IPA reveals 2026 President’s Prize Judging Panel
The panel will assess shortlisted campaigns on how effectively creativity contributes to business results
The Institute of Practitioners in Advertising, IPA, has appointed 11 senior creative leaders to judge the President’s Prize for Creative Effectiveness at the IPA Effectiveness Awards 2026. The panel will assess shortlisted campaigns on how effectively creativity contributes to business results.
Led by Felipe Serradourada Guimarães, Chief Creative Officer at BBH London & Dublin, the panel will review creative work from the shortlisted entries and select the campaign that best demonstrates exceptional creative effectiveness.
IPA adds creative perspective to effectiveness judging
The President’s Prize for Creative Effectiveness was introduced by Karen Martin as part of her agenda as IPA President. The prize aims to highlight creativity’s contribution to business performance, the economy and UK culture, while recognising the people behind work that produces measurable results.
The prize represents the fourth and final stage of the IPA Effectiveness Awards judging process. Technical and Industry Panels first assess entries and shortlist papers that demonstrate the payback from marketing investment. A Client judging panel then considers those recommendations when awarding Gold, Silver, Bronze and other Special Prizes.
Eleven creative leaders join judging panel
The President’s Prize judging panel comprises:
- Felipe Serradourada Guimarães, Panel Chair and Chief Creative Officer, BBH London & Dublin
- Toby Allen, Partner & Chief Creative Officer, Anomaly
- Ana Balarin, Chief Creative Officer, W+K London
- Richard Brim, Founder & Chief Creative Officer, Ace of Hearts
- Jules Chalkley, Chief Executive Creative Director, Ogilvy
- Mark Elwood, Incoming Chief Creative Officer, AMV BBDO
- Nick Hulley, Chief Creative Officer
- Andrew Long, Chief Creative Officer, Leo UK
- Nadja Lossgott, Chief Creative Officer
- Trevor Robinson, Executive Creative Director & Founder, Quiet Storm
- Shelley Smoler, Chief Creative Officer, Lucky Generals
Karen Martin, CEO of BBH London & Dublin and IPA President: “We know that great work works. That's why, for the first time, we've created a prize that awards work based on the effectiveness of the creative output. To see creativity as the path to, and engine of, effectiveness. That creativity solves business problems."
IPA Effectiveness Awards focus on creative impact
Laurence Green, Director of Effectiveness, IPA: “Although they are only ever awarded on the basis of a proven business case, the IPA Effectiveness Awards have evidenced the superior returns from creative campaigning - and indeed ‘The Cost of Dull’ - ever since their inception in 1980. So, we’re delighted to be inviting today’s creative leaders to judge our shortlist through their lens. It’ll be interesting to see whether the mavericks and the bookworms find agreement or not on what constitutes ‘Best in Show’.”
The winners of the IPA Effectiveness Awards 2026 will be announced at a black-tie ceremony on October 1. Key lessons from the awards, including an analysis of the Grand Prix-winning case, will be presented at the IPA Effectiveness Conference on October 7.
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