IPA Effectiveness awards go global

It's been a few years now since the IPA's premier award scheme has allowed entries from outside of the UK.

But it's the first year that a live camera crew from China's news agency has been on site at the awards night to film proceedings and relay it back to China. They were not disappointed. There were three winners for Asia: Ogilvy & Mather Asia Pacific for Comfort, JWT London for HSBC Global (best international campaign) and Ogilvy & Mather Hong Kong for MTR.

It's all part of the IPA's grand plan to develop a UK/China nexus for advertising; in order to facilitate better transactions between the two countries for IPA member agencies and Chinese brand owners seeking to go global.

Next October the IPA is taking a delegation of member agencies and friends to China's International Advertising Festival where '30 years of IPA Effectiveness' will be a showcase exhibition. 88,000 people attended this year's event. By next year, it could be 100,000