Empirical Generalizations about Advertising Campaign Success

This article summarises the findings in the authors’ book: Marketing in the Era of Accountability (2007), based on their review of 880 IPA Award case history submissions.

Empirical Generalizations about Advertising Campaign Success

Les BinetDDB Matrix

Peter FieldConsultant

METHOD

The U.K.'s IPA Effectiveness Awards is recognized as one of the most rigorous tests of advertising effectiveness in the world. Entrants to the competition must submit detailed evidence proving beyond reasonable doubt to an expert panel that the campaign in question really did work in hard business terms, and that it achieved a good financial return. Since 1980, nearly 1,000 cases have been entered into the competition, creating a valuable body of data about how advertising works.

Until recently, the only way to access...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands