GLOBAL – October 29, 2013 – The Institute of Practitioners in Advertising (IPA) has announced that the 2014 IPA Effectiveness Awards has opened for entry through http://www.ipa.co.uk/effectiveness/awards.
Entries can be from an agency, client, or media owner; joint; or fully collaborative across a number of companies. The deadline for entries is April 30, 2014.
Those who pre-register before January 31, 2014 will receive 25 percent off the final cost of entry, and will be eligible to make use of the Awards Advisory Service, which gives entrants access to experienced authors, judges, and consultants on effectiveness who will guide them through the processes involved in writing a paper, and can help them identify key elements and data sets.
2014 advisors include former Convenor of Judges Chris Baker, Baskin Shark founder Merry Baskin, consultant Ali Bucknall, The Effectiveness Partnership founder Gurdeep Puri, and marketing consultant and co-author of "The Long and Short of it: balancing short and long-term marketing strategies" Peter Field. This service is subsidized by the IPA.
In addition to this, further information on how to enter, top tips for writing a paper, and a free judge’s essay can be found at the IPA effectiveness hub, where all the past effectiveness awards papers and case studies are collated, and where the IPA posts its thought leadership on effective marketing strategies.
The upcoming awards have three new prizes: Best Multi-market, Effectiveness Network of the Year, and Small Budget. The Small Budget prize will be awarded for the best winning entry with a total annual marketing communications budget of up to GBP 2.5 million.
The full list of prizes, which are awarded in addition to gold, silver, and bronze awards are:
– Grand Prix
– Best Dedication to Effectiveness (The Broadbent Prize)
– Best International
– Best Multi-Market
– Best New Learning (The Channon Prize)
– Best Small Budget
– Effectiveness Company of the Year
– Effectiveness Network of the Year
According to Lorna Hawtin, IPA Effectiveness Awards 2014 Convenor of Judges, "The introduction of new special prizes shows just how far the Awards have come, especially the Effectiveness Network of the Year prize which we believe to be an important signal of the global scale of the award. We also hope that these new criteria will further highlight the fact that effective communication doesn’t necessarily require a big spend or large research budget."
Meanwhile, Lindsey Clay, managing director of the overall Awards’ sponsor Thinkbox said: "Thinkbox is proud to be associated with the IPA Effectiveness Awards for another year. We share the IPA’s dedication to proving and celebrating the very best in advertising effectiveness."
The 2014 Awards are sponsored by Thinkbox; Warc, the official publisher of IPA case histories; Ipsos ASI; Newsworks; and the Oval Group.
The IPA also runs the Eff Test, a qualification designed to help planners identify and evaluate the planning and effectiveness measurement techniques that are central to understanding how agencies can create effective campaigns for their clients.
