Browse some of the winning campaigns from 2011

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IPA Effectiveness Awards 2011

John Lewis has captured the nation’s hearts with its highly emotive and much talked about TV advertising which began during Christmas 2009 and has continued ever since. In just over two years, the campaign has generated £1,074m of incremental sales and £261m of incremental profits, making it a worthy winner of advertising’s top accolade. Abbott Mead Vickers/BBDO was named Effectiveness Company of the Year for the second year running and it was good to see that 33 of the 36 winning campaigns had TV at the heart of their campaigns. Here you can browse case study summaries, find out who won what and watch their TV ads too. Many congratulations to everyone involved.

Associated Content

  • Celebrating big brand advertising and 30 years of the IPA Effectiveness Awards
    Tess Alps takes a look at the enduring importance of 30 year's of IPA Effectiveness awards and their contribution to proving the vital contribution of advertising to creating, maintaining and growing the bottom line. She also looks at Hovis' big brand advertising and the link between creatively awarded ads and effectiveness.
  • Proving Payback: The IPA Effectiveness Awards
    In an industry that’s too often fixated on intermediate measures of success like engagement or views, effectiveness remains the measure of success that really matters. The IPA Effectiveness Awards recognise campaigns that have proved the commercial power of their ideas and demonstrated their payback in hard business results. That is what makes them, and their winners, so outstanding and why Thinkbox is proud to have been their sponsor for seven consecutive years. You can find out more about the 2011 winners right here. Many congratulations to all!