A total of six gold awards, 16 silver, eight bronze and 13 special prizes were presented to the industry great and good by journalist Piers Morgan at a Park Lane Hilton ceremony sponsored by Thinkbox.
Submitted jointly with creative agency DDB London, MediaCom's campaign entitled "Volkswagen Golf: 30 years in the making", tapped into Golf's strength as a well-regarded and financially valuable brand over the last three decades.
ZenithOptimedia's campaign for O2, entered with three other agencies, VCCP, Archibald Ingall Stretton and Lambie-Nairn, demonstrated how rewarding customers for their loyalty has helped to generate a medium-term payback of investment of up to 80:1.
Silver awards were presented to MediaCom for its joint campaign with DDB London for Kwik-Fit and Manning Gottlieb OMD for its joint campaign with RKCR/Y&R for Virgin Trains.
Media Planning Group also took a bronze award for its joint campaign with VCCP, for ING Direct.
Laurence Green, convenor of judges and planning partner at Fallon London, said: "The IPA Effectiveness Awards is the annual call to the ideas industry to stand up and be counted commercially.
"Yet again the response is robust: every one of the winners demonstrates not just that advertising and branding works, but that it can be absolutely central to the fortunes of the organisations involved."
Now in their 14th year, the IPA Effectiveness Awards are open to all communications agencies spanning creative advertising, media, direct marketing and digital.