IPA publishes Advertising Works 24: the definitive guide to effective advertising

Advertising Works 24 shows how marketing communications helped organisations as diverse as the British Army, Guinness, Lidl, and The AA translate big ideas into impressive results.

IPA publishes Advertising Works 24: the definitive guide to effective advertising

The book, available to purchase here, contains full versions of the nine Gold-winning case studies from the 2018 IPA Effectiveness Awards - the world’s most prestigious and rigorously judged effectiveness competition - and summaries of a further 29 case studies that received Silver and Bronze Awards.

All winning campaigns quantify the financial payback from their activity as well as describing the strategy and implementation used to generate these results. Cases feature many different industries and markets including the US, China, Australia, Canada, mainland Europe, and the UK. 

The book also includes insights and thinking from industry experts that build on lessons from the case studies. Contributors’ themes include:

  • The commercial power of purpose by Sue Unerman, Chief Transformation Officer, MediaCom
  • Sponsorship that delivers by Paul Edwards, Non-Executive Director
  • The role for robots by Kate Cox, VP, CMO, GoDaddy EMEA
  • Social media’s growing pains by Alex Steer, Chief Product Officer, Wavemaker
  • The value for marketers in going ‘forward to basics’ by Chris Pitt, UK Head of Marketing, HSBC

For anyone wanting to produce effective campaigns or drive their business to greater success, this book provides an unrivalled source of evidence and inspiration.

Says Neil Godber, Convenor of Judges and Head of Planning, J. Walter Thompson: “The 38 winners from the 2018 IPA Effectiveness Awards include excellent examples both of what is regularly working in marketing communications, and of what operates only at the fringes today, as well as instances that combine old and new. Please read and re-read the case studies in this book, and learn from them to propel your own success. Far from win or lose, this is a win and win.”

Full case studies include:

  • Audi UK
  • British Army
  • Direct Line Group
  • DFS
  • Guinness
  • Lidl
  • L’Oréal Paris True Match
  • Suzuki
  • The AA

Other case studies can be found via warc.com or ipa.co.uk/effectiveness and can be searched via a number of different criteria - e.g. by business sector or business challenge. You can also watch more than 30 short brand documentaries from the history of the Awards, which include John Lewis, Mercedes, The Economist, EasyJet and Macmillan Cancer, and more, at ipa.co.uk/effectiveness. These bring the stories to life and have key client and agency interviews, as well as showing the creative work.

Advertising Works 24 can be purchased here.

The 2018 Effectiveness Awards are sponsored by DBS Data, Facebook, Google, Marsh, Newsworks, Radiocentre, System1, Thinkbox and Warc.

Full details about the winning campaigns and additional effectiveness content, including what the judges thought, can be found on the IPA website or WARC.

Last updated 21 January 2022