A range of guides and fact sheets are available below, containing valuable insight and guidance when planning and writing your Effectiveness Awards entry.
The following guides have been written by Effectiveness leaders, previous winners and former Awards Convenors.
General advice
- Dr Ella Ward and Professor Byron Sharp: Three common mistakes in awards entries
- Ringo Moss: A tide that lifts all boats
- Steve Taylor: Twelve Effectiveness Awards case building tips
- Cat Wiles: Time to turn that effectiveness case into the gold standard
- Jo Arden: Five steps towards IPA Effectiveness Awards success
- Les Binet: How to write an IPA Effectiveness Awards paper
- Neil Godber: Top tips for writing from a Grand Prix winner
Case Studies
- Advertising Works 27 for insights on the 2024 Awards and full Gold-winning papers
Technical advice
- Jane Christian: Guidelines for writing a technical appendix (updated for 2026)
- Preety Nimoh: Chart your way to awards success
Category advice
- Fran Cassidy: Guide to writing a B2B Effectiveness Awards entry
Additionally, insight is available from previous IPA Effectiveness Awards Winners, see 2018, 2020, 2022 and 2024 winners, among others.
Your IPA Effectiveness Awards Entry Pack contains everything you need to know about writing and submitting your entry, plus a few handy appendices:
- Appendix 1: Gaining client approval
- Appendix 2: Calculating payback
- Appendix 3: Using econometrics
- Appendix 4: Reporting on social media
- Appendix 5: Guide to writing a B2B Effectiveness Awards paper
- Appendix 6: Guidelines for writing econometric modelling appendices
Last updated 14 March 2026