Insights from the 2022 IPA Effectiveness Awards

Insights from the 2022 IPA Effectiveness Awards, a biennial case study competition that links marketing effectiveness to business success.
  • Against a backdrop of uncertainty, brands like KFC, Cadbury, McDonald’s and Tesco were able to rediscover their voice and their role in culture, leading to renewed growth.
  • Brand assets are back in vogue, whether it’s in a refresh of brand assets, or continued investment in assets or characters – this approach has been successful for a wide range of brands.
  • Brands are moving from words to action when it comes to marketing for societal impact.
  • Consider new usage occasions to drive relevance and growth beyond established sales periods....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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