Knowledge Centre

The Board-Brand Rift

New study from the FT and IPA finds that senior business leaders lack confidence in building brands.

The Crisis in Creative Effectiveness

Peter Field's latest investigation into the IPA's databank of Effectiveness Award case studies reveals creatively awarded campaigns are now less effective than they have been in 24 years of data...

IPA Effectiveness Awards Webinar: How to write, how to win

Presentation from the IPA Effectiveness Webinar on How to write, How to win with Bridget Angear and Neil Godber.

2018 Awards IPA Effectiveness Writing Pack

Essential tips on how to plan your workload and write your entry for the industry's most respected effectiveness competition.

Econometrics Explained 2

Econometrics is now being used by more companies than ever to address an ever growing set of questions. Econometrics Explained 2’s rationale is to enable readers to hold a conversation about...

How to write an IPA Effectiveness Awards entry

In this presentation, Les Binet, Group Head of Effectiveness, provides tips on how to organise and write an IPA Effectiveness Awards entry. It includes advice on which elements to prioritise, how...

Seven Myth Busters

Think you have to use econometrics to enter the Effectiveness Awards? Or that ROI is the same as effectiveness?

Types of evidence

From audience data to business targets and behavioural indicators - a guide to the metrics on which you can build a watertight case for effectiveness. Consult our fact sheet to check you have...

Proving effectiveness

The essentials steps of building a watertight case for effectiveness. Our fact sheet sets out what you need to demonstrate to prove that your work caused an improvement in the brand's performance...

What is effectiveness

Defining what makes an activity effective, and how the IPA uses the term. Rewarding entrants who provide compelling evidence that their work met its goals, and created measurable financial value...

Learnings from 2016 IPA Effectiveness Awards (All slides)

Key learnings from winning cases in the 2016 IPA Effectiveness Awards as summarised by Neil Godber, head of planning at JWT London, David Tiltman, head of content at Warc, and Orlando Wood,...

Lessons from 2016 IPA Effectiveness Awards - David Tiltman

The "Hollywood" approach to creating brand fame is one of the trends identified in the 2016 IPA Effectiveness award-winning cases by David Tiltman, head of content at Warc, the online service for...

Lessons from the IPA Effectiveness Awards - Orlando Wood

Orlando Wood, managing director of Brainjuicer, the research company, examines how two winning case studies from the 2016 IPA Effectiveness Awards - 'Made of More' by Guinness and the Grand...

Learnings from the 2016 Effectiveness Awards - Neil Godber

A summary of key lessons from the winning cases in the 2016 IPA Effectiveness Awards from Neil Godber, head of planning at JWT London, and deputy convenor of judges. He points to trends such as the...

Lessons from International Winners in the 2016 IPA Effectiveness Awards

What lessons can be learnt from 2016 Effectiveness Award-winning cases from outside the UK? On Nov 3, 2016, the IPA hosted a webinar with the authors of international winning cases studies...

Effectiveness Awards Webinar - How to present compelling data presentation

Presentation from IPA Effectiveness Webinar hosted by Louise Cook and Richard Storey.

Effectiveness Webinar how to prove your social campaign worked presentation

Presentation from the IPA Effectiveness Awards Webinar hosted by Fran Cassidy, founder, CassidyMediaPartnership and 2016 Awards industry Judge.

IPA Effectiveness webinar series: How to win over the judges - presentation

Presentation from the IPA Effectiveness webinar on Tuesday 26th January 2016 on How to win over the judges. Hosted by Brian Jacobs, Founder of BJ&A and 2014 Industry Judge.

Awards timeline

Plan ahead to maximise your prospects of winning an IPA Effectiveness Award and mimimise your stress levels. Our month-by-month guide will walk you through what to prioritise between now and the...

Effectiveness Awards Myth buster

Think you have to use econometrics to enter the Effectiveness Awards? Or that ROI is the same as effectiveness? Our myth buster tackles some common misconceptions.

Effectiveness Masterclass - Multi Market presentation

IPA Effectiveness Masterclass Effective Content Presentation

Presentation for the Effective Content for Brands Masterclass Monday 20th July 2015

IPA Effectiveness Masterclass: In With The New presentation

IPA Effectiveness Masterclass - Brand Fame presentation

Presentation from the IPA Effectiveness Masterclass on Brand Fame.

IPA Effectiveness Masterclass Series - Staging a Comeback presentation

Read the presentation by Bridget Angear, Joint Chief Strategy Officer of AMV BBDO and Convenor of Judges for the 2016 IPA Effectiveness Awards, on how to stage a comeback. Citing cases from the...

Effective marketing strategies for automotive brands

This report by Andy Nairn, founding partner of Lucky Generals agency, and a serial winner of IPA Effectiveness Awards, examines the challenges and successes experienced by brands in the automotive...

How to write a winning paper

2014 Convenor of Judges and TBWA Manchester, Disruption Director, Lorna Hawtin outlines how to write a winning IPA Effectiveness Awards paper in this presentation which was given at a free workshop...

Insight and understanding from IPA Effectiveness Award winners

Dominic Twose, Global Head of Knowledge Management at Millward Brown and author of the first edition of the IPA's Datamine series: Driving Top Line Growth summarise its findings.

Econometrics Explained

The IPA today (19th February 2004) has published ‘Econometrics Explained’, a beginners guide to understanding econometrics and measuring the payback from marketing communications. Written by Louise...