The controversial ’star’ system of grading winners in the IPA
Effectiveness Awards is being retained for the millennium event on 7
November 2000 - despite charges that it is crude and unfair.
But award organisers plan to minimise antagonism towards the system by
awarding points for stars and creating an Effectiveness Agency of the
Year award for the shop with the most points.
Introduced for the first time at the 1998 awards, the system of awarding
between one and five stars to papers was intended to allow more good
work to be acknowledged.
But the move backfired, with many one-star winners feeling like
Tim Broadbent, Young & Rubicam’s head of planning and convener of the
judges, admitted they had considered reducing the number of stars
awarded and even scrapping the system completely but had decided to
amend it to enable all star winners to contribute to their agency’s
Organisers are also trying to extend the ad effectiveness message with
the introduction of a new international award for case studies from
markets outside the UK.
The new category will be open to any network agency with a UK office
affiliated to the IPA and to agencies affiliated to IPA ’sister’
organisations in other countries.
’We want to increase the UK’s share of the world advertising trade,’
Broadbent said. ’International clients think of London as a centre of
creative excellence but we also want to be seen as a centre of
excellence for evaluation.’