2018 IPA Effectiveness Awards: Insights from the winning campaigns

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
  • Emotion was a key creative driver among the winners, including Grand Prix winner Audi.
  • TV advertising is still dominant as the lead medium, despite the increasing importance of digital channels.
  • ‘Fluent Devices’, distinctive brand assets, help generate long-term effects and aid brands in succeeding in a low-attention economy.
  • Social is increasingly important in the media mix, with influencer campaigns being particularly effective when attaching shared meaning to brands....

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