Effectiveness Awards

Marketing effectiveness is not just a 'nice to have', it is a key factor in business growth.

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The IPA Effectiveness Awards are the world’s most rigorous and prestigious awards attracting a diverse range of entries from around the globe including Canada, Australia and China.

Every two years, The IPA Effectiveness Awards celebrate and showcase communications agencies, media owners or advertisers that successfully prove that their work achieved outstanding results. Entries form part of a permanent database of Effectiveness Case Studies that become a uniquely credible resource for anyone looking for examples of commercial creativity that works.

View the 2020 Awards Winners


Support and Resources for the Effectiveness Awards

    Effectiveness Awards Key Dates

    The IPA Effectiveness Awards take place once every two years, with the next ones due to take place in 2022. The expected timeline is as follows:

    • October 2021 – Launch of Entry Pack
    • January 2022 – Pre-registration and mentoring sign-ups close
    • Easter 2022 – Entries close
    • October 2022 – Awards ceremony and winners announcement

    Entering the Effectiveness Awards

    Why enter?

    Winning an IPA Effectiveness Award not only means fame and glory for your agency or your company, but you'll have proof that what you do works. That is a powerful message to share with prospective clients in pitches or give you a strong case for defending or increasing budgets.

    Who can enter?

    Entries are welcomed from communications agencies, media owner or advertisers around the world. They can involve any product category, country or size of budget. Brand activity can be anything from advertising to sponsorship or digital experiences to the development of new products or service. We also encourage entries comprising more than one party and those from non-IPA members. 

    Help with Entering the Awards

    The Effectiveness Awards Entry Pack has lots of helpful information about getting organised, collecting data and structuring your entry. We will also be offering a series of workshops and events in the new year to help you refine your entry. Keep your eyes peeled here for more information. 

    We also have the following resources available to you:

    IPA Effectiveness Awards Advisory Service

    Entrants who pre-register their entry can take advantage of a subsidised. Awards Advisory Service which will pair them with an experienced mentor to help them create the best possible case.The mentors are all experienced consultants, former Effectiveness Awards judges and prize-winning authors. Previous mentors include:

    • Chris Baker, Partner, Bacon Strategy & Research 
    • Merry Baskin, Founder, Baskin Shark Planning Consultancy
    • Ali Bucknall, Brand strategist, The Effectiveness Partnership
    • Fran Cassidy, Owner, Cassidy Media Partnership and Marketing and Advertising Consultant
    • Peter Field, Independent Marketing and Advertising Professional: Author, Public Speaker, Consultant
    • Gurdeep Puri, Founding Partner, The Effectiveness Partnership
    • Tony Regan, Managing Partner, Work Research

    The service covers five hours of the mentor’s time for each paper worked on. Please see full terms and conditions and an outline of how best to work with a mentor.

    IPA Member agencies who haven’t entered before are eligible to take up this service free of charge. To enquire about eligibility and obtain a waiver code please email awards@ipa.co.uk.

    Selection of Winning Cases 

    Here is a broad selection of our previous winners from IPA Effectiveness Award reflecting the breadth and variety of communications problems clients and agencies face. From UX, product innovation, experiential, CRM and performance activity - all the way through to mass, multi-channel advertising campaigns. If you can prove it we want to see it.

    The full list of 2020 winners can be viewed here.

    • Ella’s Kitchen
      An always-on model featuring an advice hub and a CRM-driven initiative of emails and other communications helped Havas London draw in 40% of all new UK parents to recommend Ella’s Kitchen for weaning babies. 
    • Suzuki 
      Suzuki formed a content partnership with ITV’s ‘Saturday Night Takeaway’, spanning talent, licensing, broadcast sponsorship, and content creation.
    • British army 
      The campaign leveraged a new and surprising benefit with universal appeal – the sense of belonging to aid recruitment.
    • SK-II 
      The Marriage Market Takeover: How giving ‘leftover’ women in China a voice transformed a luxury skin care brand
    • Prospan 
      Using search, social and algorithms, Australian media agency Affinity developed an innovative predictor for outbreaks of colds to target mums and deliver cough remedy Propsan market share gain of 18.5% in a half year.
    • The Economist
      The Economist used tailored, programmatic platforms to find more than five million previously unseen, retargetable users at a time when they were likely to be receptive to commercial messages.
    • 32Red
      Via modelling and smart use of data, a new strategy identified high value customers and delivered significant growth in new players through an effective mix of search, TV advertising, sports sponsorship, and content partnerships.
    • Pepsi Max
      This is the story of how a switch to a content-led digital strategy, that focused on the no-sugar variant, Pepsi Max, re-engaged a millennial audience.
    • Volvo Lifepaint
      Positioning Volvo on the less expected side of the safety dialogue between motorists and cyclists, the innovation earned huge amounts of editorial and social coverage.
    • Save the Children
      Pulling on a thread of culture, Save the Children took a guilty pleasure (festive pullovers), and turned it into a powerful fundraising and support-generating machine.

    Find more than 1500 cases studies in the Effectiveness Awards Search Engine (EASE) 

    Ready? Good luck with your entry. Please get in touch if you need any support or further information.

    Kay Heenan

    Marketing & Awards Manager

    Office Number

    0207 201 8266


    Last updated 12 October 2020