Judging the IPA Effectiveness Awards: the client perspective - why I agreed to be a judge

Jeremy Davies, Director of Brand and Communications, E.on, outlines his experience as a client judge and provides invaluable guidance on what makes an outstanding paper.

Judging the IPA Effectiveness Awards: the client perspective – why I agreed to be a judge

Jeremy Davies

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...

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