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Art Fund: How A Little Charity Grew Its Revenues And Saved More Art By Thinking Big

Case Study • European Association of Communications Agencies, Gold, 2018

Art Fund, a British charity, used emotional campaigning and its first ever film, to raise its sales performance of the National Art Pass.

UK marketing budgets rise amid weakening growth

News • 17 October 2018

Total marketing budgets rose in the third quarter of 2018, but by the weakest extent in almost three years, the latest data reveals.

LEVEL Travel: Tourism – It's Your World

Case Study • European Association of Communications Agencies, Finalist, 2018

International Airlines Group (IAG), an Anglo-Spanish multinational airline holding company, launched a new low-budget and long-haul airline by targeting young people who are often restricted by the cost of long-haul travel.

Honda taps tech for maximum relevance

News • 17 October 2018

Honda, the automaker, is marrying data with a range of new technology to reach European consumers in ways that are relevant rather than personal.

How Honda UK uses new tech to grab attention and stay relevant

Article • Emily Barley, Event Reports, Festival of Marketing, October 2018

Automaker Honda is marrying data with a range of new technology to reach consumers in ways that are relevant, rather than personal.

Harry's taps the new masculinity

News • 15 October 2018

Harry’s Grooming, the US-based DTC shaving brand, has made inroads into the UK market by addressing issues around British masculinity in the 21st century.

Harry’s Grooming sizes up the British man

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2018

Harry’s Grooming is one of a new breed of DTC brands that have disrupted the men’s grooming category in the US, but its expansion into the UK required a different marketing approach.

Brand marketers can boost commerce performance

News • 11 October 2018

As the work of marketing and sales teams converges, brand marketers are increasingly having to consider how they can enhance performance in commerce.

N Brown gets close to its customers

Article • Matthew Carlton, Event Reports, ad:tech London, September 2018

UK fashion retailer N Brown has pivoted from its catalogue roots to become a predominantly online business, but it makes a point of talking directly to consumers.

Five commerce imperatives for brand marketers

Article • Matthew Carlton, Event Reports, ad:tech London, September 2018

As the work of marketing and sales teams converges, brand marketers are having to consider how they can enhance performance in commerce – Zenith’s global commerce director has some pointers.

Diversifying advertising talent: attracting the brightest minds

Opinion • Fredrik Borestrom, October 2018

Creativity is the cornerstone of advertising, so why does the industry stay neatly within the lines when hiring, asks the IAA UK’s Fredrik Borestrom?...

Planning for attention – how to increase the effectiveness of your ad spend

Article • Matthew Carlton, Event Reports, ad:tech London, September 2018

When it comes to digital advertising, marketers need to think beyond simple viewability metrics and consider attention.

Barclays: Purpose pays

Case Study • Tom Roach, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Barclays, a British multinational investment bank, launched a series of purpose campaigns in the UK to regain brand trust and show how Barclays can make a difference through programmes such as LifeSkills.

Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.

How Purplebricks brought Commisery to the UK's estate agents

Case Study • Matt Wyatt, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Purplebricks, an online estate agent, increased its brand consideration and website traffic by launching a series of TV commercials that showed how an unconventional choice like Purplebricks could save people from 'commisery'.

How Nationwide found its voice and the difference that made

Case Study • Gethin James, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Nationwide, a building society, encouraged people to switch to its bank by creating a campaign that got regular people to tell their own stories, to show that Nationwide can help all of them.

Skittles: Breaking conventions with Pride

Case Study • David Mortimer, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

32Red: How marketing communications fuelled an online casino's hot streak

Case Study • Gerry Murray, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

32Red, a multi-product gambling business, was able to grow its business and achieve its targets by improving the efficacy of its TV and search channels.

Waking the sleep shoppers: A proper effective campaign for Yorkshire Tea

Case Study • Loz Horner, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Yorkshire Tea, a brand of black tea, increased its sales in a sharply declining category by engaging UK consumers with its brand values in a humorous way.

IAG Cargo FWD.Rewards: Building strength in numbers

Case Study • Adam Blaynee and Jacob Lovewell, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

IAG Cargo, the cargo-handling division of International Airlines Group, launched a global customer loyalty programme to grow the value of its small to medium-sized clients.

How Wonderbly's data driven and personalised marketing strategy had a direct impact on sales

Case Study • Christian Van Oostrum, Harry Davison, Ian Edwards and Ryan Harris, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Wonderbly, a publisher of personalised children's books, used media spend to drive 73% of global sales with this being particularly effective across the gifting period.

A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'

Case Study • Tom Roach, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Weetabix, a cereal brand, increased its sales and growth in its category by launching a TVC that reinforced an old, unused, but still powerful brand asset.

How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel 'Worth it'

Case Study • Emily Ellis, David Frymann and Vasileios Kourakis, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.

How Lidl grew a lot

Case Study • Justin Clouder, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

Lidl, a value supermarket, showed that increased advertising spending correlates with an increase in sales via its four-year UK #LidlSurprises campaign.

St John Ambulance: Teaching an audience too afraid to learn

Case Study • Flo Robertson and Lilli English, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

St John's Ambulance, a charity that provides first aid education, delivered important information to its UK audience in a lighthearted way, which led to 56 babies receiving vital first aid.

How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Marketing budgets: Four ways to do more with less

Article • Ruth Saunders, WARC Best Practice, November 2017

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.
New lessons from Binet and Field - Media in Focus: Marketing effectiveness in the digital era

Article • Sam Peña-Taylor, Event Reports, IPA Effectiveness Week, October 2017

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.
How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.
The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

Case Study • Les Binet, Institute of Practitioners in Advertising, Grand Prix and Gold, IPA Effectiveness Awards, 2016

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
Marketing in the Digital Age: Binet and Field on how media choices impact effectiveness

Article • Joseph Clift, Event Reports, Eff Week, November 2016

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.