Effectiveness

Effectiveness is a measure of success. We are rewarding brand activities that achieve their goals and result in financial success.

At the IPA we believe that the most successful agencies and clients make effectiveness integral to their cultures. We encourage the growth of marketing effectiveness by improving decision-making, collaboration and working practices across the advertising and marketing industries. Click on the tiles below to find out more.

Effectiveness Research & Analysis

Evidence and resources to help you realise the potential of truly accountable and effective advertising, established by the IPA and a host of industry partners.

Effectiveness Awards

The IPA Effectiveness Awards celebrate and showcase agencies, media owners or advertisers worldwide that successfully prove that their communications activity paid back.

Effectiveness Case Studies

The IPA Effectiveness Awards Search Engine (EASE) allows you to interrogate 1500 detailed case studies entered into the IPA Effectiveness Awards since 1980.

Effectiveness Accreditation

Free biennial endorsement to agencies who demonstrate their dedication to effectiveness. Successful agencies will receive a kite-mark and certificate.

How brand building works

Free reports into how advertising works and the most effective advertising strategies based on an analysis of hundreds of winning cases to understand what distinguishes the best.

Effectiveness Qualifications

Our award-winning learning and development programme has been created by the industry's top practitioners. We offer a suite of effectiveness qualifications, from entry-level to advanced.

Effectiveness Videos

A series of short films on Effectiveness Award winning case studies produced in collaboration with Thinkbox, featuring winners Aldi, L'Oréal, Nationwide, Audi and Yorkshire Tea amongst others.