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GLOBAL – NOVEMBER 29, 2011: Seen as the world standard for effective campaigns, the highly prestigious 2012 IPA Effectiveness Awards is now open to entries from agencies, media owners and clients worldwide and, for the first time, entrants who pre-register will be offered a new advisory service to guide them through the process.
The IPA Effectiveness Awards, sponsored overall by Thinkbox, rewards campaigns that have proved the commercial power of their ideas and demonstrated their marketing communications payback.
Entrants who pre-register by January 31 will receive 25% off the final cost of entry, and can choose whether they would like the assistance of an Effectiveness Awards adviser for a subsidised fee. Advisers include: Chris Baker, Partner, Bacon Strategy & Research; Merry Baskin, Founder, Baskin Shark; Ali Bucknall, Ali Bucknall Planning & Research; Peter Field, Marketing & IPA Databank Consultant; and Gurdeep Puri, Partner, The Effectiveness Partnership.
Says Marie Oldham, Chief Strategy Officer, MPG Media Contacts and 2012 Convenor of Judges: "The Effectiveness Awards are the crème de la crème of agency accomplishments – as Diageo´s Simon Tilden has said, they are the Michelin stars of adland. But like Michelin stars, due to the rigorous judging criteria, they are tough to acquire. I am therefore very excited about the IPA´s new Effectiveness Awards advisory service to help guide entrants through the process. Our goal is to help to raise the standard of entries which will in turn provide the industry with an even richer bank of effectiveness learning."
There is also an invaluable databank of 1,100 past IPA Effectiveness Awards papers which can be accessed and searched for using the Effectiveness Awards Search Engine (EASE):www.ipa.co.uk/ease. The cases can be filtered according to keywords and/or specific categories such as sector, marketing strategy, and business objectives. IPA members receive 12 free downloads of case studies per year.
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.
The final deadline for the 2012 IPA Effectiveness Awards is on April 20. For further information, visit www.ipaeffectivenessawards.co.uk.
