Lord MacLaurin to chair judges of new IPA Effectiveness Awards

Lord MacLaurin, the former Tesco chief, is to chair the judges of

next year's IPA Effectiveness Awards, which are being revamped in the

face of falling entry numbers.



The announcement follows the IPA's declared intention to revitalise the

awards by opening them up to media and direct marketing specialists as

well as creative agencies and the dropping of "Advertising" from their

title (Campaign, 15 June).



MacLaurin, chairman of Vodafone and the England and Wales Cricket Board,

said he would be chairing the awards at a significant time.



"They are embracing all channels of marketing communication, rather than

just isolating advertising from the marketing mix," he said.



"The awards are an important public record of brand performance and have

a vital role in demonstrating to UK plc the economic value of marketing

communications."



IPA executives are currently putting together judging panels which will

reflect the wider scope of the awards by having greater representation

from the media and direct marketing industries.



Marco Rimini, the director of strategy and development at J. Walter

Thompson and convener of the judges, said: "We're looking forward to the

business experience and direction that Lord MacLaurin will bring to the

judging panel, especially with his past experience in the media and

broadcasting."



Judging for the awards will be carried out by two panels. The first, of

specialists from marketing communications disciplines, will shortlist

entries; the second, of senior clients, will award the prizes.



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