Institute of Practitioners in Advertising (IPA)

When the professional institute for the UK’s leading advertising agencies required a new website that would provide fresh thinking for navigation and content publication, its preferred web partner was Senior. The IPA had struggled with many different websites over a number of years to find the most efficient way to deliver their wealth of knowledge and expertise to their membership, the IPA challenged Senior to solve the problem once and for all.

Senior decided to rethink the solution from the ground up and presented the idea of a centralised content publishing engine that could not only publish content to any area of a single website, but could repurpose that content for multiple websites if necessary.

The system is designed to publish a wide variety of content types including text, images, videos and audio clips. With thousands of pieces of content stored within the system, the issue then was how to ensure site users could find that content easily and efficiently. Senior decided to employ some radical solutions, removing the need for large amounts of standard navigation and replacing it with various methods of moving around and discovering content. Methods include a powerful search facility, personalised content, implicit and explicit user profiling, tag clouds and content categorisation.

Other features of the website include content monetisation, membership information integrated fully with the IPA’s internal database, comprehensive visitor analytics, personalisation and user profiling.

See the system on www.ipa.co.uk

The system developed for this site forms the basis of the Senior Content Publishing Engine (CPE). This enterprise strength product is ideal for organisations which need to publish large amounts of text, image and multimedia information. The system supports multiple contributors and multiple editors, as well as having the ability to publish information to multiple websites. For further information on the CPE see the Senior Product Portfolio.