Eleven UK advertising creatives have been named on a judging panel for the IPA Effectiveness Awards 2026 President’s Prize.
Introduced by Karen Martin as part of her agenda to celebrate the contribution creativity makes to business success, the economy and UK culture, the President’s Prize for Creative Effectiveness will recognise the vital role of creativity in driving business success as well as celebrating the people behind the work that delivers tangible results.
The expert panel, led by BBH London Chief Creative Officer Felipe Serradourada Guimarães, will review the creative work from shortlisted entries of the IPA Effectiveness Awards 2026 to recognise campaigns that best demonstrate exceptional creative effectiveness.
President’s Prize
This marks the fourth and final stage of the IPA Effectiveness Awards judging process, which also sees Technical and Industry Panels shortlist the papers that best demonstrate the payback on their marketing investment.
The Client judging panel, alongside recommendations from the Technical and Industry judges, will then award the Gold, Silver, Bronze and other special prizes.
Judging panel for the President’s Prize for Creative Effectiveness:
- 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 said: “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.”
Laurence Green, Director of Effectiveness, IPA, said: “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’.”