Effectiveness Awards

The IPA Effectiveness Awards celebrate advertising that achieved outstanding results

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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.

Entry for the 2022 IPA Effectiveness Awards is now open


 Download the 2022 IPA Effectiveness Awards Entry Pack

Support and Resources for the Effectiveness Awards

    Effectiveness Awards Key Dates

    The IPA Effectiveness Awards take place once every two years, with entries now open for pre-registration. All key dates can be found in the entry pack, with a summary below:

    • 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, including an appendix of helpful guidance notes. 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:

    Additionally, insight is available from previous IPA Effectiveness Awards Winners, see 2018 and 2020 winners, among others.

    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. Mentors for 2022 include:

    • Chris Baker, Partner, Bacon Strategy & Research 
    • Merry Baskin, Founder, Baskin Shark Planning Consultancy
    • Fran Cassidy, Owner, Cassidy Media Partnership and Marketing and Advertising 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 winners from the IPA Effectiveness Awards reflecting the variety of communications strategies adopted by clients and agencies to address fundamental challenges. From examples featuring data analytics, PR, brand portfolio management, direct to consumer brands, product innovation, e-CRM, and sponsorship - all the way through to famous long-term advertising campaigns. If you can prove it, we want to see it.

    To deliver an extra £100m in profit over three years, the drinks group Diageo implemented changes to the way it invested marketing budgets and developed advertising creative across its brand portfolio. This case describes how these changes delivered more than twice the targeted £100m benefit.

    Formula 1
    F1 created a new direct relationship with the motor sport's fans, recasting e-CRM as a brand-building, entertainment platform using email. This case outlines how the strategy returned its investment fourfold in two years.

    An innovative approach to TV sponsorship and branded content helped Volvo change its positioning and reconnect with its target audience. This UK initiative outperformed Volvo's sales in other markets and generated a net profit of at least £8.9m.

    A PR-led idea that played to the Australian consumer's love of the under-dog put KFC Australia in the international media spotlight. The campaign induced significant shifts in brand perceptions, which generated incremental revenue and grew overall sales in the category.

    Cotswold Company
    Online furniture retailer Cotswold Co. committed to more brand-led TV advertising to improve its awareness and brand perceptions and the enhance the effectiveness of its search marketing. It is estimated that this marketing strategy returned a short-term profit of £2.69 for every £1 invested.

    Heineken 0.0
    To launch its non-alcoholic beer 0.0, Heineken created a new role for the category, showing consumers drinking the zero-alcohol product at work, the gym, or whilst parking. Mass media, targeted social and sampling were used to grow awareness and trial of the beer. Following a successful launch, the brand expanded into 51 countries.

    John Lewis
    This paper details the principles behind a decade of successful Christmas campaigns by the retailer. It estimates that in the period covered Christmas TV advertising, increasingly supported by other media channels and touch points, helped John Lewis grow sales 4.4 times faster than its category.

    To turn its fortunes around, Tesco adopted a new brand purpose and made changes to its media investment, customer service and propositions, and advertising. Campaign messages focused on promoting the retailer's promise to be helpful, the quality of its food, and its competitive pricing. It is estimated that marketing contributed a total £4.3bn in incremental revenue in 2015-19.

    Central Coast Australia Tourism
    Smart data analysis and alternative website testing enabled tourism businesses on Australia's Central Coast to separate actual from claimed behaviour, creating the insights to inform a campaign spanning digital, TV, PR, and outdoor. By inspiring ‘little adventures’ across the region, tourism revenues grew 22.7% in 2017-19.

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

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



    Effectiveness Awards 2022 sponsors
    Last updated 15 October 2021