Entries into 2024 IPA Effectiveness Awards hit 32-year high

The shortlist will be announced in July before the Awards ceremony in October

Seventy-nine case studies have been entered into the prestigious IPA Effectiveness Awards 2024, marking the highest number of entries since 1992.

The 48 single and 31 joint case studies represent over £6bn of marketing spend from brands as varied as Heinz, the BBC and the US Army and span local, regional and global marketing communications from seven different markets around the world including Europe, Australia, New Zealand, and the USA. They also represent sectors ranging from Government and charity to FMCG, media, telecoms, and financial services.

Chair of Judges Catherine Kehoe will join Convenor of Judges Jo Arden and Deputy Convenor Charlie Ebdy in presiding over the Client, Industry and Technical Panels, which include representatives from some of the world’s leading brands and agencies, as they analyse the submissions ahead of the shortlist announcement in July and Awards ceremony in October. Lessons from the winning case studies will then be explored during the IPA Effectiveness Conference 2024.

Says Jo Arden, Chief Strategy Officer, Ogilvy UK and Convenor of Judges for the IPA Effectiveness Awards 2024: "Our mission for the IPA Effectiveness Awards 2024 is to break new frontiers, bring in people with different perspectives and encourage new thinking, so it is incredibly heartening to see so many first-time entries from new brands and agencies.

The IPA Effectiveness Awards were established to help turn effectiveness into the global language of marketing, so we are delighted to see effectiveness at the top of the agenda for so many companies, large and small, all around the world.

Jo Arden, Chief Strategy Officer, Ogilvy UK and Convenor of Judges for the IPA Effectiveness Awards 2024

"Collecting the data and submitting your IPA Effectiveness Awards paper is no mean feat, so congratulations to everyone that has done so. By entering the Awards, you have already made a huge contribution to the study of how marketing communications drive impact for brands. I, and the rest of the judging panel, can’t wait to get started evaluating these fantastic case studies."

The record number of entries this year evidences an incredible appetite from brand owners and agency partners, big and small, to prove not just that their work works but how it works. The 2024 slate is strong and the effectiveness outlook is bright.

Laurence Green, Director of Effectiveness, IPA
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Full list of IPA Effectiveness Awards 2024 entries:

Global Market

  • H&M by Digitas: The Search for Growth: How H&M transformed their business by going digital native
  • Hendrick's, William Grant & Sons by craig+bridget: A most unusual way to advertise. Hendrick's gin 2000-2024
  • Johnnie Walker, Diageo by Anomaly London and Johnnie Walker: 25 years of Keep Walking: How Johnnie Walker recovered the value of an enduring asset
  • Mars, Incorporated by Revolt: Healthy Planet Productions
  • The All England Lawn Tennis Club by McCann London: You cannot be serious! How Wimbledon won the Grand Slam as the top seeded brand in tennis.
  • Tourism Ireland by Publicis London and OMD UK: Lights, cameras, collaboration: Multiplying the effect of screen tourism

Regional Market

  • Digital Workplace, Focus Group by addmustard: Focus Group. Let’s Connect. Let's Grow
  • Guinness, Diageo by AMV BBDO: How Guinness supercharged growth in GB and Ireland
  • Parodontax Haleon by Grey London: Solving a long-term health problem by getting better at the short term

Not-for-profit Market

  • Alzheimer's Society by Medialab, New Commercial Arts and MGOMD: Alzheimer's Society - Leading the fightback against the UK’s biggest killer
  • Association L'Enfant Bleu by Havas Play: The Hidden Story
  • Benenden Health by McCann Leeds: How Benenden Health used brand building to accelerate growth in a cost-of-living crisis
  • Boundless, CSMA by Anything is Possible: Time for Fun - How boundless imagination = transformative creativity
  • British Heart Foundation by Saatchi & Saatchi and PHD Media: From Heart to Head: How a radical shift from a traditional charity approach to a relentless commercial focus reversed the fortunes of the BHF
  • Electoral Commission by McCann Demand: How a sticky solution settled a serious situation: The Electoral Commission and the nation’s biggest reminder
  • Government Communication Service, UK Government by MG OMD: A new world standard in government media evaluation
  • Keep Britain Tidy by VCCP: How behavioural science and a duck tackled the UK’s biggest litter problem
  • KhairKhwah, Foreign, Commonwealth & Development Office (UK Government) by M&C Saatchi World Services: How a 'well-wisher' transformed family planning in Pakistan
  • Mayor of London by Ogilvy: Breaking the silence that leads to violence
  • The Global Fund To Fight AIDS, Tuberculosis and Malaria by Edelman: Fight for what counts

Single Market

  • Affinity Water by the7stars: Cutting demand by changing behaviour
  • Aldi by McCann Manchester: Aldi: How being the pirates of social media drove serious commercial growth
  • Aldi by McCann Manchester: Recruitment, the UK’s Highest-Paying Supermarket
  • ANZ New Zealand by TBWA\NZ: ANZ Bank: From dreaming big to knowing HOW
  • Arnott’s by Saatchi & Saatchi Australia and Spark Foundry Australia: How little moments made big bikkies for Arnott's
  • Aviva by adam&eveDDB and Zenith UK: How Aviva's advertising built a brand fit for the boardroom
  • BBC by Havas Media Network: How a next-level paid media strategy helped rebuild love & relevance for the BBC
  • Boots & No7, Walgreens Boots Alliance by VML: Boots & No7 Menopause
  • Boots UK, Walgreens Boots Alliance by VML and EssenceMediacom: Boots Christmas 2021-2023: How going to the heart of Christmas changed Boots' festive fortunes
  • Cadbury, Mondelēz by VCCP: Stop weeping on the sofa, start gifting with a poster: How Cadbury won Christmas
  • Concierge Car Wash by AFFINITY: How handcrafted text messages turned a business around
  • David Lloyd Clubs by The Kite Factory and TBWA\MCR: David Lloyd Clubs: A tale of taking the high road - premiumisation in the midst of a category price war
  • Dove, Unilever by Edelman: Let Her Grow
  • Dove, Unilever by Ogilvy and Mindshare: Dove’s quest for Real Beauty: Same purpose, new frontier
  • first direct by VML: first direct: Standing up for the next generation
  • Compare by Hearts & Science: The Gio Compario Story: Bringing a powerful distinctive asset back from the brink
  • Heinz Pasta Sauces, The Kraft Heinz Company by VML Spain: “This is Ridiculous”: New Heinz Pasta Sauces, a case for winning in an adjacent category
  • Hillarys by EssenceMediacom and Red Brick Road: Weaving the fabric of love: From functional fitters to furnishing homes and hearts
  • Home Visits, Specsavers by MG OMD: I Don't Go
  • Hotel Chocolat by Gravity Road: Hotel Chocolat Velvetiser: TV Effectiveness powered by innovation
  • com by Hotels.com: Beyond The Obvious
  • HSBC UK by VML: The value of a point of view
  • Hyundai, by INNOCEAN UK: New Dawn
  • Ichnusa, Heineken by LePub: Sardinian Soul - How we bottled Ichnusa's authenticity (and not our launch)
  • IKEA by iProspect and Mother: IKEA: Making the everyday wonderful when the world turned anything but
  • Jack Daniel's Tennessee Whiskey by Spark Foundry: Jack Daniel's: Making it count in media
  • KFC, Yum! Brands by MindShare and Mother: An Unreasonable Ask - How KFC had their chicken and ate it too, at Christmas
  • Laithwaites Wine, Direct Wines Limited by adam&eveDDB and Medialab: How we stopped at nothing to deliver a great payback for Laithwaites
  • Legoland Windsor, Merlin Entertainments PLC by TBWA\MCR and Wavemaker London: Brand building our way out of an affordability crisis with the power of imagination
  • Lidl by Accenture Song and OMD UK: Lidl: When the challenger becomes a British staple
  • LNER by MG OMD and M&C Saatchi: Progress after the pandemic
  • Married at First Sight by Channel 4 and OMD UK: A match made in heaven - Married at First Sight and Channel 4 Streaming
  • 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
  • McCann Demand by McCann Demand: Tick Tock, it’s Time for Timesheets: How memes turned an endemic business problem for ad agencies into a million-pound laughing matter
  • McDonald’s by Leo Burnett and OMD Group: McDonald's after Covid: Breaking rules and stealing hearts
  • McDonald's by Wieden+Kennedy New York: Finding the fan in everyone
  • Mini Cheddars, pladis by TBWA\London: How we freed a snack trapped in kids’ lunchboxes to become a post lockdown snacking sensation
  • Müller by VCCP: Out with the new, in with the old: how Müller turned the corner
  • Nurofen, Reckitt by McCann London: "It's all in your head": How Nurofen tackled a hidden health crisis to regain category leadership
  • P&O Ferries by Publicis London: P&O Ferries: There is another way
  • People's Postcode Lottery by the7stars: Delivering the biggest sales month in People’s Postcode Lottery’s history
  • Permian Strategic Partnership by Edelman: Vaccines for anti-vax land
  • Philadelphia, Mondelez by Ogilvy and Spark Foundry: The Power of Friendship: How behavioural science helped Philadelphia fight back against supermarket own brands in tough economic times
  • Procell, Duracell by VML: Beware of your Battery charger
  • Pure Gym by McCann Manchester: EVERYBODY WELCOME - How a simple idea helped PureGym prosper after Covid closure
  • Santander by House 337: How a fake bank led to real results for Santander
  • Starbucks by Havas Media Network: How the modern influence of paid media helped Starbucks move from a convenient business to a loved brand
  • TEMPTATIONS™, Mars Inc. by adam&eveDDB: How the TEMPTATIONS™ brand resisted the seven deadly sins of product launches
  • Tesco by BBH and EssenceMediacom: How advertising gave a loyalty programme the power to drive growth
  • Tesco Mobile by BBH and EssenceMediacom: Supermarket Mobile: How Tesco Mobile grew to a billion pound business by being helpful in a category that wasn’t
  • The National Lottery, Camelot by adam&eveDDB and iProspect: How the National Lottery used advertising to create its own luck, contributing an extra £689 million to Good Causes
  • The Woodsman, Whyte and Mackay Ltd by Whyte and Mackay Ltd and Mr President: A well earned Woodsman
  • Three UK, CK Hutchison Holdings by Wonderhood Studios and Zenith UK: Helping Peter Pan come of age: Three and the effectiveness of grown-up marketing
  • US Army by Team DDB: The Future of Military Recruitment: A transformation success story
  • Vanguard, Vanguard Asset Management Limited by the7stars and AML Group: ‘Value to Investors’: how Vanguard’s brand advertising has helped transform the way Britain invests
  • Vanish, Reckitt by Havas London: Me, My Autism & I
  • Virgin Media O2 by Ebiquity: Turning the Ship Around: How a culture of effectiveness steered a titanic telecoms merger towards growth
  • Xero by december19 and House 337: Xero - How a healthy brand created a healthy business
  • Yorkshire Tea, Bettys and Taylors of Harrogate by Lucky Generals and Goodstuff Communications: Long-term brand building done proper
Last updated 29 May 2024