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72 campaigns entered into 2016 IPA Effectiveness Awards

Cancer Research, Guinness, John Lewis and Lidl are just some of the seventy-two entries that have been received for the 2016 IPA Effectiveness Awards. The Awards are widely considered to be the most rigorous effectiveness competition in the world with entrants having to prove beyond reasonable doubt that their marketing communications campaign paid back.


Entries span a variety of sectors from charities to FMCGs, travel to Government and were received from across the globe including Australia, Denmark, Germany, New Zealand, United States, Philippines, Romania and the UK. This year also see fifty-four single entries and eighteen joint entries, which are entries featuring more than one party.

Says Bridget Angear, Joint Chief Strategy Officer, AMV BBDO, 2016 Convenor of Judges, IPA Effectiveness Awards, “The judging is now underway for the 2016 IPA Effectiveness Awards and excellent reading they are proving to be. This year, as always, there is a stellar line up of cases, the learning from which is sure to further enrich the IPA database. I’m especially excited to look at the contenders for the newly introduced President’s Prize which will highlight the campaigns that are not only commercially successful but demonstrate a positive change for society.”

Says Kathryn Patten, Head of Awards and Events, IPA: “Writing a submission into the IPA Effectiveness Awards – renowned for their rigour and detail required – is no mean feat. Entrants spend up to six months gathering their data and creating a compelling 4-4,500-word case that proves the link between their communications activity and an increase in financial value created for the client organisation. It is therefore great to see so many entries this year from agencies and clients who are dedicated to effectiveness."

The 72 entries are:

  • 5 Gum, Wrigley – Mars by Energy BBDO - 5 Gum Truth or Dare Challenge
  • Adoption, Department for Education by Kindred - Start your adoption story
  • Age UK in partnership with John Lewis by Manning Gottlieb OMD and adam&eveDDB - No One Should Have No One At Christmas
  • Allianz, Allianz Deutschland by Ogilvy Germany - Allianz Retro Campaign
  • Art Fund by 101 - The art of framing
  • AYGO, Toyota by Saatchi and Saatchi and Zenithoptimedia - Go Fun Yourself. How Bold Advertising Achieved More for Toyota Than We Ever Forecast
  • Barclays, Barclays PLC by Bartle Bogle Hegarty - Purpose Pays: Advertising's role in Barclays journey to becoming a purpose-driven bank.
  • by UncleGrey and Grey London - Selling sofas in a financial meltdown
  • Butlins by MEC - Butlins: how taking a guest-first approach rebuilt a national treasure
  • Cancer Research UK by AMVBBDO - The answer is plain
  • Coors Light, Molson Coors, Zenithoptimedia and VCCP - Van Damme good results: how Jean Claude transformed the fortunes of Coors Light
  • Costa, Whitbread by Karmarama - Creating a nation of coffee lovers
  • Currys PC World, Dixons by AMVBBDO - We start with you
  • Direct Line, Direct Line Group by Direct Line Group - Direct Line: We Solve Problems
  • Domino's, Domino's Pizza Group by Arena Media and Iris - Domino's UK - A Journey to Greatness: From Promotion to Participation
  • Dove, Unilever by Ogilvy - Beautifully Effective: How Dove turned cultural resonance into ROI
  • Eurotunnel Le Shuttle by OMD UK - Eurotunnel Le Shuttle: Engineering Success
  • Extra Gum, Wrigley – Mars by Energy BBDO - Give Extra, Get Extra
  • first direct by J. Walter Thompson and Mindshare - Made for Millennials
  • Foxtel by Clemenger BBDO and MediaCom Sydney - Brace Yourself for Foxtel's Most Epically Successful Campaign Ever
  • Guinness, Diageo by AMVBBDO -  An Effectiveness Story Made Of More
  • Help to Buy, HM Government by Ogilvy - Nudging aspiring homeowners to realise that Help to Buy was here to help
  • Honda Odyssey, Honda Australia by Leo Burnett Melbourne - Honda Odyssey: Be Our Best Critic
  • John Lewis by adam&eveDDB and Manning Gottlieb OMD - The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015
  • John Lewis Insurance, adam&eveDDB and Manning Gottlieb OMD - The Power of True Brand Extension Marketing
  • Kenco, JDE International by J. Walter Thompson - Coffee Vs Gangs: How A Strong Brand Purpose Changed Lives In Honduras And Changed Fortunes For Kenco
  • Lidl UK by TBWALondon - How Lidl found itself atop the Grocer's Christmas Tree
  • L'Oreal Paris Age Perfect, L'Oreal Paris by McCann London - The Perfect Age
  • M&S Food, Marks and Spencer by RKCR/Y&R - M&S Food: Adventures in Growth
  • Macmillan Cancer Support by VCCP - Macmillian Cancer Support: masking sure no one faces cancer along, today or tomorrow
  • MasterCard by McCann London - 44 Days Of Crazy: MasterCard Turns The World Oval for RWC2016
  • Mattessons, Kerry Foods by Saatchi and Saatchi - The Mattesson'aissance
  • McVitie's, Untied Biscuits by Grey London - McVitie's: Waking the sleeping giant
  • Narellan Pools by AFFINITY - Diving into Data for Narellan Pools Makes a Big Splash
  • National Lottery, Camelot by AMVBBDO - Creating a richer nation
  • NICEIC & ELECSA, Certsure by Rees Bradley Hepburn - The power behind electrical safety
  • Octasa, Tillotts Pharma UK by MJL Limited and Tillotts Pharma UK - Octasa
  • Officeworks by AJF Partnership and Initiative - How Officeworks realised its own big idea
  • OVO, OVO Energy by Fabula - Feel Loved Again
  • P&O Cruises, Carnival by the7stars, Founded and 360i - How P&O Cruises turned price demand into brand demand in order to shore up its future growth
  • Pepsi Max, Pepsico by AMVBBDO - Unbelievable
  • Plusnet by Karmarama and Maxus - The pride of Yorkshire: how Plusnet's adverts transformed its fortunes, against ever-increasing odds
  • Rugby World Cup 2015, England Rugby 2015 by Bartle Bogle Hegarty - Making The Rugby World Cup 2015 Too Big To Miss
  • Sainsbury's by AMVBBDO - Christmas is for sharing
  • Santander by The Engine Group - From “who?” to hero: how Santander became king of the switchers
  • Save The Children, Save The Children, adam&eveDDB - Making embarrassing knitwear into something to be proud of
  • Sensodyne, GSK by Grey London - Solving Problems, Not Selling Benefits
  • Sixt, Sixt Rent-a-car by Grey London - How Sixt challenged car hire culture, and changed its fortunes
  • Slurpee - Slurpee Flavour Fest, 7-Eleven by Leo Burnett Melbourne - Slurpee Xpandinator: Flipping value on its head
  • Slurpee - Slurpee Xandintor, 7-Eleven by Leo Burnett Melbourne - Flavour Fest: How Slurpee started summer early
  • Snickers, Mars Confectionary by AMVBBDO - Thinking Like A Hollywood Blockbuster
  • SPC Packaged Fruits and Vegetables - #MyFamilyCan, SPC Ardmona by Leo Burnett Melbourne - SPC #MyFamilyCan: How a humble can started a nationwide debate
  • SPC Packaged Fruits and Vegetables - #SPCSunday, SPC Ardmona by Leo Burnett Melbourne - #SPCSunday
  • Speeding, New Zealand Transport Agency by Clemenger BBDO Wellington - Mistakes
  • Spies Travels by Robert/Boisen & Likeminded and Spies Travel - Do it for Denmark and Do it for Mom
  • Stoptober, Public Health England by 23red and MEC London - Stoptober: a radical new way to get England to quit smoking
  • Tennent's Lager, Tennent Caledonian Breweries UK by Material - Tennent's At the Heart of T in the Park
  • The Conservative Party by M&C Saatchi - Winning the Benefit of the Doubt
  • The Economist by Proximity London and UM London - Raising Eyebrows and Subscriptions
  • The Guardian & Observer, Guardian Media Group by Bartle Bogle Hegarty - Time for Transformation
  • The Philippines, Philippine Department of Tourism by BBDO Guerrero - It's More Fun In The Philippines: Rebranding A Nation
  • The Royal British Legion by RKCR/Y&R - Fortune Favours the Brave
  • Think, Department for Transport by AMVBBDO - How THINK! Thought Differently
  • Three, CK Hutchison Holdings by Wieden + Kennedy London - Sorry (not sorry) for all the Holiday Spam
  • Travel & Surf, Deutsche Telekom by DDB Group Germany - WI FI dogs
  • TSB by Joint and Manning Gottlieb OMD -  TSB: Being different in a category where people don't believe different is possible
  • UK Government, Cabinet Office by Ogilvy - The Missing Millions - Giving Expats Their Voice
  • Vodafone, Vodafone Romania by McCann Erickson Bucharest and UM Romania - Ghita, The Social Shephard
  • Volkswagen Commercial Vehicles UK by adam&eveDDB - From manufacturer to service partner = How Volkswagen Commercial Vehicles did more, with less
  • Volvo Lifepaint, Volvo Cars UK by Grey London - "Or by": how two little words made Volvo’s safety matter again
  • Vype, Nicoventures by GMT+0, a J. Walter Thompson Company - Vype: Keeping it simple
  • Wall's, Unilever by adam&eveDDB - Getting the long tail wagging again. How Wall's said Goodbye to a serious business challenge.

The judging panel will be headed up by Chairman of Judges Dame Dianne Thompson, DBE, alongside Convenor of Judges Bridget Angear, Joint Chief Strategy Officer, AMV BBDO.

The 2016 Awards are partnered with Campaign, Hall & Partners, IPSOS, Newsworks, OutSmart, Radiocentre, Royal Mail, Thinkbox, Warc, and sponsored by Marsh.

Key dates in the Effectiveness Awards timeline can be found here.

The IPA also runs the Eff Test, a qualification designed to help planners identify and evaluate the planning and effectiveness measurement techniques that are central to understanding how agencies can create effective campaigns for their clients.

Last updated 20/05/2016

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