TBWA\London Shortlisted in 2018 IPA Effectiveness Awards

The biennial IPA Effectiveness Awards are the most prestigious and hard-to-win effectiveness awards in the UK, demanding rigorous proof of a financial return on investment from advertising campaigns. There are no categories: it's everyone against the rest of the industry!

38 entries were short-listed, from as total of 70 submissions. Some very high-profile advertisers failed to make the cut, including McDonald's, Tesco, Sainsbury's and John Lewis. 

All short-listed entries receive at least a Bronze award; TBWA\London won a Silver award for its Lidl work in 2016 and is hoping for an upgrade to Gold this time around. 

The short-listed paper demonstrates how removing perceptional barriers through category-disruptive creative unlocked massive penetration growth, driving £2.7 billion of direct and long-term sales and a profit (net of advertising spend) of £400m over four years. All the numbers in the paper are extraordinary.