John Lewis work captures IPA Effectiveness Grand Prix

Christmas came early for Adam & Eve/DDB and Manning Gottlieb OMD after they landed the top gong at the 2016 IPA Effectiveness Awards for their work on John Lewis' festive campaigns.

‘The long wait’: John Lewis’ festive campaigns are ‘part of our culture’
‘The long wait’: John Lewis’ festive campaigns are ‘part of our culture’

The agencies won the Grand Prix at a ceremony last night (Wednesday), with judges appraising work from 2012 onwards, including "The long wait" and last year’s "Man on the moon".

The ads were praised for driving sales up by an average 16% during the Christmas period and producing more than £8 of profit for every £1 spent. They helped boost John Lewis’ market share to a high of 29.6%. Christmas now accounts for 20% of the retailer’s annual sales and 40% of its profits.

This is the second time Adam & Eve/DDB and Manning Gottlieb OMD have won the Grand Prix for their work on John Lewis. The two shops were triumphant in 2012.

Chairman of judges Dianne Thompson, former chief executive of Camelot, said: "This is the most high-profile marketing campaign in the UK in the most commercially important time of year. But it isn’t just ‘nice to watch’; it halts the nation, it has become part of our culture and, most importantly, it drives business success."

Adam & Eve/DDB was the most decorated agency this year, picking up Effectiveness Company of the Year, a gold for Save the Children, silvers for John Lewis Insurance and Wall’s, and a bronze for Volkswagen Commercial Vehicles. 

BBDO was named Effectiveness Network of the Year.

Read more: Key marketing lessons from the IPA Effectiveness Awards

Winners list

Grand Prix 
John Lewis, The gift that keeps on giving: John Lewis Christmas advertising, 2012 – 2015 by Adam & Eve/DDB and Manning Gottlieb OMD

Best Commercial Effectiveness for Good (President’s Prize)
Dove, Beautifully Effective: How Dove turned cultural resonance into ROI by Ogilvy

Effectiveness Network of the Year

Effectiveness Company of the Year
Adam & Eve/DDB

Best Dedication to Effectiveness (The Simon Broadbent Prize)

Best Multi-Market 
Snickers, Thinking like a Hollywood blockbuster by AMV BBDO 

Best Small Budget 
Narellan Pools, Diving into big data for Narellan Pools by AFFINITY

Best International (The Tim Broadbent Prize) 
Speeding (New Zealand Transport Authority), Mistakes by Clemenger BBDO Wellington 

The Channon Prize for Best New Learning 
The Economist, Raising eyebrows and subscriptions by Proximity BBDO London and UM London

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