, which introduced a lighthearted yodelling brand platform that resonated with its audience this year. Rival leaders have been impressed with Douglas\\u2019 approach to his IPA presidency and enjoyed the conceptual debates he has introduced to council meetings. His agenda, which is striving to help the industry capitalise on the rebounding economy, was prescient, given the current boom in ad revenue.\\u003c\\\/em\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z2kk62h\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2kk62h\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Ad-suits%22,%22caption%22:%22%22,%22id%22:14388,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/news\\\/2021\\\/dec\\\/campaign-winter-issue-dougie-on-adlands-2022-comeback\\\/attachment\\\/ad-suits%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/Ad-suits.jpeg%22%7D\",\"blockId\":\"2gzNB4\",\"blockUniqueClass\":\"lazyblock-image-full-width-2gzNB4\"} \/-->","post_title":"Campaign Winter Issue: Dougie on Adland\u2019s 2022 comeback","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"campaign-winter-issue-dougie-on-adlands-2022-comeback","to_ping":"","pinged":"","post_modified":"2022-01-10 11:40:48","post_modified_gmt":"2022-01-10 11:40:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14372","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/14487","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=14487"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=14487"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}