But the two awards will not be of equal weightiness. Smaller agencies will only have to write papers of 2,000 words, instead of the usual 4,000. The IPA says it is not a dumbed-down award - but it appears just that. The Effectiveness Awards is one of the most important in the business - its prestige must be protected.
The IPA is increasing the frequency of its Effectiveness Awards (page 5). From next year, awards for smaller agencies will alternate annually with the ones for larger agencies.