The biennial ADFX awards, organised by the Institute of Advertising Practitioners in Ireland (IAPI) to reward advertising effectiveness, is taking a leaf out of all those book awards, from the Baileys to the Booker, which make a big deal out of the shortlist.

This year, 63 campaigns entered for ADFX, with 40 making the shortlist which will be announced next Tuesday (June 24th) in the salubrious surrounding of the Royal Georgian Society.

The event – a proper shindig is promised – will be presented by Anton Savage and broadcast on the TV3 player, a first for the awards.

Forty names doesn’t sound like a short list but there are 11 categories. Unusually for an industry awards, the judges never feel obliged to hand out every gong if the entries aren’t up to scratch.

The reason for the shortlist hoopla – the awards themselves are announced on September 4th – is, according to IAPI chief executive Tania Banotti, that the input from agencies submitting campaigns is so time-consuming and comprehensive in terms of proving just how effective a campaign was in adding to the bottom line that some acknowledgement of all their efforts was required.

“To get an ADFX nomination is a real coup,” she said. “Entrants are required to compile a 4,500-word case proving, in detail, just how effective a campaign was. Agencies have been known to spend months preparing entries so to get on the shortlist deserves to be recognised and celebrated.”