Campaign is among those supporting this year's competition, which is being publicised via posters and guerilla marketing at industry events.
Viral and direct marketing activity will kick in to drive interest in the awards in advance of the closing date for entries on 21 May 2004.
The two-week burst, with the theme "If it doesn't work, it doesn't win" began this week when Stephen Woodford, the IPA's president, and Hamish Pringle, its director-general, unveiled a 96-sheet poster at London's Vauxhall Cross.
The poster, created by Fallon, which was named the best new agency of the year at the last Effectiveness Awards, will run on two sites donated by Clear Channel.
The campaign follows the IPA's decision to allow participation in the competition by non-member agencies and to scrap a 22-year-old rule that barred their entry.
"Our awards are now open to every agency, both in the UK and abroad, both on an individual and collaborative basis," Pringle said.
Woodford added: "The awards continue to be the most important outlet for the commercial sector to show the impact and value of communication ideas."