Lego Movie, Specsavers and BHF compete for IPA Effectiveness Awards

Ad campaigns for brands including The Lego Movie, Specsavers, KitKat, Virgin Trains, BT, McDonald's and O2 are among the 70 entries for the biennial IPA Effectiveness Awards.

IPA Effectiveness Awards: attracted 70 international entries this year
IPA Effectiveness Awards: attracted 70 international entries this year

The rigorous awards recognise marketing that has led to tangible commercial results for clients. They take place every two years, and require brands to provide data and evidence proving the effectiveness of campaigns.

Half of the entries (35) for this year have used econometric modelling to support their case.

Entries came from countries including Australia, Denmark, Hong Kong, India, New Zealand, Peru, the US and the UK. There were 51 single entries and 19 joint entries.

Adam & Eve/BBD and Manning Gottlieb OMD won the Grand Prix in 2012 for "making the nation cry ...and buy", their report covering several years of emotive ads for John Lewis.

Lord Davies of Abersoch, the 2014 chairman of judges for the awards and a former minister for trade, investment and small business, said: "Creativity is key to a business’s bottom-line, which is something that this year’s haul of amazing entries truly exemplify.

"These fantastic stories from across the globe provide a veritable feast of fascinating insights and proof of ROMI which demonstrate the power of advertising in transforming a client’s business. They are a must-read for anyone keen to boost their commercial success."

The 70 entries are:

Aldi by McCann Manchester

Aviva by Abbott Mead Vickers BBDO

Be Clear on Cancer by M&C Saatchi

British Heart Foundation by Grey London

Blue Dragon by JWT

BT by AMV BBDO, BT, Maxus and OgilvyOne Worldwide

Cancer Research UK by AMV BBDO and Cancer Research UK

Cuprinol by 18 Feet & Rising

Dacia by Publicis London, Manning Gottlieb OMD and The Effectiveness Partnership

Daihatsu by Artwork

Doritos by AMV BBDO and PepsiCo

EasyJet by VCCP and OMD UK

EDF Energy by AMV BBDO and Havas Media

Enterprise-Rent-A-Car by Dare

Everest by MBA and MediaCom

Expedia by Ogilvy & Mather Advertising and Expedia

Fairy by Grey London

Fire Safety by Rainey Kelly Campbell Roalfe/Y&R

First Direct by JWT

Ford by Blue Hive

Foster's by Adam & Eve/DDB

Garnier UltraLift by Publicis

Gillette by AMV BBDO

Group of Humanitarian Attention to the Demobilised by Lowe & Partners

I Quit (National Smoking Control Campaign) by Ogilvy & Mather

IKEA Catalogue by 303Lowe


Kärcher UK by Kärcher UK

KitKat by JWT

Land Rover: Range Rover Sport by Imagination, Mindshare and The Brooklyn Brothers

Lays by AMV BBDO, Energy BBDO and PepsiCo

Lays by Energy BBDO and AMV BBDO

Lidl by TBWA London

Lifebuoy by Lowe Lintas & Partners

London 2012 (Travel Demand Management) by M&C Saatchi

Lottery by AMV BBDO and Havas Media

Lux by JWT and Unilever

Maaza by Leo Burnett India

Make Health Last by Lowe Roche

Mattessons / Fridge Raiders by Saatchi & Saatchi

McDonald's by OMD Denmark and DDB Copenhagen

McDonald's sponsorship of London 2012 by Leo Burnett

Mercedes by AMV BBDO

Milo by Ogilvy & Mather

Mini UK by Vizeum and Iris London

Missing People by Outdoor Media Centre

Mobile Internet by DDB Tribal Group

National Depression Initiative (NDI) by FCB New Zealand

New York Bakery Company by Now

O2 by VCCP

Only by UncleGrey

Pancreatic Cancer Action by Team Darwin

Pedigree by AMV BBDO

Petplan by Now

Premier Inn by RKCR/Y&R

QualitySolicitors by Tangible London

Ready Baked Jackets by PHD Media

Right Behind Gay Footballers by Lucky Generals, Crispin Porter & Bogusky and M2M

Sainsbury's by AMV BBDO, Blue Rubicon, PHD Media and Sainsbury's

Sensodyne Pronamel by Grey London

Specsavers by Manning Gottlieb OMD

Sprite by Ogilvy & Mather Pvt [India]

Sting Energy Drink by DDB Philippines

Supermalt by Mediareach Advertising

TFO by Lowe Roche

The LEGO Movie ad-break by PHD Media

The Salvation Army by Mike Colling & Co and WAA

Tide by Leo Burnett India

Twix by AMV BBDO and BBDO NY

Virgin Trains by Manning Gottlieb OMD