Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

IPA announce Euro Effie Awards advisory service

The IPA are offering a free advisory service to those winners who were awarded Gold at last night’s Euro Effies Awards (18th September 2013).


The scheme will offer mentoring to guide them through the process of submitting a high-quality paper to next year’s IPA Effectiveness Awards, a rigorous awards scheme where winners have to prove beyond doubt that communication ideas deliver a return on investment.

The Grand Prix is awarded to the most outstanding paper, followed by Gold, Silver and Bronze awards. The IPA is partnering with the Euro Effies Awards, which celebrates effective pan-European campaigns.

The mentors participating in the advisory service consist of individuals who are experienced authors, judges and consultants on effectiveness, and will guide the entrants through the processes involved in writing a paper and will help them to identify the key elements and data-sets.



• Chris Baker, Bacon Strategy and Research

• Merry Baskin, Founder, Baskin Shark

• Ali Bucknall, Consultant

• Gurdeep Puri, Founder, The Effectiveness Partnership

• Peter Field, Marketing Consultant and co-author of ‘The Long and Short of it: balancing short and long-term marketing strategies’

More details about the Effectiveness Awards will be announced shortly.

Says Lorna Hawtin, Disruption Director, TBWA Manchester and 2014 Convenor of Judges, IPA Effectiveness Awards, “Congratulations to the Euro Effies winners for the great achievement of winning Gold. The Effies celebrate great ideas that really work, so we are looking forward to seeing these entries submitted into the IPA Effectiveness Awards which set the global benchmark for proof of effectiveness and return on marketing investment. It goes without saying that winning an IPA Effectiveness Award is no easy feat, involving an extremely thorough process, but the rewards are high and the accolade much sought after by agencies and clients alike. The mentoring service being offered to Euro Effie winners will be a great way to guide entrants through the process of delivering their paper. ”

Says Dominic Lyle, Director General, EACA, “We are delighted to be partnering with the IPA to bring these great effective European campaigns onto a global stage.”


Biography of judges

Chris Baker, Bacon Strategy and Research Chris started his career in market research at BMRB, moving to Saatchi & Saatchi in 1981, becoming Deputy Head of Planning in 1988. He became a founder member of Bainsfair Sharkey Trott (BST.BDDP) in 1990, where he was Planning Director. Subsequent mergers in 1997 and 1998 took him to senior planning roles at GGT.BDDP, then TBWA as Director of Strategic Consultancy. He judged the IPA Effectiveness Awards in 1990, 1992 and 1994 and, as Convenor of Judges, was editor of 'Advertising Works' 7 & 8. He has won several IPA Effectiveness Awards over the years, including a Gold and Special Prize for Integration for the launch of the Central London Congestion Charge in 2004. He is a Full Member of the Market Research Society and a Fellow of the IPA. He set up Bacon Strategy & Research ( in 2008, bringing fresh thinking to solving brand, marketing and communications problems across a broad spectrum of clients.

Merry Baskin, Founder, Baskin Shark Merry Baskin runs strategic planning consultancy Baskin Shark (where brands move forward or die!). A former chair of the Account Planning Group and Head of Planning at JWT London and Chiat/Day New York, she also teaches planning craft skills all over the globe. She pens a regular 'Best Practice' column for Admap, and is co-editor of 'A Master Class in Brand Planning: The Timeless Works of Stephen King'. Merry has won three IPA Effectiveness Awards, and was a judge in 2007.

Ali Bucknall, Consultant Ali has worked in Advertising and Communications as a Planner and Strategist for over 20 years. Her experience covers a range of large and small agencies including CDP, WCRS, D'Arcy and more recently heading up Planning at Leo Burnett and Elvis Communications. She now works independently offering research, strategy, training, coaching and mentoring for agencies and client companies. She's worked across almost every sector including COI, P&G, Orange, Fiat, McDonald's and Cadbury. She's won four APG Planning Awards and has contributed to successes in APG, Euro Effies and IPA Effectiveness Awards. She was a judge for the 2007 European Effectiveness Awards and has been chair for various training courses for the IPA. Ali is a full member of the Market Research Society and a member of Women in Advertising and Communications.

Gurdeep Puri, Founder, The Effectiveness Partnership Gurdeep Puri is a co-founder of The Effectiveness Partnership, a full service consultancy specializing in helping agencies and clients understand, maximize and demonstrate commercial value of their creativity. Previously Gurdeep worked at Leo Burnett as Head of Effectiveness. He has personally won 6 IPA Effectiveness Awards, and 13 European Effectiveness Awards, including three Golds. Gurdeep has been a judge on the IPA Effectiveness awards panel in 2009 and has also been on the second round judging panel of the European Effectiveness awards 6 times over the last 8 years.

Peter Field, Marketing Consultant and co-author of ‘The Long and Short of it: balancing short and long-term marketing strategies’ After graduating from Cambridge, Peter Field spent 15 years as a strategic planner in advertising, starting his career at BMP (now DDB London). He spent 9 years working for AMV•BBDO, leaving to join the management teams of Bates London (now absorbed into WPP) and Grey London. In 1997 he left advertising to pursue a consultancy role supporting the new wave of multi-channel integrated communications agencies. In 1999 he helped Adam Morgan start Eatbigfish, the challenger brand consultancy, and has remained a facilitative partner ever since. The same year he also started an innovative training partnership, Express Train, along with a number of other freelance planning consultants, which he also remains a partner of. He was a member of the IPA effectiveness committee for 5 years, helped set up and run the Effectiveness Database and has been a judge for the IPA Effectiveness Awards. His strategic experience of categories is now very broad. ‘The Long and Short of it’ is the follow up to his and Binet’s earlier publication; ‘Marketing in the era of accountability’.

Last updated 19/09/2013

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.