The IPA Effectiveness Accreditation is an endorsement that your agency culture is dedicated to business effectiveness. It can turn what you already do into a competitive advantage for attracting clients and talent.
Accreditation will be assessed every two years starting 2021, and the accreditation will last for two years.
The IPA Effectiveness Accreditation is available to all IPA member agencies regardless of discipline or size.
We believe that some of the benefits of obtaining accreditation are as follows:
No, the accreditation is offered free of charge to all IPA member agencies.
The online submission, launching online in March 2021, will be comprised of two parts: an essay and a video submission. These should detail the organisation’s philosophy and approach to effectiveness, and demonstrate why it’s important to their business.
A written description of 1500-2000 words, explaining the agency’s philosophy and approach to effectiveness and why it’s important to your business.
We are flexible about the format of the description, but here are some questions to get your started:
The content from this section will be confidential. Agencies will also be allowed to attach an Appendix, which will not be included in the word count.
A video submission (up to 3 minutes) which demonstrates your agency’s attitude to effectiveness and its impact.
Here we are looking for you to bring to life your effectiveness culture – a way of showing your effectiveness culture in action. You may consider including your clients, who may be able to help demonstrate that effectiveness is on your agenda day to day, and/or show how you engage, and educate colleagues and new recruits. It is an opportunity to demonstrate a different narrative of your culture and how the focus on business results is managed and celebrated.
It is our intention to showcase an edited version of a number of these videos at IPA events and promotional platforms going forward. However, we will, of course, ask permission before using them.
In addition to the submission above, all agencies will be required to complete a short questionnaire separate to the assessment, which will not be judged and will be anonymous. The objective of these is to provide an industry benchmark on effectiveness culture and practice and to understand which tools, platforms, research and education resources are most helpful to its members. Details of this questionnaire will be communicated to agencies once they have submitted their application.
Leading brand owners, academics or authors, and renowned effectiveness specialists will be invited to assess the submissions. None of the assessment panel will work for an existing IPA member agency. Details of the assessment panel will be announced soon.
Details of judging criteria will be announced on this page soon.
If a submission is considered by the Assessment Panel to achieve a proficient vision of effectiveness and demonstrate and evidence a consistent capability to deliver it, the agency will be given Accreditation.
The Assessment Panel will also award a higher level of “Outstanding” for submissions that reflect advanced standards of performance, evidence, consistency and proven capability throughout the organisation.
Your agency will receive an effectiveness kite-mark and certificate to use in communications. The selection of accredited agencies will be celebrated by the IPA in press and online.
Once achieved, the Accreditation will last for 2 years. Agencies will then have to resubmit to regain their status.