The IPA Advertising Effectiveness Awards are being overhauled in an
effort to rebuild declining interest by opening them up to media and
direct marketing specialists as well as creative agencies.
At the same time, the competition will be known simply as the IPA
Effectiveness Awards to acknowledge the contributions of other
disciplines in successful brand building rather than just advertising
The revamp - one of the most radical in the awards' 21-year history -
paves the way for a range of communications specialists to submit
individual entries or work together on behalf of a shared client.
Awards organisers began their rethink after last year's event in which
only half the top 20 agencies participated.
By allowing specialist shops to co-operate on entries, the organisers
are attempting to answer criticism by those agencies which ignore the
awards that senior planners don't have the time to prepare 4,000-word
Earlier, the IPA and the Account Planning Group, whose respective awards
are held in alternate years, ruled out merging them. "The two
competitions are complementary but different," Hamish Pringle, the IPA's
director-general designate, said.
"There's never been a bar on media specialists entering the awards but
because creative work is usually done by separate agencies their
involvement has been peripheral," Pringle explained. "They don't want to
be seen as an 'add-on'."
The increased breadth of the awards is being recognised with the
inclusion of Mark Palmer, the managing partner of the media independent
OMD, and Chris Gordon, the chief executive of the direct marketing
company WWAV Rapp Collins, on the IPA's Value of Advertising
A chairman of judges is due to be announced next week.
The closing date for the 2002 award entrants is May of next year.