Judging the IPA Effectiveness Awards: the client perspective – why I agreed to be a judge
I answered with an instinctive and unequivocal 'Yes' when I was asked if I would judge this year's IPA Effectiveness Awards. From a client's perspective, these are the awards that matter: by reputation they are the most rigorous of their kind, focusing on actual business results, widely respected across all sectors, and reported and commented upon beyond the trade press. They are rightly taken seriously by most creative and media agencies because a successful entry confers lasting credibility, and by many clients because they provide a bank of best-practice case studies giving invaluable insight into the way to improve return on marketing investment. The industry and client judges are assembled from the great and the good of the agency, academic and business world. So it seemed foolish not to agree to be a judge.