IPA tries to silence awards’ critics with new points scheme

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.

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

also-rans.



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

collective success.



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.’



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