IPA Effectiveness Awards
Rewarding campaigns that demonstrate payback on marketing spend
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 2020 and all the winning case studies are available to read here on WARC.
Read WARC's summary report to uncover insights from the 2020 IPA Effectiveness Awards.
Grand Prix 2020

From running shops to serving customers: The Tesco turnaround story
Brand Tesco
Agency Bartle Bogle Hegarty / Mediacom
Country United Kingdom
Tesco gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.
The brand reached customers through messages of helpfulness with TV spots highlighting a series of new, customer-focused, in-store initiatives.
By the end of 2019 the brand posted its highest Trust, Quality and Value scores in over nine years whilst generating a profit of £2.29bn.
Gold winners

Brand John Lewis
Agency Manning Gottlieb OMD / adam&eveDDB London
Country United Kingdom
John Lewis created a series of Christmas ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.

Special Award: Best Multi-Market
Guinness Made of More 2012-2019: Consistency x creativity
Brand Guinness
Agency AMV BBDO
Country United Kingdom and Ireland
Guinness increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.

Audi: The value of Vorsprung durch Technik over four decades
Special Award: Best Dedication to Effectiveness
Brand Audi
Agency Bartle Bogle Hegarty
Country United Kingdom
Audi created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.

Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness
Special Award: Best Use of Data & Best New Learning
Brand Diageo
Agency Mother London / Leo Burnett Sydney / Kantar / Hey Human / Anomaly / AMV BBDO / adam&eveDDB London
Country Global
Diageo created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.
Silver winners
Building a big billion dollar tourism brand through 'Little Adventures'
Special Award: Best International
Brand Tourism Central Coast
Agency Affinity
Country Australia
Baileys: From forgotten icon to global treat
Brand Baileys
Agency Mother London / CARAT
Country Global
How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome
Brand Heinz
Agency Wonderland / Starcom UK / Bartle Bogle Hegarty
Country United Kingdom
SickKids vs. conventional fundraising
Special Award: Best Contribution to Effectiveness through Technology
Brand SickKids Foundation
Agency Cossette Toronto
Country Canada
Gordon's Gin: Legacy brand turned challenger
Brand Gordon's Gin
Agency Kantar / CARAT / Anomaly / 1000heads
Country United Kingdom
Volvo: A defiantly human success story
Brand Volvo
Agency Mindshare / Grey London / Grey Group London
Country United Kingdom
Bronze winners
Lloyds Bank: The power of pure brand
Brand Lloyds Bank
Agency Mediacom London and adam&eveDDB
Country United Kingdom
Brand CALM
Agency adam&eveDDB London
Country United Kingdom
Cotswold Co.: A leap beyond optimisation
Brand The Cotswold Company
Agency Creature of London
Country United Kingdom
Building a brand fit for the biggest decision of your life: Made in the Royal Navy
Brand Royal Navy
Agency Wavemaker / Engine
Country United Kingdom
Taking Heineken 0.0 to the parts other beers cannot reach
Brand Heineken
Agency Publicis Italy
Country Global
PPI Deadline: Billions to millions
Brand Financial Conduct Authority
Agency Manning Gottlieb OMD / M&C Saatchi
Country United Kingdom
Aldi 2010-2019: How taking an alternative path took Aldi from shame to pride
Brand Aldi
Agency McCann Manchester / Gain Theory
Country United Kingdom
Stirring souls and selling bowls the wagamama way, through the secret power of cinema
Brand wagamama
Agency the7stars / MullenLowe Group
Country United Kingdom
Truth Project: Making the unspeakable speakable
Brand Truth Project
Agency MullenLowe Group / Bray Leino
Country United Kingdom
Brand NHS
Agency MullenLowe Group
Country United Kingdom
Unlocking the value of direct-to-fan for Formula 1
Brand Formula 1
Agency Ogilvy & Mather, Ogilvy
Country Global
KFC: Michelin Impossible – How an Aussie underdog took on the food establishment
Special Award: Best Small Budget
Brand KFC
Agency Ogilvy Australia
Country Australia
Brand WaterAid
Agency The Kite Factory
Country United Kingdom
Rescuing Tango from a sticky situation
Brand Tango
Agency VCCP
Country United Kingdom