Omnicom has been named Effectiveness Company of the Year at the 2026 IPA Effectiveness Awards, announced on 1 October, according to reports.
Across its network, the group earned three Golds, two Silvers and three Bronzes, plus the Grand Prix and the President’s Prize for Creative Effectiveness. PHD Media, Omnicom’s media agency brand, was separately named Effectiveness Agency of the Year.
The Grand Prix went to AMV BBDO and Spark Foundry for “The Superpower In-store”, a campaign for Currys which, according to the judges’ write-up, generated £500 million in incremental revenue, lifted long-term return on investment by 44 per cent and restored sustained business growth.
The President’s Prize for Creative Effectiveness was awarded to the Andrex work by Omnicom and PHD Media, while Specsavers took the Broadbent Prize for best dedication to effectiveness and the Alzheimer’s Society work by Medialab, New Commercial Arts and the charity itself was named the best not-for-profit entry.
The biennial awards are judged on evidence that work has paid back in measurable business results — through econometric and strategic data — rather than on creativity alone, which is why effectiveness honours carry particular weight with advertisers reviewing agency relationships.
Laurence Green, the IPA’s director of effectiveness, congratulated the winners, describing the papers as outstanding examples of strategy and creative ideas combining to deliver commercial results for clients.
For the trade, the result underlines Omnicom’s positioning around integrated marketing, media, data and technology. The group has been pitching clients on a single workflow combining creativity, media, data and artificial intelligence, and a haul measured in commercial outcomes rather than creative trophies plays directly to that pitch.
