According to the IPA, its Effectiveness Accreditation programme seeks to drive an expectation of effectiveness between brand marketers and agencies by celebrating the agencies that make it central to their business culture. The rigorous entry process involves a written paper which must demonstrate to a judging panel of leading brand owners, academics, authors, and effectiveness specialists that their culture is dedicated to effectiveness across four key criteria: Focus, People, Process and Data, Tools & Measurement.
Margaret Jobling, CMO of NatWest Group and Chair of Judges said: “The submissions were all of an incredibly high standard and each of the agencies earning IPA Effectiveness Accreditation are paragons of excellence, setting the benchmark everyone should aspire to.”
Agencies hold this badge of honour for a two-year period before having to reapply. The number of agencies gaining IPA Effectiveness Accreditation for the 2023- 2025 period has risen to thirty from nineteen when the initiative was first launched in 2021.
Cos Mingides, Co-Founder and Head of Effectiveness, True said:
“We’re thrilled and extremely proud to have retained our IPA Effectiveness Accreditation, having been named in the inaugural list of accredited agencies in 2021. It’s an endorsement of how at True, we have built a strong effectiveness culture and have an unwavering focus on delivering business-level commercial outcomes for our clients, and how hard our talented team works to ensure this.”
