IPA publishes Advertising Works 25

The definitive guide to effective advertising.

Advertising Works 25 combines insight and analysis from industry experts with breakdowns of IPA Effectiveness Award winning campaigns from organisations as diverse as Tesco, Audi and NHS England to form the definitive guide to effective advertising.

The publication contains full versions of the five Gold-winning case studies from the 2020 IPA Effectiveness Awards - the world’s most prestigious and rigorously judged effectiveness competition - and summaries of a further 20 case studies that received Silver and Bronze Awards from a variety of different industries and markets.

All winning campaigns quantify the financial payback from their marketing communications as well as describing the strategy and implementation used to generate these results.

The book, which was edited by Convenor of Judges Sue Unerman, also includes essays building on the main themes from the IPA Effectiveness Awards judging, providing an unrivalled source of evidence and inspiration about effective advertising.

 These themes include:

  • Great lengths: All that is good about having a long-term strategy by Jo Arden, CSO, Publicis Poke
  • Closing the board-brand rift: How company culture and leadership drive effectiveness by Heather Alderson, Global Planning Partner, adam&eveDDB
  • Measurement and magic: The contribution of technology to creative effectiveness by Kate Waters, Director of Client Strategy and Planning, ITV
  • ‘Eureka!’ moments: How uncovering true insights drives effectiveness by Melpo Gkofa, Strategic Consultant
  • Diversifying the discourse of advertising effectiveness: Proving the effectiveness of not-for-profit communications by Harjot Singh, CSO EMEA & UK, McCann Worldgroup
  • (Re)discovering the challenger spirit by Susan Poole, Strategic Consultant
  • Time to take a fresh look at PR by Helen Weavers, Strategic Consultant, Real World Planning

Says Sue Unerman, Convenor of Judges and Chief Transformation Officer, MediaCom: "The IPA Effectiveness Awards are more important than ever. We’re in a recession. We need evidence of the contribution that advertising makes to business. There is a global pandemic. We need longer term perspective to ensure that we survive.

The 2020 Awards are inspirational and provide valuable learning for us all. They show that effectiveness can and should be cemented into the culture of business and prove that any business that fails to put effectiveness at its heart and through every muscle and sinew is short-changing its clients, its shareholders, its customers, and its own future.

Buy your copy of Advertising Works 25


A full selection of case studies from the IPA Effectiveness Awards 2020 can be found via warc.com or ipa.co.uk/effectiveness. The 2020 IPA Effectiveness Awards are sponsored by Facebook, Google, Marsh, Newsworks, System 1, Thinkbox and Warc.

Last updated 21 January 2022