Effectiveness Database

There are over 1500 detailed case studies entered into the IPA Effectiveness Awards since 1980 which are publicly available.

Interrogate over 1500 detailed case studies entered into the IPA Effectiveness Awards since 1980 which form the collected learning from the entries to the IPA Effectiveness Awards Database.

Access the Effectiveness Awards Search Engine (EASE)


We’ve had cases that track 40 years of activity through to those that have run for short bursts - so long as the work has run sometime over the past three years its welcome to enter. Cases in the IPA Effectiveness Database are also reflective of the wide variety of budgets that can be applied to address business problems. And we welcome entries from agencies, media owners and clients from around the world.

Effectiveness Database Publications

Using the data in the IPA Database, Peter Field and Les Binet have produced numerous reports and studies on Marketing Effectiveness, delving into the wealth of data gathered over 30 years and covering all aspects of advertising impact, efficiency and success. Among them are:

Tiny selection of the 1500 case studies in our Effectiveness Database

Here are a selection of case studies from the Database 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. You can also browse our full collection of 2020 winners.

  • 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.

Please get in touch for support or further information regarding EASE, the IPA Effectiveness Awards cases or IPA Effectiveness Database.

Alexandra Green

Alexandra Green

IPA Head of Effectiveness Programme


0207 201 8270

Last updated 01 May 2024