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IPA takes Effectiveness insight down under

Over 60 people have signed up to the IPA’s seminar ‘Insights from the acclaimed IPA Effectiveness Awards’ run by Gurdeep Puri, co-founder of The Effectiveness Partnership, former judge, multi effectiveness award winner and current mentor of the IPA Effectiveness Awards in Sydney tomorrow (5th February 2015).


In the session Gurdeep will outline the key learnings from the 2014 IPA Effectiveness Awards, using specific case studies including Adam&EveDDB’s Grand Prix winning Fosters campaign, and other award winners including VCCP’s easyJet and FCB NZ’s National Depression. He will also give top tips for success in preparing plans, clients and data for evaluating campaigns, what works and what doesn’t and how to get started on an effectiveness journey.

This latest seminar is in addition to the IPA collaboration with its Australian counterpart, The Communications Council, to deliver the IPA’s portfolio of award-winning qualifications and courses to agencies and clients in the Australian marketing communications market. The Australian market is heavily invested in personal development which is evident by the great take up of the Foundation Certificate that was rolled out last year.

Michael Burns, Head of Export, IPA says: “It’s great to see Australia’s adland investing in effectiveness, which is of course the ultimate goal for any marketing communicator. We hope this seminar will encourage entrants to apply for the IPA Effectiveness Awards, which are the most rigorous effectiveness competition in the world with entrants having to prove beyond reasonable doubt that their marketing communications campaign paid back. The IPA is also looking forward to continuing the success of the Foundation Certificate with more learning and development opportunities in Australia.”

For those wanting to find out more about effective advertising the IPA offers the Eff Test, which is available internationally, to help identify planning, and effectiveness measurement techniques, as central to understanding how agencies can create successful campaigns for their clients. Under the Awards Advisory service The IPA also offers mentoring to help authors shape their entries for the IPA Effectiveness Awards. The service pairs agencies with mentors who are all experienced former judges and authors, such as Gurdeep.

Potential entrants can also visit the IPA Effectiveness Awards hub which is a treasure trove of effectiveness learning.

Gurdeep's biography:

Before starting up The Effectiveness Partnership, Gurdeep worked at Leo Burnett, where he was Head of Effectiveness, where one of his primary responsibilities was to help embed effectiveness into the culture of the agency.Gurdeep speaks internationally on the topics of communications effectiveness and has represented the UK and European industry at conferences globally and with its dialog with the financial markets. He was a key speaker at the 2011 AME awards festival in Shanghai. Gurdeep was made an Honorary Fellow of the IPA in 2013.

Last updated 04/02/2015

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