Best practice guidelines for online campaigns

The IPA and ISBA have worked together to produce the inaugural best practice guide for online campaign development.

IPA Digital, in association with ISBA's Online Action Group, has compiled a best practice guide, '10 Easy Steps to Best Practice in Online Campaign Development' -- to help clients and agencies work better to promote the development of successful, on-brief, online campaigns.

The ten points outlined in the guide address the key areas where both agencies and clients feel the current process, from brief to execution, falls down.

These points cover briefing and strategy; budgets; roles and responsibilities; timings and project planning; design and development; tracking and measurement; and campaign launch.

Michael Smith, chair of the ISBA Online Action Group and deputy director of Digital Media at COI Communications, said: "The best practice guidelines are hugely helpful for all parties to ensure that advertisers and agencies get the most out of online campaign development. At a time when increasing investment is being put into digital a common understanding of the best practice is vitally important."

Craig Morgan, co-author of the guidelines, member of IPA Digital and head of client services at Tribal DDB, said: "Hopefully a read of the guide will ensure you have covered most key elements of a campaign and will give you enough information to ask the right questions."

The guide, which is the first in a series of guidance and best practice notes for advertisers and their agencies, will be free to download from the IPA and ISBA websites from today.

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