Effectiveness Learnings

The IPA is dedicated to effectiveness - so that you can be. This page lists our publications, events and qualifications designed to improve knowledge about effectiveness in key areas.


Creativity and Effectiveness

IPA Effectiveness Masterclass series


General Effectiveness

Long and Short-Term Effects


Behavioural Economics


Creativity and Effectiveness:

Publication: Selling Creativity Short (June 2016)

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The dual impacts of short-termism in marketing and lower investment behind creativity have halved the success of creativity over a period of just four years. 
Read Peter Field's latest investigation into the IPA's databank of Effectiveness Award case studies and The Gunn Report creative awards dataset.
Download PDF

Publication: The Link Between Creativity and Effectiveness: (June 2011)

This report expands a previous analysis correlating the performance of specific campaigns in The Gunn Report, the industry ranking of creative awards winners, and the business results of those campaigns according to the IPA Databank. It analyses 435 IPA case studies over 16 years to demonstrate the link between praised creative work and effectiveness. Members: £10 + VAT /Non-members: £25+VAT.
Download PDF or Download tablet version

Publication: The Link Between Creativity and Effectiveness (July 2010)

This research analyses the correlation between a campaign's performance in The Gunn Report's annual ranking of creatively awarded work and its business performance in the IPA Effectiveness Awards. The research shows creatively-awarded campaigns are on average 11 times more efficient than those that did not win creative prizes. Members: £10+VAT / Non-members: £25+VAT.
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Publication:Judging Creative Ideas (Feb 2007)

This best practice guide, produced jointly with industry bodies such as ISBA, MCCA and the PRCA, is designed to help marketing professionals assess creative ideas. It explains how to know when you have a good idea on your hands, how you can help turn a good idea into a great one and at what point in the process do you need to be most involved, or to back off. FREE.
Download PDF

IPA Effectiveness Masterclass series

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The IPA Effectiveness Masterclass Series offers you the opportunity to learn from the world’s most rigorous effectiveness competition by exploring the principal themes illustrated by 2014 IPA Effectiveness Award-winning cases from the likes of Specsavers (pictured left), Foster's, easyJet, Dacia, first direct and others. Top industry experts will provide insights and analysis via panel discussions and Q&As, whilst short films created with our partner, Thinkbox, will tell the stories behind some key winning cases.

Read more about the series events here.

Available: Stories worth telling, Lorna Hawtin - Warc Webinar presentation and video 

Available: Advertising Works 22 Launch - Lorna's presentation, Toby's presentation and full event video

Available: Staging a comeback, Bridget Angear - Warc Webinar presentation and video.

Available: Brand Fame Masterclass - presentation and videos

Available: Behaviourial Economics in Action Webinar video and presentation

Available: In With The New - presentation and video

Available: Effective Content for Brands - Presentation and video

Available: Mulit-market success - Presentation and videos


Publication: Integrated, Not Isolated: How to improve customer insight by embracing social media data (Sept 2016)

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Social performs a key role in providing deep customer insights for brands in real time and at scale, but in order for it to be effective it must be fully integrated into the business operation. This cross-industry guide puts the spotlight on social insight, with chapters including social platforms and trends; sentiment analysis, bias and ethics; to how to integrate social with the insight function, within the organisation and with the overarching business needs. These learnings are brought to life with case studies from Sport England, MasterCard, Janssen and GE Healthcare.

PDF: Members £30 / Non-members £60 (plus VAT)

Buy now

Publication: The Short and Expert Guides to Measuring not Counting (Feb 2015)


These guides address the challenges associated with validating social media campaigns. They highlight the need for social media planning and evaluation to operate in tandem with other traditional channels to accurately gauge its reach, rather than adopting a siloed approach. The short guide is designed to give all general advertising practitioners a grounding in social media measurement best practice. If you are a social media or digital specialist, please see The Expert Guide to Measuring Not Counting, which covers measurement and evaluation techniques in greater detail. The short guide is priced at £25 + VAT for members/£50 + VAT non-members and the expert guide is priced at £30 + VAT for members /£60 + VAT for non-members. 

Buy short guide now.
Buy expert guide now.

IPASocialWorks Cases (Mar 2014 - Ongoing)

The IPA, The Marketing Society and the Market Research Society (MRS) have launched a joint initiative, #IPASocialWorks, to identify good practice in social media effectiveness and measurement.This is an opportunity for you to be recognised as a social media expert by submitting a case study for publication, contributing to a subject guide and/or taking part in industry events to discuss the programme's outputs.
Find out more.

General Effectiveness

Webinar: International Learnings from the 2016 IPA Effectiveness Awards (Nov 2016)

What lessons can we learn about effectiveness from outside the UK? Annotated slides and link to the recording from the webinar on international winning cases in the 2016 IPA Effectiveness Awards

Download PDF 

Publication: Advertising Works 22 (March 2015)


Advertising Works 22, edited by Convenor of Judges Lorna Hawtin, showcases nine gold-winning 2014 IPA Effectiveness Awards papers in full, including Foster’s, British Heart Foundation, Mercedes-Benz and Specsavers, along with summaries of the 25 case studies that won silver and bronze. The book also includes new thought-provoking essays from judges and industry experts, examining effectiveness learnings and issues raised by the 2014 Awards.

Order your copy here.

Publication: How to evaluate the effectiveness of communications plans (Sept 2014) 

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This free-to-members, best practice guide is designed to help all sectors of the industry understand the multiple challenges of evaluating the effectiveness of their communications plans. Written by leading industry experts, the guide details how best to build a robust evaluation process within the marketing mix, outlines the pros and cons of the growing number of evaluation approaches, tools and practices, and how to calculate campaign effectiveness. Members: Free /Non-members: £50.
Download now.

Publication: Effective marketing strategies for automotive brands (April 2014) 

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This report by serial IPA Effectiveness Award winner Andy Nairn, a founding partner of the agency, Lucky Generals, identifies insights and trends from more than 50 award-winning cases of automotive marketing, analysing the way communications was used to tackle business challenges. It also includes predictions for the future of the sector's marketing.
Download now.

Qualification: Eff Test (Ongoing)


This 30 hour online learning programme covers measures of evaluation and effectiveness practices and is suited to everyone within the agency. Practical questions and latest thinking will both be examined. It is suited to planners with at least three years of experience from any type of agency. Eff Test Exams are sheduled for 26 March, 25 June and 24 September. For a flavour of the material, watch the videos of experts Peter Field and Les Binet discussnig challenges in proving effectiveness or check out the exam calendar
Find out more information on the qualification.

Publication: Adworks chapter - The power of emotion in driving effectiveness (Nov 2013) 

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In this free essay, taken from the Advertising Works 21 book of 2012 Award-winning case studies, Marie Oldham, the 2012 Convenor of Effectiveness Awards Judges, presents evidence that campaigns that make emotional appeals to basic human values and needstates such as belonging, conviviality and recognition, are likely to be successful and enduring.
Read essay.

Eff Event: Building affection in low interest categories (ClOSED - Nov 2013)


Watch a new video case study of how a rebranding and new communications strategy helped turn round the struggling insurer, LV. After the film, agency executives who have worked on LV, BT and British Gas will debate how to build affection in low interest categories such as finance and utilities.
Watch video

Eff Event: Eff Fest (Oct  2013 - CLOSED)

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Hear leading creative thinkers from a range of industries discuss how creativity can improve effectiveness both inside and outside the brand's organisation. This one-day event will feature new learning on how to apply social psychology, neuroscience and social media. Speakers including Mary Portas (Portas), Mark Earls (Herdmeister), Phil Barden (Decode), Stephen Maher (MBA) and Nick Southgate (Consultant).
Read a summary of this event.

Best Practice - Marketing Food and drink (Sept 2013)


In this in-depth report, Andy Nairn - the serial IPA Effectiveness Award winner and founding partner of the Lucky Generals agency - analyses the challenges facing food and drink brands and shows how marketers have used a variety of strategies to keep growing brands in mature markets.
Download report now.

Eff Event: Celebrity in Advertising (Sept 2013 - CLOSED)


How can brands use celebrities to increase the effectiveness of their communications? This event features a new film about the successful celebrity-led strategy of Walkers and an expert panel will discuss the experiences of other companies including Danone and Morrisons that have used star power to help them deliver their marketing goals.
Watch the film.

Eff Event: Launch of Yorkshire Tea film (July 2013)

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This event, one of a series hosted by the IPA,featured the first showing of a short film about a campaign which increased social media buzz and sales by encouraging consumers to follow the itinerary of a branded minibus touring the US with cups of tea for ex-pats.
Watch the film

Publication: Advertising Works 21 (Dec 2012)


This book showcases 24 Effectiveness Award winning papers from John Lewis, Aldi, Virgin Atlantic, Walkers and others. Edited by Convenor of Judges Marie Oldham, it includes essays on the power of emotion, latest measurement tools and the impact of participation. Members receive a 15% discount on the book.
Purchase book  or find out about other books in the Advertising Works series.

Publication: New Models of Marketing Effectiveness (Sept 2012)


The third publication in the IPA Datamine series is a practical guide to integration today, analysing the methods of organising marketing communications and exploring the strengths and weaknesses of each approach. The authors are Kate Cox, John Crowther, Denise Turner and Tracy Hubbard; the companies involved were i to i research, MPG Media Contacts and Publicis.
Download PDF or buy the hard copy version from our partner,Warc.

Publication: How Share of Voice Wins Market Share  (June 2009)

This study by the IPA and Nielsen Analytic Consulting provides marketers and agencies with robust data on which to base their budget-setting. The analysis shows that an average campaign for an average brand can be expected to deliver market share growth of 0.5 of a percentage point for every 10 points of excess share of voice (ESOV) invested in. Members: £10+VAT / Non-Members: £25+VAT.
Download PDF

Publication: Price promotion during the dowturn (June 2009)

Price promotion during the downturn: shrewd or crude?, reveals that brand owners are giving in to retailer pressure by increasing their in-store promotions, despite evidence that it makes no commercial sense and can in fact cause long-term damage to the brand.  Members: £10+VAT / Non-members: £25+VAT.
Download PDF

Publication: Advertising in a Downturn (March 2008)

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This report is the result of an IPA seminar held with leading consultants from Millward Brown; a leading UK provider of brand and consumer data, Data2Decisions; an econometric modelling consultancy, Malik PIMS (Profit Impact of Market Strategy) an econometrics consultancy, and the authors of IPA Datamine a quantitative analysis of 880 cases from the IPA Effectiveness Awards Databank. FREE.
Download PDF

Publication: Marketing in the Era of Accountability (June 2007)

This landmark report - the second in the IPA's Datamine series - identifies the marketing practices and metrics that truly increase profitability. In this most comprehensive analysis authors Les Binet, European Director, DDB Matrix, and Peter Field, Marketing Consultant, have drawn key quantitative findings from 880 effectiveness case studies taken from the IPA Databank. Price: £75 print version; £65 for PDF only.
Purchase report directly from our publishing partner, Warc.

Publication: Driving Top Line Growth (Nov 2005)

This first report in the IPA Datamine series based on analysis of Effectiveness Awards cases is a review by Millward Brown's Dominic Twose of the brands that have achieved growth. It explores whether there are common patterns to their achievements and evaluates what lessons can be learned to achieve topline growth. Members: £60+VAT / Non-members: £70+VAT.
Download PDF

Long and Short Term Effects

Publication: The Long and the Short of It (May 2013)

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Written by effectiveness experts, Peter Field and Les Binet, this report explores the tension between long and short-term brand strategies. The authors analyse how Effectiveness Awards case results have developed over time and explore the trend to over-use short-term online metrics. They provide evidence-based recommendations on advertising investment. Hard copy: Members £25 / Non-Members £50. PDF: Members £25+VAT / Non-Members £50+VAT.
Download PDF or buy Hard copy

Publication: Pricing for the Upturn: How can brands fight back? (Feb 2010)

In this report, experts from Taylor Nelson Sofres (TNS), the Institute of Sales Promotion (ISP), the British Brands Group and Nick Southgate, the IPA;s Behavioural Economics Consultant, reveal how price promotions can undermine brand strength and brand loyalty, while allowing retailers to win valuable market share at the expense of manufacturers and suppliers of fresh produce. Members: £10 members + VAT; Non-members: £25 + VAT.
Download PDF

Publication: Price Promotion during the the Downturn: Shrewd or Crude? (June 2009)

This report, available in PDF format, examines the trend for brand owners to increase spend on in-store promotions during tough economic times.It presents evidence that this appraoch makes no commercial sense and can in fact cause long-term damage to the brand. Members: £10 + VAT; non-members £25 + VAT.
Download PDF


Publication: The Big Opportunity (June  2013)

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This report discusses Big Data specifically in the context of audience measurement. How can the industry make the best use of this data? What are the implications for advertisers, agencies, media owners and the industry currencies? FREE.
Download PDF

Measuring Marketing Payback (June  2008)

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Increasingly, marketing personnel are being asked to measure the effects of marketing and to demonstrate how it adds value. This best practice guide, produced in conjunction with ISBA,the advertisers' body, is aimed at anyone who wants to measure marketing payback in financial terms. It offers practical tips on measuring the effectiveness of activity and how to calculate the contribution to shareholder value. FREE.
Download PDF

Publication: Evaluation Best Practice Guide (Aug 2007)

This guide has been compiled using cross-industry research into how clients and agencies evaluate marketing communications. It outlines three key methods used for evaluation: time series analysis, regional analysis and competitive analysis. The guide offers tips and insights from leaders in evaluation from different communication disciplines and clients and discusses ways to evaluation measures other than short-term sales. FREE.
Download PDF

Behavioural Economics

Publication: Behavioural Economics (Jan 2014)

This publication is the latest in a series of publications the IPA has produced around the topic of Behavioural Economics and its potential application to the advertising industry. In this important update, Nick Southgate and Rory Sutherland explain the seven principles of behavioural economics. They outline the five most successful strategies being used by agencies today, evidenced in recent IPA Effectiveness case studies, and they also address some common misconceptions, including the notion that consumers are irrational. Members: Free / Non-members: £25.00 (plus VAT)
Download PDF

'Behaviorial Economics in Action' Webinar Video and presentation from June 2015.

Publication: Behavioural Economics (March 2011)

"Let’s get practical" is a compilation of IPA member learning about the application of Behavioural Economics principles to the real world of client briefs, problem solving, campaign planning and execution. The publication contains nine live case examples from member agencies and practical guidance on running a Behavioural Economics workshop. Free to members/Non-members: £25 + VAT.
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Publication: We're all Choice Architects Now: Second Edition (June 2010)

This second edition report explains the use of choice architecture in behavioural economics thinking including key principles such as "relative choices" and "all effort counts". It also explores issues around biases and features practical examples. Free to IPA members/Non-members: £25 + VAT.
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Last updated 29/11/2016

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