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News
Revealing three fundamentals associated with stronger business outcomes and introducing a new Sponsorship Effectiveness Model.
Published
7 October 2026
Bringing together more than four decades of evidence showing how advertising builds brands and how brands drive sustainable business growth.
New research reveals how brands are investing more in price promotions than advertising, yet 75% of marketers cannot estimate what proportion of their promotions are profitable.
The campaign transformed Currys from a retailer threatened by online shopping into the UK's most-preferred technology retailer, generating £500m in incremental revenue and returning the business to...
1 October 2026
The Prize is awarded to the client company that has consistently demonstrated its commitment to effectiveness and evaluation.
The night’s top prize, the prestigious IPA Effectiveness Awards Grand Prix was won by AMV BDDO and Spark Foundry for a campaign that transformed Currys from a retailer threatened by online shopping...
The prize was introduced by IPA President Karen Martin as part of her agenda to celebrate the contribution creativity makes to business success, the economy and UK culture.
PHD Media was named Effectiveness Agency of the Year, while Omnicom won Effectiveness Company of the Year.
Hear from the minds behind this year’s Grand Prix-winning Currys paper at the IPA Effectiveness Conference.
28 September 2026
At October's IPA Effectiveness Conference, we are bringing together leaders from across the industry to unpack what the rise of LLMs and zero-click search means for how your brand is discovered and...
15 September 2026
Spotlighting the industry's most rigorous thinking, award-winning case studies and research into how creativity, measurement and commercial growth work together to deliver commercial results for...
10 August 2026
Curry’s, Nationwide and Specsavers are just some of the 20 outstanding case studies that have been named on the revered IPA Effectiveness Awards 2026 shortlist.
22 July 2026
Tesco’s UK Customer Director, Suzanne Quinn, will Chair the 2026 IPA Effectiveness Awards and will be supported by a line-up of leading advertiser judges.
18 June 2026
Les Binet and Will Davis argue that advertising effectiveness is being undermined by short-termism, narrow metrics and underinvestment, and call on the industry to “think big” again to unlock real...
27 May 2026
Forty-six case studies spanning seven markets around the world have been entered into the prestigious IPA Effectiveness Awards 2026.
19 May 2026
Convenor of Judges, Charlie Ebdy and Deputy Convenor Lilli English, will preside over the judging process, while Jane Christian will Chair the Technical Judging Panel, as they analyse the Awards...
19 March 2026
New IPA Effectiveness Databank analysis shows that 93% of for-profit advertising campaigns that report very large increases in brand trust also report at least one very large business effect.
27 January 2026
Lilli English and Jane Christian, EVP Analytics at WPP Media UK, have been appointed as Deputy Convenor of Judges and Chair of the Technical Judging Panel, respectively.
22 January 2026
Gurdeep Puri will coordinate and assist all mentors providing guidance to those submitting an IPA Effectiveness Awards paper.
4 November 2025
According to new analysis of the IPA Databank by Les Binet and Will Davis, budget is eight times more important than ROI when it comes to driving effectiveness, contary to what CMOs beileve are the...
8 October 2025
New data, to be unveiled at the IPA Effectiveness Conference, shows that the short-term ROI of Influencer Marketing is comparable with all channel averages, while long-term multipliers of...
ITV's Katie Rawcliffe and Wonderhood Studios' Aidan McClure will explore how to brief and commission content that not only holds attention but genuinely entertains at the IPA Effectiveness Conference.
1 October 2025
For your opportunity to be at the forefront of cutting-edge discussions and insights from leading experts to boost your marketing effectiveness, join us for the IPA Effectiveness Conference 2025 on...
17 September 2025
Forty-four agencies have earned IPA Effectiveness Accreditation for demonstrating their commitment to business effectiveness and delivering commercial outcomes for clients, setting the industry...
9 September 2025
How effective is influencer marketing? Does it work in the short and long term? And what are the factors contributing to strong influencer campaigns?
3 September 2025
The new study, "Bridging the Trust Gap", from the IPA and Financial Times, has found that trust is a core strategic asset that directly drives profit, customer acquisition, brand strength, and...
10 July 2025
New industry research outlines a growth framework for early-stage businesses, challenging the traditional start-up mindset that prioritises short-term sales over long-term brand value.
17 June 2025
As the new Chair of the IPA Effectiveness Leadership Group, Cressida will coordinate the expert Client and Industry Advisors on the IPA Effectiveness Leadership Group to shape the overall direction...
7 May 2025
Karen Martin's agenda as IPA President will revitalise UK advertising and celebrate the immense value creativity brings to business success, the economy and British culture.
31 March 2025
The IPA Effectiveness Accreditation programme recognises agencies that integrate business effectiveness into their core culture.
6 March 2025
The book 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.
27 February 2025
According to a new report, 'Making effectiveness work', marketers should feel bullish about the approaches they have at their disposal to demonstrate value and very optimistic about measuring ad...
9 October 2024
