The IPA Awards, 30 years young

By David Golding

Founding Partner, Adam & Eve Convenor of Judges 2010

What a huge honour and responsibility it is to be Convenor of the Judges in the year the IPA Effectiveness Awards celebrate their 30th birthday. That's a significant milestone for a rather significant set of awards. The founding fathers set out with a very simple manifesto: ‘advertising works and we're going to prove it'. And over the three decades that followed, that manifesto has been more than lived up to.

The Awards have become fully established as a leading global symbol of the genuine effectiveness of advertising, but in truth, as they have developed, the focus has shifted to become a showcase for the commercial power of great marketing and communications ideas. This is undoubtedly what sets the IPA Effectiveness Awards apart – no other awards demand such depth of proof of the true commercial value of ideas, tasking each entry with demonstrating how it has delivered profits beyond the full costs of the marketing campaigns. This is never a simple task and the brilliance and power of a great many of the winning papers over the years has been little short of breathtaking.