Institute of Practitioners in Advertising

Incorporated by Royal Charter, the IPA’s role is: to advance the value, theory and practice of advertising, media and marketing communications; to promote best practice standards in these fields; and to ensure that the work it does will benefit the public, the wider business community and the national economy.

It has a well-earned reputation for thought leadership, best practice and continuous professional development and also provides core support and advisory services. Its membership base is predominantly made up of corporate members who collectively handle over 85% of the UK’s annual £22bn ad spend and who represent over 4,000 brands and employ over 25,000 staff. Based in the United Kingdom for nearly 100 years, IPA programmes can be found in more than 60 countries worldwide.

The IPA Effectiveness Awards

The IPA established the IPA Effectiveness Awards competition in 1980. With its tough criteria, it soon became Adland's most rigorous award scheme. Forty years on, its databank of case studies (now over 1500 strong) is considered invaluable to anyone interested in, or working in, marketing and marketing communications because they comprehensively show the payback from investment in communications activity and provide a comprehensive explanation for winning business strategies. They have also helped the industry to improve its methods of evaluation.

Effectiveness Training

Effectiveness Essentials Certificate

Understand the principles of effectiveness, why it matters and how you can make the case for commercial ten hours of online learning.

This qualification is primarily aimed at entry-level advertising practitioners in agency and client businesses. But anyone at any level from any department would benefit from the overview of the key thinking, knowledge and practices of effectiveness that the Effectiveness Essentials Certificate offers.

Find out more and sign up for the IPA Effectiveness Essentials Certificate.

The Advanced Certificate in Effectiveness (formerly known as the Eff Test)

Learn about objective setting, discover how to design a multi-platform campaign measurement programme, gain knowledge of theories of advertising effectiveness and earn the confidence to write an effectiveness paper to showcase your success in 35 hours of online learning.

This qualification is for anyone involved in the evaluation and development of effective creative work, whatever the discipline, on either agency or client-side. But is particularly suited for mid-level planners with at least four years’ experience.

Find out more and sign up for the IPA Advanced Certificate in Effectiveness.

Browse the latest IPA Effectiveness Awards on WARC

Contact Details
44 Belgrave Square
London, SW1X 8QS

+44 (0) 20 7235 7020