The IPA Effectiveness Awards may have been virtual, but the wins were real

This evening marked the 40th anniversary of the IPA Effectiveness Awards, and thanks to the brilliantly funny Mistress of Ceremonies, actress and writer, Sally Phillips we were treated to what was easily the most enjoyable virtual awards show of the year. 

A total of 64 effectiveness essays were in the running for the industry’s most prestigious award, with only 25 of those bagging the much sort after Bronze, Silver or Gold prize. And after our quadruple win at the 2018 awards, the anticipation of matching that was at an all-time high.

The results could not have been more favourable for dentsu, with Carat and our sister-agency, marketing effectiveness specialists, Data2Decisions collectively netting a total of seven awards for our contributions to our former client, Diageo's effectiveness, including two Golds, two Silvers and three Special awards:

  • Challenger Mindsets category – Gordon's Gin, "Shall we?" campaign (SILVER)
  • Turnaround category – Baileys, "Don't mind if" campaign (SILVER)
  • Use of Data & Technology category – Diageo portfolio "Creating a Culture of Marketing Effectiveness" (GOLD)
  • Long Term category – Guinness, "Made of More" (GOLD)
  • Best Use of Data – Diageo portfolio "Creating a Culture of Marketing Effectiveness" (SPECIAL AWARD)
  • Best Multi-Market Effectiveness – Guinness (SPECIAL AWARD)
  • Best New Learning – Diageo portfolio "Creating a Culture of Marketing Effectiveness" (SPECIAL AWARD)

Massive congratulations go out to the former team, Fran Goldsmid, Dee Levison, Thomas Grint, Patrick Minard, Cat Chappell and Julie Vitalis for their outstanding work on Baileys, Gordon's, Guinness and the wider Diageo portfolio. And a special mention should also go to Venya Wijegoonewardene, who received author status on both the Bailey’s and Gordon’s entries.

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