One of Britain’s most distinguished business leaders, former Tesco chairman and chief executive Lord MacLaurin, is to head the panel of judges for next year’s revamped IPA Effectiveness Awards.

The re-engineered event, organised by the Institute of Practitioners in Advertising, has signalled its widened scope by dropping the word ‘Advertising’ from the title[WAMN: 18-Jun-01].

Although advertising effectiveness remains the competition’s cornerstone, other marketing disciplines will be accorded equal weight. Entries will be sought across the board, not only from creative agencies but media planning/buying, direct marketing and sales promotion practitioners as well.

Lord MacLaurin, who now divides his time between the chairs of Vodafone and the England & Wales Cricket Board hailed the IPA scheme as “an important public record of brand performance [with] a vital role in demonstrating to UK plc the economic value of marketing communications”.

He continued: “They are embracing all channels of marketing communication, rather than just isolating advertising from the marketing mix."

Judging will be in two phases. A panel of specialists reflecting all marketing communications disciplines will compile a shortlist, followed by the final judging in which a group of senior clients will select the winners.

News source: CampaignLive (UK)