Advertising Effectiveness

Effectiveness is a measure of success. We are rewarding brand activities that achieve their goals and result in financial success.

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

IPA Effectiveness Support and Resources

    Effectiveness Awards 

    Every two years, the IPA Effectiveness Awards celebrate and showcase agencies, media owners or advertisers worldwide that successfully prove that their communications activity paid back. From search, UX, CRM and product innovation, through to multi-channel advertising, any type of communications activity is eligible to enter. Entries can feature any product category, any size of budget and any country. If you can prove it we want to see it.

    Effectiveness Case Studies

    Entries into the IPA Effectiveness Awards go on to join 1500 other cases in our permanent IPA Effectiveness Databank. This is a uniquely credible resource for anyone looking for examples of commercial creativity that works. The IPA Effectiveness Awards Search Engine (EASE) allows you to interrogate these detailed case studies entered into the IPA Effectiveness Awards since 1980. Search by budget size, channel or communications strategy, business objectives and more.

    Effectiveness Publications

    Alongside the case studies we have been collecting their associated data points in order to build a body of learning on what makes the right conditions for effectiveness. Our reports combine rigorous evidence and practical advice on all aspects of marketing strategy and execution and include seminal works such as The Long and the Short of ItMedia in FocusEffectiveness in ContextLemonand our latest publication Look out.

    Effectiveness Accreditation

    A new free biennial endorsement to agencies who can demonstrate their dedication to effectiveness. In May each year member agencies will be encouraged to outline their agencies effectiveness culture through a simple written submission on business planning, balancing long and short-term goals, client relations, and other areas. Successful agencies will receive an effectiveness kite-mark and certificate.

    A series of events across the UK in May and June 2022 will demonstrate how to track your organisation’s effectiveness using our Marketing Effectiveness Culture Monitor, and how to prepare for IPA Effectiveness Accreditation in 2023.

    Advanced Certificate in Effectiveness

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

    Learn the skills necessary to design a campaign measurement programme, gain knowledge of theories of advertising effectiveness and earn the confidence to write an effectiveness paper in 35 hours of online learning.

    Effectiveness Essentials Certificate

    A qualification for 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 Effectiveness Essentials offers.

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

    Effectiveness Videos

    A series of short films on Effectiveness Award winning case studies produced in collaboration with Thinkbox features four of our 2018 winning case studies: L'Oreal, Nationwide, Audi and Yorkshire Tea.


    EffWorks is a cross-industry, long-term, global marketing-effectiveness initiative established by the IPA. Its ambition is to firmly position marketing as a route to profitable growth. It addresses the issues that impact on effectiveness and challenges the content and context of marketing outputs. Facilitated by the IPA, EffWorks creates thought leadership for the industry globally and an annual debating forum each October in London.

    Please get in touch if you need further information or help in relation to Effectiveness.

    Kathryn Patten

    Head of Marketing Strategy


    0207 201 8241

    Last updated 08 April 2022

    Driving an effectiveness culture is about making an organisation stronger, fitter and able to deliver its targets.