Audi was awarded the Simon Broadbent Prize for Best Dedication to Effectiveness at the 2020 IPA Effectiveness Awards, for its continued success and commitment to effectiveness and evaluation. The award, announced at a virtual ceremony this evening (Monday 12 October), is given to the client that consistently demonstrates a strong effectiveness culture.
This year Audi collected a Gold award for highlighting the consistent themes behind their advertising over four decades. These principles include using ‘hero’ car models ‘with personality’ in creative to celebrate the magic and art of the engineering, while choosing film to convey premium values and elicit emotion. This approach allowed Audi to outmanoeuvre rather than outspend the competition, growing at 7.6x the UK car market and returning £2.33 per £1 invested.
The story of Vorsprung durch Technik is not just about the consistency of their advertising but also of their agency, BBH, worth a Return on Agency Investment worth £34 of sales for every £1 spent with them. This partnership had led to a remarkable history in the IPA Effectiveness Awards, which includes a Gold and Grand Prix in 2018, Silver in 2010 and 2008 and Bronze in 2012 and 1998 and a second place prize in 1990.
The Simon Broadbent Prize for Best Dedication to Effectiveness is one of the crown jewels of the IPA Effectiveness Awards. Winners need to demonstrate that they take a long term commitment to building an effectiveness culture. Following up their 2018 Grand Prix with another Gold this year, by drawing on 40 years’ worth of lessons further highlights how effectiveness permeates through the fabric of the company and shows why Audi are the perfect winner for this year’s Prize. Congratulations on 40 outstandingly effective years!
The 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 five gold, six silver and 14 bronze prizes, along with 10 special prizes, were awarded to companies internationally, including in Australia, Canada, mainland Europe and the UK.
All winning case studies are available to download from the IPA website or from WARC.
The 2020 IPA Effectiveness Awards are sponsored by Facebook, Google, Marsh, Newsworks, System 1, Thinkbox and Warc. The IPA Effectiveness Awards kick off the EffWorks Global 2020 Conference, which will feature an industry leading line-up of marketing effectiveness experts and cultural commentators present a mix of new effectiveness R&D, unique case studies, keynotes, panels and live Q&A’s across four afternoons of content.