Foreword by: Belinda Beeftink, Research Director, IPA.

Imagine my delight when I was asked to write a foreword for this white paper, especially when it combines brilliant use of IPA TouchPoints data with the rigour and understanding that comes from a review of IPA Effectiveness Award winning papers, and in a highly creative way.

First introduced by All Response Media at the 2024 TouchPoints launch, the Work, Rest and Play Planning Model and WRPLive platform offer a new wave of data informed communications planning for marketing effectiveness. This work is a catalyst for better brand and business outcomes from advertising campaigns, and represents a significant leap forward in our understanding and application of audience insights.

By leveraging the IPA’s TouchPoints data, these tools transform our approach from traditional media planning to a comprehensive mar-comms stack insights platform, and all built on the stable framework of the Daily Life Survey data whose methodology has been continually honed by the IPA since 2005.

This shift allows marketers to tailor their campaigns to the mindset and mood of their audiences, ensuring that every touchpoint is optimised
for maximum impact.

The insights presented here are backed by rigorous analysis, including a review of IPA Effectiveness Award winners dating back to 2000. These case studies highlight how understanding audience mindset and mood can drive powerful marketing investment returns. For instance, the innovative use of outdoor media in Johnny Walker’s “Keep Walking” campaign demonstrates the potential of contextually relevant advertising to resonate deeply with target audiences.

As we navigate an era where marketing efforts are often characterised by content overload and audience fatigue, the principles outlined in this white paper offer a blueprint for reducing waste and enhancing effectiveness. By focusing on the audience’s state of mind at Work, Rest, and Play, marketers can create more meaningful connections and achieve better brand and business outcomes.

It is this novel use of TouchPoints data that contributes to increasing and interesting debate around planning for campaign effectiveness, a subject close to all our hearts.