OMD Group has been awarded the prestigious title of Effectiveness Network of the Year at the 2022 IPA Effectiveness Awards after winning three highly coveted Awards. The results were announced at a black-tie gala ceremony at London’s Hilton Park Lane, hosted by actress and comedian Sally Phillips.
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.
Congratulations to OMD Group on being named Effectiveness Network of the Year at the 2022 IPA Effectiveness Awards. Their three cases for McDonald’s, Waitrose & Partners and the Census 2021 showcase the variety of outstanding work, attention to detail, long-term planning and collaboration being done across the whole of OMD Group amidst some extremely challenging circumstances.
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.
The 2022 IPA Effectiveness Awards are sponsored by Google, System1, Thinkbox, The B2B Institute at LinkedIn and WARC.