Latest News from the Effectiveness Awards

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Sir John Sunderland, Chairman of Cadbury Schweppes, is to be the Chairman of Judges for the 2008 IPA Effectiveness Awards, which will be held at the Hurlingham Club in West London on the 3rd November 2008. Neil Dawson, Founder, Hurrell Moseley Dawson and Grimmer, is Convenor of Judges, and David Golding, Co-founder of Adam & Eve, is Deputy Convenor of Judges.

There will be two judging panels for this prestigious competition, which is open for entry until 25th April 2008, to all agencies worldwide, as well as, for the first time, advertisers and media owners, they are as follows:

Client judges:
Alan Bishop, Chief Executive, COI
Dan Cobley, Marketing Director, UK, Ireland and Benelux, Google
Hilary Cross, Director of External Affairs, MacMillan Cancer Support
Jeremy Davies, Brand & Communications Director, Abbey
Roisin Donnelly, Corporate Marketing Director, Procter & Gamble UK & Ireland
Andy Gilson, Marketing Director, General Motors UK and Ireland
Jo Kenrick, Marketing and Customer Proposition Director, B&Q
David Pemsel, Group Marketing Director, ITV
Richard Tolley, Group Marketing Director, Dairy Crest
David Wheldon, Global Director of Brand and Customer Experience, Vodafone UK

Industry judges:
Peter Bowman, General Manager, JICIMS
Morag Blazey, Former CEO, PHD Group, UK
John Deighton, Brierley Professor of Business Administration, Harvard Business School
Sara Donoghugh, Econometrician, Data2Decisions
Bryan Finn, Econometrician
Richard Foan, Managing Director, ABCe
Thayne Forbes, Joint Managing Director, Intangible Business
Kirsty Fuller, CEO, Flamingo Group
Richard Jolly, Adjunct Associate Professor of Organisational Behaviour, London Business School
Judie Lannon, Editor, Market Leader
Andy Pearch, Group Commercial Director,Thomson Intermedia
Paul Phillips, Managing Director, AAR
Toby Reeks, Analyst, Merrill Lynch
Mark Stockdale, Founder, Wheelbarrow
John Tylee, Associate Editor, Campaign
David Wethey, Founder and Chairman of Agency Assessments International (AAI)

Said Sir John Sunderland, Chairman of Cadbury Schweppes and Chairman of Judges, “The high calibre of judges represent the best of the marketing community, and we thank them for giving their time and attention to determine this year’s winners of the IPA Effectiveness Awards, examining advertising campaigns from around the world.”

Said Neil Dawson, Founder, Hurrell Moseley Dawson and Grimmer, and Convenor of Judges, “The IPA Effectiveness Awards demand the highest standards of proof of the commercial value of communications. We are delighted to have such an impressive array of talent and experience to judge the 2008 entries.”

The 2008 IPA Effectiveness Awards are sponsored by Thinkbox and supported by WARC; official publishers of the effectiveness case histories, DDS, Xtreme Informa-tion and Campaign.

Says Tess Alps, CEO of Thinkbox, “These awards are immensely important because they genuinely prove the effectiveness of advertising investment - a cause that is central to what Thinkbox does. We continue to be very proud to sponsor these awards and look forward to celebrating what advertising - and especially TV - can achieve."

For all information on the IPA Effectiveness Awards competition see www.ipaeffectivenessawards.co.uk

Summaries of the 2008 submitted case studies will be available from June 2008.

Biographies

Sir John Sunderland, Chairman of Cadbury Schweppes, Chairman of Judges
Sir John Sunderland was appointed Chairman in May 2003, having joined Cadbury Limited in 1968. Over the years he has worked on both the confectionery and soft drinks sides of the business, on the boards of Cadbury Ireland, Cadbury Schweppes South Africa, as a founding Director of the Coca-Cola Schweppes UK joint venture in 1987, and then as Managing Director of Trebor Bassett. He is a non-executive Director of Barclays plc, Deputy President of the Confederation of British Industry, a Director of the Financial Reporting Council, an Adviser to CVC Capital Partners and an Advisory Board member of Trinsum Group (formerly Marakon and IFL), an Association Member of BUPA, a Governor of the Court of Henley Management College, and President of the Chartered Management Institute. He was President of the UK Food and Drink Federation 2002 – 2004, President of ISBA, (Incorporated Society of British Advertisers), 2002 – 2005 and President of the CBI 2004 – 2006. He was knighted in the Queen’s Birthday Honours in June 2006.

Neil Dawson, Founder, Hurrell Moseley Dawson and Grimmer, and Convenor of Judges
After graduating from Bristol University with a degree in Politics and Philosophy, Neil spent ten years working in various research agencies on a wide range of projects covering qualitative and quantitative methodologies. In 1995 he joined Euro RSCG London and was promoted to Planning Director 18 months later. He then worked at Miles Calcraft Briginshaw Duffy as Planning Director and Partner before joining TBWA\London in 2001 as Executive Planning Director. He was made Chairman in 2005. He founded Hurrell Moseley Dawson and Grimmer in October 2006. He is a member of the IPA Value of Advertising Group and joint author of the IPA Effectiveness paper for Eurostar which won a Silver in 2004. While he was at TBWA\London the agency won a total of five IPA Effectiveness Awards.

David Golding, Co-founder, Adam & Eve, and Deputy Convenor of Judges
David graduated with a first class degree in history from Bristol University, followed by a MBA at Cass Business School in 2002. He started his career at Bates UK as a graduate trainee in 1994, moving to WCRS in 1997. In 2004 David joined RKCR/Y&R as Head of Planning, helping steer the agency to become joint IPA Effectiveness Agency of the Year in 2004, and picking up the IPA Effectiveness Grand Prix in 2006 for M&S. Early in 2008 David co-founded Adam & Eve, a fresh new future service advertising agency.

Client judges

Alan Bishop, Chief Executive, COI
Alan is the Chief Executive of Central Office of Information (COI). After taking a degree in history at Oxford, Alan decided to have some fun in advertising before getting a proper job. Twenty eight years later, having had to prove himself as Chairman of Saatchi & Saatchi both in London and New York, he finally managed to become a civil servant. Now, Alan manages a Government department responsible for getting the best value for the taxpayer from a total marketing expenditure of over £300m covering consultancy, advertising, direct marketing, broadcast production, publishing, digital media, research, PR and sponsorship, promotions and event management. In 2005 the Government News Network was amalgamated with the COI to create an integrated news and marketing service. Last year Directgov and the Media Monitoring Unit were also transferred to COI from the Cabinet Office.

Dan Cobley, Marketing Director, UK, Ireland and Benelux, Google
Dan Cobley joined Google as Marketing Director, UK, Ireland and Benelux in May of 2006. Dan shows consumers how Google's products enable them to find the information they are searching for, and businesses how Google's advertising programmes help them connect better to customers. Prior to Google, Dan was VP Brand and Marketing for Capital One Europe where he spent three years and helped make the company the UK’s leading new card issuer, and before that, two years as Marketing Director at Ask Jeeves, working in the UK and the US. Previously Dan spent five years with Pepsi in various marketing and operations roles, and he has also worked as a strategy consultant with Monitor Company. Dan has a first degree in Physics from Oxford and a Masters in Management from Cambridge.

Hilary Cross, Director of External Affairs, MacMillan Cancer Support
Hilary is joint Director of External Affairs at MacMillan Cancer Support alongside Lynda Thomas. After a few years as a journalist Hilary started in charity communications at Friends of the Earth in 1991. She spent a few years in animal welfare at WSPA then, ignoring the advice never to work with animals or children, moved to the NSPCC in 1996 where she was part of the team that launched the Full Stop Campaign in 1999. Hilary has been at Macmillan since 2001 starting as Head of Media. She has a wide brief which includes Macmillan's brand and advertising, marketing, media & PR, digital media, policy, campaigns and public affairs activity. After the rebrand of Macmillan to Macmillan Cancer Support in 2006, public awareness of Macmillan and its services and the charity's influence have grown enormously. Hilary's team won a Third Sector Award in 2006 for its ‘Better Deal’ campaign, which addresses the financial impact of cancer and, in 2007, with brand agency Wolff Olins, Macmillan won a dba Design Effectiveness Award.

Jeremy Davies, Brand & Communications Director, Abbey
Jeremy is responsible for the group’s marketing activities and branch development programme, and has overseen two full rebrandings of the business. He began his career at JWT in 1990, as a law graduate from Exeter University. After working in Amsterdam and Sydney, and completing an MBA at the Judge Business School, Cambridge, he became the founder and Managing Director of JWT’s brand and digital consultancy. In 2001, he left to join the cable group NTL, where he served as Director of Content and, latterly, Marketing Director. Jeremy is also a non-executive director of the Newspaper Marketing Agency.

Roisin Donnelly, Corporate Marketing Director, Procter & Gamble UK & Ireland
Roisin is responsible for marketing on all P&G brands, including the Gillette portfolio. Her previous roles include Marketing Director for Fine Fragrance in North and South America where she launched Hugo Boss, now global market leader. Before this she was Marketing Director for Cosmetics and Fragrances for Western Europe, Eastern Europe, Middle East and Africa. Under Roisin’s leadership, P&G UK & Ireland's marketing organisation has won a record number of marketing awards including 10 Product of the Year awards in both 2006 and 2007. She was also recognised as FMCG Marketing Employer of the Year and elected Marketer of the Year in 2007. Roisin is Chairman of Cosmetic Executive Women, a fellow of the Marketing Society, a member of the Marketing Group of GB, and a member of WACL. She is also on the business committee of Glasgow University.

Andy Gilson, Marketing Director, General Motors UK and Ireland
Andy is responsible for the Vauxhall, Saab, Chevrolet, Cadillac and Hummer brands in the UK and the Opel brand in Ireland. He graduated from Bath University in 1984 with a BSc(Hons) in Business Administration, joined Vauxhall in 1989, and has held a number of positions in the Marketing and Sales teams. In addition he has had two international assignments with General Motors; one in the European Marketing Team based in Germany and the second working for a Dealer Group in Southern California. He became UK Marketing Director in February 2004.

Jo Kenrick, Marketing and Customer Proposition Director, B&Q
Jo is currently Marketing and Customer Proposition Director on the board of B&Q, who she joined in February 2006. She is responsible for Customer Insight, Proposition Development, Format Development, Communications, PR, CSR, Multi-Channel Development and DIY.com, and the management and development of B&Q’s own and exclusive brands. Previously, she was Marketing Director of the National Lottery for three and a half years. Prior to that she held various sales and marketing positions with Masterfoods, Walkers, Snackfoods, Asda, Woolworths and the house builders Wilson Connolly.

David Pemsel, Group Marketing Director, ITV
David joined ITV in July 2005 as Marketing Director before becoming Group Marketing Director in January 2007. He has worked in a number of senior roles within advertising and marketing, namely Head of Marketing Communications at Hutchinson Telecom, Group Account Director at Ogilvy & Mather and Managing Partner at St Lukes, which the Harvard Business Review described as the most ‘creative agency on earth’, and was voted agency of the year in 1997. He was head hunted by Elizabeth Murdoch to launch Shine Entertainment, as Managing Director he worked with WPP to create ShineM providing content solutions for brands. Following Shine he set up a new agency in partnership with Interpublic and Andy Law (ex-Chairman of St Luke’s) which managed clients such as Channel 4, Daimler Chrysler, Disney, and Discovery. He sold his stake to Andy Law in 2004.

Richard Tolley, Group Marketing Director, Dairy Crest
Richard has worked with Dairy Crest since 1998 when he joined as Sector Manager Foods and NPD. Most recently he was Marketing Director for the Foods Division, prior to his appointment in his current role in May 2007. Richard developed his marketing skills and experience originally with Unilever, before moving to Kraft, Anchor Foods and then Northern Foods, before the move to Dairy Crest.

David Wheldon, Global Director of Brand and Customer Experience, Vodafone UK Ltd
Before joining Vodafone, David held senior positions on both sides of the marketing fence. Starting at Saatchi & Saatchi in 1983, he then went on to be the Managing Director of Lowe Howard-Spink in London. He later moved to the role of Global Director and VP of Advertising for the Coca-Cola Company under the aegis of Sergio Zyman. David then returned to the agency world as President of BBDO Europe and finally arrived at Vodafone via WPP in 2004.

Industry judges

Peter Bowman, General Manager, JICIMS
Peter is the General Manager of the ‘Joint Industry Committee for Internet Measurement Systems’ (JICIMS). After reading history at Trinity College, Cambridge, Peter has had an extensive career, including planning, buying and research roles in a number of agencies, which culminated in the role of Media Research Director of WCRS and its media successor MPG. He has been fortunate to have seen both sides of the media equation because his last agency role was followed from 2000 onwards, by several years working in research and commercial strategy for UKTV, as well as working as an independent consultant since 2006. Peter has been a lifelong supporter of the JICs and joint industry media research principles. He has represented the IPA on both NRS and BARB development and technical working parties. In 1992, he won the first IPA Media Award with a paper predicting an optimistic future for newspapers as advertising media, and a few years later won the Research Category with another paper forecasting a renaissance in industry media research. He is an honorary Fellow of the IPA.

Morag Blazey, Former CEO, PHD Group, UK
Morag Blazey started her agency career as a TV buyer at CDP, moving to BBH in 1989 where she planned and bought all media. In 1994 she moved to PHD, as Group Account Director, to work on TVL, COI, BBC and Prudential and then on to launch Egg. Morag was responsible for the IPA Effectiveness award-winning HEA Drugs Education campaign. She was promoted to the board in1995, and became Managing Director in 1999, winning ‘Agency of the Year’ in 2005 in all three trade magazines. She became Chief Executive of PHD Group in the UK in November 2006, and left in January 2008. Morag has been a member of the IPA Council and Media Futures Group. From 2003-06 she was chairman of JICRIT and remains a board member.

John Deighton, Brierley Professor of Business Administration, Harvard Business School
Professor John Deighton teaches MBA and Executive courses in the areas of marketing strategy, branding, and internet marketing. John is the editor of the Journal of Consumer Research, the leading academic publication in its field, and was a founding editor of the Journal of Interactive Marketing. His research is published in the Harvard Business Review, Sloan Management Review and in many academic marketing journals. John’s field research includes case studies on Hilton Hotels' loyalty programme, Chateau Margaux, Snapple, the CVS online drugstore, the novelist James Patterson, Siebel Systems, USA Today Online, and the Sainsbury loyalty programme Nectar. Before joining Harvard he held faculty positions at the University of Chicago and Dartmouth College, and visiting appointments at the University of Tokyo and Duke University.

Sara Donoghugh, Econometrician, Data2Decisions
Sara has recently taken up a new post at Data2Decisions, a leading independent econometrics consultancy, where she works with a diverse range of clients. Previously, she spent eight years working in marketing evaluation. She spent six years at the advertising agency DDB London working as an Econometrician, where the highlight was winning a Gold and the Charles Channon Award for Best New Learning at the IPA Effectiveness Awards 2004 for the Cravendale Milk paper she co-wrote. After DDB, Sara moved to BSkyB where she led a team of marketing analysts. Her remit was to optimise the ROMI of Sky’s internal marketing department, working across ATL and BTL campaigns.

Bryan Finn, Econometrician
Bryan is an econometrician and business economist with over 25 years’ experience. He advises clients on a broad range of business issues including marketing, pricing policy and resource planning and optimisation. Bryan has worked as an economist and statistician with Spillers Foods and Cable & Wireless, and as an economic consultant with Maxwell Stamp Associates, MMD and Business Economics. Bryan specialises on advising clients on how to allocate their advertising and marketing budgets most effectively across markets, brands and media.

Richard Foan, Managing Director, ABCe
Richard is the Managing Director of ABC ELECTRONIC. He has been involved in the ‘new media’ industry since it came into the spotlight and actively contributes to key initiatives that will help grow electronic media as an effective communications channel and promote the importance of accountabil-ity. Richard joined the Audit Bureau of Circulations (ABC) in 1984 and has now been with the organisation for 23 years. He has held various positions within the ABC and was appointed Deputy Chief Executive in 1992. He stayed in this role for four years, during which time he delivered staff auditing to both the business press and exhibition sectors. In 1996, in response to the evolving ‘new media’ sector, Richard was asked by ABC Council (major publishers, agencies and advertisers and their trade bodies) to create a new company to deliver industry agreed standards as a basis for certifying electronic media. This is where ABC ELECTRONIC began. Richard is currently Chairman of the global IFABC electronic media standards group and Secretary of JICWEBS (Joint Industry for Web Standards in the UK and Ireland). He is also a member of EUROJIC.

Thayne Forbes, Joint Managing Director, Intangible Business
Thayne is the Joint Managing Director of Intangible Business, the brand valuation, strategy and development consultancy. After reading Mathematics at Oxford University, he began his career at a medium-sized accounting firm, Binder Hamlyn, qualifying as a chartered accountant in 1986. Initially, he specialised in audit, accounting and business advisory services to owner-managed businesses, before moving on to focus on special advisory and investigation projects, share business valuations and litigation support, and then focusing on intangible asset valuation. In 2000, the year he achieved his marketing diploma, he joined a brand valuation consultancy firm where he met Stuart Whitwell, with whom he co-founded Intangible Business the following year. Now in its sixth year, Intangible Business is a leading independent brand valuation consultancy, with experience of valuing hundreds of brands and other intangible assets for return on marketing investment, financial, litigation and business development purposes. Thayne has worked in all major sectors, with companies including L’Oréal, Fortune Brands, Laura Ashley, Vodafone, Cable & Wireless and Woolmark.

Kirsty Fuller, CEO, Flamingo Group
Kirsty was born and educated in Scotland. After completing a degree in modern languages, she moved to London and commenced her career in consumer research, first on the agency side and then with Gillette in a research and planning role. In 1997 she co-founded Flamingo; an agency committed to delivering cross-cultural consumer understanding to inspire creativity in brand management and communication. Flamingo is now one of the largest qualitative specialists in the world with offices in London, San Francisco, Singapore, Tokyo and New York. It offers its clients more than just conventional qualitative research, as it also provides semiotics, ethnography, trends consultancy and workshop facilitation services. In Kirsty's role as CEO of the Flamingo Group, she has ongoing involvement with the Unilever, Diageo and PepsiCo accounts. She has written and presented papers at many conferences over the years on subjects such as ‘Brand Extension’, ‘Protecting Cool Mindshare’ and ‘Gender Roles in Advertising’.

Richard Jolly, Adjunct Associate Professor of Organisational Behaviour, London Business School
Richard teaches a wide range of MBA courses on the subjects of leadership, management and change. He also instructs a large number of Executive Education courses for London Business School in the UK and across Europe, the Middle East and Asia. Richard is also a Director of the organisational consulting firm, Stokes & Jolly Limited, where he works with clients representing a wide range of sectors, including investment banking, private equity and venture capital, fund management, law and accountancy firms, management consultancy, advertising, media, music, architecture, FMCG and IT companies.

Judie Lannon, Editor, Market Leader
Judie Lannon is a consultant in market research and marketing communications strategy and Editor of Market Leader. Born in the United States, her advertising career began at Leo Burnett in Chicago. But the majority of her career was in the London Office of JWT where she was initially hired by Stephen King to set up JWT’s creative research unit. Recently she was Director of Research and Planning for JWT Europe. In 1991 she established her own planning and research consultancy. In addition to her consultancy work, Judie designs senior management courses in marketing communications, brand positioning and market research. She is also a recognised writer, editor and speaker in the field of marketing communications. She served on the MRS Conference Awards panel for many years and currently is a judge of the Atticus Awards for WPP. Judy recently edited a collection of Stephen King’s papers to be published by Wiley in September 2007 under the title: A Master Class in Brand Planning: the timeless works of Stephen King and is currently editing a book on How Public Service Advertising Works for the COI.

Andy Pearch, Group Commercial Director, Thomson Intermedia plc
Andy Pearch’s responsibilities include international development, product development, business development and marketing. Prior to this he was CEO of billetts media consulting with ultimate responsibility for customer service to billetts 150-strong customer base. As a founding member of billetts he operated in the media auditing field for 12 years. Andy also spent five years in a media agency environment, at CIA as Media Group Head and as a Senior TV Buyer at Zenith. In 2000, Andy completed the three-month intensive AMP course at Harvard. He also holds a degree in French from Oxford University.

Paul Phillips, Managing Director, AAR
Paul is the Managing Director, responsible for the day-to-day running of the company. He also heads up the media service, which he first established in 1988 as the company broadened its consultancy offering across a wider range of marketing services. His 16 years in advertising and media began at Doyle Dane Bernbach, moving on to Horner Collis & Kirvan (now Euro’s) for seven years, and then CIA (now MEC Mediaedge:cia) for a further eight years. Paul works with marketers to help across a range of their agency requirements from consultancy and advice in the management and review of their agencies, to marketplace benchmarking and remuneration advice. He also supports agencies in the their own marketing and business development efforts, sharing 10 years of accumulated knowledge and learning from working with marketers and agencies.

Toby Reeks, Analyst, Merrill Lynch
Toby is a media equity research analyst at Merrill Lynch, based in London. He joined the team in October 2005 from HSBC in London, where he worked as a director in the firm’s media equity research team. Prior to that Toby worked as a media analyst at DrKW and Credit Lyonnais for two years respectively. Toby regularly publishes detailed reports on the marketing services sector and its composite companies whilst contributing to wider thematic research reports. He is currently working on a long-dated project investigating the impact that changes in technology are having on the media sector. He graduated from the University of Manchester with an honours degree in Economics. Merrill Lynch’s Media Equity Research Team recently ranked 4th in the Thomson Extel and Institutional Investor awards.

John Tylee, Associate Editor, Campaign
John Tylee is Campaign’s Associate Editor and its longest-serving journalist, having joined the magazine in April 1985. He has reported for Campaign from the US, Europe and Asia and is a frequent commentator on advertising issues on TV and radio and in the national press. John has previously been shortlisted for ‘Business Writer of the Year’ by the Periodical Publishers Association. His first book, The Signs of Our Times, tracing the development of outdoor advertising, was published last year. He is also a governor of the History of Advertising Trust. Born in North London, he started his career as a junior reporter on his local weekly newspaper. He later joined Thomson Regional Newspapers, working on one of its evening papers before being appointed to a senior role on the company’s London newsdesk.

David Wethey, Founder and Chairman of Agency Assessments International (AAI)
David graduated from Oxford University in 1965 with an Honours Degree in Philosophy, Politics and Economics. After three years in market research with AC Nielsen, he then spent 20 years in advertising agencies. Since 1988, he has been the Founder and Chairman of AAI. Their work involves executive search for agencies, agency roster reviews and management, trouble shooting in client/agency relationships, performance evaluation systems, savings/efficiencies/contracts and terms of business and remuneration negotiations, and process innovation and design. He also works extensively with the Incorporated Society of British Advertisers (ISBA) and the Marketing Society in London, and with several national World Federation of Advertisers (WFA) in the area of developing new and more effective contractual and remuneration models. In April 2007, he was awarded an Honorary Fellowship by the IPA for services to the client/agency relationship.