IPA Effectiveness 2012

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IPA Effectiveness Awards 2012

Rewarding campaigns that demonstrate payback on marketing spend

The cases below have been recognised for providing clear proof of their effectiveness in one of the industry's most rigorous competitions.

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GRAND PRIX

John Lewis

To counteract the challenging retail environment in the UK, John Lewis engaged in highly emotional advertising with a focus on television.

The campaign generated £1074m of incremental sales and £261m of incremental profit in just over two years.



SPECIAL AWARDS

Best Channel Planning:
Digital UK

Digital UK

Best Demonstration of Consumer Participation, Best New Learning: Metropolitan Police

Best International: Snickers

Best Use of Insight:
Cadbury Dairy Milk

Best Dedication to Effectiveness: Waitrose


SELECTED SILVER AWARDS


GOLD AWARDS

Aldi
The Like Brands campaign

Aldi

British Gas
Taking British Gas back to the future

Department For Transport
Drink Drive 70s through to the present

Dove Winning in China

Health Promotion Board Singapore
I QUIT


ADVERTISING WORKS 21

IPA Effectiveness Awards Adworks 2012Including case studies from the 2012 Effectiveness Awards, along with specially commissioned chapters of insight and analysis.


ALL ENTRANTS

Browse all of the 2012 winning and non-winning entrants


Look back at past award-winning papers from 2011 and 2010