AFFINITY Wins Gold And Special Prize At IPA Effectiveness Awards

Data driven media, CX and advertising agency AFFINITY has been awarded Gold and the Special Prize for Best Small Budget at the world’s most prestigious industry awards, the IPA Effectiveness Awards.
It’s the first time an Australian agency has ever won Gold, or a special prize, since the competition launched in 1980.
The IPA Effectiveness Awards are the world’s most rigorous industry competition and rewards campaigns that unequivocally demonstrate marketing payback. In total, 11 gold, 13 silver and 15 bronze prizes, along with nine special prizes were awarded.
AFFINITY’s Gold award-winning campaign helped Narellan Pools to reverse the decline in company sales by exploiting a ‘Big Data’ insight about the exact time when prospective pool buyers were most likely to convert into sales. Their digital approach increased leads by 11 per cent, and sales by 23 per cent on a media budget cut by a third, producing an incremental revenue ROI of $54 for every $1 invested.
AJF Partnership and Initiative were the only other Australian agencies to be recognised at the awards, picking up a Bronze for Officeworks.
The full 2016 IPA Effectiveness Awards winners list:
Special Prizes:
Grand Prix – sponsored by Thinkbox
John Lewis, The gift that keeps on giving: John Lewis Christmas advertising, 2012 – 2015 by adam&eveDDB and Manning Gottlieb OMD
Best Commercial Effectiveness for Good (President’s Prize) – sponsored by Outsmart
Dove, Beautifully Effective: How Dove turned cultural resonance into ROI by Ogilvy
Effectiveness Network of the Year
BBDO
Effectiveness Company of the Year
adam&eveDDB
Best Dedication to Effectiveness (The Simon Broadbent Prize) – sponsored by Radiocentre
Unilever
Best Multi-Market – sponsored by Ipsos Connect
Snickers, Thinking like a Hollywood blockbuster by AMV BBDO
Best Small Budget – sponsored by MARSH
Narellan Pools, Diving into big data for Narellan Pools by AFFINITY
Best International (The Tim Broadbent Prize) – sponsored by Warc
Speeding (New Zealand Transport Authority), Mistakes by Clemenger BBDO Wellington
The Channon Prize for Best New Learning – sponsored by Newsworks
The Economist, Raising eyebrows and subscriptions by Proximity BBDO London and UM London
Gold winners:
- Art Fund, The art of framing by 101 London
- Direct Line, Direct Line: We Solve Problems by Direct Line Group
- Guinness, An effectiveness story Made of More by AMV BBDO
- John Lewis, The gift that keeps on giving: John Lewis Christmas advertising, 2012 – 2015 by adam&eveDDB and Manning Gottlieb OMD
- Macmillan, Macmillan Cancer Support: Making sure no one faces cancer alone, today or tomorrow by VCCP
- Narellan Pools, Diving into big data for Narellan Pools by AFFINITY
- Save the Children, Making embarrassing knitwear into something to be proud of by adam&eveDDB
- Snickers, Thinking like a Hollywood blockbuster by AMV BBDO
- Speeding (New Zealand Transport Agency), Mistakes by Clemenger BBDO Wellington
- Stoptober, Stoptober: a radical new way to get England to quit smoking by 23red and MEC London
- The Economist, Raising eyebrows and subscriptions by Proximity BBDO London and UM London
Silver winners:
- Dove, Beautifully Effective: How Dove turned cultural resonance into ROI by Ogilvy
- John Lewis Insurance, The power of true brand extension marketing by adam&eveDDB and Manning Gottlieb OMD
- Lidl, How Lidl found itself atop the grocer’s Christmas tree by TBWA\London
- L’Oreal Age Perfect, How L’Oreal Paris Age Perfect transformed its fortunes by showing older women they’re still ‘worth it’ by McCann London
- Pepsi Max, Unbelievable by AMV BBDO
- Plusnet, The pride of Yorkshire: how Plusnet’s adverts transformed its fortunes, against ever-increasing odds by Karmarama and Maxus
- Sainsbury’s, Christmas is for Sharing by AMV BBDO
- Sensodyne, Solving Problems, Not Selling Benefits by Grey London
- Sixt, How Sixt challenged car hire culture, and changed its fortunes by Grey London
- The Guardian & Observer, Time for transformation by BBH London
- The Royal British Legion, Fortune favours the brave by RKCR/Y&R
- Three, Sorry (not sorry) for all the holiday spam by Wieden+Kennedy London
- Wall’s, Getting the long tail wagging again: How Wall’s said ‘Goodbye’ to a serious business challenge by adam&eveDDB
Bronze winners:
- Coors Light, Van Damme good results: how Jean Claude transformed the fortunes of Coors Light by VCCP and ZenithOptimedia
- Costa, Creating a nation of coffee lovers by Karmarama
- Eurotunnel Le Shuttle, Eurotunnel Le Shuttle: Engineering Success by OMD UK
- first direct, Made for millennials by J. Walter Thompson and Mindshare
- First4Adoption, Start your adoption story by Kindred
- Kenco, Coffee Vs Gangs: How a strong brand purpose changed lives in Honduras and changed fortunes for Kenco by J. Walter Thompson
- Mattessons, The Mattesson’aissance by Saatchi & Saatchi
- McVitie’s, McVitie’s: Waking the sleeping giant by Grey London
- Officeworks, How Officeworks realised its own big idea by AJF Partnership and Initiative
- Santander, From “who?” to hero: how Santander became king of the switchers by The Engine Group
- Spies Travels, Do it for Denmark and Do it for Mom by Robert/Boisen & Likeminded and Spies Travels
- The Conservative Party, Winning the benefit of the doubt by M&C Saatchi
- UK Government, The missing millions – giving expats their voice by Ogilvy
- Volkswagen Commercial Vehicles, From manufacturer to service partner: How Volkswagen Commercial Vehicles did more with less by adam&eveDDB
- Volvo, “Or by”: how two little words made Volvo’s safety matter again by Grey London
Please login with linkedin to comment
nikonLatest News

Dynata’s Latest Economic Crossroads Report Shows Consumer Trends From Around The Globe
Across the world, rising costs are causing anxiety and financial struggles for consumers. The worldwide impact of inflation is affecting their outlook and behaviour. More than half of consumers globally are struggling financially because of inflation and the increasing price of fuel, housing and everyday goods. Russia’s war on Ukraine intensifies their concerns around supply-chain […]

InMoment Bring Major Updates To Their XI Platform For Greater Customer Experiences
Making people's lives easier one update at a time. Because nowadays it's all about accessibility, right?

US FCC Commissioner Wants Apple And Google To Take Down TikTok From Their Stores
Anyone who wants to ban TikTok clearly doesn't understand how cool Anna Paul is.

Fullbright Scholar Teams Up With CQUniversity For New Opportunities In Queensland
It's nice to know the Sunshine State might finally be using said sunshine for something productive.

“Talk About Soft!” Mark Levy Blasts The Project Over Interview With Climate Change Activist
The world is actually burning, but sure let's be mad at the protestors.

Best Of The Best Judge, Ben Pellow Nabs Group Sales Director Role At Forbes Australia
Here at B&T, we love to remind you about all the fancy friends we have. Mainly because they never cop to it in public.

Visit Victoria And Endemol Shine Australia Announce New Partnership
The new series will allow Sydneysiders to appreciate Melbourne from their couches, just the way we like it.

Sydney Set To Host South By Southwest Festival For 2023
This comes as part of a wider plan to steal Texan culture, with Sydney set to take on plentiful Cowboy boots and rodeos.

Nine’s Big Dog Mike Sneesby Announces EOFY2022 Bonuses For Permanent Staff
Bonuses were decided after staff declined MAFS merch as a thank you.

Tony Armstrong Reveals The ABC’s Reaction To His OnlyFans Account
Armstrong proving that even a Logie can't save you from boring meetings with your bosses.

Wednesday TV Wrap: MasterChef Owns Demos But Nine Dines Out On The Night
Thank you MasterChef for normalising cooking while crying.

FutureBrand Australia Grows, Makes Two Senior Appointments
Bringing the "future" to Australia's business industry.

Sedona Lands Cinnamon Darvall As Executive Producer
If Sedona can acquire some Milk, Eggs and Flour as well, they'd be on their way to a nice crepe recipe in the C suite.

Jaywing And Frank Digital Nab Rai Campbell For Commercial Director Role
Campbell will be called to drive the Jaywing to success. That's not a phrase out of a sci-fi series by the way.

Are Media Launch Body Positivity Initiative ‘BODFest’ With OGX Haircare
Cause there's nothing that will make you feel better about yourself than seeing Em Rata on stage.

Quantcast Launches New Advertising Solutions For Marketers
With the rate at which Quantcast is attempting to solve problems, Ariana Grande and Iggy Azalea may need to get in touch

Nielsen To Publish Global Annual Environmental, Social And Governance Report
Nielsen is releasing its global annual environmental, social and governance (ESG) report to share information in six key ESG topic areas including diversity, equity and inclusion, human capital, governance, data privacy and security, environment, and communities. The report is designed to demonstrate how Nielsen does what it does with responsibly and with integrity—and how that […]

ARIA And PPCA Welcome Newest Paper From ACMA
Having the word Phonographic in your company name is a sure-fire way to jerk the B&T editor awake first thing.

AO Metaverse And Run It Wild Set New Standards For The Industry At Cannes Lions
Pretty soon tennis games will be played between virtual avatars. Because that doesn't sound creepy at all.

“Always Look For Ways To Challenge Yourself And Grow”: 10 Of The Best With Mindshare’s Chris Solomon
Chris Solomon opens up to B&T, but declines to tell us what washing detergent he uses to keep his t-shirts glistening.

What Businesses Are Looking For When They Hire An Agency
Tips include: wearing a black t-shirt and oversized glasses won't make you standout. A beret on the other hand..

Telstra Names IAG’s Brent Smart As Its Chief Marketing Officer
Brent Smart has landed a very cool new gig, we are talking ripped jeans and complicated coffee order cool.

Introducing Postmatch, A New Sports-Focused Creative Agency
Who better to promote sport than the people who live, breathe and speak about it on a daily basis!

Pinterest Appoints Former Google Executive Bill Ready As CEO
Bet you're not "Ready" for all the changes coming to Pinterest (pun completely intended!)

Facebook And Instagram Remove All Posts Attempting To Sell Abortion Pills
The world of social media is having its own reaction to the many "interesting" things going on lately.

Lighthouse Foundation Partners With Aussie Artists To Bring Awareness To Youth Homelessness
With the art available for just $2, it makes the series affordable even for those bankrupted by the fall of crypto.

Welcome To Microsoft Advertising Where The Key To Results Is Collaboration With Care
Communication is key, people! That's how Microsoft Advertising produces the work that it does.

Gerety Awards Celebrate Shortlist Announcement With BBQ
Awards nights and big outdoor parties go together like greasy burgers and far too much beer.

Lendi Group Expands Media Relationship Appointing Initiative As Media Agency Across Brand Portfolio
One of Australia’s fastest growing fintech, The Lendi Group has appointed media agency Initiative with its media strategy, planning and buying services across its powerhouse property brands and networks Lendi and Aussie. Initiative was previously appointed by Aussie in February 2020, before the brand merged with Lendi becoming Lendi Group.

Azerion Integrates With Inskin Media For Australian Launch
Azerion enters the JAPAC region. Everyone's confused over whether that's a FIFA World Cup thing or not.

Veridooh Launches Independent Verification For Programmatic DOOH Advertising
Simpsons fans across the world can sit down, this particular DOOH article isn't about you lot.

“Speaking From The Heart!” Scott Cam Doubles Down On The Block Influencer Saga
After calling Elle Ferguson and her husband Joel Patfull "a bit unAustralian" Cam offers a heartfelt... clarification.

oOh!media Expands Brisbane Locations, Secures Queensland Rail Portfolio Assets
The digitisation of Brisbane is great for everyone, except those trying to sleep across the road from a billboard.

Kantar Study Shows Native Video Ads Boost Brand Awareness By 26% As Part Of Larger Media Mixes
Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the results of an independent Multichannel Brand Impact study from Kantar, the world’s leading data, insights and consulting company. eMarketer forecasts show digital ad spending in the U.S. will reach $270B in the U.S. by […]

Next&Co Win SEO Strategy Rights For New Aim
Because if you want to "aim" for success, you need to have the right people beside you.

Triple M Celebrates 90 Years On The Wagga Wagga Airwaves
To this day, no-one in radio will answer our questions on what happened to Triple L and Triple Q.