Diageo awarded for Dedication to Effectiveness at IPA Awards

Diageo was last night (9th October) awarded the Simon Broadbent Prize for Best Dedication to Effectiveness at the 2018 IPA Effectiveness Awards, for consistently demonstrating its commitment to effectiveness and evaluation. The award is given to the client that consistently demonstrates a strong effectiveness culture.

Diageo awarded for Dedication to Effectiveness at IPA Awards

This year Diageo collected a gold award for Guinness and a silver for Bailey’s, adding to their already impressive collective of wins, including Johnnie Walker’s Grand Prix in 2008, gold awards for Johnnie Walker in 2008 and Guinness in 2016, and a bronze prize for Gordon’s in 2012.

Says Neil Godber, Convenor of Judges and Head of Planning, J. Walter Thompson London: “Picking up this award proves that Diageo are incredibly committed to long-term planning and brand effectiveness, consistently producing outstanding case studies. This year has been no exception, with Diageo winning yet another gold and silver they thoroughly deserve this year’s award for Best Dedication to Effectiveness.”

The 2018 IPA Effectiveness Awards are the world’s most rigorous and prestigious Awards scheme with entrants having to prove the payback of their communications activity. In total nine gold, 18 silver and 11 bronze prizes, along with 10 special prizes, were awarded to companies from six countries.

Full list of 2018 IPA Effectiveness Awards Winners:

Special Prizes:

  • Grand Prix – sponsored by Thinkbox:
    • Audi UK by BBH - Beauty and brains: How we supercharged the Audi premium 2015-2018
  • Effectiveness Network of the Year
    • McCann
  • Effectiveness Company of the Year
    • BBH
  • The Simon Broadbent Prize for Best Dedication to Effectiveness – sponsored by Newsworks
    • Diageo
  • The President’s Prize for Best Use of Tech Led Data – sponsored by Google
    • Prospan (Flordis Australia) by AFFINITY - The world's first cough predictor
  • The Channon Prize for Best New Learning – sponsored by Radiocentre
    • Direct Line Group by Direct Line Group and Ebiquity - They went short. We went long
  • The Tim Broadbent Prize for Best International – sponsored by WARC
    • Heineken by Publicis Italy - A Game Changer: How Heineken reinvented its champions league communications
  • Best Multi-Market – sponsored by System 1
    • Heineken by Publicis Italy - A Game Changer: How Heineken reinvented its champions league communications
  • Best Small Budget – sponsored by DBS Data
    • Ella's Kitchen by Havas London - Selling up doesn’t mean selling out
  • The #IPASocialWorks Prize for Best Use of Social Media – sponsored by Facebook
    • True Match (L’Oréal Paris) by McCann London - How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel ‘Worth It’

Gold winners:

Silver winners:

Bronze winners:

The 2018 Effectiveness Awards are sponsored by DBS Data, Facebook, Google, Marsh, Newsworks, Radiocentre, System1, Thinkbox and Warc.

Full details about the winning campaigns and additional effectiveness content, including what the judges thought, can be found on the IPA website or WARC.