The Institute of Practitioners in Advertising (IPA) is the trade body and professional institute for agencies in the UK's advertising, media and marketing communications industry. Covering the creative, digital marketing, direct marketing, healthcare, media, out-of-home advertising, sales promotion and sponsorship sectors. It currently has around 300 agency members.The role of the IPA is to promote the value of media, marketing and advertising agencies. It is a spokesman for the industry.