adam&eveDDB takes Grand Prix at IPA Effectiveness Awards
The Foster’s “Good Call” advertising campaign by adam&eveDDB has been named the Grand Prix winner at the 2014 IPA Effectiveness Awards.
Featuring Australian comedy duo Brad and Dan as agony uncles advising UK men, the campaign was awarded the prize for helping the struggling Heineken-owned brand return to market leadership – generating £32 of revenue per £1 spent on advertising.
The winners of the 2014 IPA Effectiveness Awards, regarded as the world’s most rigorous awards scheme for demonstrating marketing payback, were announced at a black-tie gala ceremony last night (27 October).
In total, nine gold, 13 silver and 13 bronze prizes were awarded (see below), along with eight special prizes.
OMD was awarded ‘Effectiveness Network of the Year’, whilst Grey London took ‘Effectiveness Company of the Year’. Sainsbury’s was given the prize for ‘Best Dedication to Effectiveness’.
Elsewhere, Pancreatic Cancer Action by Team Darwin was awarded the prize for ‘Best Small Budget’, whilst the ‘The Channon Prize for Best New Learning’ went to London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi.
More than 70 papers were entered into the competition and were reviewed by a panel of client and industry judges, headed by Lord Davies of Abersoch, CBE.
“Despite the variety of different categories, causes, creative, channels and conclusions, what underpins all of these winning campaigns is the clear, unquestionable return on marketing investment that they have generated,” Lord Davies said.
“Any client in any doubt over the powerful effect advertising can have on a business need only skim these incredible papers to be amazed and convinced of this.
“I particularly recommend the Grand-Prix winning Foster’s paper which details how the campaign transformed the brand into market leader and generated £32 of revenue for every £1 invested.”
In 2012, before its merger with DDB, adam&eve, along with OMD, was awarded the Grand Prix for its campaign for John Lewis which generated £261 million in profit.
Gold winners
– BHF, British Heart Foundation by Grey London
– Dacia, Renault UK by Publicis London and Manning Gottlieb OMD
– Foster’s, Heineken UK by adam&eveDDB
– London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi
– Mercedes, Mercedes-Benz by AMV BBDO
– National Depression Initiative (NDI), Health Promotion Agency by FCB New Zealand
– Only, Bestseller by Grey London and UncleGrey (*Denmark)
– Pancreatic Cancer Action, Pancreatic Cancer Action by Team Darwin
– Specsavers, Specsavers Optical Group by Manning Gottlieb OMD
Silver winners
– Aldi, Aldi UK & Aldi Ireland by McCann Manchester
– Be Clear on Cancer, Public Health England by M&C Saatchi
– Cuprinol, AkzoNobel by 18 Feet & Rising
– easyJet, easyJet by VCCP and OMD
– Everest, Everest by MBA and MediaCom
– Fire Safety, Department for Communities and Local Government by RKCR/Y&R
– Group of Humanitarian Attention to the Demobilised, Colombian Minstry of Defense by Lowe and Partners (*Columbia)
– ITV, ITV by ITV
– Mobile Internet, Deutsche Telekom by DDB Tribal Group (*Germany)
– Premier Inn, Whitbread by RKCR/Y&R
– Ready Baked Jackets, McCain by PHD Media
– Sainsbury’s, Sainsbury’s by AMV BBDO, Blue Rubicon, PHD Media and Sainsbury’s
– The Salvation Army, The Salvation Army by Mike Colling & Co and WPN Chameleon
Bronze winners
– Aviva, Aviva by AMV BBDO
– EDF Energy, EDF Energy by AMV BBDO and Havas Media
– Expedia, Expedia by Ogilvy & Mather London and Expedia
– Fairy, Procter & Gamble by Grey London
– first direct, first direct by JWT
– Garnier UltraLift, L’Oréal by Publicis London
– Kärcher UK, Kärcher UK by Kärcher UK
– Lux, Unilever by JWT Tokyo and Unilever (*Japan)
– Make Health Last, Heart and Stroke Foundation of Canada by Lowe Roche (*Canada)
– Mattessons / Fridge Raiders, Kerry Foods by Saatchi & Saatchi
– McDonald’s, McDonald’s Denmark by OMD Denmark and DDB Copenhagen (*Denmark)
– MILO, Nestlé Malaysia by Ogilvy & Mather (*Malaysia)
– Sensodyne Pronamel, GlaxoSmithKline by Grey London
View the full winners’ page, including case studies, on the IPA website.