IPA Effectiveness Awards

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.

John Lewis: An amazing decade

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.