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Blog
Chair of Judges for the IPA Effectiveness Awards, Catherine Kehoe delivered a powerful speech on the state of marketing effectiveness at the 2024 Awards ceremony, and why the learning from the...
Catherine Kehoe
8th October 2024
Creativity and effectiveness are often discussed separately, but there are signs they are being reunited. As we look ahead to our own, imminent IPA Effectiveness Awards and IPA Effectiveness...
Laurence Green
11th September 2024
Learning how best to combine technological capabilities, human judgement and rigorous econometric principles could open up new ways to understand and improve the impact of advertising investment.
Paul Cuckoo
Marketers don’t need more influencer metrics. They need better ways to connect social data to clients’ commercial goals to get the full picture on the effectiveness of influencer marketing.
Simon Harwood
10th September 2024
Drawing on 30 years of empirical findings from the Institute, the writers debunk what they think are frequent misconceptions of what research says about how effective marketing works.
Dr Ella Ward and Professor Byron Sharp
Warwick Cairns, tutor of the IPA Advanced Effective Storytelling Course explains why the most powerful person in the world is the storyteller.
Warwick Cairns
When it comes to agencies, why does using behavioural science fall into the classic “It’s easier to do for others. Harder to do for yourself”? It's about fostering a culture of continuous learning...
Sue Benson
The IPA Effectiveness Awards are much more than just a way to measure success—they’re a catalyst for creating growth. They raise the bar not only for the campaigns that win but for every campaign...
Ringo Moss
Businesses that connect the different ways they measure marketing so each informs the other are better equipped to make effective decisions. It’s far from easy to do.
Matt Andrew
There are challenges in setting up rigorous advertising experiments. But they are outweighed by the opportunities to receive and learn from rich feedback.
Chetan Murthy
Four years after creating a plan to develop shared effectiveness principles, Drummond Central attained IPA Effectiveness Accreditation in 2023. These are some of the lessons learnt from the...
Emma Chaplin
How to ensure that the creative assets you develop are commercially effective - and how to prove it. Gurdeep Puri, tutor of the IPA Advanced Strategic Effectiveness course explores why we need to...
Gurdeep Puri
9th September 2024
A vibrant convergence of industry leaders, innovators, and thinkers, the three-day Advertising Week Europe is a hub for sharing the latest trends, strategies, and insights shaping the future of...
Lisa Morgan
6th June 2024
Dominic Charles, Managing Director, Audience Intelligence & Marketing Science, Wavemaker UK & Jane Christian, Managing Director, Analytics & Insight, EssenceMediacom, look at how effective media...
Dominic Charles and Jane Christian
23rd May 2024
As marketing practitioners, we should apply marketing skills that we use to understanding and persuading external audiences to the people inside our businesses. Here are six steps to help you get...
Jet Cooke
There is such compelling evidence across so many categories about effective brand building that you’d be forgiven for wondering why more brands are not posting better results.
Andrew Geoghegan
This must be the easiest effectiveness ‘win’ out there. Take 10 minutes out of your day today – the final deadline isn’t until the end of May, but why wait? – to fill in the IPA Effectiveness...
Stuart McDonald
Forty-four years on from their inception in 1980, the IPA Effectiveness Awards are back for the biennial festival of deliberation and debate, of disappointment (for some) and delight (for...
Over the last decade, the percentage of IPA Effectiveness Awards entries that have included trust as one of the objectives for communications has risen markedly. There are good financial reasons...
Preety Nimoh
21st May 2024
The IPA Effectiveness Awards provide a platform to share with the world the very best case studies, exemplars and advice that advertisers and their agencies can use to drive success and grow their...
Steve Taylor
15th February 2024
Communicating your story effectively with data can be the tipping point between winning or not winning an award. Below, are four takeaways on what makes the most impactful charts, using examples...
IPA Effectiveness Awards cases that involve very different categories and brands from your current clients can provide the spark for a fresh way to approach a challenge.
Coral Cranmer
There has been much discussion lately about the disconnect between CFOs and CMOs. The trouble is, the two often speak a different language from each other. Sometimes they use the same terms, but...
Zayem McTear, Strategist at Lucky Generals, shares her journey from account managing to planning and how seeing planning from the outside became a key advantage point for her.
Zayem McTear
What the Snoop Dogg Solo Stove ad row says about effectiveness. Laurence Green, Director of Effectiveness, IPA, shares his thoughts after his visit to the ‘Creative Impact NYC’ show at Most...
I’d encourage as many of you as possible to start 2024 by thinking about how you can turn all that hard work over the past couple of years into an IPA paper to garner the recognition and reward...
Cat Wiles
8th January 2024
Do you know what colour hitchhikers should wear? Do you know the best way to get people to read your emails? Do you know what is at the top of Amol Rajan’s Spotify Wrapped list? And do you know...
Paul Bainsfair
14th December 2023
The accepted correlation between media investment to achieve ‘excess’ or ‘extra’ share of voice (ESOV) and growth in market share is being challenged. When behaviours change, our models need to...
Bhavin Pabari
13th November 2023
Investing in advertising should get you into a position where you can put prices up without losing all your customers. If advertising keeps your product familiar, signals that many people buy it,...
Grace Kite and Joy Talbot
Joe Wood, Strategy Lead at Wavemaker, won an IPA Effectiveness Award on his first try. These are his tips for first-time entrants.
Joe Wood
8th November 2023
To move forward in the next frontier of marketing effectiveness measurement, we must incorporate Owned experiences. Having new tools to measure the whole brand and customer experience should help.
Fiona Blades
OMD’s Charlie Ebdy assesses what his prize-winning 2015 IPA Excellence Diploma dissertation got right – and wrong – about today’s brand building challenges.
Charlie Ebdy
13th September 2023
