Affinity, AJF Partnership and Initiative take home prestigious Awards at the IPA Effectivess Awards

Australian agencies Affinity, AJF Partnership and Initiative have all scored metal at the IPA Effectiveness Awards, the world’s most prestigious industry Awards scheme held last night in London (November 2) which showcases and rewards campaigns that demonstrate their marketing payback.

 

Affinity was awarded Gold and the special prize for Best Small Budget for Narellan Pools, while AJF Partnership and Initiative won Bronze for Officeworks.

 

Affinity’s Gold award-winning campaign helped Narellan Pools, the Australian pool building company, to reverse the decline in company sales by exploiting a ‘Big Data’ insight about the exact time when prospective pool buyers were most likely to convert into sales. Their digital approach increased leads by 11 per cent, and sales by 23 per cent on a media budget cut by a third, producing an incremental revenue ROI of AUD 54 for every AUD 1 invested.

Says Jan Gooding, group brand director, Aviva, and one of the Awards’ judges: “In a declining market with increased competition,they used excellent data analysis to find the ‘when’ to advertise by responding to rises and falls in temperature.”

 

AJF Partnership and Initiative’s Bronze-winning campaign shifted the fortunes of Officeworks, Australia’s largest retailer in office products, by focusing communications on how office products enable people to realise their ideas. This lead to record growth in sales and enviable brand health in a market dominated by product and price advertising. It is estimated the positioning helped deliver a total gross profit of AUSD 206m over 40 months.

 

Says Wendy Proctor, head of marketing, Ministry of Defence, and one of the Awards’ judges: “Officeworks had to build more emotional engagement with their audience and shift brand essence from functional to helpful in a dull category. They had a well thought out, broad use of channels which had different roles in boosting sales.”

In total, 11 gold, 13 silver and 15 bronze prizes, along with nine special prizes were awarded.

 

The full 2016 IPA Effectiveness Awards winners list:

 

Special Prizes:

Grand Prix – sponsored by Thinkbox

John Lewis, The gift that keeps on giving: John Lewis Christmas advertising, 2012 – 2015 by adam&eveDDB and Manning Gottlieb OMD

 

Best Commercial Effectiveness for Good (President’s Prize) – sponsored by Outsmart

Dove, Beautifully Effective: How Dove turned cultural resonance into ROI by Ogilvy

 

Effectiveness Network of the Year

BBDO

 

Effectiveness Company of the Year

adam&eveDDB

 

Best Dedication to Effectiveness (The Simon Broadbent Prize) – sponsored by Radiocentre

Unilever

 

Best Multi-Market – sponsored by Ipsos Connect

Snickers, Thinking like a Hollywood blockbuster by AMV BBDO

 

Best Small Budget – sponsored by MARSH

Narellan Pools, Diving into big data for Narellan Pools by AFFINITY

 

Best International (The Tim Broadbent Prize) – sponsored by Warc

Speeding (New Zealand Transport Authority), Mistakes by Clemenger BBDO Wellington

The Channon Prize for Best New Learning – sponsored by Newsworks

The Economist, Raising eyebrows and subscriptions by Proximity BBDO London and UM London

 

Gold winners:

·       Art Fund, The art of framing by 101 London

·       Direct Line, Direct Line: We Solve Problems by Direct Line Group

·       Guinness, An effectiveness story Made of More by AMV BBDO

·       John Lewis, The gift that keeps on giving: John Lewis Christmas advertising, 2012 – 2015 by adam&eveDDB and Manning Gottlieb OMD

·       Macmillan, Macmillan Cancer Support: Making sure no one faces cancer alone, today or tomorrow by VCCP

·       Narellan Pools, Diving into big data for Narellan Pools by AFFINITY

·       Save the Children, Making embarrassing knitwear into something to be proud of by adam&eveDDB

·       Snickers, Thinking like a Hollywood blockbuster by AMV BBDO

·       Speeding (New Zealand Transport Agency), Mistakes by Clemenger BBDO Wellington

·       Stoptober, Stoptober: a radical new way to get England to quit smoking by 23red and MEC London

·       The Economist, Raising eyebrows and subscriptions by Proximity BBDO London and UM London

 

Silver winners:

·       Dove, Beautifully Effective: How Dove turned cultural resonance into ROI by Ogilvy

·       John Lewis Insurance, The power of true brand extension marketing by adam&eveDDB and Manning Gottlieb OMD

·       Lidl, How Lidl found itself atop the grocer’s Christmas tree by TBWA\London

·       L’Oreal Age Perfect, How L’Oreal Paris Age Perfect transformed its fortunes by showing older women they’re still ‘worth it’ by McCann London

·       Pepsi Max, Unbelievable by AMV BBDO

·       Plusnet, The pride of Yorkshire: how Plusnet’s adverts transformed its fortunes, against ever-increasing odds by Karmarama and Maxus

·       Sainsbury’s, Christmas is for Sharing by AMV BBDO

·       Sensodyne, Solving Problems, Not Selling Benefits by Grey London

·       Sixt, How Sixt challenged car hire culture, and changed its fortunes by Grey London

·       The Guardian & Observer, Time for transformation by BBH London

·       The Royal British Legion, Fortune favours the brave by RKCR/Y&R

·       Three, Sorry (not sorry) for all the holiday spam by Wieden+Kennedy London

·       Wall’s, Getting the long tail wagging again: How Wall’s said ‘Goodbye’ to a serious business challenge by adam&eveDDB

 

Bronze winners:

·       Coors Light, Van Damme good results: how Jean Claude transformed the fortunes of Coors Light by VCCP and ZenithOptimedia

·       Costa, Creating a nation of coffee lovers by Karmarama

·       Eurotunnel Le Shuttle, Eurotunnel Le Shuttle: Engineering Success by OMD UK