The Institute of Promotional Marketing was originally founded in 1933, as the British Sales Promotion Association. We later became the Sales Promotion Executives Association, and then, in 1979, we changed our name again, to the Institute of Sales Promotion.
As the promotional marketing industry's trade body, we represent the interests of client companies that use promotional marketing techniques and the agencies and suppliers that support them.
The Institute of Promotional Marketing defines promotional marketing as marketing communications that use a ‘call to action’ to drive behaviour change, rather than pure image or brand-building advertising. Promotional marketing is channel-neutral, and today, almost every marketing communication includes promotional content.
The Institute of Promotional Marketing plays a significant role in the self-regulatory system that governs UK marketing and has a strong track record of lobbying in Westminster and Brussels on behalf of its members and the wider marketing community.
Our world-renowned professional education programme for marketers includes the Diploma in Interactive and Promotional Marketing, the Diploma in Motivation, the Certificate in Interactive and Promotional Marketing, the Certificate in Experiential Marketing and the Certificate in Digital Promotions.
Members include major brand owners such as Alberto-Culver, BSkyB, Coca-Cola, Heinz, IPC, ITV, Kellogg, Kraft, National Trust, Nestle, Procter & Gamble, Royal Mail, Royal Mint, Tetley GB and Unilever. Most of the major promotional marketing agencies are members, as are the majority of the biggest UK service providers.