Award Winners

IPA Effectiveness Awards organized by Institute of Practitioners in Advertising - IPA

  • 44 Belgrave Square
  • London, SW1X 8QS, United Kingdom
  • Phone: 020 7235 7020
  • Fax: 020 7245 9904
  • Discipline: Advertising / Full Service / Integrated
  • Award Type: Effectiveness Award
The IPA Effectiveness reward and showcase the commercial power of ideas. They are the only awards ceremony where the entries have to prove that communication ideas actually delivered a return on investment. Beyond this they provide learning on how communication ideas work.
Over the last 20 years the awards scheme has been successful in generating over 1,000 rigorous proofs of advertising ideas. In 2002 the awards scheme broadened to include entries from other communication disciplines such as PR, DM and media. Thus, the database now includes case histories on how ideas manifested in packaging and sponsorship had the power to deliver profitable growth and also how integrated communication ideas have worked.
In the continual development of the Effectiveness Awards programme, two main changes have been made in 2004. These are in the areas of the Special Prizes and Entry Rules and Conditions. To encourage entries from a variety of disciplines and to forge even greater co-operation between our sister industry bodies, the PRCA and the MCCA, the Effectiveness Awards are now open to non-IPA member agencies. This year's Special Prizes reflect the IPA's drive to encourage broader participation and new learning, without diluting the Awards' fundamental focus on effectiveness and commercial return.
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IPA Effectiveness Awards 2004

Effectiveness Agency (above


Direct Line - "Direct Line 9" - Mortimer Whittaker O'Sullivan Advertising

Title "Direct Line 9"
Agency Mortimer Whittaker O'Sullivan Advertising
Campaign How a red phone grew a super product into a superbrand - Direct Line
Advertiser The Royal Bank of Scotland
Brand Direct Line
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LanguageEnglish
ResultSubscribers Only
Media Type Television
Length40 seconds
MarketSubscribers Only
Advertising Manager ..m W....ce Subscribers Only
Planning Director ..m B..d Subscribers Only