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 October 2020 and all the winning case studies are available to read here on WARC.

Find out more about the IPA

Read WARC's summary report to uncover insights from the 2020 IPA Effectiveness Awards.

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Grand Prix 2020


From running shops to serving customers: The Tesco turnaround story

Brand Tesco
Agency Bartle Bogle Hegarty / Mediacom
Country United Kingdom

Tesco gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.

The brand reached customers through messages of helpfulness with TV spots highlighting a series of new, customer-focused, in-store initiatives.

By the end of 2019 the brand posted its highest Trust, Quality and Value scores in over nine years whilst generating a profit of £2.29bn.

Gold winners

John Lewis

John Lewis: An amazing decade

Brand John Lewis
Agency Manning Gottlieb OMD / adam&eveDDB London
Country United Kingdom

John Lewis created a series of Christmas ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.


Special Award: Best Multi-Market

Guinness Made of More 2012-2019: Consistency x creativity

Brand Guinness
Country United Kingdom and Ireland

Guinness increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.


Audi: The value of Vorsprung durch Technik over four decades

Special Award: Best Dedication to Effectiveness

Brand Audi
Agency Bartle Bogle Hegarty
Country United Kingdom

Audi created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.


Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Special Award: Best Use of Data & Best New Learning

Brand Diageo
Agency Mother London / Leo Burnett Sydney / Kantar / Hey Human / Anomaly / AMV BBDO / adam&eveDDB London
Country Global

Diageo created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.

Silver winners

Building a big billion dollar tourism brand through 'Little Adventures'

Special Award: Best International

Brand Tourism Central Coast
Agency Affinity
Country Australia

Baileys: From forgotten icon to global treat

Brand Baileys
Agency Mother London / CARAT
Country Global

How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Brand Heinz
Agency Wonderland / Starcom UK / Bartle Bogle Hegarty
Country United Kingdom

SickKids vs. conventional fundraising

Special Award: Best Contribution to Effectiveness through Technology

Brand SickKids Foundation
Agency Cossette Toronto
Country Canada

Gordon's Gin: Legacy brand turned challenger

Brand Gordon's Gin
Agency Kantar / CARAT / Anomaly / 1000heads
Country United Kingdom

Volvo: A defiantly human success story

Brand Volvo
Agency Mindshare / Grey London / Grey Group London
Country United Kingdom

Bronze winners

Lloyds Bank: The power of pure brand

Brand Lloyds Bank
Agency Mediacom London and adam&eveDDB
Country United Kingdom

Cotswold Co.: A leap beyond optimisation

Brand The Cotswold Company
Agency Creature of London
Country United Kingdom

Building a brand fit for the biggest decision of your life: Made in the Royal Navy

Brand Royal Navy
Agency Wavemaker / Engine
Country United Kingdom

Taking Heineken 0.0 to the parts other beers cannot reach

Brand Heineken
Agency Publicis Italy
Country Global

PPI Deadline: Billions to millions

Brand Financial Conduct Authority
Agency Manning Gottlieb OMD / M&C Saatchi
Country United Kingdom

Aldi 2010-2019: How taking an alternative path took Aldi from shame to pride

Brand Aldi
Agency McCann Manchester / Gain Theory
Country United Kingdom

Stirring souls and selling bowls the wagamama way, through the secret power of cinema

Brand wagamama
Agency the7stars / MullenLowe Group
Country United Kingdom

Truth Project: Making the unspeakable speakable

Brand Truth Project
Agency MullenLowe Group / Bray Leino
Country United Kingdom

NHS England: We are the NHS

Brand NHS
Agency MullenLowe Group
Country United Kingdom

Unlocking the value of direct-to-fan for Formula 1

Brand Formula 1
Agency Ogilvy & Mather, Ogilvy
Country Global

KFC: Michelin Impossible – How an Aussie underdog took on the food establishment

Special Award: Best Small Budget

Brand KFC
Agency Ogilvy Australia
Country Australia

Rescuing Tango from a sticky situation

Brand Tango
Agency VCCP
Country United Kingdom