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 2018 and all the winning case studies are available to read here on WARC.

Find out more about the IPA

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Summary report

2018 IPA Effectiveness Awards: Insights from the winning campaigns

Read WARC's summary report to uncover lessons from the 2018 IPA Effectiveness Awards.

Grand Prix


Beauty and brains: How we supercharged the Audi premium 2015-2018

Brand Audi
Agency Bartle Bogle Hegarty
Country United Kingdom

Audi overtook BMW in the UK by launching the beautiful cars campaign to demonstrate how the beauty and intelligence of its cars overpowered speed.

Audi introduced a series of TVCs, emails and social which showed that speed isn't everything and portrayed the benefits of the 'brains' of Audi cars.

Audi overtook BMW to become the number one on associations with intelligent technology.



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

Special Award: Best Use of Social Media

Brand L'Oreal
Agency McCann London
Country United Kingdom

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

British Army

Helping a new generation find where they belong in the British Army

Brand British Army
Agency Karmarama
Country United Kingdom

The British Army increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

Direct Line Group

Direct Line Group: They went short. We went long

Special Award: Best new learning

Brand Direct Line Group
Agency Ebiquity
Country United Kingdom

Direct Line Group (DLG) measured the impact of marketing in both the short and long term to provide a holistic view of how brand acquisition and investment influence consumers.


How Lidl grew a lot

Brand Lidl
Agency TBWALondon
Country United Kingdom

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


Guinness: Made of More, 2012 - 2018

Brand Guinness
Country United Kingdom

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

The AA

The AA: From spark-plugs to singalongs

Brand The AA
Agency adam&eveDDB
Country United Kingdom

The AA increased membership retention in the UK by launching positive TVCs that showed how AA can help get your show back on the road.


Turning DFS from a value brand into a brand that people value

Brand DFS
Agency krow communications
Country United Kingdom

DFS explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.


Suzuki Saturdays

Brand Suzuki
Agency the7stars
Country United Kingdom

Suzuki achieved sales growth and brand recognition in the UK by partnering with Ant and Dec's Saturday Night Takeaway.


Prospan: The world's first cough predictor

Special Award: Best Use of Tech-Led Data

Brand Prospan
Country Australia

Ella's Kitchen: Selling up doesn't mean selling out

Special Award: Best Small Budget

Brand Ella's Kitchen
Agency Havas London
Country United Kingdom

Baileys: A radical brand turnaround story with extra sprinkles

Brand Baileys
Agency Mother
Country United Kingdom

IKEA: The Wonderful Everyday

Brand IKEA
Agency Mother
Country United Kingdom

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

Brand Yorkshire Tea
Agency Lucky Generals
Country United Kingdom

IAG Chicago: Van Gogh's Bedrooms - The power of an immersive idea

Brand Art Institute of Chicago
Country United States

Barclays: Purpose pays

Brand Barclays
Agency Bartle Bogle Hegarty
Country United Kingdom

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

Brand Starbucks
Agency Manning Gottlieb OMD
Country United Kingdom

How Purplebricks brought Commisery to the UK's estate agents

Brand Purplebricks
Country United Kingdom

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

Brand Weetabix
Agency Bartle Bogle Hegarty
Country United Kingdom

How Nationwide found its voice and the difference that made

Brand Nationwide Building Society
Agency VCCP
Country United Kingdom

Skittles: Breaking conventions with Pride

Brand Skittles
Agency adam&eveDDB
Country United Kingdom

Finding our Virginity: How fighting fact with feeling helped Virgin Media take on the might of Sky

Brand Virgin Media
Agency Bartle Bogle Hegarty
Country United Kingdom

A game changer: How Heineken reinvented its champions league communications

Special Award: Best International and Best Multi-Market

Brand Heineken
Agency Publicis
Country Global


U by Kotex: Let's move on

Brand U by Kotex
Agency Ogilvy Australia
Country Australia

Soothers: Any number of sore throats

Brand Soothers
Agency Ogilvy Australia
Country Australia

Rediscovering the power of Covonia

Brand Covonia
Agency Bray Leino
Country United Kingdom

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

Brand 32Red
Agency M.i. Media
Country United Kingdom

IAG Cargo FWD.Rewards: Building strength in numbers (case study not provided)

Brand IAG Cargo
Agency Bartle Bogle Hegarty
Country United Kingdom

Ribena: A case for the defence

Brand Ribena
Agency J. Walter Thompson
Country United Kingdom

paradontax: Selling an oral care oxymoron - Toothpaste for gums

Brand parodontax
Agency Grey London
Country Global

National Art Pass: The art of effectiveness

Brand National Art Pass
Agency MullenLowe London
Country United Kingdom

Vype quality: A tale of two marketing models

Brand Vype
Agency J. Walter Thompson
Country United Kingdom