NMA, 02 February 2006

As digital agencies sign up to traditional agency body the Institute of Practitioners in Advertising, NMA asks whether this will this be to the detriment of its new media equivalent the IAB?

Justin Kirby, MD of viral agency DMC, questions whether a body like the IPA, steeped in interruptive advertising, is the right home for new forms of digital marketing, such as viral and blogs. “This issue isn’t being addressed by the more traditional marketing associations,” he says.