New ITV CEO Carolyn McCall joins Godber and Unerman to head up 2018 IPA Effectiveness Awards judging panel

Incoming ITV boss Dame Carolyn McCall is to chair the 2018 IPA Effectiveness Awards, the most rigorous competition of their kind worldwide, widely feared and revered by the participating agencies, clients and media owners who must prove that their communications activity has paid back.

McCall will be joined by Convenor of Judges J. Walter Thompson’s Head of Planning Neil Godber and Deputy Convenor Sue Unerman, Chief Transformation Officer at MediaCom.

In her role, the EasyJet Chief Executive Carolyn McCall, who succeeds ex-ITV boss Adam Crozier on 8 January, will read and assess the shortlisted submissions into the awards over a five-week period before presiding over the client judging day. The results will be announced at a gala ceremony in October.

Says Dame Carolyn McCall: “Having worked on a myriad of big brands which have strived to reach consumers in the most effective and efficient way in a very noisy world, I am more aware than ever of the power of communication and why it needs to be effective. Creativity is central but it has to go hand in hand with consumer engagement that benefits a company’s profitability. I’m therefore very much looking forward to seeing tangible evidence of brands that have triumphed through strong communication in a tough business environment."

Says Neil Godber, Convenor of Judges for the 2018 Awards and Head of Planning, J. Walter Thompson London: “In an increasingly rich media environment, with the ticking clock of short-termism and constant pressure on budgets, it will be interesting to see which communications activity – from product innovation to brand experience, from the new to the old, and to all iterations in between - has engaged, cut through and delivered the greatest impact on brands, behaviours and balance sheets.”

The Awards are open to any communications agency, media owner or advertiser worldwide, entries can feature marketing activity involving any product category, country or size of budget. New to the competition for 2018 is Sarah Golding’s President’s Prize which, aligning with her ‘Magic and Machines’ agenda, will reward the most effective demonstration of tech-led data.

Key competition dates:

17:00 GMT January 31st, 2018: Pre-registration and Awards Advisory Service deadline

12:00 BST April 20th, 2018: Final Deadline for Submitting Awards Entry

Discounts and advice:

Papers pre-registering before the 31st January – are eligible for 15% discount off final entry cost; and can sign up for Awards Advisory Mentoring.

Any IPA member who hasn’t entered the awards in the past is being offered a free Awards Advisory Service to help with their papers.

The 2018 Awards’ sponsors are DBS Data, Facebook, Google, Newsworks, Marsh, Radiocentre, System 1 Group, Thinkbox, Warc