A radical update of the IPA’s annual Advertising Effectiveness Awards is under way, announced the Institute of Practitioners in Advertising last week. The move comes after last year's contest attracted entries from only ten of the UK’s top twenty shops.

In a bid to re-energise the twenty-one year-old event and acknowledge that creativity doesn’t begin and end with ad agencies, the word ’Advertising’ is axed from the revamped scheme which aims to attract entries from a wider base – media specialists, direct marketing shops and others.

The IPA Effectiveness Awards – as the event will in future be known – will honour contributions to successful brand building from other marketing disciplines, allowing entries from all communications practitioners either on an individual basis or with other specialists on behalf of a common client.

Says IPA director-general Hamish Pringle: “There's never been a bar on media specialists entering the awards but because creative work is usually done by separate agencies their involvement has been peripheral," he explained. "They don't want to be seen as an 'add-on'."

A chairman of judges will be announced next week and two new names have already joined the IPA Value of Advertising Committee – managing partner of media independent OMD, Mark Palmer, and direct marketer Chris Gordon, chief executive of WWAV Rapp Collins.

News source: CampaignLive (UK)