Last night, the great and the good from the world of advertising congregated in black ties and beautiful dresses to celebrate the most important thing in our industry: effectiveness.
For it was IPA Effectiveness Awards night. Thinkbox has proudly sponsored these awards for a decade now – it was one of the first partnerships we struck after we were set up. Cut us in two and, like sticks of rock, we have effectiveness running through us. Nothing is more important in advertising. Creative awards are lovely to win (and are usually a sign of effectiveness – as shown here) but the IPA Effectiveness Awards stand head and shoulders above all other gongs. Because if advertising doesn’t actually work, we may as well all pack up and do something else.
But it does work – and how. The 35 winners (9 gold, 13 silver and 13 bronze) unveiled last night all deserve both our acclaim and our gratitude. Our acclaim because they are shining examples of advertising at its best; our gratitude because their commitment to proving how their advertising worked adds to the IPA’s already impressive database of effectiveness case studies. This database is an invaluable resource and has borne bounteous fruit, including seminal effectiveness studies such as ‘Marketing in the era of accountability’ and ‘Advertising effectiveness: the long and short of it’ (both authored by the ‘godfathers of effectiveness’ Les Binet and Peter Field).
You can see all the winners here but I will single out just two for special mention: Foster’s / adam&eveDDB for scooping the Grand Prix with their brilliant TV-led campaign which delivered £32 of revenue for every £1 invested; and Grey London for their anointment as Effectiveness Company of the Year.
It would be remiss of me not to also mention that TV advertising was a winner on the night, featuring in 29 of the 35 winners’ campaigns – the most appearances of any medium – and thus backing up the Himalayas of evidence proving TV’s effectiveness and the wonderful effects it has on other media within an integrated campaign.
And if you would like to wade a little deeper into the world of IPA Effectiveness Awards, then you could do worse than to watch this film we made with the IPA exploring some of the great client-agency relationships and famous success stories from the Awards. It features a galaxy of stars: Peter Field, Sir John Hegarty, Laurence Green, Phil Rumbol, Andy Nairn, Jon Goldstone, Danny Brooke-Taylor, Jane Holding, Craig Inglis, David Golding, Ben Priest, Richard Exon, Breda Bubear, and Mark Roalfe. It would be a very effective use of your time.