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The IPA’s biennial publication Advertising Works was launched at Effweek 2018. At the event, we explored some of the key themes threaded through this year’s IPA Effectiveness Award winners.

A selection of case studies was presented – from big-budget, brand building campaigns to targeted, performance-driven stories. Some of the judges took us through the stand-out themes from this year’s awards. WARC gave us a preview into their analysis of the trends and a panel discussed the merits of always-on vs blockbuster advertising.

Download the slides from each of the presentations below.

  • Neil Godber took us through the big themes he observed in the entries this year
  • Will Lion of BBH, Grand Prix online winners this year for their work for Audi
  • Marketing Consultant Kate Cox took us through the evidence of greater use of AI and programmatic in the winning entries including the finding that many entries used mass personalisation to connect mass marketing and activation
  • The year social grew up, Alex Steer of Wavemaker discussed the winners that utilised social and discovered that the medium had come of age.
  • Brent Nelson, CSO of Leo Burnett Chicago presented their work for The Art Institute Chicago
  • Gerry Murray of MiMedia talked us through their work for 32red

Watch all the content from EffWeek 2018 from our Learning and Resources section and follow @EffWorks for updates on our research programme and

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA