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On November 1st, our Barclays Wealth campaign was awarded a 2010 IPA Effectiveness Award and our case study was included in 'Advertising Works 2010' , the 30 or so most effective advertising campaigns of the year. The award rewarded the marketing effectiveness of our campaign from 2006 to 2010 and its dramatic impact on business results.

The Institute for Practitioners of Advertising Awards are the most prestigious (and hard to win) advertising effectiveness awards in the world and are considered the gold standard by the global marketing and communications community. The IPA Awards reward advertising campaigns with a proven, quantifiable track record of marketing effectiveness. To win, a campaign has to pass the most rigorous effectiveness evaluation in the world and demonstrate not only communications impact, but tangible business results in terms of revenue and profit: Only about 30 finalists are selected from many hundreds of applicants worldwide, representing the biggest advertisers and the most creative agencies worldwide, before being rated by a jury of leading advertising and effectiveness experts.

Winning an IPA award is to a marketer what winning an Oscar is to an actor. It is the first time that a wealth management brand has won an IPA award, and it is a confirmation of the other effectiveness awards that the campaign has been winning since its launch, such as the Euro-Effie Gold, the Euro Effie Special Commendation in the Grand Prix, and the European Print Media Effectiveness Award.

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