A one-time chairman of Davidson Pearce and an IPA president, he will be best remembered for chairing the IPA committee that established the IPA Effectiveness Awards, which celebrate their 25th anniversary this year.
"The awards will remain as Chris' most important legacy to us," Hamish Pringle, the IPA director-general, said.
Hawes' early career was as a marketing manager of Bristol Myers. It was during his leadership of Davidson Pearce, then the UK's seventh-largest shop, that it created the PG Tips chimps, one of Britain's longest-running campaigns.
In 1985, Hawes took Davidson Pearce public in a flotation that valued it at £18 million.
As the IPA president from 1981 to 1983, Hawes had the task of steering the industry through long and tough union discussions, particularly related to the new TV channels TVam and Channel 4.
Nick Phillips, the former IPA director-general, said: "The responsibility and the sheer hard work were probably as much as any IPA president has had to bear."
After retiring from the industry, Hawes took up a second career as an academic, specialising in Indian history after gaining a PhD.