IPA Effectiveness Awards 2022
Rewarding campaigns that demonstrate payback on marketing spend
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 October 2022 and all the case studies are available to read here on WARC.
Cadbury Dairy Milk (CDM) championed its historical spirit of generosity through a new brand platform to grow market share and sales in the UK.
OMD UK / Leo Burnett London
McDonald's used brand building to rekindle the trust and love of the public in the UK and drive 15 years of almost continuous growth.
ITV / VegPower
Veg Power partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.
Schmackos reversed a five-year sales decline by reinvigorating a 30-year-old campaign platform of 'Dogs go wacko for Schmackos' in Australia.
SickKids launched its multi-year campaign VS in Canada to raise money to build a new SickKids Hospital.
Kevin versus John – how a humble carrot usurped a national treasure to win the UK’s Christmas ad crown.
UM Manchester / McCann Manchester
Aldi increased sales and reduced the gap between its brand and competitors during the Christmas period by turning a humble vegetable into a brand character, Kevin the Carrot.
Mother London / Mindshare London
KFC introduced a new strategic platform, 'the right way' in the UK which helped tackle PR crises and celebrate the great things about the brand with honest messaging to improve brand perception.
Wieden + Kennedy New York
McDonald's brought a youth audience back to its restaurants and created an engine of growth for the brand with its Famous Orders campaign in the US.
From serving shoppers to serving the nation
Mediacom London / BBH London
Making purpose taste good
Waitrose & Partners
Manning Gottlieb OMD London / adam&eveDDB London
The pleasure dividend
Mother London / craig + bridget
From the Christmas cheeseboard to the summer picnic blanket
Spark Foundry London
Sandy Hook Promise
BBDO New York
The art of instilling confidence
How the many changed the mind of an audience of one
Long Live The Local
Havas Media / Havas London
Purpose pays – the next chapter
The hills are alive with the sound of pizza
The power of us – involving everyone in Census 2021
Manning Gottlieb OMD London / M&C Saatchi
How ‘Make Lamb, Not Walls’ made history for MLA.
Meat & Livestock Australia
The Monkeys Sydney
Enjoying the red moment in China with Chilean cherries
Cherries from Chile
Curated inconsistency – how being inconsistent helped Vodafone Ireland reboot its broadband business
Republic of Ireland
Fuelling the future – how advertising helped fund the re-engineering of Volkswagen
From pushing paper to pulling on heart strings
The True Agency
Taking on taking selfies – how Dove continues to deliver business value through social impact.
How smart media investment delivered transformative change for MSF
Médecins Sans Frontières UK
M.i. Media London
Helping the nation switch off
How togetherness sold tickets in lockdown Britain
Rugby League World Cup 2021
UM Manchester / McCann Manchester
Robbing the bank – turning the nation’s savers into investors
McCann Demand London