|UM London’s work for The Economist has been named among the world’s best at the IPA Effectiveness Awards in a double victory.
The agency’s ‘Raising Eyebrows and Subscriptions’ campaign (also known as ‘Smart Use of Data’) won both Gold and The Channon Prize for Best New Learning at the awards ceremony last night. Created in collaboration with Proximity London, ‘Raising Eyebrows and Subscriptions’ used in-feed advertising and real-time creative to reach prospects with smart content in contextually relevant and unexpected places. The campaign created thousands of new subscribers across 13 markets.
For more than three decades, the IPA Effectiveness Awards has been a platform to build agency reputation, display expertise and showcase new learning. The Awards set the global benchmark for excellence in effective communications by requiring entrants to prove increased financial value that they have created for clients.
‘Raising Eyebrows and Subscriptions’ is one of the most successful campaigns in UM London’s history, and has won trophies at every major awards competition in the industry, including the Cannes Lions, Festival of Media Global Awards and M&M Global Awards.
Russell Place, Managing Director and Neil Peace, Group Digital Strategy Director of UM London, said:
“Our work for The Economist brings Better Science, Art and Outcomes together in a data-driven, dynamic and highly collaborative operating model, including agency partners, technology partners and, of course, our clients at The Economist”
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