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IPA Effectiveness Databank

IPA Databank · IPA Effectiveness Awards · IPA

The IPA Effectiveness Databank is the collection of more than a thousand documented effectiveness cases built since 1980 by the British Institute of Practitioners in Advertising through its Effectiveness Awards. Every case must demonstrate with data what a campaign delivered commercially, which makes the databank the richest source for research into what advertising actually does. The analyses by Binet and Field, including the balance between brand building and activation and the 60/40 heuristic, come from it. The methodological caveat belongs in the record: the databank contains submitted success stories from agencies competing for a prize, not a random sample of all campaigns.

Key work IPA Effectiveness Databank; The Long and the Short of It (2013)

Covered in

A1

A1-11 The Ehrenberg-Bass Playbook, Appliedstill locked

A1-12 Penetration AND Loyalty — The Synthesisstill locked

A2

A2-01 What Does 'Effective' Actually Mean?still locked

A2-02 The Long and the Short of It: The Evidencestill locked

A2-03 Fame, Emotion and Activationstill locked

A2-04 Lemon: Left Brain, Right Brain and the Flattening of Advertisingstill locked

A2-05 Testing Creative the System1 Waystill locked

A2-06 Creative Commitment and the Effectiveness Ladderstill locked

A2-07 The Pretesting Debatestill locked

A2-08 Distinctive Assets in the Creative Workstill locked

A2-09 Wear-Out, Wear-In and the Power of Consistencystill locked

A2-10 The Creative Brief as Synthesis (Capstone)still locked

Show all 131 mentions

A3

A3-01 What Media Evidence Can and Cannot Tell Youstill locked

A3-03 ESOV as the Planning Anchorstill locked

A3-05 Channel Synergy and the Multiplierstill locked

A3-06 Marketing Mix Modelling: Power and Assumptionsstill locked

A3-07 Attribution and Its Broken Promisesstill locked

A3-08 Platform Metrics versus Independent Measurementstill locked

A3-09 The Short-Term Bias of Dashboardsstill locked

A3-10 Setting the Budget: From Rule of Thumb to Defensible Numberstill locked

A3-11 Reading Econometrics as a Clientstill locked

A3-12 Capstone: The Media Plan on Trialstill locked

A4

A4-06 Promotions and Their Long-Term Damage: The Ehrenberg-Bass Evidencestill locked

A5

A5-01 B2B Is Not a Different Universe — Where It Is and Isn'tstill locked

A5-05 Brand vs. Activation in B2B — the B2B Institute Datastill locked

A5-10 Measuring the Long Cycle — the B2B Growth Audit (Capstone)still locked

A7

A7-09 Launch Metrics and the Product–Marketing Partnership — One Scoreboardstill locked

A7-10 The Launch Audit — Capstonestill locked

A8

A8-06 Retail Media — Big Money, Young Evidencestill locked

A8-07 Promotion Pressure — What Fifty Years of Purchase Data Say About the Dealstill locked

A8-08 Capstone — Omnichannel Is Not a Channel Strategy but One Shelfstill locked

A9

A9-04 AI in Media Buying — the Targeting Temptation Returnsstill locked

A9-06 Distinctiveness When Everyone Has the Same Toolsstill locked

F1

F1-01 What is Marketing?§ 5. The Art and Science of Marketing

F1-02 The Three Practitioners: Client, Agency, In-House§ Sources

F1-03 Marketing vs. Sales vs. Communications§ 3. The Time Horizon Problem

F1-06 What Marketers Actually Do§ Sources

F1-07 The Seven Misconceptions About Marketing§ Misconception 5: "Purpose-Driven Brands Outperform"

F1-08 Integration: the marketer§ Sources

F2

F2-02 System 1 and System 2still locked

F3

F3-01 What Market Research Actually Is§ Part 5: The Hierarchy of Evidence

F3-03 Quantitative Research — Measuring the Whatstill locked

F3-08 From Data to Insightstill locked

F3-09 Data Literacy and the Modern Marketing Stackstill locked

F3-10 Integration: the researcherstill locked

F4

F4-02 Segmentation — Dividing Markets That Don't Want to Be Dividedstill locked

F4-03 Targeting — The Great Mass vs Niche Debatestill locked

F4-04 The Penetration Imperative — the leader disciplinestill locked

F4-09 STP in B2B Marketsstill locked

F4-10 STP in the Digital Agestill locked

F4-12 Integration: the STP strategist — leader, challenger, and the peer debatestill locked

F5

F5-01 What is Brand Equity?§ 4. The Both/And: Brand as Asset AND Cost Centre

F5-07 Distinctiveness vs. Differentiation: The Core Tensionstill locked

F5-12 Brand in the Digital Agestill locked

F5-13 Brand Valuation & the CFO Conversationstill locked

F5-14 Integration: the brandstill locked

F6

F6-06 Promotion: Communications Within the Mixstill locked

F7

F7-01 Communications strategy — System 1, social phenomenon, and the diagnostic questions§ A gorilla on a drum kit and a Kendall Jenner with a can

F7-02 The IPA Databank: What the Evidence Actually Saysstill locked

F7-03 The Long and the Short of Itstill locked

F7-04 Creative Effectiveness: Why the Ad Matters More Than the Media Planstill locked

F7-05 Emotional vs. Rational: The Brain Science of Advertisingstill locked

F7-06 The Attention Economystill locked

F7-07 Lemon and Look Out: Right Brain vs. Left Brain Advertisingstill locked

F7-08 Media Planning Principlesstill locked

F7-09 ESOV and Share of Voicestill locked

F7-10 Digital Communications in Contextstill locked

F7-11 Briefing and Evaluating Creative Workstill locked

F7-12 Integration: the communications strategist — conversation or dashboardstill locked

F8

F8-01 What Digital Marketing Actually Is§ The Evidence the Separation Fails

F8-02 The Fundamentals Still Applystill locked

F8-03 Search — Intent vs Demand Generationstill locked

F8-04 Social Media — Reach, Attention, and the Engagement Mythstill locked

F8-06 Digital Attribution — The Great Measurement Liestill locked

F8-09 Digital in the Mix — Integrating, Not Isolatingstill locked

F8-10 Integration: the digital marketerstill locked

F9

F9-02 ROI, ROMI, and the Measurement Trapstill locked

F9-04 CAC, Payback, and the Performance Marketing Illusionstill locked

F9-05 Marketing Budgeting — SOV, ESOV, and the Share Lawsstill locked

F9-06 The Business Case for Marketing Investmentstill locked

F9-07 Marketing as an Asset — Brand on the Balance Sheetstill locked

F10

F10-02 In-House vs Agency — The False Dichotomystill locked

F10-03 The Agency Business Model Problemstill locked

F10-04 The Brief — Where Most Marketing Fails Before It Startsstill locked

F10-05 Evaluation and the Art of Feedbackstill locked

F10-06 The Agency as Interventionist, Not Supplierstill locked

F10-07 The Marketing Team as Systemstill locked

F10-08 Integration: the marketing organisationstill locked

F11

F11-01 What Marketing Ethics Actually Is§ The evidence: regulation, trust, and the long-term effects of lying

F12

F12-01 What Marketing Strategy Actually Is§ Porter, Mintzberg, Martin — and what remains of Ritson

F12-03 The Strategic Plan vs the Annual Planstill locked

F12-04 Objectives, KPIs, and the Alignment Problemstill locked

F12-05 The STP Core — Segmentation, Targeting, Positioning in Practicestill locked

F12-06 Budget, Allocation, and the 60/40 Rulestill locked

F12-07 The Tactical Bridge — Translating Strategy to the Mixstill locked

F12-08 Execution Quality — Why Most Strategies Fail in the Doingstill locked

F12-09 Measurement, Feedback Loops, and Adaptive Strategystill locked

M1

M1-01 The Portability Test — Which Laws Travel and Which Do Notstill locked

M1-06 Churn, Retention and the Leaky Bucketstill locked

M1-09 Trust and Availability in Low-Interest Categoriesstill locked

M1-10 Marketing Inside the Regulatory Perimeterstill locked

M1-12 Being Remembered Between Purchasesstill locked

M1-16 Marketing Under Ethical and Regulatory Constraintstill locked

M1-20 The Sector Test as Methodstill locked

M2

M2-01 Why leadership literature needs a warning labelstill locked

M2-05 Leading the client-agency-inhouse trianglestill locked

M2-06 Marketing's seat at the capital-allocation tablestill locked

M2-07 Building an effectiveness culturestill locked

M2-10 The bothist marketing leaderstill locked

M4

M4-01 How Do We Know Effectiveness Is Declining? — A Meta-Openingstill locked

M4-02 The Evidence — IPA Databank Trends Since 2006still locked

M4-03 What We Actually Know — Empirical Generalizations About Advertising Effectsstill locked

M4-04 60/40 Revisited — Median, Not Lawstill locked

M4-06 Creative Quality as Effectiveness Multiplier — The Evidencestill locked

M4-07 Procurement, Zero-Based Budgeting and the Erosion of Marketing Budgetsstill locked

M4-08 The Short-Term Incentive Machine — Bonuses, Tenure and the Quarterly Regimestill locked

M4-10 Rebuilding the Effectiveness Culture — What a CMO Does Tomorrow (Capstone)still locked

M6

M6-01 The case-study method: a user manual before usestill locked

M6-02 Cadbury Gorilla: fame without a product messagestill locked

M6-03 Guinness Surfer: brand building before the databankstill locked

M6-04 Snickers 'You're Not You': a platform that travelsstill locked

M6-05 Old Spice: virality and the attribution questionstill locked

M6-06 Compare the Meerkat: assets in a boring categorystill locked

M6-07 John Lewis Christmas: consistency as strategystill locked

M6-08 McDonald's 'Raise Your Arches': assets without a logostill locked

M6-09 Share a Coke: personalisation on a distinctive canvasstill locked

M6-10 Dumb Ways to Die: awards versus behaviourstill locked

M6-14 Airbnb: the pivot from performance to brandstill locked

M6-15 Dollar Shave Club: the fairytale and the invoicestill locked

M6-16 Aldi & Lidl: discipline as a brandstill locked

M6-30 Capstone: what does generalise across 28 cases?still locked

Appears in F7 · A2 · A3 · M4

Related concepts

Les Binet and Peter Field Brand building and activation

Referenced by

Effectiveness crisis

Sources

IPA Effectiveness Databank
Les Binet & Peter Field (2013)

Machine-written definition; editorial curation in progress.