In total, adam&eveDDB took home the IPA Effectiveness Awards Grand Prix, The Channon Prize for Best New Learning and a Gold award for its McCain paper; the Prize for Best Small Budget and a Gold award for Laithwaites; and Bronze prizes for TEMPTATIONS™ and The National Lottery.
Their Grand Prix-winning McCain paper - When the chips are down, margins matter. How a focus on long-term emotional brand-building reduced price elasticity and increased profits for McCain - explains how adam&eveDDB rebuilt the McCain brand over nine years by celebrating the joyful reality of family teatime. Its commitment to a sustained investment in brand advertising worked to reduce price elasticity by 47%, helped raise base sales by 44% and delivered £26m of net profit.
The Best Small Budget-winning Laithwaites paper – How we stopped at nothing to deliver a great payback for Laithwaites – explores their use of regional testing to demonstrate how commercially beneficial brand advertising could be for the company. The tests ultimately delivered an estimated £1.63 of incremental revenue per £1 invested, with robust modelling used to estimate the revenue and profit return from running the advertising nationally for one and three years.
Says Convenor of Judges and Chief Strategy Officer, Ogilvy UK, Jo Arden:
"Huge congratulations to adam&eveDDB for being named Effectiveness Company of the Year at the IPA Effectiveness Awards. With seven total prizes, including the Grand Prix, The Channon Prize for Best New Learning and Best Small Budget they have demonstrated a truly remarkable commitment to effectiveness across a range of challenges, budgets and brands – the epitome of an ‘effectiveness culture."
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.
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