The IPA has announced the inaugural list of agencies that have achieved IPA Effectiveness Accreditation who are leading the way in effectiveness from the agency side.
The initiative was launched by IPA President Julian Douglas as part of his agenda to highlight the value of agencies. The rigorous entry process involved a written paper and video submission with successful agencies rewarded for demonstrating their effectiveness culture across seven criteria including their people, process, collaboration, challenge mentality, commercial literacy, achievement and credibility.
The submissions were assessed by a panel of leading brand owners, academics, authors and renowned effectiveness specialists, and chaired by Unilever’s Global Director Marketing Learning & Capabilities, Jo Royce. They awarded 19 agencies with accreditations, who will hold this badge of honour for a two-year period, before having to reapply.
Congratulations to all the agencies who have made the inaugural list and gained IPA Effectiveness Accreditation. By investing in effectiveness across the board, we boost business performance, as well as reaffirm our own value.
"As the results of the IPA Effectiveness Culture Monitor reveal, there is a real opportunity for agencies to lead the way in this area, helping themselves and their clients on this journey and by creating, deploying and aligning their effectiveness roadmaps to ensure mutual success.”
Learnings from the IPA Effectiveness Culture Monitor which sets out the industry’s marketing effectiveness levels and lessons from the successfully IPA Accredited agencies will be analysed at IPA Eff Works Global 2021 conference from 12-15 October.
The findings of the Monitor will also be published in a free new report to be published on 12 October, with paid-for, bespoke reports also available to those who took part in the survey.Find out more and register for EffWorks Global 2021