The night’s top prize, the prestigious IPA Effectiveness Awards Grand Prix was won by adam&eveDDB and McCain for highly effective, long-term emotional brand-building activity. Over nine years, the strategy reduced price elasticity by 47%, raised base sales by 44% and delivered £26m of net profit. adam&eveDDB was also named Effectiveness Company of the Year for their haul of outstanding marketing activity which include: the Grand Prix, The Channon Prize for Best New Learning, the Prize for Best Small Budget, two Gold and two Bronze awards.
Each of the 79 entries into the IPA Effectiveness Awards were analysed by Client, Industry and Technical Judging Panels, overseen by Chair of Judges, Nationwide Chief Customer Officer, Catherine Kehoe; Convenor of Judges, Chief Strategy Officer at Ogilvy UK, Jo Arden; and Deputy Convenor, Chief Strategy Officer at Omnicom Media Group UK, Charlie Ebdy.
Says, Jo Arden, Convenor of Judges and Chief Strategy Officer at Ogilvy UK:
“Congratulations to all of our case authors. Winning an IPA Effectiveness Award is an incredible achievement and a career high point for authors and the wider team too. Making work which categorically works must always be the goal; these authors join peers and predecessors in the IPA Databank in helping all brands do better.”
All winning case studies are available to download from the IPA website or from WARC. The IPA Effectiveness Awards 2024 are sponsored by WARC, System1, LinkedIn B2B Institute and Thinkbox.
Lessons from IPA Effectiveness Awards 2024 winning papers will be explored at the IPA Effectiveness Conference on Wednesday 9 October.
View the winning papers
Special Prizes
- Grand Prix:
- 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
- Effectiveness Company of the Year:
- Global Effectiveness Network of the Year:
- The Broadbent Prize for Best Dedication to Effectiveness:
- Best B2B:
- Procell, Duracell by VML: Beware of your Battery charger
- Best Demonstration of Purpose (Not-For-Profit):
- KhairKhwah, Foreign, Commonwealth & Development Office (UK Government) by M&C Saatchi UK: How a 'well-wisher' transformed family planning in Pakistan
- Best Small Budget:
- Laithwaites, Direct Wines Limited by adam&eveDDB and Medialab Group: How we stopped at nothing to deliver a great payback for Laithwaites
- The President’s Prize for Next Generation Brand Building:
- Guinness, Diageo by AMV BBDO: Effectiveness in black and white: How Guinness supercharged growth in GB and Ireland
- The Channon Prize for Best New Learning:
- 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
Gold Awards
- Regional Market:
- Guinness, Diageo by AMV BBDO: Effectiveness in black and white: How Guinness supercharged growth in GB and Ireland
- Single Market:
- 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
Silver Awards
Not-for-profit Market:
- Government Communication Service, UK Government by MG OMD: A new world standard in government media evaluation
- KhairKhwah, Foreign, Commonwealth & Development Office (UK Government) by M&C Saatchi UK: How a 'well-wisher' transformed family planning in Pakistan
- Single Market:
- 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
- McDonald’s by Leo Burnett UK and OMD Group: McDonald's After Covid: Breaking Rules And Stealing Hearts
- Procell, Duracell by VML: Beware of your Battery charger
- 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
Bronze Awards
Global Market:
- H&M by Digitas and H&M: The Search for Growth: How H&M transformed their business by going digital native
- Regional Market:
- Parodontax, Haleon by Grey London: Solving a long-term health problem by getting better at the short term
- Not-for-profit:
- Boundless, CSMA by Anything is Possible: Time for Fun - How boundless imagination = transformative creativity
- Single Market:
- ANZ New Zealand by TBWA\NZ: ANZ Bank: From dreaming big to knowing HOW
- BBC by Havas Media UK: How a next-level paid media strategy helped rebuild love & relevance for the BBC
- 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
- HSBC UK by VML: The value of a point of view
- LNER by MG OMD and M&C Saatchi: Progress after the pandemic
- 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
- Permian Strategic Partnership by Edelman: Vaccines for Anti-Vax Land
- TEMPTATIONS™, Mars Inc. by adam&eveDDB: How the TEMPTATIONS™ brand resisted the seven deadly sins of product launches
- The National Lottery by adam&eveDDB and iProspect: How The National Lottery used advertising to create its own luck, contributing an extra £689 million to Good Causes
- 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
- Vanguard, Vanguard Asset Management Limited by the7stars, AML Group, Analytic Partners and The Nursery: ‘Value to Investors’: how Vanguard’s brand advertising has helped transform the way Britain invests
- Xero by december19 and House 337: Xero - How a healthy brand created a healthy business