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IPA 2010: Bronze Winners

A full list of Bronze award-winning case studies from the 2010 IPA Effectiveness Awards.

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Case Study

In 2006, Barclays realised its five wealth management businesses were not structured efficiently. The solution: merging them into a single organisation with a single brand; Barclays Wealth.

Case Study

By 2008, even after nineteen years in the UK market, Berocca remained a small brand. This paper shows how communications helped Berocca answer its company’s bold ambition to make it a larger brand.

Case Study

Everest wished to double the size of their business just as the recession hit. With a heritage founded from the 1980s ‘Ted Moult’ adverts, Everest was tainted with outdated perceptions.

Case Study

Despite being available in the UK for many years, high pressure washers remained a relatively underdeveloped category.

Case Study

This campaign inspired the ideal of being a Diamond Bride, as distinct from eyes downcast, dutiful, gold brides.

Case Study

Despite being a leading brand elsewhere, Kodak was a small player in printers, threatened by a downward spiral of poor awareness, sales and distribution.

Case Study

Digital media are usually assessed according to ‘last click wins’ measures, but i-level and Orange felt these ways were inaccurate since most online journeys are comprised of multiple events.

Case Study

Remember A Charity, a consortium established to encourage legacy giving to charity, had an audacious goal – to make leaving charity legacies in wills socially accepted in the UK.

Case Study

With the arrival of the financial crisis in 2008, Barclays were forced to evolve their value-led communications model.

Case Study

Fourteen million people a year suffer from bleeding gums. This paper outlines how from 2008–2009 ‘The Campaign for Healthy Gums’ meant Corsodyl gained the biggest growth from one of GSK’s smallest brands, through hard-hitting advertising which mimicked public service announcements showing the shocking impact of gum disease.

Case Study

MTR, the local subway, is Hong Kong’s most used mode of public transport that is closely tied to the country’s fortunes.

Case Study

In 2005, The Co-operative Food brand was at serious risk of implosion; modern shoppers saw it as little more than a convenience store; and the brand had been suffering three years of sales and share decline.

Case Study

Two years ago Dove won the devotion of a huge group of real women through overturning convention in the beauty category.