The Institute of Practitioners in Advertising (IPA) is the professional body for advertising, media and marketing communications agencies in the United Kingdom.
In 2005, driven by changes in the media landscape, the IPA identified the need for a multi-media planning tool which would underpin multi-media planning and campaign evaluation.
RSMB were commissioned to design and undertake a suitable integration methodology to create a multi-media planning database from the major UK media currencies using the TouchPoints Hub. The first TouchPoints Channel Planner was released in 2006. This has been followed by three further releases in 2008, 2010 (which included the addition of internet data) and 2012 – all undertaken by RSMB.
RSMB’s work on TouchPoints has been described as “the most ambitious attempt at media integration ever undertaken”
To learn more about the IPA’s TouchPoints click their logo.