Omnicom leads 2026 IPA Effectiveness Awards

Entries were analysed by Technical and Industry judging panels comprising strategists and econometricians, who assessed the commercial returns from marketing activity. A final panel of client experts, led by Suzanne Quinn, UK Customer Director at Tesco, determined the prizes.

The 2026 IPA Effectiveness Awards have recognised campaigns from agencies including AMV BBDO, Spark Foundry, Omnicom and PHD Media at a gala ceremony at The Peninsula London, hosted by comedian, author and screenwriter Sara Pascoe.

The Grand Prix went to AMV BBDO and Spark Foundry for their Currys campaign, The Superpower In-store. The campaign helped transform Currys from a retailer facing pressure from online shopping into the UK’s most-preferred technology retailer, generating £500m in incremental revenue, increasing long-term ROI by 44 percent and returning the business to sustained growth.

Currys campaign takes IPA Effectiveness Grand Prix

Omnicom was named Effectiveness Company of the Year after receiving three Golds, two Silvers, three Bronzes, the Grand Prix and President’s Prize. PHD Media was also named Effectiveness Agency of the Year.

The Channon Prize for Best New Learning went to Mother, Wavemaker London and Nationwide for Marketing and finance: Pioneering a new kind of alliance. Specsavers received the Broadbent Prize for Best Dedication to Effectiveness.

Omnicom leads 2026 IPA Effectiveness Awards haul

Charlie Ebdy, Convenor of Judges for the IPA Effectiveness Awards and Chief Strategy Officer UK, Omnicom Media: "Anyone taking home an IPA Effectiveness Award should be extremely proud. Your work has passed more scrutiny than anywhere else in the industry, and your cases now sit alongside some of the most famous work ever produced. But more importantly, you’ve helped contribute to our collective understanding of how marketing communication works – a task vital for a world in which our output is changing beyond recognition."

Agencies recognised across effectiveness categories

Suzanne Quinn, Chair of Judges for the IPA Effectiveness Awards and UK Customer Director, Tesco: "It has been an absolute privilege to chair this year’s IPA Effectiveness Awards. Throughout the judging process, we saw some truly outstanding examples of what can be achieved when exceptional creativity is combined with clear commercial ambition. Congratulations to all of this year’s winners. The standard of entries was exceptionally high, making for a fiercely competitive and inspiring set of awards."

The Gold Awards included Specsavers by MG OMD and Specsavers Creative in the Global Market category; Alzheimer’s Society by Medialab, New Commercial Arts and Alzheimer’s Society in the Not-For-Profit category; and campaigns for Andrex, Currys, Lurpak and Nationwide in the Single Market category.

Silver Awards went to NHS Blood and Transplant by VML in the Not-For-Profit category, while AJ Bell by Pablo London, Great Western Railway by adam&eve\TBWA and Volkswagen by adam&eve\TBWA and PHD Media received Single Market awards.

Bronze winners included Capita, for the British Army, by Droga5 and EssenceMediacom in the Not-For-Profit category, and Škoda by AMV BBDO and PHD Media in the Regional Market category. Single Market Bronze Awards went to Admiral by McCann Bristol, Confused.com by Leo UK and Zenith UK, easyJet by VCCP, T&P London and Kepler, Gousto by the7stars, Jaffa Cakes by adam&eve\TBWA and MG OMD, Madrí Excepcional by Ogilvy UK and Carat, SMARTY mobile by The Gate London, Zenith UK and VodafoneThree, and Vitality by VCCP.

www.ipa.co.uk

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