Britain's creativity is flourishing. Our art, artistry, music, architecture and design expertise is valued and admired all over the world. So is our creative skill in advertising and marketing communications.

Each year there are important creative awards competitions, which identify the best work in particular areas of the media. But there is no overall awards scheme, which pulls everything together and crystallizes Britain's best of the best. This is the essence of the BOBs.

To celebrate the culmination of each year's awards season, the IPA, as the premier industry body representing agencies, will showcase Britain's 'Best of the Best' in advertising and marketing communications, to honour its member agencies' finest effective creative work and especially to celebrate the individuals who produced that work.

This competition will be unique because the nominations in each category will be derived solely from an IPA statistical analysis of the leading awards schemes, whose winners will have been declared during the year.