IPA launches new effectiveness offering

The IPA has bolstered its effectiveness offering with the launch of the 2020 IPA Effectiveness Awards, a new Effectiveness Accreditation standard and an expanded suite of learning opportunities.


Entries for the Awards, which are the world’s most rigorous effectiveness competition, are now open for anyone looking to demonstrate the business impact of their communications activity. This year’s judging panel will be led by Convenor of Judges, Sue Unerman, Chief Transformation Officer at MediaCom, and Deputy Convenor, Harjot Singh, Chief Strategy Officer at McCann Worldgroup EMEA.

Says Sue Unerman, Convenor of Judges: “The Awards are the ideal opportunity to demonstrate to potential clients and the wider business public the great range of ways in which today’s communications build value for brands and organisations. I am looking forward to seeing entries from marketers of all types and sizes that can demonstrate brilliantly effective work.”


The IPA will also be unveiling its new Effectiveness Accreditation, a free annual endorsement for those agencies that can demonstrates their agency’s culture is dedicated to effectiveness.

Designed to give agencies an effectiveness kite-mark to use in their communications, submissions for 2020 IPA Effectiveness Accreditation will open in May, with the first IPA Effectiveness Accredited agencies to be announced at EffWeek next year.

Says Janet Hull OBE, Director of Marketing Strategy, IPA: “Not everyone can take home an IPA Effectiveness Award – as they remain the gold standard for proving the value you deliver to your clients. We hope however, that by becoming IPA Effectiveness Accredited agencies can demonstrate how seriously they take marketing effectiveness, and bring huge benefits to the industry.”


With Effectiveness so integral to the culture of successful agencies and brands, the IPA is completely revamping its suite of Effectiveness learning.

In 2020, the IPA will be running an updated Eff Test and launching a brand new, entry-level qualification, the Effectiveness Essentials Certificate, ensuring that practitioners of all levels and disciplines can improve their knowledge of marketing effectiveness.

Says Patrick Mills, Director of Membership & Professional Development, IPA: “Effectiveness is at the heart of everything we do, and everyone, whatever their department, should have a grasp of the subject. I’m delighted that from next year we are revamping the IPA Eff Test, and introducing the IPA Effectiveness Essentials Certificate – giving everyone the chance to become the next Les Binet or Peter Field.”

Full details on both the re-written Eff Test and Effectiveness Essentials Certificate will be revealed soon, but you can register your interest in the Eff Test by contacting learning@ipa.co.uk or on the Effectiveness Essential Certificate

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