OMD Group awarded Effectiveness Network of Year title

OMD Group took home one Gold, one Silver and one Bronze prize across Manning Gottlieb OMD and OMD UK.

In a joint entry with Leo Burnett London, OMD UK won Gold for McDonald’s. The case used brand building to rekindle the trust and love of the British public and, in doing so, drive 15 years of almost continuous growth despite: a catastrophic PR crisis, category fragmentation, and the devastating closures of COVID-19. Guided by a simple strategic recipe, these investments in creativity, planning, and broadcast media not only helped to recover the McDonald’s brand and transform it into a much-loved cultural institution, but also contributed an estimated total of £4.7bn in incremental short and long-term sales at an average of £313 million per year.

Manning Gottlieb OMD claimed Silver for their joint Waitrose & Partners entry with adam&eveDDB that illustrated how Waitrose turned the business around between 2020 and 2021 by making a clear link between brand purpose and great tasting food. Manning Gottlieb OMD developed a selective, quality over quantity approach to media that included ‘Food on 4’ sponsorships and premium, high impact print formats and digital posters. As a result, ‘You Can Taste When It’s Waitrose’ helped the brand reclaim its competitive advantage and gain £216m incremental sales in Year 1 – generating a ROMI of 200%.

OMD Group’s final award of the night was a Bronze for Manning Gottlieb OMD’s Census 2021 work with M&C Saatchi for the Office for National Statistics. Manning Gottlieb OMD developed a top-down national campaign, which reached 99.9% of the population by combining classic broadcast channels with media partnerships; such as featuring the census in EastEnders and a Gogglebox takeover. This was supplemented by a ‘Key Population Group’ approach, rooted in the insight that the fringes of society don’t listen to the centre, but to each other and those like them. Using different methods of reaching and engaging with each of the 58 groups as well as in-campaign optimisation identifying pockets of low completion, 97% of households in England and Wales completed the 2021 census.

The Special Prize for Effectiveness Network of the Year goes to the agency brand with at least two winning papers from at least two agency offices that accumulates the most judging points.

Acknowledged as the world’s most rigorous and prestigious Awards scheme, the IPA Effectiveness Awards require winners to demonstrate the value created by their marketing and communications activity.

In total, eight Gold, seven Silver and 13 Bronze prizes, along with 10 Special Prizes, were awarded to companies from the UK, USA, Australia, Canada and Chile across Not-for-profit and Global, Regional and Single Market categories.

The night’s top prize, the 2022 IPA Effectiveness Awards Grand Prix was won by VCCP for their ‘There’s a glass & a half in everyone’ campaign for Cadbury, which drove a 22% increase in annual sales value and generated sustained growth that meant Cadbury’s annual  revenue was £261m higher in 2021 than in 2017

Sixty cases were entered into this year’s Awards and evaluated by Client, Industry and Technical Judging Panels, overseen by Chair of Judges, Salesforce President and Chief Strategy Officer, Gavin Patterson, Convenor of Judges, Global Chief Strategy Officer at McCann, Harjot Singh and Deputy Convenor, Chief Strategy Officer at Ogilvy, Jo Arden.

All winning case studies are available to download from the IPA website or from WARC, video summaries of each winning paper are also available.

The 2022 IPA Effectiveness Awards are sponsored by Google, System1, Thinkbox, The B2B Institute at LinkedIn and WARC.

Full list of 2022 IPA Effectiveness Awards Winners:

Special Prizes:

• Grand Prix:
  • Cadbury, Mondelēz by VCCP - Cadbury - “There’s a glass & a half in everyone” How intrinsic purpose can transform a brand’s fortunes
• The Channon Prize for Best New Learning:
  • Tesco by BBH and MediaCom - From serving shoppers to serving the nation
• Best B2B:
  • PERGRAPHICA©, Mondi by True - From pushing paper to pulling on heartstrings
• Best Demonstration of Purpose (For-Profit):
  • Cadbury, Mondelēz by VCCP - Cadbury - “There’s a glass & a half in everyone” How intrinsic purpose can transform a brand’s fortunes
• Best Demonstration of Purpose (Not-For-Profit):
  • SickKids Foundation by Cossette - Delivering Transformational Growth. SickKids VS The Greatest Challenges in Child Health
• Best Small Budget:
  • Sandy Hook Promise by BBDO NY - Back-to-School Essentials
• The President’s Prize for Behavioural Change:
  • ITV and VegPower by adam&eveDDB - Eat Them to Defeat Them by ITV and VegPower: How a big, silly idea solved a big, serious problem
• The Broadbent Prize for Best Dedication to Effectiveness:
  • McDonald’s
• Effectiveness Company of the Year:
  • adam&eveDDB
• Effectiveness Network of the Year:
  • OMD Group

Gold winners:

• Not-for-profit Entries:
  • SickKids Foundation by Cossette - Delivering Transformational Growth. SickKids VS The Greatest Challenges in Child Health
• Regional Market Entries:
  • Aldi UK by McCann Manchester and UM Manchester - Kevin versus John - How a humble carrot usurped a national treasure to win the UK’s Christmas Ad crown
• Single Market Entries:
  • Cadbury, Mondelēz by VCCP - Cadbury - “There’s a glass & a half in everyone” How intrinsic purpose can transform a brand’s fortunes
  • ITV and VegPower by adam&eveDDB - Eat Them to Defeat Them by ITV and VegPower: How a big, silly idea solved a big, serious problem
  • KFC, Yum! Brands by Mother and Mindshare - KFC: ‘The Right Way’ to rebuild a brand
  • McDonald's by Leo Burnett London and OMD UK - How We Got Customers Lovin' It And Kept Them Lovin' It, No Matter What.
  • McDonald's by Wieden + Kennedy New York - Famous Orders – How McDonald’s created a new generation of fans
  • Schmackos, Mars Petcare by adam&eveDDB - Sales Go Wacko For Schmackos

Silver winners:

• Global Market Entries:
  • Baileys, Diageo by craig + bridget and Mother - The pleasure dividend
• Not-for-profit Entries:
  • Sandy Hook Promise by BBDO NY - Back-to-School Essentials
• Single Market Entries:
  • Boursin, Bel by Spark Foundry - From the Christmas Cheeseboard to the Summer Picnic Blanket
  • Cazoo by Engine and Cazoo - Cazoo - The art of instilling confidence
  • Long Live The Local, British Beer and Pub Association by Havas London and Havas Media - How the many changed the mind of an audience of one
  • Tesco by BBH and MediaCom - From serving shoppers to serving the nation
  • Waitrose & Partners by adam&eveDDB and Manning Gottlieb OMD - Making Purpose Taste Good

Bronze winners:

• Not-for-profit Entries:
  • Census 2021, Office for National Statistics by M&C Saatchi and Manning Gottlieb OMD - The Power of Us; Involving Everyone in Census 2021
  • Médecins Sans Frontières UK by M.i. Media - How smart media investment delivered transformative change for MSF
• Regional Market Entries:
  • PERGRAPHICA®, Mondi by True - From pushing paper to pulling on heartstrings
• Single Market Entries:
  • Barclays by BBH - Purpose Pays: The Next Chapter
  • Cherries from Chile, ASOEX A.G. (Chilean Fresh Fruit Exporters Association) by ASOEX - Enjoying the Red Moment in China with Chilean Cherries
  • Domino's by VCCP - The hills are alive with the sound of pizza
  • Dove, Unilever by Ogilvy UK - Taking on taking selfies. How Dove continues to deliver business value through social impact
  • eve Sleep by Creature - Helping the nation switch off with eve Sleep
  • Hargreaves Lansdown by McCann Demand - Robbing the bank – Turning the nation’s savers into investors
  • Lamb, Meat & Livestock Australia by The Monkeys Australia part of Accenture Song - How ‘Make Lamb, Not Walls’ made history for MLA
  • Rugby League World Cup 2021 by McCann Manchester and UM Manchester - RLWC2021: How togetherness sold tickets in lockdown Britain
  • Vodafone by Grey London - Curated inconsistency: how being inconsistent helped Vodafone Ireland reboot its broadband business
  • Volkswagen by adam&eveDDB and PHD Media - Fuelling the future: How advertising helped fund the re-engineering of Volkswagen