IPA President to Award Campaign Reaching Under-Represented Audiences at 2024 IPA Effectiveness Awards

IPA resident Josh Krichefski is to award a Special Prize for Next Generation Brand-building at the 2024 IPA Effectiveness Awards, the IPA has announced today (16th November 2023).

The 2024 President’s Prize will be bestowed to the entry that has best increased marketing effectiveness by recognising the diversity of the UK population and expanding their communications to include a new generation of customers, or an audience previously ignored, under-represented, or misunderstood. It forms part of Krichefski’s IPA President’s People First agenda to open hearts, eyes and minds to our industry.

Says Josh Krichefski, IPA president and CEO UK & EMEA, GroupM, “Advertising and the stories we tell through it can be incredibly powerful in helping communities feel seen, heard, and valued. Society is made up of people from all kinds of backgrounds and many different experiences, and the way that we interact with each other and with brands is changing every day. It is vital that our marketing communications keep pace with this change and put people and the lives they live at the forefront of their strategy to ensure we fully reflect and engage with modern society. I am therefore delighted to launch the President’s Prize for Next Generation Brand-building, celebrating campaigns that truly reach new or under-represented consumers and champion the diversity of our society.”

Established in 1980, the IPA Effectiveness Awards have turned effectiveness into the global language of marketing. Acclaimed across the world for their rigour, winning an Effectiveness Award opens doors, builds brands, launches careers, grows budgets, attracts talent, and advances knowledge.

Also new to the 2024 IPA Effectiveness Awards

In addition to the new President’s Prize, the 2024 Awards sees the appointment of Jo Arden, chief strategy officer at Ogilvy UK, as the Convenor of Judges for the IPA Effectiveness Awards 2024. Arden will be supported by deputy convenor, Charlie Ebdy, chief strategy officer at OMD UK. Together, they will co-ordinate the client, industry and technical judging panels, and work with the chair of judges ahead of the Awards ceremony in October 2024.

Says Jo Arden, convenor of judges for the IPA Effectiveness Awards 2024 and chief strategy officer, Ogilvy UK, “The IPA Effectiveness Awards are the pinnacle of our industry. They provide ultimate acknowledgement of the power of marketing communications and an incredible databank of learning. We’re so lucky to have such an archive and a testament to our brilliant industry that we continue to build it and apply insight from it. I am delighted to be Convenor of Judges for the IPA Effectiveness Awards and am committed to making effectiveness more accessible for everyone, encouraging new thinking, bringing in new people and breaking new frontiers to continue driving our understanding, and our industry, forward.”

The IPA Effectiveness Awards 2024 are open for entries. All registrations before 31st January 2024 are eligible for a discounted fee and mentoring on the entry process. Entries close on 18th April 2024, with the winners announced at a ceremony in October 2024.