Advertising bible turns 21

The IPA publishes its 21st edition of Advertising Works today (6th February 2013), which shows how marketing communications has helped organisations including John Lewis, Aldi, British Gas and the Metropolitan Police to translate big ideas into impressive results. For anyone wanting to produce effective campaigns or drive their business to greater success, this book provides an unrivalled source of advice and inspiration.

Advertising Works 21 contains full versions of the 24 case studies that won Gold and Silver prizes, as well as summaries of the 11 Bronze awards that were showcased at the recent 2012 IPA Effectiveness Awards; the industry’s most prestigious and rigorously judged competition, and the benchmark for marketing communications best practice.

The campaigns discussed are united by their successful demonstration of achieving a return on marketing investment and driving effectiveness. Each case study details the unique creative, communications and media strategy used to accomplish its objectives.

The book has been edited by Marie Oldham, Chief Strategy Officer, MPG Media Contacts, contains a foreword by Lindsay Clay, Managing Director, Thinkbox; the overall Award’s sponsor, and features insight and analysis from experts across the advertising industry. The themes include discussions on the power of emotion in driving effectiveness, the power of the idea, 21st century measurement tools and the opportunities within TV and digital. These insights complement the invaluable information on brand marketing from the case studies.

Marie Oldham, Convenor of judges for the 2012 IPA Effectiveness Awards says: “The IPA Effectiveness Awards were set up to demonstrate that advertising was not an isolated, unaccountable, sub-set of marketing but could in fact prove how insight, rigorous planning and smart media thinking can pay back to the bottom line. The 2012 shortlisted papers alone have a combined marketing spend of over £1.7bn and proven incremental profit of £6.8bn.”

Lindsey Clay, Managing Director, Thinkbox says: “The most successful businesses advertise. They know that advertising is an investment in market share and growth. So it is essential that there is a body of hard evidence to prove the value of this investment.”

New learning chapters include:

• ‘Tapping into the nation’s dreams: the power of emotion in driving effectiveness’, by Marie Oldham, Chief Strategy Officer, MPG Media Contacts, and 2012 Convenor of Judges.
• ‘The employee works: from audience and message to brand medium, mentor and maker’, by Lorna Hawtin, Disruption Director, TBWA/Manchester, 2012 Deputy Convenor of Judges
• ‘TV and digital: are we there yet? Or do we even have a map?’, by Phil Danter, Consultant
• ‘From clicks to yardsticks: how digital media can help measure creative effectiveness’, by Simeon Duckworth, Global Head of Analytics, Mindshare.
• ‘Econometrics: an able servant but never the master’, by Louise Cook, Consultant, Holmes & Cook.
• ‘Creativity and effectiveness: never lose sight of the power of the idea’, by Bridget Angear, Joint Chief Strategic Officer, Abbott Mead Vickers BBDO

For the first time each chapter includes a response from: Future Foundation’s Melanie Howard, Burger King’s Jo Blundell, Weiden+Kennedy’s Martin Weigel, Consultant Nick Southgate and Camelot’s Richard Bateson.

Case studies featured include:
British Gas
Cadbury Dairy Milk India
Department for Transport
Digital UK
Health Promotion Board Singapore
John Lewis
Metropolitan Police Service
Virgin Atlantic

Advertising Works 21 costs £125 plus VAT (members receive a 15% discount). Online versions of over 1,200 individual case studies from the Awards scheme’s 32 year history are also available from the IPA website or from WARC, the official publishers of the IPA Effectiveness Awards cases Searches can be conducted across twenty categories including business objectives, market status and communications strategy through the Effectiveness Awards Search Engine (EASE) at:

For further information about the IPA Effectiveness Awards and to watch brand films, please visit
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