Adam & Eve and Manning Gottlieb OMD pick up the 2012 IPA Effectiveness Awards Grand Prix for John Lewis.

John Lewis Christmas boy bubbleJohn 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.

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IPA Effectiveness Awards: winning campaigns 2005-2011

  • John Lewis takes the Grand Prix at the IPA Effectiveness Awards 2012
    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.
  • The IPA Effectiveness Awards 2010
    Despite being at the start of recession, Premier Foods put their faith in big brand advertising, stunning creativity and substantial media spend. The 'As good today as it's ever been' campaign successfully revived the modern relevance of Hovis, generating up to £90 million incremental profit, and a payback of approximately £5 for every £1 spent. You can find out more about this excellent campaign and the other worthy winners from 2010 right here. Here you can watch our collection of inspiring, award-winning brand stories from 2010, which come to you in the form of bite-size documentaries. You can also browse the case study summaries, find out who won what and watch the TV ads.
  • The IPA Effectiveness Awards 2009
    It's the first time a media agency has taken the top prize, but Mediaedge:cia has done just that and more; collecting a Gold, Best Integration and the Grand Prix for its Morrisons "Let's grow campaign" which delivered a payback of £21.57 for every £1 invested. You can find out more about this excellent campaign and the other worthy winners from 2009 right here.
  • The IPA Effectiveness Awards 2008
    The IPA Effectiveness Awards is sponsored by Thinkbox: it is the most prestigious and rigorous competition worldwide and rewards campaigns that have proved the commercial power of their ideas and demonstrated their marketing payback. Here you can watch our collection of inspiring, award-winning brand stories from 2008, which come to you in the form of bite-size documentaries. You can also browse the case study summaries, find out who won what and watch the TV ads.
  • The IPA Effectiveness Awards 2007
    The innovative campaign by MCBD & MediaCom for the Metropolitan Police Service's Trident picked up the Grand Prix at the IPA Effectiveness Awards 2007. Here you can catch up with the story of their campaign and those of some of the other winners from 2007 by watching one of our filmed case-studies. You'll also find a handy set of case study extracts.
  • The IPA Effectiveness Awards 2006
    The sumptuous "Your M&S" campaign for M&S by Rainey Kelly Campbell Roalfe Y&R was a deserving Grand Prix winner at The IPA Effectiveness Awards 2006. This was also the first year Thinkbox started making films about some of the winners: we hope you like them. Here they are, plus case-study summaries from the industry's most rigorous award scheme.
  • The IPA Effectiveness Awards 2005
    Thinkbox have sponsored the IPA Effectiveness Awards since 2005. Here you can find out how we came to be involved; browse case study extracts from the cream of 2005's crop, watch all the TV ads and find out who won which awards.

IPA Effectiveness Awards

The IPA Effectiveness Awards are recognised by agencies and clients as Adland's most rigorous award scheme because entrants have to prove their communications strategies have worked in hard business terms. It is essential that there is a body of hard evidence to prove the value of this investment, which is why Thinkbox have sponsored the awards for the last eight years. From this page you can browse winning case study summaries from the IPA Effectiveness awards between 2006 and 2012, and get the inside track from some those behind these inspiring brand stories by viewing the films in our mini documentary series.

Associated Content

  • Marketing in the Era of Accountability
    Through thorough and impartial examination of the last 27 years of Advertising Effectiveness Awards case studies, the IPA has proof that using TV makes campaigns more effective. No matter what size your budget, TV outperforms other media channels. We've collected a few headlines for you here and also filmed Les Binet and Peter Field presenting their findings.
  • Advertising payback – is TV advertising still effective?
    One of the biggest challenges in the current advertising climate is demonstrating the effectiveness of advertising investment. Nowhere is this more prevalent than with TV advertising, which tends to work building brand associations over the long term which traditional econometric methods can fail to pick up. PriceWaterhouseCoopers combined innovative long-term econometric analysis across a wide range of markets and conjoint analysis to unlock the payback of TV expenditure.