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
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
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.