IPA Publishes Advertising Works 27 to Provide Insights Into Effective Advertising

The IPA has today (27 February) published Advertising Works 27, which provides an in-depth exploration and leading industry analysis of the winning papers and themes from the 2024 IPA Effectiveness Awards. Key findings from Advertising Works 27 will be explored at a launch event this evening.

The book, edited by convenor of judges Jo Arden, contains full versions of the Gold-winning Guinness, Laithwaites, McCain, Specsavers and Yorkshire Tea case studies, as well as summaries of a further 22 Silver and Bronze-winning papers.

It also includes five chapters exploring the key themes from the winning work to provide new learning, evidence and inspiration about advertising effectiveness. These chapters include:

• IPA director of effectiveness Laurence Green on how family-run businesses go to market and why their focus on the next generation, not the next quarter, can provide lessons - no matter your company ownership model.
• Sainsburys’ Radha Davies examining new evidence and strategies for how to create brand-memory structures that operate at different levels with very different channels, budgets and types of business.
• convenor of judges Jo Arden exploring how the best 2024 IPA Effectiveness Awards papers put real people and the audiences they were trying to reach at the heart of their strategies.
• deputy convenor of judges Charlie Ebdy on the delicate balance of consistency and change in the pursuit of success, and how the judgment required in both creating great work – and knowing when that work has run its course – is a skill possessed by only the most effective marketers.
• Steve Taylor, chair of the technical judging panel, analysing the new insights, across fresh approaches, categories, and channels and why the from the 2024 IPA Effectiveness Awards papers are an excellent, and much needed, addition of new knowledge to the IPA Effectiveness Databank.

Advertising Works 27 is the latest in the revered series of Advertising Works books, which have charted the key lessons and seminal new learning since the inaugural IPA Effectiveness Awards in 1980. The list of former Advertising Works editors is a who’s who of advertising effectiveness pioneers beginning with Simon Broadbent in 1981 and including Les Binet, David Golding, Bridget Angear and many more up to 2024 Convenor Jo Arden.

Jo Arden, convenor of judges and incoming CSO at AMV BBDO, commented,  “Advertising Works 27 is intended, above all else, to be a tool for learning. Whether you are a strategist in an agency or a marketer for a brand, regardless of your experience, there are things within this book to both learn and unlearn. The IPA Effectiveness Awards papers, the debate that surrounds them and the analysis that comes after, comprise the single best source of knowledge and learning our industry has. I urge everyone to read through these case studies and take those lessons forward with you into your day-to-day work.”

Advertising Works 27 is available to purchase from the IPA website.