Laurence Green, the IPA's effectiveness director, speaks to Omar Oakes about the rise of media agencies submitting entries for the new IPA Effectiveness Awards, whose shortlist is published this week.

The awards, which run every two years, have seen a "dramatic" increase in media agencies submitting best-in-class advertising effectiveness work. Green discusses the reasons behind this and whether advertising and marketing are being more led by media planning and buying.

Green, who has founded ad agencies and is one of the UK's most renowned brand strategists, also discusses the state of Cannes Lions and the work showcased this year at the world's biggest advertising show.

Thanks to our production partners Trisonic for editing this episode.

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