The IPA/Gunn Study: A summary of the report

The IPA/Gunn Study of 2010/2011 merged the IPA effectiveness databank with The Gunn Report creative awards databank to explore whether the creativity needed to win major creative awards improved a brand's chances of business success.

The IPA/Gunn Study of 2010/2011 results from merging the IPA effectiveness databank with The Gunn Report creative awards databank. It addresses the question: "Does the creativity needed to win major creative awards improve a brand's chances of busine

Key commercials that spearheaded the campaign 'Bull' and 'Wakeboarder', communicating proprietary Audi technology such as Quattro and Dynamic-Ride control, were prominent Gunn Report winners - among the most awarded car commercials in the world in their respective years (2000 and 2003). Silver Award in 2008 (for campaign of last 8 years) Audi share of prestige car market in UK rose from 23% in 1999 to 33% in 2007. Audi went from being the understated alternative to Mercedes and BMW to the fastest growing brand in the sector, muscling past Mercedes and now chasing BMW for leadership.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands