Ear to the Ground awarded IPA Effectiveness Accreditation 2025–2027 - only sports or entertainment specialist creative agency accredited

Ear to the Ground has been awarded the IPA Effectiveness Accreditation for 2025–2027, making it the only sports or entertainment specialist agency to achieve this status.

Forty-four agencies have earned the accreditation this year — including adam&eveDDB, AMV BBDO, BBH, Grey London, Leo Burnett, Ogilvy, Publicis London, VML and Wavemaker UK — setting the industry benchmark for embedding effectiveness at the heart of agency culture. 

The IPA Effectiveness Accreditation, chaired by former Tesco Chief Customer Officer Alessandra Bellini, recognises agencies which can demonstrate impact across five key criteria: Focus, People, Process, Data & Measurement, and Impact.

For Ear to the Ground, the accreditation is a powerful validation of its Fans to Consumers™ proposition, a strategic and creative model that transforms the cultural energy of fandom into measurable business outcomes for brands like Nike, PlayStation, Coca-Cola, Puma and Pringles.

Simon Luff, Managing Partner – Strategy at Ear to the Ground, commented: “We’ve worked hard to make effectiveness central to the culture of our agency, and have a shared ambition to push creative effectiveness harder than anyone else. Over the past few years, we’ve invested significantly in developing proprietary tools - such as our FanCORE® content intelligence system and Fans to Consumers™ operating model - to measure and optimise creative effectiveness. To be the only agency in our category to be recognised by the IPA in this way underlines our belief that cultural energy, when harnessed correctly, moves the dial on sales, loyalty and long-term brand equity.”