IPA announces prestigious Effectiveness Awards shortlist

The shortlist is made up of 21 single-market case studies, four not-for-profit and three multi-market entries from the UK, Ireland, Australia, New Zealand, USA and Pakistan. Of these, seven agencies and 13 brands have been shortlisted with their first entry into the IPA Effectiveness Awards.

Additional information about the IPA Effectiveness Awards 2024 shortlist:

• adam&eveDDB is the most shortlisted agency with four cases, followed by MG OMD (three), VCCP and VML (both two).
• The seven agencies shortlisted with their first entry are: Anything is Possible, december19, Edelman, M&C Saatchi World Services, Medialab, TBWA\NZ and Wonderhood Studios.
• The 13 brands shortlisted with their first entry are: ANZ New Zealand, Boundless, Concierge Car Wash, David Lloyd Clubs, H&M, KhairKhwah, Laithwaites Wine, LNER, Permian Strategic Partnership, Procell, TEMPTATIONS™, Vanguard and Xero.
• In terms of sectors, Food & Confectionery is the best represented, with five shortlisted entries from Cadbury, McCain, McDonald’s, Müller and Yorkshire Tea. This is followed by the Entertainment and Leisure and Financial Services sectors (both three).

All entries into the IPA Effectiveness Awards are analysed by Technical and Industry judging panels of leading strategists and econometricians to evaluate the payback of their marketing activity, and all shortlisted cases will be awarded a prize at the IPA Effectiveness Awards ceremony in October. The final awards and special prizes, including the President’s Prize for Next Generation Brand-Building, are determined by a panel of Client experts, led by Nationwide Chief Customer Officer and Chair of Judges, Catherine Kehoe.

Commenting, Convenor of Judges and Chief Strategy Officer, Ogilvy UK, Jo Arden said:

“This year we had the highest number of entries in three decades, all of which were judged under our exacting standards. The IPA Effectiveness Awards remains the world’s most rigorous Awards scheme, just making the shortlist is a huge achievement. Each of these cases have demonstrated their effectiveness and will provide outstanding learning for the industry.

“Our mission this year has been to break new frontiers by encouraging different perspectives and new learning to enter the Awards, so I’m particularly pleased to see so many first-time brands, agencies and authors on this year’s shortlist including our first ever entry from Pakistan.

“Writing an IPA Effectiveness Awards paper, whether shortlisted or not, is an incredible achievement and continues our tradition of holding ourselves to a higher standard of measurement and effectiveness. All authors should be extremely proud.”

The winners of the IPA Effectiveness Awards 2024 will be announced at a black-tie ceremony at The Peninsula London on Monday 7 October. Key lessons from the Awards, including a deep dive into the Grand Prix winning case, will be presented at the IPA Effectiveness Conference on Wednesday 9 October.

IPA Effectiveness Awards 2024 Shortlist

Global Market:

• H&M by Digitas: The Search for Growth: How H&M transformed their business by going digital native

Regional Market:

• Guinness, Diageo by AMV BBDO: How Guinness supercharged growth in GB and Ireland
• parodontax, Haleon by Grey London: Solving a long-term health problem by getting better at the short term

Not-for-profit Market:

• Boundless, CSMA by Anything is Possible: Time for Fun - How boundless imagination - transformative creativity
• 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 World Services: How a 'well-wisher' transformed family planning in Pakistan
• Permian Strategic Partnership by Edelman: Vaccines for anti-vax land

Single Market:

• ANZ New Zealand by TBWA\NZ: ANZ Bank: From dreaming big to knowing HOW
• BBC by Havas Media Network: How a next-level paid media strategy helped rebuild love & relevance for the BBC
• 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
• 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
• Laithwaites Wine, Direct Wines Limited by adam&eveDDB and Medialab: How we stopped at nothing to deliver a great payback for Laithwaites
• LNER by MG OMD and M&C Saatchi: Progress after the pandemic
• 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
• McDonald’s by Leo Burnett and OMD Group: McDonald's after Covid: Breaking rules and stealing hearts
• 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
• Procell, Duracell by VML: Beware of your Battery charger
• TEMPTATIONS™, Mars Inc. by adam&eveDDB: How the TEMPTATIONS™ brand resisted the seven deadly sins of product launches
• Specsavers by MG OMD and Specsavers Creative: I Don't Go
• 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
• 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 and AML Group: ‘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
• Yorkshire Tea, Bettys and Taylors of Harrogate by Lucky Generals and Goodstuff Communications: Long-term brand building done proper