John Lewis has won the Grand Prix at this year's IPA Effectiveness Awards for its much-talked about advertising campaign created by Adam and Eve and Manning Gottlieb OMD.
The emotive campaign has been running since 2009 and was credited with helping John Lewis record £1,074m of incremental sales and £261m in profits over a two-year period.
Chairman of the judges Lord Hollick said: "This campaign combined wonderfully emotive creativity with evident effectiveness to return the brand back to national treasure status.
"It demonstrates the power of acknowledging and rallying other audiences behind the brand, including employees and stakeholders, to really shift consumer behaviour and perceptions.”
In total 14 Gold Awards, 10 Silver Awards, 11 Bronze Awards and eight Special Prizes were handed out at Monday's ceremony in London.
Special Prizes:
• Grand Prix, sponsored by Thinkbox: John Lewis by Adam & Eve and Manning Gottlieb OMD
• Effectiveness Company of the Year, sponsored by Thinkbox: Abbott Mead Vickers BBDO
• Best Channel Planning, sponsored by Microsoft Advertising: Digital UK by DLKW Lowe, Digital UK, BBC Switchover Help Scheme and MediaCom
• Best International, sponsored by Velti: Snickers by Abbott Mead Vickers BBDO
• Best Demonstration of Consumer Participation, sponsored by Facebook: Metropolitan Police by Abbott Mead Vickers BBDO
• Best Use of Insight, sponsored by Future Foundation: Cadbury Dairy Milk by Ogilvy & Mather India
• Best Dedication to Effectiveness, sponsored by Warc: Waitrose by Bartle Bogle Hegarty
• Best New Learning, sponsored by Clear Channel: Metropolitan Police by Abbott Mead Vickers BBDO
Gold winners
• Aldi by McCann Manchester
• British Gas by CHI & Partners
• Cadbury Dairy Milk by Ogilvy & Mather India
• DFT by Leo Burnett
• Digital UK by DLKW Lowe, Digital UK, BBC Switchover Help Scheme and MediaCom
• Dove by Ogilvy & Mather Shanghai
• Health Promotion Board Singapore by Ogilvy & Mather Singapore
• John Lewis by Adam & Eve and Manning Gottleib OMD
• McDonald’s by Leo Burnett
• Metropolitan Police by Abbott Mead Vickers BBDO
• Snickers by Abbott Mead Vickers BBDO
• Virgin Atlantic by RKCR/Y&R, Gyro, OMD International, Hall & Partners
• Walkers by Abbott Mead Vickers BBDO
• Which? by Mike Colling & Co
Silver winners
• Art Fund by 101
• Danone Activia by RKCR/Y&R
• IBM by Ogilvy & Mather New York
• Magnum Gold?! by Lola Madrid, Lowe and Partners
• Nikon by Jung von Matt AG
• Nissan by Lew’Lara\TBWA
• The National Lottery by MPG Media Contacts
• VO5 Extreme Style by Euro RSCG London
• Waitrose by Bartle Bogle Hegarty
• Yorkshire Tea by Beattie McGuinness Bungay
Bronze winners
• Audi by Bartle Bogle Hegarty
• Boots by Mother
• BT by Abbott Mead Vickers BBDO
• Dove Hair by Ogilvy & Mather
• Gordon’s by Bartle Bogle Hegarty
• Gü by DDB UK
• LV= by Designate, 24-7 ideas.com
• Shangri-La Hotels & Resorts by Ogilvy & Mather Hong Kong
• Ta Chong Bank by Ogilvy & Mather Taipei
• Velvet by Fallon London
• Virgin Trains by Elvis and Manning Gottleib OMD