IPA launches ROMI calculator

The calculator, developed following IPA research, has been designed to help agencies and clients work out the financial payback and profit generated from marketing activity. It was created by the IPA’s Value of Creativity Group, which is driven by Vizeum managing director Richard Morris, Total Media CSO Lucas Brown, and Adam & Eve DDB head of effectiveness, Les Binet.

“We want to promote the value of creativity at the IPA, and this begins with a true understanding of return on marketing investment. We hope the ROMI calculator will support those agency practitioners and clients keen to prove and maximize the commercial value they provide,” said Morris.

The calculator can be accessed here.