Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

Seventy campaigns enter 2018 IPA Effectiveness Awards

Aldi, Barbie, McDonalds’, Sport England and Xbox are among the seventy brands entering the 2018 IPA Effectiveness Awards, the world’s most rigorous and prestigious Awards scheme with entrants having to prove the payback of their communications activity.


Says Neil Godber, Convenor of Judges for the 2018 IPA Effectiveness Awards and Head of Planning, J. Walter Thompson London: “I’m delighted to see such a strong showing of entries into this year’s IPA Effectiveness Awards. Judging is now underway and narrowing these case studies down to a shortlist is going to be an incredibly challenging process. We have seen a great range of cases and learning from the different ways they solve client’s business problems, from tried and tested methods to those adopting new approaches and uses of data and technology.”

Entries span a wide variety of sectors, from Charities and Government to Automotive and FMCG and come from nine countries worldwide including Australia, Hong Kong, Sweden and the United States. This year there are 49 single entries and 21 joint entries, which combine for over £2bn worth of marketing investment and consist of a mix of smaller, local campaigns all the way up to multi-market international campaigns.

The judging panel, headed up by Chair of Judges, ITV CEO Dame Carolyn McCall, Convenor of Judges Neil Godber and Deputy Convenor Sue Unerman, will assess which campaigns best demonstrate that they earned a clear payback for their investment before announcing the shortlist in July.

Says Kathryn Patten, Head of Marketing Strategy, IPA: “The IPA Effectiveness Awards are one of the most comprehensive and demanding Awards schemes to enter, requiring meticulous evaluation and demonstration of your communications activity and how that has delivered a payback. It is fantastic to see so many entries from around the world from agencies and brands who are dedicated to improving effectiveness.”

The Awards Ceremony will take place on the 9th October at the London Hilton on Park Lane during the IPA’s Effectiveness Week.

The 2018 Effectiveness Awards are sponsored by DBS Data, Facebook, Google, Marsh, Newsworks, Radiocentre, System1, Thinkbox and Warc.

Full list of 2018 IPA Effectiveness Awards Entries:

  • 32Red, Kindred Group Plc. by M.i. Media - 32Red: How marketing communications fuelled an online casino's hot streak
  • Air Canada by J. Walter Thompson - Flying on insight: How Air Canada soared over market turbulence and increased sales on its winter flights - without showing a single plane
  • AirFloss Pro, Philips by Ogilvy & Mather Advertising - 'No more excuses'
  • Aldi, Aldi UK by McCann UK - Kevin the Carrot 2016 and 2017: How Aldi UK won Christmas with the help of a humble carrot
  • Aldi, Aldi UK by McCann UK - Shop, Eat. Repeat. How a bold repositioning campaign restored Aldi to record growth
  • Argos by The&Partnership London - '80 Days of Argos': How Argos owned 'today'
  • Art Institute of Chicago by Art Institute of Chicago and Leo Burnett Chicago - Van Gogh's Bedrooms: The power of an immersive idea
  • Audi UK by Bartle Bogle Hegarty - Beauty and brains: how we supercharged the Audi premium 2015-2018
  • Baileys, Diageo by Mother and Carat - Baileys - A radical brand turnaround story with extra sprinkles
  • Barbie, Mattel by BBDO San Francisco and BBDO New York - How Barbie went from 11.5 inches of perfection to a symbol of potential
  • Barclays, Barclays PLC by Bartle Bogle Hegarty - Purpose pays
  • by UncleGrey - Individual expressionism: Leveraging art and fashion to drive growth
  • British Army, Capita, for the British Army by Karmarama and MediaCom - Helping a new generation find where they belong in the British Army
  • BT, BT Group by Now and Essence - Proving the power of emotion in business
  • Budweiser, Labatt Breweries of Canada by Anomaly - Light Up The Nation
  • Coeliac Disease, Coeliac UK by McCann Birmingham - Reframing coeliac disease as a serious medical condition, not a fashionable health fad
  • Covonia, Thornton & Ross by Bray Leino - Rediscovering the power of Covonia
  • David Sheldrick Wildlife Trust by whiteGREY - Hello in Elephant: Translating an endangered language to help save an endangered species
  • DFS by krow communications and MediaCom - Turning DFS from a value brand into a brand that people value
  • DLG, Direct Line Group by DLG and Ebiquity - They went short. We went long
  • Ella's Kitchen by Havas London - Selling up doesn’t mean selling out
  • Fleggaard by UncleGrey - Crossing the line
  • Godiva, Pladis by The&Partnership London - From luxury to mainstream: How Godiva democratised luxury
  • Guinness, Diageo by AMV BBDO – Guinness: Made Of More 2012 - 2018
  • GWR by adam&eveDDB and Wavemaker Manchester - Five have a jolly big business effect
  • Heineken by Publicis Italia and Publicis Singapore - A Game Changer: How Heineken reinvented its champions league communications
  • IAG Cargo, International Airlines Group by Bartle Bogle Hegarty - IAG Cargo FWD.Rewards: Building strength in numbers
  • IKEA, IKEA UK by Mother and Vizeum - The Wonderful Everyday
  • John Lewis, John Lewis Partnership by adam&eveDDB and Manning Gottlieb OMD - John Lewis Advertising: It's not just for Christmas
  • KFC, Yum! by Bartle Bogle Hegarty - Finger c'lickin good: How KFC broke the rules to sell on social
  • Lidl by TBWA\London and Starcom - How Lidl grew a lot
  • Lidl Ireland by Chemistry - How Lidl Ireland changed attitude to ladies gaelic football by calling for serious support
  • Maltesers, Mars Inc by AMV BBDO - Saying the unsaid
  • McDonald's, McDonald's Corporation by Leo Burnett - How 10 Years of building trust built the bottom line
  • National Art Pass, Art Fund by MullenLowe London - The art of effectiveness
  • Nationwide Building Society by VCCP and Wavemaker London - How Nationwide found its voice and the difference that made
  • NCS, HM Government by Ogilvy & Mather Advertising - Change your summer
  • O2 by VCCP - ‘Oops’: How O2’s iPhone success in 2017 was no accident
  • parodontax, GSK by Grey London - Selling an oral care oxymoron: Toothpaste for gums
  • Prospan, Flordis Australia by AFFINITY - The world's first cough predictor
  • Pure Gym by iProspect Manchester and Carat Leeds - The journey to market leader
  • Purplebricks, Purplebricks Group Plc by SNAP LDN - How Purplebricks brought Commisery to the UK's estate agents
  • Ribena, Lucozade Ribena Suntory by J. Walter Thompson - Ribena: A case for the defence
  • Rogue, Nissan Canada Inc by Juniper Park\TBWA - From also-ran to front-runner: How Nissan made Rogue a sales hero by making winter heroes of Canadian drivers
  • Sainsbury's by AMV BBDO - Christmas is for sharing
  • SK-II, P&G by  Forsman & Bodenfors - SK-II: The Marriage Market Takeover: How giving 'leftover' women in China a voice transformed a luxury skin care brand
  • Skittles, Mars by adam&eveDDB - Breaking conventions with Pride
  • SKODA by Leo Burnett - Driven by Something Different - How SKODA grew in a plummeting market
  • Smart Movers, Translink by Ardmore Advertising - Translink: Making smart moves to get back into the fast lane
  • Soothers, Nestle by Ogilvy Australia - Any number of sore throats
  • Sport England by FCB Inferno - This Girl Can: Giving judgement the finger (& inspiring millions of women to get active)
  • St John Ambulance by Bartle Bogle Hegarty - Teaching an audience too afraid to learn
  • Starbucks, Starbucks UK by Manning Gottlieb OMD - Starbucks and social: How Starbucks created the fourth place in coffee culture
  • Suzuki by the7stars - Suzuki Saturdays
  • Tenderstem, Coregeo by McCann Bristol - Veg with personality
  • Tesco by Bartle Bogle Hegarty and MediaCom - How 'Every Little Helps' helped to deliver one of the biggest turnarounds in UK retail history
  • Tesco by Bartle Bogle Hegarty and MediaCom - Supercharging helpfulness through social
  • The AA, The Automobile Association by adam&eveDDB and Carat - The AA: From spark-plugs to singalongs
  • The Women's Foundation by J. Walter Thompson Hong Kong - #MyRealCareerLine
  • Time to Change by Ogilvy & Mather Advertising - One small act for one big outcome
  • Top Gear, BBC Worldwide by BBC Worldwide - Top Gear Series 24
  • True Match, L'Oreal Paris by McCann London - How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel ‘Worth It’
  • U by Kotex, Kimberly Clark Australia by Ogilvy Australia – ‘Let's move on’
  • Virgin Media by Bartle Bogle Hegarty - Finding our Virginity: How fighting fact with feeling helped Virgin Media take on the might of Sky
  • Vodafone, Vodafone Ireland by Grey London and Wavemaker Dublin - How Vodafone Ireland used emotion over the long-term to build brand value and resist commodification
  • Vype, British American Tobacco by J. Walter Thompson - Vype quality: A tale of two marketing models
  • Weetabix, Weetabix Food Company by Bartle Bogle Hegarty and Ebiquity - A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'
  • Wonderbly, Lost My Name Trading as Wonderbly by Facebook and Wonderbly - How Wonderbly's data driven and personalised marketing strategy had a direct impact on sales
  • Xbox, Microsoft by McCann London - Xbox Design Lab
  • Yorkshire Tea, Bettys & Taylors of Harrogate by Lucky Generals and Goodstuff Communications - Waking the sleep shoppers: A proper effective campaign for Yorkshire Tea
Last updated 15/06/2018

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.