Lord Burns, who became chairman of Channel 4 in November last year, said: "It is the role of the judges to reward campaigns that have proved the commercial power of their ideas and demonstrated their marketing payback, which is no mean feat."
He added: "I am therefore delighted to chair a collection of the finest industry minds who share a wealth of business acumen and experience."
David Golding, founding partner of Adam & Eve, will be convenor of judges and Marie Oldham, head of strategy at MPG, will be deputy convenor.
The awards recognise campaigns that demonstrate the payback of marketing communications. They are open to agencies, media owners and advertisers around the world.
Last year's Grand Prix winner was Mediaedge:cia's campaign for Morrisons "Let's Grow - getting your hands dirty".
The campaign encouraged consumers to grow their own vegetables and provided school vouchers to acquire gardening tools and seeds. It generated a payback of £21.57 for every pound spent.
Transport for London won a Gold award for the safety campaign: "Cyclists should be seen and not hurt" and Halifax were honoured with the third Gold Award available for its 2008 Halifax Students Campaign.
The full list of judges at the 2010 IPA Effectiveness Awards is:
Lord Burns, chairman, Channel Four (Chairman of Judges)
Philip Almond, group marketing director, Baileys
Gill Barr, head of marketing UK and Ireland, MasterCard
Jude Bridge, director of marketing, campaigns and communications, Save the Children
Tim Brooks, marketing director of healthcare, GSK Consumer Healthcare UK
Martha Lane Fox, non-executive director, Marks & Spencer, Channel 4 and Mydeco
Nigel Gilbert, formerly group marketing director, Lloyds TSB
Chris Jansen, group commercial director, British Gas
John Petter, managing director, BT Retail Consumer
Steven Sharp, executive director of marketing, Marks & Spencer
David Golding, founding partner, Adam & Eve (Convenor of Judges)
Marie Oldham, head of strategy, MPG (Deputy Convenor of Judges)
David Alterman, partner, The Nursery Research and Planning
Rob Atkinson, UK managing director, Clear Channel
Christian Barnett, planning director, Coley Porter Bell
Jonah Bloom, CEO/editor-in-chief, Breaking Media
Dave Brennan, research & strategy director, Thinkbox
Mike Campbell, UK managing director, Ninah Consulting
Louise Cook, director, Holmes and Cook
Peter Cowie, managing partner, Oystercatchers
Dr Ali Goode, cognitive brand psychologist, Duckfoot
Gareth Jones, editor, Marketing Magazine and Revolution
David Iddiols, senior partner, HPI Research Group
Jeremy Martin, managing partner, Camall Research
Prof Malcolm McDonald, chairman, Brand Finance
Geoff Payne, senior partner, Thinktank
Stuart Pocock, managing partner, Observatory International
Paul Twivy, founder, Twivy Consultancy
Helen Weavers, consultant, Real World Planning
The 2010 IPA Effectiveness Awards are sponsored by Thinkbox and are supported by WARC, Clear Channel, Velti and Campaign.