In association with the IPA, WARC has released an insights report examining current effective marketing trends following an analysis of the winning case studies from the 2020 IPA Effectiveness Awards, our international, biennial competition that rewards campaigns that link marketing effectiveness to business success.
Kay Heenan, Marketing Manager, Effectiveness, IPA, commented: "In these tough times, justifying marketing spend to the boardroom is more vital than ever. Which is where the Effectiveness Awards play a vital role – in winning such an accolade, these agencies and clients have demonstrated robust proof of the payback and power of their marketing communications.
We are therefore delighted to team up with WARC to showcase the lessons from the 2020 winning case studies to elevate industry learning and fuel future effectiveness.
Chiara Manco, Commissioning Editor, Case Studies, WARC, says: "We’ve analysed the metadata of the winning entries to establish themes and trends to help advertisers, agencies and media owners have a more in-depth understanding of what typifies effective advertising.
"Included in the report are many winning cases studies showcasing short- and long-term activations that build a brand or deliver short-term goals, both of which will help marketers rise to current challenges."
The full report, available to WARC subscribers and IPA members, includes full chapter analysis of the themes, data and infographics, case studies and expert industry commentary.Download WARC's Insights from the 2020 IPA Effectiveness Awards