Alongside our brilliant client partner Alzheimer’s Society, and creative partner New Commercial Arts, our paper ‘How a Cultural Multiplier Generated the Short and Really Long-Term Income to Fight Dementia’ won double gold!
Making the shortlist amongst just 20 other industry papers was already a source of huge pride for the teams, but to be one of the six Gold winners of the night and receive the Best Not-for-Profit award was even better.
Before the champagne and celebration came months and years of hard work – not just from the authors of the award-winning paper, who worked tirelessly to share Alzheimer’s Society’s effectiveness story, but also from the wider teams who were part of that story. This stands as a prime example of a purpose-driven partnership that delivers meaningful outcomes and has ultimately generated essential funding for dementia research, diagnosis, and care.
Nick Parker, Group Strategy Directorand lead author of the paper said:
“Dementia is the UK’s biggest killer, a disease so hopeless and confusing that the public don’t want to think about it. Alzheimer’s Society is leading the fight back – combining powerful advertising with partnerships with the nation’s leading sports and media organisations to make dementia unavoidable. This paper proves that the ‘Cultural Multiplier’ of advertising and partnerships is generating the income to help fund advances in dementia support, research, and diagnosis.”
Anthony Pey, Head of Marketing Effectiveness and co-author said:
“In the not-for-profit sector, effectiveness directly translates to life-changing support and funding. Winning Gold at the IPAs proves that when you combine bold creative thinking with a rock-solid effectiveness strategy, you don’t just build brand fame – you build sustainable, long-term returns. It’s immensely rewarding to see our collective data and evidence recognised at the absolute highest level in our industry.”
