IPA relaunches awards to attract more entries

The IPA Advertising Effectiveness Awards are being overhauled in an

effort to rebuild declining interest by opening them up to media and

direct marketing specialists as well as creative agencies.



At the same time, the competition will be known simply as the IPA

Effectiveness Awards to acknowledge the contributions of other

disciplines in successful brand building rather than just advertising

alone.



The revamp - one of the most radical in the awards' 21-year history -

paves the way for a range of communications specialists to submit

individual entries or work together on behalf of a shared client.



Awards organisers began their rethink after last year's event in which

only half the top 20 agencies participated.



By allowing specialist shops to co-operate on entries, the organisers

are attempting to answer criticism by those agencies which ignore the

awards that senior planners don't have the time to prepare 4,000-word

case studies.



Earlier, the IPA and the Account Planning Group, whose respective awards

are held in alternate years, ruled out merging them. "The two

competitions are complementary but different," Hamish Pringle, the IPA's

director-general designate, said.



"There's never been a bar on media specialists entering the awards but

because creative work is usually done by separate agencies their

involvement has been peripheral," Pringle explained. "They don't want to

be seen as an 'add-on'."



The increased breadth of the awards is being recognised with the

inclusion of Mark Palmer, the managing partner of the media independent

OMD, and Chris Gordon, the chief executive of the direct marketing

company WWAV Rapp Collins, on the IPA's Value of Advertising

Committee.



A chairman of judges is due to be announced next week.



The closing date for the 2002 award entrants is May of next year.



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