OMD UK Group crowned IPA’s Effectiveness Network of the Year 2022
20 October 2022

Originally published on Institute of Practitioners in Advertising.

OMD Group has been awarded as Effectiveness Network of the Year at the ‘Institute of Practitioners in Advertising’ Awards.

OMD UK and MG OMD scooped gold, silver, and bronze awards to credit their dedication and success in creating some of the most effective work within the industry. The IPA Effectiveness Awards are acknowledged as the world’s most rigorous and prestigious awards scheme and require winners to demonstrate the value created by their marketing and communications activity.

Winning gold, OMD UK received recognition for their brand building work with McDonald’s to rekindle the trust and love of the British public. Despite, category disruption and the impact of the Covid-19 pandemic, OMD UK’s investments in planning and strategy, creativity, and broadcast media resulted in a transformation of the brand, with an estimated total of £4.7bn incremental short and long-term sales, at an average of £313 million per year over the last 15 years.

For MG OMD, the team were crowned silver for its quality over quantity approach to media for the Waitrose & Partners ‘You can taste when it’s Waitrose’ campaign. i. Covering ‘Food on 4’ sponsorships, premium print formats and high impact digital posters, their approach generated a 200% return on marketing investment (ROMI).

The final award of the night, MG OMD received bronze for the Census 2021 campaign with the Office for National Statistics with their campaign reaching a whopping 99.9% of the population. From utilising traditional broadcast channels, to amplifying through media partnerships, the insight-led approach resulted in 97% of households in England and Wales completing the 2021 census.

To learn more about our winning campaigns, have a read below:

OMD UK – Gold – McDonald’s – ‘How We Got Customers Lovin’ It And Kept Them Lovin’ It, No Matter What’

Manning Gottlieb – Silver – Waitrose & Partners – ‘You can taste when it’s Waitrose’

Manning Gottlieb – Bronze – Office for National Statistics, Census 2021 – ‘The Power of Us; Involving Everyone in Census 2021’

“Congratulations to OMD Group on being named Effectiveness Network of the Year at the 2022 IPA Effectiveness Awards. Their three cases for McDonald’s, Waitrose & Partners and the Census 2021 showcasing the variety of outstanding work, attention to detail, long-term planning and collaboration being done across the whole of OMD Group amidst some extremely challenging circumstances”.

– Harjot Singh, Convenor of Judges and Global Chief Strategy Officer at McCann

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