How to write an IPA effectiveness paper

Following the judging of the 2009 IPA Effectiveness Awards, Charlie Snow gives tips on writing an IPA Effectiveness paper.

How to write an IPA effectiveness paper

By Charlie Snow

Director of Strategy, Delaney Lund Knox Warren and Partners Deputy Convenor of Judges

The heavy cardboard box arrived at work: it was full of neatly bound A4 documents. You could almost smell the sweat and tears that had gone into producing them. Accompanying the papers was a simple and helpful brief from the IPA with clear instructions, something like -‘Please could you read all these and return your scores to us within five weeks'. Inside the box was a little parcel to help me through those five weeks: it included...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands