At a time when the need to justify marketing spend is more pressing than ever, an analysis of the winning case studies from the 2020 IPA Effectiveness Awards highlights how marketers can link their work to business success.


  • Both short-and long-term activations can sustain the brand and deliver gains: marketers must think holistically and not position brand marketing against performance but alongside it.
  • Challenger thinking is being adopted by brands of different shapes and sizes. It no longer remains confined to young upstarts.
  • Consistency is key to long-term brand growth, though can be more effective if given a twist. For instance John Lewis finding a new spin on ‘thoughtful gifting’ every Christmas.
  • Robust data to facilitate decision-making, a commitment to brand creativity and an effectiveness culture are vital to closing the board-brand rift.
  • Distinctive assets can work harder for brands at a time when budgets are shrinking.
  • Best practice is relative to factors such as brand size, audience and goals. Smaller brands, for example, can afford to be more experimental as they grow. Considering these components ensures the most effective selection of channels.

Final thought 

“In winning such an accolade [IPA Effectiveness Award], these agencies and clients have demonstrated robust proof of the payback and power of their marketing communications” – Kay Heenan, Marketing Manager, Effectiveness, IPA. 

A complimentary sample report can be downloaded here. The full report, available to WARC subscribers and IPA members, includes full chapter analysis of the themes, data and infographics, case studies and expert industry commentary.

Sourced from WARC