IPA Awards publish new guide to make entry forms easier

Organisers of next year's IPA Effectiveness Awards are dropping the

requirement on agencies to compile full case studies as part of an

effort to rebuild declining interest in the competition.



Instead, the newly published guide to entrants says parts of a campaign

will be considered for awards.



The aim is to open up the competition to a broader range of agencies and

recognise the contribution of a variety of specialist shops to a

campaign's success.



The change reflects radical alterations being made to the awards to halt

fading interest in them. Last year, only half of the top 20 agencies

participated in the event.



Now, organisers want to broaden the scope of the competition to include

media, direct marketing and sales promotion specialists.



Their inclusion is intended not only to recognise the IPA's broadening

membership, but the changing realities of communication.



Stephen Woodford, the chairman of the IPA's Value of Advertising

Committee and WCRS, chief executive, said: "The changes acknowledge the

fact that a brilliant piece of media buying can be just as important to

the success of a campaign as a brilliant piece of creative work."



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

Thompson and the convenor of the judges, said: "We're concentrating

particularly on attracting the media agencies because they have the

econometric resource and the data that is key to measuring a campaign's

success."



The closing date for entries is 17 May 2002.



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