The aim is to show cash-strapped clients that effective communication does not necessarily need a big spend or a large research budget.
The new entry criteria applies only to the competition held on alternate years and which was previously open to agencies with incomes of less than £20 million.
Andy Nairn, the Miles Calcraft Briginshaw Duffy planning director and convenor for the 2009 awards, said: "Despite the perception that you need a budget the size of Johnnie Walker (this year's Grand Prix winner) to do well, previous winners have achieved success with much more limited funds."
Tess Alps, the chief executive of Thinkbox, the marketing body for the UK's commercial broadcasters, which is sponsoring the awards, added: "So much can be achieved - even on TV - with a small budget.
"In 2007 an IPA Effectiveness winner spent only £40,000 on TV but still produced dramatic results."
Lord Chadlington, chief executive of the Huntsworth Group, will chair the judges for the awards which invite agencies, media owners either jointly or singly to submit 3,000-word case studies demonstrating the commercial power and marketing payback of their ideas.
There will be awards for best new learning, best dedication to effectiveness, best integration, best use of media and best use of a budget of less than £250,000.
The closing date for pre-registration onto the competition is 30 January.
The deadline for submissions is 24 April. For more information visit
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