Nationwide, KitKat, British Airways among IPA Effectiveness Awards entries

The 20 single and 26 joint case studies represent over £2.5bn of marketing spend from brands as varied as Nationwide, KitKat, British Airways; and represent sectors ranging from public services and charity to FMCG, gaming, telecoms and financial services. The 46 case studies were submitted by 43 different agencies, including 10 who have entered the Awards for the first time.

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 submissions ahead of October's awards ceremony.

Says Charlie Ebdy, Chief Strategy Officer UK, Omnicom Media and Convenor of Judges: “The advertising industry, and the way we consume media, has undergone some fundamental changes over the past decade. With a KitKat campaign that began in 1958 and a creator-specific paper from Argos, entries into the IPA Effectiveness Awards truly represent the complexities of modern marketing and will help us understand effectiveness in this new age of communication. I’m delighted to see so many fascinating case studies and can’t wait for the judging to get started.”

Says Laurence Green, Director of Effectiveness, IPA: “Writing an IPA Effectiveness Awards paper is an incredible undertaking, and everyone who has submitted their case study should be celebrated for doing so, particularly at such a challenging time for the industry. It is also heartening to see so many brands and agencies enter the Awards for the first time.

“In addition to encouraging and celebrating excellence in advertising, entries into the IPA Effectiveness Awards form the backbone of future research into advertising effectiveness and will provide invaluable insights for many years to come. Congratulations and good luck to everyone who has submitted their paper.”

Full list of IPA Effectiveness Awards 2026 entries:

Global market:

• Duracell & Procell by VML: The Price Premium Playbook
• Specsavers by MG OMD and Specsavers: The serious value of humour
• Coach by Human Made Machine: How Coach’s "Courage to Be Real" rewrote the luxury growth playbook using Human Made Machine’s creative pre-testing

Not-For-Profit:

• My Life My Say by Ogilvy UK: You already vote, so vote: How some silly entertainment inspired a seriously effective idea
• Capita, for the British Army by Droga5 and EssenceMediacom: You Belong Here: Sharpening Belonging for the next Generation of Army recruits
• Early Years by Havas London: Giant leaps for tiny feet: Recruiting the Heart of Early Years by awakening their true calling
• NHS Blood and Transplant by VML: Waiting to Live: Shining a light on children waiting for a transplant
• RSPCA by JKR and RSPCA: It Takes A Society: How transforming the RSPCA from the inside out reversed a 10-year market decline — and changed animal’s lives for the better.
• The Electoral Commission by McCann London: The Electoral Commission: How simple notes secured election votes
• Alzheimer's Society by Medialab, New Commercial Arts and Alzheimer's Society: HOW A ‘CULTURAL MULTIPLIER’ GENERATED THE SHORT AND REALLY LONG-TERM INCOME TO FIGHT DEMENTIA
• Transport for London by VCCP, Wavemaker London and Transport for London: Winning The Winnable Moments: How Live Data Triggered Behaviour Change for Transport for London

Regional Market:

• Dorival by MullenLowe UK, McCann London and Bayer: Princesses on Periods: How Dorival used education to break the curse of period taboos - and smash the ceiling of category growth
• Škoda by Škoda, AMVBBDO and PHD Media: Škoda Elroq: From Complexity to Confidence: How Škoda unlocked Europe’s EV market
• London Northwestern and West Midlands Railways by Anything is Possible and West Midlands Railways: All change: Rebranding rail for a post-commuter world

Single Market:

• SMARTY mobile by The Gate London, Zenith UK and VodafoneThree: Less Malarkey. More SMARTY: How a flanker brand reignited growth in a shrinking market
• EE by Saatchi & Saatchi: EE - Taking the high road to growth
• AGA Rangemaster by The Specialist Works: Putting Rangemaster back at the heart of the home
• Gousto by the7stars: Gousto rewrote the rules of DTC growth by building a brand before chasing performance
• Jaffa Cakes by Adam&EveTBWA and MG OMD: HOW A MODERN BRAND BUILDING STRATEGY REIGNITED AN AGE OLD DEBATE ABOUT JAFFA CAKES
• Andrex by AMVBBDO and PHD Media: Getting Andrex back on a roll: How confronting toilet truths unlocked a bold new chapter of growth
• Lurpak by Wieden+Kennedy London and Arla: How Lurpak led a category for 19 years, by thinking outside it
• Madrî Excepcional by Ogilvy UK and Carat: “You don’t need history, to make history” How Madrí Excepcional became a £1bn brand in 5 years
• ITV by EssenceMediacom and ITV: How fresh thinking unlocked a fresh new audience for ITVX
• American Express by Dentsu and UM: There's Always Something More
• British Airways by MG OMD and Uncommon Creative Studio: A British Original: How creativity defended a premium while a transformation was still in transit
• KitKat by VML and OpenMind UK: The Value of Have a Break
• Xbox by McCann London: The Everyday Tactician: How getting a football club promoted helped Xbox take a step closer to the future of gaming
• Schneider Electric by Creative Business Company: Schmoooth: the B2B campaign that refused to play it safe
• Vitality by VCCP: Life, not death.
• Confused.com by Leo UK and Zenith UK: From chasing efficiencies to growing efficiently: how Confused.com made the whole system work harder.
• Great Western Railway by Adam&EveTBWA: Consistency Starts Here: How committing to a single campaign idea paid back for Great Western Railway
• Volkswagen by Adam&EveTBWA and PHD Media: The power of people like you: How popularity paid back for Volkswagen
• Vaseline by Ogilvy: Vaseline Verified
• Sheba by AMVBBDO: Powerless to resist: How SHEBA® leveraged cats & creativity to supercharge growth in America
• Currys by AMVBBDO and Spark Foundry: The Superpower In-store
• Weetabix by BBH and Mindshare: Grown-Up Growth: How tradition helped Weetabix modernise
• Argos by Billion Dollar Boy and PHD Media: Taming the Wild West: How Argos Closed the Credibility Gap in Influencer Marketing
• AJ Bell by Pablo London: Clear as a Bell: The Stupidly Simple Strategy that made AJ Bell the talk of the town
• Paddy Power by BBH: No more flogging a dead horse: How Paddy Power won beyond racing by betting on entertainment.
• Burger King by BBH: Re-Awakening The Whopper: How Burger King reclaimed its crown by returning to the most powerful weapon in fast food: fulfilment
• Admiral by McCann Bristol: Ahoy Admouth! The power of a fluent world to create emotional connections
• Walkers by VCCP and OMD UK: Starting a debate, to win the fight over lunch
• EasyJet by VCCP and T&P London: Not a campaign, a creative system for the modern era of algorithmic media
• Thatcher’s Cider by Bray Leino: Branding as farming: how Thatcher’s became the off-trade's number one cider brand
• Nationwide by Mother and Wavemaker London: Marketing and Finance: Pioneering a new kind of alliance
• PepsiCo by Talon and OMD UK: How Pepsi MAX Turned “Is Pepsi Okay?” Into “Pepsi Please”