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IPA President challenges agencies worldwide to prove their worth and worthiness

The 2016 IPA Effectiveness Awards open today with a new prize. As advertising’s most uncompromising competition, it is unique in gathering learnings from leading clients and agencies on their most successful marketing and brand communications.


The new ‘President’s Prize’ challenges agencies to prove they are ‘Here for Good’. By introducing it, the IPA aims to establish and celebrate outstanding work that can show not only a commercial success but also demonstrate a positive change on society.

Tom Knox, IPA President, says, “The President’s Prize is going to recognise work that is both commercially successful and socially responsible. It is aimed at raising awareness of the fact advertising has a contribution to make above and beyond the economic one.”

He went on to say, “without wanting to second guess the jury, in my opinion, the brands and campaigns that have shown this kind of approach include Always’ ‘Like a girl’, Kenco’s ‘Coffee vs. gangs’ and Dove’s ‘Real Beauty’. Campaigns such as these prove the worth and worthiness of advertising and need to be recognised and celebrated."

Watch a three-minute video interview with Tom Knox below.

Award-winning agency adam&eveDDB has worked on this year’s programme by creating a strong campaign specifically to engage the C-suite.

The campaign is based on an insight that the papers are unique in delivering foresight to CMOs and Boards. The proposition is that entering a paper is the most thorough way of preparing for discussions in the boardroom. And that writing a paper is akin to business ammunition.

They’ve used pop-art styling to bring the idea to life with colourful and eye-catching creative imagery. The campaign is being executed across the UK and international press and online ads, DM, and short-form targeted content. View the creative.

Speaking about the overarching marketing campaign, Bridget Angear, Convenor of Judges and Joint Chief Strategy Officer, AMV BBDO, said The IPA Awards are the ultimate proof of effectiveness and should be seen as a vital way to arm oneself for boardroom success.”

Britt Lippett, Account Director, adam&eveDDB, says: “Modern business is highly challenging. Entering the IPA Effectiveness gives you hard-hitting, business-critical intelligence to show you what’s working and why. Clients can't predict the future, but they can be better prepared for it and there is no better ammo than doing an entry. There’s no filter, just killer facts. We hope this campaign, therefore, helps hit the target so clients can leave their mark in the boardroom.”

The IPA is supporting this more accessible proposition with enhanced activity for new entrants including mentoring and dedicated support. The aim being that more brands just by entering should discover if their advertising and marketing, regardless of budget or medium, is truly effective for their business.

The IPA is delighted to be working with Thinkbox, Newsworks, RadioCentre, Royal Mail, IPSOS, Marsh and Warc as the scheme’s official partners.

For more information on how to enter, visit  and join the@IPA_Updates #Effectiveness conversation on Twitter

Held every two years, the Awards are open to any communications agency, media owner or advertiser worldwide. Entries can feature campaigns involving any product category, country or size ofbudget.

All winning case studies are publicly available for agencies, clients and academics to access from

Key competition dates:

September 29th, 2015: Call for entries launches and entry registration opens. 2016 Awards Entry Pack available for download.

November 30th, 2015: Deadline for discount to Awards Advisory Service and 25% discount on final entry fee.

January 29th, 2016: Deadline for early registering of entries to receive 15% discount on final entry fee.

April 15, 2016: Final deadline for entries.

In addition to the Gold, Silver and Bronze Awards, the following Special Prizes will be awarded:

  • Best New Learning (The Channon Prize)
  • Best Dedication to Effectiveness (The Simon Broadbent Prize)
  • Best International (The Tim Broadbent Prize)
  • Best Multi-Market
  • Best Small Budget
  • President’s Prize – Best Commercial Effectiveness for Good
  • Grand Prix
  • Effectiveness Company of the Year Prize
  • Effectiveness Network of the Year

To receive the latest updates on the 2016 Awards as they become available, sign up now for the Effectiveness Insider newsletter, visit or contact Conor Harte (

Last updated 16/11/2015

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