IPA names Alessandra Bellini as Chair of Judges for 2025 Effectiveness Accreditation

The IPA Effectiveness Accreditation programme recognises agencies that integrate business effectiveness into their core culture. This prestigious endorsement highlights agencies that consistently prioritise results and deliver measurable impact for their clients. By achieving this accreditation, agencies can not only enhance their reputation but also create a significant competitive edge—attracting new clients and top talent, while reinforcing their commitment to maintaining high standards of performance.

Launched in 2021, the IPA Effectiveness Accreditation is valid for two years and has been awarded to 36 outstanding companies, including Anything is Possible. They received the accreditation in 2021, which helped pave the way for their first IPA Effectiveness Award win in 2024.

The 2025 programme introduces a new judging focus on how investments in effectiveness culture are strengthening the working relationships between clients and agencies. Bellini, alongside a panel of esteemed brand owners, academics, authors, and effectiveness specialists, will evaluate all submissions based on five key criteria:

• Focus (10%): A clear vision of marketing effectiveness and how it creates business value, organisational alignment and effectiveness culture.
• People (20%): Defining roles and responsibilities, effectiveness training and continuous learning. Process (20%): The cycle of increased marketing intelligence, to decision-making, activation of marketing activities, measurement, and improved business results.
• Data, Tools & Measurement (20%): An effectiveness capabilities ecosystem creating increasingly relevant and impactful marketing intelligence, and being fed by quality, accurate and timely data.
• Impact (30%): How is the culture created working for clients and for the agency itself and what evidence there is of the value of the investment and relationship.

Says Alessandra Bellini, Chair of Judges for the IPA Effectiveness Accreditation:

"I am honoured to Chair this year's Programme. As an advertising practitioner, Advertiser and Representative of the wider Industry I value effectiveness as the key measure of great creative work, great brand building and authentic customers engagement. I look forward to enabling more Agencies to be part of this important club!"

Commenting, IPA Director of Effectiveness Laurence Green says:

"I am delighted to welcome Alessandra as Chair of Judges for the 2025 IPA Effectiveness Accreditation. She brings a unique experience from a remarkable career spanning multiple sectors and markets and will provide an invaluable insight to the judging process as we celebrate the agencies that are truly embedding a culture of effectiveness."