Empirical Generalizations about Advertising Campaign Success

Les Binet
DDB Matrix

Peter Field
Consultant

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 this information was to read the individual cases studies. However, 2004 saw the launch of a searchable database summarizing key information from all the cases in a consistent form. This database is now updated on a regular basis.