Paul Bainsfair

Director General , IPA

Why are the Campaign Ad Net Zero Awards important?

Climate change is one of the biggest issues of today and recognising any contribution made by advertising is obviously worth while.

What are you looking for in winning entries?

I think any award winner should have Ad Net Zero at it's heart, a good share of original thinking.

What top tip would you give to this year's entrants?

Not to confuse the importance of good intentions with the more important effectiveness of the idea.