The book, edited by Convenor of Judges Jo Arden, contains full versions of the Gold-winning Guinness, Laithwaites, McCain, Specsavers and Yorkshire Tea case studies, as well as summaries of a further 22 Silver and Bronze-winning papers.
It also includes five chapters exploring the key themes from the winning work to provide new learning, evidence and inspiration about advertising effectiveness.
New learning chapters from IPA Effectiveness Awards Judges:
- A playbook for advertisers: How family businesses go to market by Laurence Green, Director of Effectiveness, IPA
- Winning at the memory game by Radha Davies, Director of Brands, Planning and Creative, Sainsbury's
- It’s all about people, people! by Jo Arden, Convenor of Judges and incoming CSO at AMV BBDO
- Finding a winning hand: Balancing consistency and change in pursuit of success by Charlie Ebdy, Chief Strategy Officer, OMG UK
- Just what the IPA Effectiveness Databank ordered: Cases that add to the industry’s evidence base by Steve Taylor, Head of Strategy, Mediahub Worldwide
Full case studies included:
- Guinness, Diageo by AMV BBDO: Effectiveness in black and white: How Guinness supercharged growth in GB and Ireland
- Laithwaites, Direct Wines Limited by adam&eveDDB and Medialab Group: How we stopped at nothing to deliver a great payback for Laithwaites
- McCain by adam&eveDDB: When the chips are down, margins matter. How a focus on long-term emotional brand-building reduced price elasticity and increased profits for McCain
- Specsavers by MG OMD and Specsavers Creative: I Don't Go
- Yorkshire Tea, Bettys and Taylors of Harrogate by Lucky Generals and Goodstuff Communications: Long-term brand building done proper