Arbex celebrates Andrex campaign’s double win at IPA Effectiveness Awards
The campaign received Gold for Effectiveness and the President’s Prize for Creative Effectiveness, recognizing its combination of consumer insights, creativity and media
An Andrex campaign has received two recognitions at the IPA (Institute of Practitioners in Advertising) Effectiveness Awards, winning Gold for Effectiveness and the President’s Prize for Creative Effectiveness.
The campaign was developed through a collaboration involving Arbex, media agency PHD and FCB London, with the initiative focused on building on the strength of the Andrex brand through consumer insights, creativity and media.
According to Arbex, the recognition reflects the work of the team behind the campaign and its approach to combining consumer understanding with collaboration among the agencies and partners involved. The company highlighted the leadership of Matt Stone, who led the team as it challenged established approaches and developed the campaign.
The company said the campaign generated measurable consumer and commercial impact, with consumers responding to the initiative and shoppers choosing the brand at the point of purchase. Arbex also attributed the results to the combination of creative development and media execution.
The company stated that the awards represent the outcome of a shared effort involving the teams and partners involved in the campaign, rather than an isolated achievement.
Arbex said: “Recognition like this is a powerful reminder of what’s possible when bold ideas, deep consumer understanding, and true partnership come together.”
The company also congratulated the professionals involved in the project, citing the collaboration between the teams as a factor in the campaign’s results.
