In a special episode of the Effectiveness Files, IPA Director of Effectiveness Laurence Green sits down with the authors of three of this year's IPA Effectiveness Award-winning papers.

First, we hear from Joe Smith, Strategy Partner at AMV BBDO about their Gold and President's Prize-winning Guinness case (00:38); then an exploration into AFFINTY's unique Concierge Car Wash Silver-winning paper with Senior Strategist Caspar Yuill (16:04); and finally a deep-dive into the Grand Prix-winning ca...

First, we hear from Joe Smith, Strategy Partner at AMV BBDO about their Gold and President's Prize-winning Guinness case

; then an exploration into AFFINTY's unique Concierge Car Wash Silver-winning paper with Senior Strategist Caspar Yuill

IPA On... Paternity Leave with The Dad Shift

The IPA is the professional body for advertising, media and marketing communications agencies in the UK. We represent over 300 agencies, which are responsible for 85% of UK advertising and communication spend.&nbsp;Our shows, AdTalk with Paul Bainsfair, The Effectiveness Files with Laurence Green, Making Sense, New Business Diaries, and IPA On... Talent Matters break down the big issues facing the advertising and communications business.