Learning from winners

What can we learn from the 2016 Effectiveness Award winning cases? We asked some industry experts.

With 39 full length 2016 award-winning effectiveness papers to pick through, the choice is potentially overwhelming.

Earlier this month, the IPA held an event to provide guidance and provocation to getting the most out of this year's winning papers.

Our aim was to signpost trends among the winners, surprising examples and evidence to confirm or challenge industry beliefs.

First off was Neil Godber, head of planning at JWT London and deputy convenor of this year's judges. Neil's slides highlighted the use of tailored targeting, the value of a test and learn mindset and the importance of customer experiences. He cited cases by Save The Children (shown above), Plusnet, Volvo and Mattessons Fridge Raiders amongst others. Read Neil's slides

The argument then turned emotional with Orlando Wood, managing director of Brainjuicer, the research company, using the company's methodology to underscore how the emotional narratives in the 'Made of More' campaign by Guinness and successive Christmas ads by John Lewis resulted in high favourability for the ads, and measurable business success. Read Orlando's slides

David Tiltman, head of content at Warc, the online service for marketers, then provided an overview of budgetary, media and strategic trends from the winners. His trends were grouped under the headings: profit and penetration; the rise of emotion; purpose meets participation; and 'big is still best, but why?' Read David's slides.

The afternoon culminated in a panel session at which the contributors - Wendy Proctor, head of marketing, Directorate of Defence Communications, Denise Turner, insight director at Newsworks, and Marco Rimini, CEO of Mindshare Worldwide - championed cases that demonstrated, respectively, the power of the brand idea, the importance of consumer insight, and innovations in media strategy. These include winning cases from Direct Line, Stoptober, The Economist, The Guardian, Sixt, and Pepsi Max.

See their selections and what the clients involved said about these cases 

Last updated 21 January 2022