IPA Effectiveness Awards 2024

The IPA Awards set the gold standard for advertising excellence, and this year we're proud to have been part of not one, but two winning campaigns for our longstanding clients, Yorkshire Tea and Vanguard.

Vanguard, winner of a Bronze IPA Effectiveness 2024 Award

A first time win for Vanguard and a triumph for partnership as the paper was co-authored by Vanguard, AML, the7starts, Analytic Partners and of course, The Nursery.

Vanguard's "Value to Investors" campaign has reshaped the UK investment landscape, bringing Vanguard's message of value to millions of people.

Thanks to this campaign, Vanguard is now firmly established as a leading UK investment platform. In the four years since its launch, brand awareness has quadrupled and more than 500,000 customers have joined the Vanguard journey with a 700% growth in assets under management (AUM) to over £18 billion.  This has been driven by standout TV-led campaigns featuring the Vanguard V-sign, a memorable sonic identity, and the strong, consistent "value to investors" positioning.

Find out more about our IPA win and explore our award-winning case study here.

Yorkshire Tea, winner of a Gold IPA Effectiveness 2024 Award

Yorkshire Tea have once again celebrated a Gold IPA Effectiveness Award for their ‘Long-term brand building done proper’ campaign alongside Lucky Generals, Goodstuff Communications and underpinned by research from The Nursery.

This award-winning campaign tells the remarkable story of how Yorkshire Tea defied conventional wisdom to challenge larger competitors in a declining market. From 2017 onward, Yorkshire Tea consistently positioned itself as the brand ‘Where everything’s done proper’—a message reinforced through humorous advertising and a commitment to sustainability, including carbon neutrality.

The results speak for themselves. Yorkshire Tea saw significant improvements in brand preference, recommendation, and market penetration, boosting its volume share from 18% to a market-leading 33%, all while maintaining premium pricing. Through rigorous econometric analysis from 2019 to 2023, the strategy was found to have driven £25.8 million in incremental revenue, with a long-term ROI of £1.60 for every £1 invested.

Discover more about this Gold IPA Effectiveness Award win and explore the full case study here.

CEO of The Nursery, David Alterman, says "There are ever increasing numbers of awards now that recognise the contribution of market research, but for us the IPA effectiveness awards remain the gold standard – where our work has helped our clients deliver more effective marketing campaigns, and better business outcomes. This is the reason why we do what we do, and we are so proud of our work with Vanguard and Yorkshire Tea teams over a number of years now."