IPA Effectiveness Awards

Rewarding campaigns that demonstrate payback on marketing spend

Browse latest case studies

About the Awards

The Institute of Practitioners in Advertising established the IPA Effectiveness Awards competition in 1980. With its tough criteria, it soon became Adland’s most rigorous award scheme.

The latest Awards ceremony was held in November 2016 and all the winning case studies are available to read here on Warc.

Find out more about the IPA

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Grand Prix

John Lewis

The gift that keeps on giving: Christmas ads 2012-15

Brand John Lewis
Agency adam&eveDDB

The department store created Britain’s best-loved Christmas advertising, that became part of the festive buzz.

The new campaigns continued the emotional and product-free storytelling style; but paid more attention to teaser periods.

With significant PR exposure, the campaigns created a cycle of fame and anticipation around the TV spots, all contributing to a profit ROI of 8:1.

Special Awards

Best multi-market

Thinking like a Hollywood blockbuster

Brand Snickers

Best new learning

Raising eyebrows and subscriptions

Brand The Economist
Agency Proximity London

The Economist

Best international

Speeding: Mistakes

Brand New Zealand Transport Agency
Agency Clemenger BBDO Wellington

Best small budget

Diving into big data

Brand Narellan Pools

Best Dedication to Effectiveness /
Commercial effectiveness for Good

Beautifully effective

Brand Dove
Agency Ogilvy & Mather

Best Dedication to Effectiveness

Getting the long tail wagging again

Brand Wall’s
Agency adam&eveDDB


An effectiveness story Made of More

Brand Guinness


We solve problems

Brand Direct Line
Agency Ebiquity

A radical new way to get England to quit smoking

Brand Stoptober
Agencies 23red, MEC London, adam&eveDDB, Sandtable

Making embarrassing knitwear into something to be proud of

Brand Save the Children
Agency adam&eveDDB

Selected Silver

Sorry (not sorry) for all the Holiday Spam

Brand Three
Agency Wieden+Kennedy London

Christmas is for sharing

Brand Sainsbury’s

Showing older women that they are still ‘worth it’

Brand L’Oréal Paris Age Perfect
Agency McCann London

Solving Problems, Not Selling Benefits

Brand Sensodyne
Agency Grey London


Brand Pepsi Max

Fortune Favours the Brave

Brand The Royal British Legion
Agency RKCR/Y&R

Time for Transformation

Brand The Guardian & Observer
Agency BBH London

The Guardian & Observer

Selected Bronze

Van Damme good results

Brand: Coors Light
Agency ZenithOptimedia and VCCP

Coors Light

Giving expats their voice

Brand: UK Government
Agency Ogilvy & Mather London

Do it for Denmark and Do it for Mom

Brand: Spies Travel
Agency Robert/Boisen & Likeminded

Waking the sleeping giant

Brand: McVitie’s
Agency Grey London

Creating a nation of coffee lovers

Brand: Costa
Agency Karmarama