IPA Effectiveness Awards announce new special prizes

The changes were announced by Harjot Singh, Convenor of Judges for the IPA Effectiveness Awards 2022

The IPA Effectiveness Awards 2022 have announced new special prizes for cases demonstrating their wider positive impact and ability to drive behavioural change, while pro-bono work can now be entered for free.

The IPA Effectiveness Awards, which officially opened for entries during last week’s EffWorks Global 2021 conference, are adding new special prizes for Best Demonstration of Purpose (For-Profit and Not-For-Profit) – awarded to the papers which best prove and demonstrate brand-led effective social or environmental activity – and the President's Prize for Behavioural Change - awarded to the entry which best demonstrates an innovative marketing approach that accelerates significant behaviour change.

As part of the IPA Effectiveness Awards’ efforts to recognise purpose-led case studies, the entry fee will be waived for work conducted by agencies on a pro-bono basis.

Furthermore, there will be a new special prize for cases that recognise the best example of B2B marketing effectiveness. Whilst Effectiveness Network of the Year prize is being renamed Global Effectiveness Network of the Year. Best Small Budget, Best New Learning, Best Dedication to Effectiveness and Effectiveness Company of the Year remain as they were in 2020.

In addition to the new special prizes, the IPA Effectiveness Awards are adding new general categories in 2022 to acknowledge the increasing Global nature of marketing effectiveness learning and to ensure the IPA Effectiveness Databank offers broad and diverse case histories for the industry. These new categories will include Global Market, Regional Market, Single Market plus a specific category for Not-For-Profit cases. 

The 2022 IPA Effectiveness Awards judging panel will be led by Harjot Singh, Global Chief Strategy Officer at McCann and Jo Arden CSO at Publicis.Poke as Convenor and Deputy Convenor of Judges.

Says Harjot Singh, Convenor of Judges for the IPA Effectiveness Awards 2022:

"The IPA Databank is one of the most sought after and credible bodies of learning for the industry. To remain influential, and progressive in the way this learning inspires, guides, and directs the industry, and on a global scale, it is time to make the IPA Awards more global in their outcome and outlook, by being more representative of the existing and emerging diversity of marketing challenges and market realities; worldwide.

"After careful consideration and review, we recognise the importance and urgency to expand and organise the databank more, and even more clearly, with cases and learning that are more inclusive – spanning a wider range of countries, regions, and categories. This ambition is the foundation upon which we have introduced these changes."

Commenting on the President’s Prize for Behavioural Change, IPA President Julian Douglas said:

"My 10X: Accelerate Opportunity agenda is a call to arms to make the most of this discontinuous moment and tackle head-on the significant challenges we face at both an industry and societal level. This award celebrates those campaigns that deliver a real positive impact. Changing ingrained habitual behaviour is difficult. It takes more than simple awareness and education. It requires true creativity and an understanding of the alchemy that happens when strategy meets human perception. For me, it is the pinnacle of what we do and that is why I am delighted to introduce this new award today."

The IPA Effectiveness Awards are the world’s most rigorous and prestigious Awards scheme with entrants having to prove the success of their communications activity in creating and delivering value for the client.

Entries into the IPA Effectiveness Awards form the IPA Databank, which is comprised of over 700 Award-winning case studies that form the basis of our industry-leading research into advertising effectiveness. Our Effectiveness Awards Search Engine allows practitioners to easily find best practice examples of advertising effectiveness from their sector.

The IPA Effectiveness Awards 2022 are now open for entries.

Full details and entry packs can be found here
Last updated 10 November 2021