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At the IPA we believe that the most successful agencies and clients make effectiveness integral to their cultures. So, we aim to encourage the growth of marketing effectiveness by improving decision-making, collaboration and working practices across the advertising and marketing industries.

Our work is focused on three areas:

  • Marketing marketing: developing the case for marketing to internal and external stakeholders
  • Managing marketing: providing awareness and understanding of how marketing works and practical advice in areas such as briefing and implementing programmes or motivating teams
  • Monitoring marketing: advising on the best models, tools and techniques to measure the impact of marketing activity 

There are several ways we can help you improve the effectiveness of your agency's work:

Effectiveness Publications

Building on the Databank of IPA Effectiveness Awards cases, our reports combine rigorous evidence and practical advice on all aspects of marketing strategy and execution. Search Publications and Reports


In co-operation with client advisers and association partners, we have created the online hub, effworks.co.uk, to collate learnings on issues affecting marketing.

Eff Test

Hone your skills on evaluating effective campaigns with our online qualification. Sign up for the Eff test

Effectiveness Videos

Watch a series of short films on Effectiveness Award winning case studies on our YouTube channel, produced in collaboration with Thinkbox. The series features two of our 2018 winning case studies: L'Oreal and Yorkshire Tea. Stay tuned for more effectiveness brand films including Nationwide, and our 2018 Grand Prix winner Audi, to be released later this year.

Effectiveness Case Studies

IPA EASE allows you to interrogate over 1500 detailed case studies entered into the IPA Effectiveness Awards since 1980 which form the collected learning from the entries to the IPA Effectiveness Awards Databank. View case studies 


In addition to EffWeek, the industry’s flagship effectiveness event, we also champion effectiveness on platforms such as Advertising Week Europe, Cannes Lions International Advertising Festival and webinars with partners, such as WARC.