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IPA Effectiveness Masterclass Series 2015

Are you facing challenges such as how to turn round an ailing brand, how to market internationally, or how to increase your brand’s fame? Or do you just want to stay on top of the most effective marketing communications cases and understand how they created proven value for clients?

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.

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. The series will provide you with the inspiration and tangible learning to create more effective communications and achieve greater business success.

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All Events:

Warc Webinar Series, Stories Worth Telling, 18th February 3pm. (Closed)

Now in its 35th year, the IPA Effectiveness Awards are the world’s most rigorous competition for proving the payback on marketing communications. Lorna Hawtin, the 2014 Convenor of Judges, will explore some of the key insights and trends from the 2014 winning cases through the lens of the storyteller. This will include comeback Kings - brands which have revived their fortunes through clever insight and creative marketing communication; Pied Pipers - shifting behavioural patterns by leading the way; Trojan Horses - carving out new opportunities for brands; and the Rebel's Return - how to revive the fortunes of brands that were once category re-inventors. Drawing on case examples including easyJet, BHF, London 2012, first direct, Dacia, Foster’s and Mercedes-Benz.

Available: Video and presentation from the webinar.

Warc Measuring Advertising Performance 2015  -  23rd February, London. (Closed)

Join us for this afternoon briefing followed by networking drinks. Speakers include Liam Corcoran (Research Now), Colin Strong (GfK NOP), Matthew Stockbridge (Mondelez) and David Tiltman (Warc) covering topics including in-campaign optimisation and live testing, the role of psychology in choosing advertising metrics, a ranking of the world's smartest marketing campaigns and the story behind Dacia’s IPA Effectiveness Award-winning campaign with Ian McDonald (Publicis) and Ed Preston (Renault).

Available: Write up and summary of the presentation.

Advertising Works 22 launch, 9th March, London - (Closed)

On 9th March we launched 'Advertising Works 22' alongside the premiere of a short film by Thinkbox about the Grand Prix-winning Foster's campaign. The IPA is delighted to announce the publication of the 22nd edition in the Advertising Works series, featuring the Gold award-winning papers alongside abridged versions of silver and bronze winning cases from the 2014 IPA Effectiveness Awards, as well as eight new learning chapters from experts across the advertising industry.

This will also be the first chance to get your hands on the book which includes case studies as diverse as Specsavers, Pancreatic Cancer Action, Dacia and Olympic Delivery Authority.

Available: Lorna's Presentation, Toby's Presentation and full event film

Warc Webinar Series, Staging a comeback - (Closed) 

As she embarks on her role as Convenor of Judges for the 2016 Awards, Bridget Angear, joint chief strategy officer of AMV BBDO, reflects on a prevailing theme from the 2014 entries: comebacks. Taking inspiration from the likes of Elvis Presley and his famous ‘1968 comeback special’, she will look at a series of brands that were in a position of relative strength, albeit coasting along, but took the conscious and brave decision to transform themselves.

Click here to download the presentation and watch the video.

Brand Fame , 11th May, IPA, 44 Belgrave Square, London. - (Closed)

Learnings will be drawn from a panel of authors and address fame-led campaigns which have entered into popular culture such as ‘Should’ve gone to Specsavers’ and 'Christmas in a day’ from Sainsbury’s. The IPA will explore the different forms fame can take, how and when to plan for a fame strategy, and how to make the best of it when it happens.
Chair: Chris Hirst, Chairman, IPA Value of Creativity Group
Cat Wiles, Board Account Planner, AMV BBDO for Sainsbury's
Matthew Gladstone, Planning Partner, Grey London for British Heart Foundation
Matthew Philip, Strategy Director, Manning Gottlieb OMD for Specsavers
Jenny Howard, Director of Strategy, Sunshine
Click here to download the presentation and watch the videos

Warc Webinar Series, Behavioural Economics in Action, 8th June 3pm. (Closed)

In this IPA Warc Webinar: "Behavioural Economics in Action - the IPA's Behavioural Economics Agenda Five Years On", Rory Sutherland and Nick Southgate will discuss the experience and successes of the IPA's Behavioural Economics Agenda. Drawing on the most recent IPA publication, "Behavioural Economics In Action"Case studies will include the British Heart FoundationAldiDacia,Everest Windows, the Teacher Development Agencythetrainline.com and more.

Available: Video and presentation from the webinar.

In With The New, 30th June, IPA, 44 Belgrave Square, London (Closed)

The decisions consumers are required to make when assessing an innovative offering are not simply about whether or not to adopt it.  Frequently, consumers are also being asked to change their habits by learning new behaviours or discontinuing an established pattern of behaviour. 

Join our discussion featuring IPA Effectiveness Award-winning cases involving Dacia, Karcher, McCain Ready Baked Jackets and Sensodyne Pronamel.  We will also premiere a special IPA Thinkbox brand film offering additional analysis of these exemplary cases.

Click here to watch the video and download the presentation.

Effective content for brands, 20th July, IPA, 44 Belgrave Square, London (Closed)

Content marketing strategy is one of the hottest topics in marketing today. With low-cost organic reach under intensifying pressure from advertising-focused social networking sites, and the cost of paid reach spiralling upwards, knowing how to unlock content excellence for your clients is crucial.

Draw from the experiences of some of the leading authors behind content-led IPA Effectiveness Award winning campaigns from 2014 such as Mercedes, Aldi 'Swap & Save and MILO 'Twisted Football'.

Click here to watch the videos and download the presentation

Multi-Market Effectiveness, 14th Sept, IPA, 44 Belgrave Square, London. (Closed)

Is it possible to reap the economies of scale that global brand standardisation can bring whilst maintaining optimum resonance and relevance at local level? What can we learn from those who know how to do this?

As we seek to identify communications platforms that will inform all creative executions, landing on a ‘big idea’ that can stretch channels, markets and societies – and be effectively measured –  is a consistent challenge. Join us to hear from experts who will unpack learnings from IPA Effectiveness Award-winning case studies.

Available: videos and presentation

Last updated 12/01/2016

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