LONDON: Planners should make use of insights from behavioural economics and econometrics in order to make truly effective campaigns, according to the convenor of judges for the IPA Effectiveness Awards.

Speaking at an event organised by the ad agency trade body to launch Advertising Works 22, a book compiling the winning case studies from the 2014 awards, along with accompanying analysis, which is published by Warc. Warc subscribers can read a full report of Hawtin's presentation here.

In terms of measurement techniques, Behavioural Economics – the "nudge" that can affect behavioural change – was a popular theme across the latest set of IPA cases. 

"One thing that stuck out to us judges is that cases are no longer using Behavioural Economics as a buzzword, but are instead taking a more practical approach – helping real people actually adapt their behaviours," Hawtin said.

Econometrics was also a major technique, being used by around half of the IPA entries. And, while it can be a powerful tool in tracking effectiveness, Hawtin advised that planners think beyond using it only for marketing mix modelling, or as an "explanatory exercise" to connect advertising to sales, but also to "really explore" other dimensions of the campaign, such as social media responses.

Other themes from the last set of IPA Awards noted by Hawtin included an increased role for international marketing, rising use of user-generated content and innovative media strategies from not-for-profit brands.

'Good Call', a campaign for Foster's from adam&eveDDB, won the Grand Prix at the 2014 Awards. Toby Harrison, planning partner at adam&eveDDB, told the story behind the campaign at the event (Warc subscribers can read a full report of his presentation here).

Harrison argued that the campaign was a good example of fixing a problem with a brand and growing the core, rather than an example of voguish product innovation.

The success of this strategy can be seen in one key brand metric, with the number of people seeing Foster's as being of "higher quality than other brands" rising 21% in the campaign period. As a whole, the campaign achieved a ROMI of 32:1.

For Hawtin, the Grand Prix-winning case, and the other IPA papers as compiled in Advertising Works 22, offer significant learnings for planners wishing to put together an effective campaign.

"True creativity isn't always about finding something new," Hawtin told the audience. "It can be about putting existing ideas together in new ways. The case studies in Advertising Works 22 are all great ideas. And they're all effective ideas.

"Having read the book, you might find them bubbling up in a meeting you have six months later. And not only will you look brilliant by mentioning them, you'll have an idea that you can use – and that will work."

Data sourced from Warc