A record number of agencies have earned IPA Effectiveness Accreditation for demonstrating a commitment to business effectiveness and delivering commercial outcomes for clients.
In total, 44 agencies achieved the standard this year — the most since the biennial programme was founded in 2021. Of this group, 19 have been awarded for the first time, while 12 have earned it each of the three years the accreditation has run.
Of the 2025-2027 cohort, the accredited media and social agencies are: Anything is Possible, Be Addressable, Billion Dollar Boy, December19, EssenceMediacom, Flight Feather, Generation Media, Havas Media, Hearts & Science, JAA Media, Medialab, Mediaplus UK, MG OMD, MI Media, Mindshare, Open Partners, Running Total Media, T&P, Talon, The Kite Factory, the7stars, True, Wavemaker UK and Zenith.
The other agencies are: 23red, Adam & Eve/DDB, Abbott Mead Vickers BBDO, ASG, Beyond, Bartle Bogle Hegarty, Bray Leino, Drummond Central, Ear to the Ground, Golley Slater, Grey London, House 337, Leo Burnett, McCann Central, McCann Manchester, Ogilvy, Publicis London, The Gate London, TwentyFirstCenturyBrand and VML.
IPA effectiveness director Laurence Green said he was “delighted” to see so many agencies earn the accreditation this year, since it “highlights how the conversation around marketing effectiveness continues to thrive and evolve year after year”.
Alessandra Bellini, former president of the Advertising Association and chair of judges for the Effectiveness Accreditation, added: “It is a remarkable and incredibly important achievements for agencies. The accreditation gives you the opportunity to assess where you are as a business and allows you to benchmark yourself against competitors.”
The judging criteria includes considerations for an agency’s focus on effectiveness; training and role definition for staff; how it conducts the marketing process; use of data tools and measurement; and business impact.
Bellini continued: “Most importantly, though, earning IPA Effectiveness Accreditation clearly demonstrates that effectiveness and delivering commercial outcomes, underpinned by great creativity for clients, is embedded into everything you do.”
The IPA will host a conference on the evolution of effectiveness on 8 October.
