I believe
Fifteen brilliant advertising minds have successfully delivered their ‘I believe’ for the IPA Excellence Diploma.
An ‘I believe’ is a personally persuasive and strategically compelling point of view about brands today. We look for ideas that are fresh, inspiring and feel practical and relevant to our industry, today and tomorrow.
For the first time since the inception of the IPA Excellence Diploma, the ‘I believe’ deliverable has been split into three parts; an essay, a TED-style talk and a panel interview examination. You can read the ‘I believe’ essay submissions from the Diploma class of 2020 below.
Prize-winning
Special prizes awarded for I Believe body of work.
Omar El-Gammal, Planning Director at Wunderman Thompson London
An Evolution of Weeds and Trees. Reimagining Brand Growth in the 21st Century.
Lisa Thompson, Planning Director at Wavemaker North
I believe to unlock the ‘Collective Genius’ of the industry we must kill the elephant in the diversity room - social class.
Distinction
Distinctions awarded for I Believe body of work.
Grace Letley, Managing Partner Strategy, Vizeum UK
I believe the future of your brand lies in its Circles of Trust.
Chris Evans, Group Projects Director, Omnicom Media Group UK
I believe time is up for parasitic brands. Mutualism is the mode of the future. Enter the age of Brand Ecolibrium.
Kiron Mair, Senior Strategist, Cheil London
I believe that Instant Gratification is killing brands and therefore they should become ‘Tantric’ through Sustainable Fulfilment
Credit
Credits awarded for I Believe body of work.
Andy Cridland, Director, Global Brand Strategy & Planning, BlackRock
I believe that cultural and economic change is upon us and purpose will become the animating force from which to drive profit.
Rachel D'Cunha, Strategy Partner, Wavemaker UK
I believe Corporate Social Responsibility is self-defeating. It is time for Joint Social Responsibility.
Geia Lopez, Principal Industry Analyst, Google Philippines
I believe that to build brands in the 21st century, we must shift our orientation in the use of technology from programming attentiveness to cultivating distinctiveness.
Laura Sammarco, Strategy Director, ENGINE UK
I believe in an age of polarisation, brands should not be partisan.
Pass
Passes awarded for I Believe body of work
Emily Scovell, Joint Head of Planning, Mindshare UK
I believe the answer to the creativity crisis lies in the radical reunion of creative and media skill sets.
Gemma Swinglehurst, Industry Manager, Google UK
I believe the high street holds a 21st century opportunity to incubate brands.
Bianca De Bono, Strategy & Planning, Inspired Thinking Group (ITG)
I believe B2B is a potential powerhouse for sustainable growth.
Lucia Gonzalez de Cueto, Freelance Brand and Innovation Consultant
I believe the future of brand building is brand semiotics.
Josh Taylor Dadds, Strategy Director, VMLY&R London
I believe that in a bid to create increasingly human centred experiences brands are repressing their superpower and inhibiting long term growth.