Tag: IPA

Binet and Boyd urge marketers to “kick the promotion habit”

Stuart Mitchell

Brands are investing more in price promotions than advertising, making promotions the largest single component of marketing spend, yet 75% of marketers cannot estimate what proportion of their promotions are profitable. This is according to new research from effectiveness expert Les Binet and Kantar’s Global CSO, Dom Boyd, unveiled at the IPA Effectiveness Conference (7 October 2026). The findings are based on a new study of 250 senior marketing and insight leaders from UK consumer goods businesses, conducted by Censuswide on behalf of Boyd and Binet. The research, which included…

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AMV BBDO & Spark Foundry win 2026 IPA Effectiveness Awards Grand Prix

Stuart Mitchell

AMV BBDO and Spark Foundry have been awarded the advertising industry’s highest effectiveness honour, the IPA Effectiveness Awards Grand Prix, for a campaign that transformed Currys from a retailer threatened by online shopping into the UK’s most-preferred technology retailer, generating £500m in incremental revenue and returning the business to sustained growth. Presented at 1 October IPA Effectiveness Awards ceremony, the Grand Prix-winning paper, The Superpower In-store, tells the story of how Currys confronted an uncomfortable truth. As the UK’s last major bricks-and-mortar technology retailer, it risked becoming increasingly irrelevant as…

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IPA announces 2026 Effectiveness Awards winners

Stuart Mitchell

Congratulations to the winners of the 2026 IPA Effectiveness Awards, who were announced during a black-tie gala ceremony at The Peninsula London, hosted by comedian, author and screenwriter Sara Pascoe. The night’s top prize, the prestigious IPA Effectiveness Awards Grand Prix, was won by AMV BDDO and Spark Foundry for a campaign that transformed Currys from a retailer threatened by online shopping into the UK’s most-preferred technology retailer, generating £500m in incremental revenue, increasing long-term ROI by 44% and returning the business to sustained growth. Omnicom were named Effectiveness Company…

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IPA Excellence Diploma winners unveil persuasive provocations for future success of adland

Stuart Mitchell

‘Polyphonic’ and ‘imperfect’ brands hold the key to advertising’s future success alongside preventing advertising from destroying its own media ecosystems. These were just some of the bold visions presented as part of the most highly regarded IPA qualification: the Excellence Diploma in Brands. The results announced today (23 September) follow four months of intensive study, in which the delegates had to craft and defend a persuasive, provocative and original belief rooted in deep strategic understanding and assessed through a written 3,500-word thesis, Viva and TED-style presentation. Their work is now…

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IPA backs industry concerns over proposed NPM changes

Stuart Mitchell

The IPA is supporting wider industry efforts to challenge Government proposals to apply the Nutrient Profiling Model 2018 (NPM 2018) to existing less healthy food and drink advertising restrictions. The move follows a report by Oxford Economics estimating that the proposals could affect up to £1 billion of advertising investment, with implications for growth, jobs and the UK’s creative industries. Richard Casofsky, Director of Public Affairs at the IPA, said: At a time when the Government is focused on growth, proposals that Oxford Economics estimates could affect up to £1…

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