For decades, we have sought out the best evidence to identify the most effective brand advertising, regardless of fads or fashion. Our reports analyse hundreds of winning cases to understand what distinguishes the very best. We have done this, so you don't have to.
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Why effective brand building requires sustained investment
Brands are built over years, but business performance is often judged in quarters. The challenge for marketers is to show their work can be effective in both time frames.
The importance of strong brands and marketing
How marketing that improves so-called ‘soft’ brand metrics such as fame or differentiation can translate into sustained growth in ‘hard’ business metrics of revenue and profit.
Why price promotions need to be rigorously evaluated
Case studies reveal that it is more effective for marketers to get to the top of their categories, rather than undercutting each other on price in a race to the bottom.
Striking the right balance for your brand
Best outcomes in terms of positive business growth measures come from investing in a balance of activation and brand building.
Building a brand can build pricing power
Evidence from the IPA Effectiveness Databank demonstrates that successful brand building advertising can strengthen a brand’s pricing power and profits.
A short-term reaction is never as effective as long-term investment
Increasing marketing spend in recession helps to grow profits faster in recovery.
Flexing the rules
Advertising effectiveness comes from striking a balance of different types of communications, messages, and channels, and assessing this mix over time.
Making the case for investment in advertising
Evidence from 1482 case studies in the IPA Effectiveness Awards Database that investing in advertising can help you get ahead of your competitors.
Recession cuts can curtail recovery growth
Brands which continue to invest in advertising during a recession re-emerge faster, fitter and stronger.
Long-term brand-building advertising starts offline
We've more and more evidence that successful customer journeys are shaped offline.
Invest in an Ad-shaped recovery
As the 2021 economic outlook improves, brands investing in advertising can reap benefits.
Advertising is linked to economic growth
Advertising could help markets and businesses recover faster in the COVID economy.
Deliver to board priorities
The enthusiasm, commitment and passion of the boardroom are crucial when it comes to driving marketing effectiveness.
Share of search
Evidence that a brand’s share of organic internet searches in its category provides an early indicator of future movements in its market share.
EffWorks Global 2020
Catch up with all the compelling conference presentations and videos offering new effectiveness R&D.
Talk to your customers
Brands that continue to advertise during a recession come through healthier and stronger.
Invest in recession, profit in recovery
Brands that want to take advantage of a recovery need to re-start investing before the upturn arrives.
The power of emotion
Empathising with audiences and making creative choices to strike the right emotional notes.
Advertising in recession
Evidence collated by the IPA and its partners unveils how advertising in recession can help firms recover.
Brand building in extraordinary times
In periods of uncertainty, consumers look for trust, familiarity and reassurance.
Growing your share
Advertising that builds emotionally compelling brand stories is a long-term way to expand share.
How brand building works
Key evidence of how brand advertising works to drive long-term business growth.
Branding for business growth
By linking brand building to commercial goals, companies can generate greater returns from brand investments.