The Institute of Practitioners in Advertising (IPA) has awarded 30 agencies its Effectiveness Accreditation.
This year’s accredited agencies include AMV BBDO, Anything is Possible, BBH, december19, Different Narrative, Drummond Central, EssenceMediacom, Golley Slater, Hearts & Science, Hunterlodge Advertising, Kinetic, Leo Burnett, M.i. Media, McCann London, McCann Manchester, Medialab, MG OMD, Mindshare, Publicis•Poke, Running Total Media, Talon Outdoor, The Corner, The Kite Factory, the7stars, True, TwentyFirstCenturyBrand, VCCP, Wavemaker London, Wunderman Thompson and Yonder Media.
The Effectiveness Accreditation was launched in 2021 as a biennial programme with the goal of delivering distinction to agencies that “understand that marketing is an investment which needs a return, and not purely a cost”.
Submissions had to demonstrate to a panel, chaired by NatWest CMO Margaret Jobling, of leading brand owners, academics, authors, and effectiveness specialists that their culture is dedicated to effectiveness.
Entries were judged against weighted criteria, including Focus (10%), People (30%), Process (30%), and Data, Tools and Measurement (30%).
“Client-agency relationships are the cornerstone of our industry, and it is incredibly important to know that you share common goals and standards of excellence in creativity and effectiveness,” said Jobling.
She added: “I’ve been extremely impressed to see so many agencies of all disciplines and sizes across the country demonstrate how they put effectiveness culture at the core of their business.”
