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Entries include well-known brands such as: Cadbury Dairy Milk, Change4Life, Heinz, McDonald’s, Sainsbury’s, The Army, Virgin and Walkers, among others.
Lord Burns, Chairman, Channel Four, Chairman, Santander UK, is Chairman of Judges for the 2010 IPA Effectiveness Awards and David Golding, Founding Partner, Adam & Eve is Convenor of Judges. The Deputy Convenor of Judges is Marie Oldham, Head of Strategy, MPG.
Said Lord Burns: “Companies entering this competition do not undertake the task lightly. They must submit over 4,000 words which prove that advertising itself has been responsible for the brand’s success. This is no mean feat and this effort, alongside the belief that these agencies have in the power of their campaigns, must be acknowledged. My fellow judges and I look forward to dissecting these campaigns and to learning some very interesting lessons along the way. Good luck to all those who have entered.”
Said David Golding: “It is fantastic to see this competition go from strength-to-strength with entries up by over a third from the 2008 competition. This is a really positive sign that the industry is producing work that truly demonstrates the power of marketing and which the agencies themselves are proud of. It is also good to see a mix of short-term and long-term campaigns, and the use of new and established media channels across many of the papers. It looks set to be a very exciting competition.”
The details of the entries are:
• Entries were received from: South Africa, Hong Kong, Singapore, India, Ukraine, Australia, and the UK.
• The most used form of communications media was television, used in 58 out of the 68 entries.
• The second most used form of communications was press advertising, used in 53 of the 68 entries (a combination of national newspapers, regional newspapers and magazines).
• This was followed by outdoor advertising, used in 40 of the 68 entries.
• Websites/microsites were used in 39 entries.
• Online display advertising was used in 36 entries.
• PR was used in 35 entries.
• Radio was used in 28 entries.
• Search advertising was used in 24 entries.
• Ambient media and viral/social media were each used in 19 of the entries.
• Direct marketing was used in 18 entries.
• Mobile advertising was used in 15 entries.
• Sales promotion was used in 13 entries.
• Cinema advertising and coupons/leafleting were each used in 12 entries.
• Sponsorship was each used in 11 entries.
• Interactive advertising was used in 9 entries.
• SMS mobile marketing was used in 2 entries.
• The average number of communications media used was 7.
• There were 52 single company entries and 16 joint company entries.
• Forty entries used econometric modelling.
• Entries spanned all sectors including: automotive, financial services, FMCG, home improvement, public sector, telecomms and travel, among others.
The 68 entries:
Albert Bartlett Rooster Potatoes by MPH Creative
Always by Leo Burnett
Audi by BBH
Barclaycard by BBH
Barclays by BBH
Barclays Wealth by Ogilvy & Mather Advertising
Berocca by JWT
Bisto by McCann Erickson Advertising
BT by LBi
BT Total Broadband by AMV BBDO and BT
Cadbury Dairy Milk by Ogilvy & Mather Advertising India and Madison Media Infinity
Cadbury Dairy Milk by Fallon London
Carling by Beattie McGuinness Bungay
Change4Life by M&C Saatchi, EHS 4D, Manning Gottlieb OMD and Freud Communications
Civic by DDB South Africa
Comfort Fabric Conditioner by Ogilvy & Mather Asia Pacific
Commonwealth Bank by BMF
Corsodyl by MediaCom
Department of Health by Partners Andrews Aldridge and MCBD
DH Hep (C) by Media Reach Advertising
Dove Deodorant by Ogilvy & Mather Advertising
Essential Waitrose by MCBD and Manning Gottlieb OMD
Everest by MBA and MindShare
Forevermark by JWT Mumbai
Ginsters by BBH
Heinz by AMV BBDO
Hovis by MCBD
HSBC by JWT
It Doesn’t Have to Happen by RKCR/Y&R, Manning Gottlieb OMD and Home Office
Juvederm Ultra by UM
Kärcher Pressure Washers by HMDG
Kenco by JWT
KFC by BBH
Kodak by Ogilvy & Mather Advertising
Lamb by BMF Australia
Lloyds TSB by RKCR/Y&R
McDonald's by Leo Burnett and Mindshare
Medicine Waste by Dynamic Advertising Group
Monopoly by DDB UK
Morrisons by DLKW and MEC
MTR by Ogilvy & Mather Advertising Hong Kong
Munch Bunch by Ogilvy & Mather Advertising
O2 by VCCP
Oral-B by Publicis
Orange by i-level
P&G, Pringles by Grey Hong Kong
Philips by DDB UK
Plenty by Publicis
Remember a Charity by DDB UK
Retail OTP by Ogilvy Group Ukraine
Robinsons Fruit Shoot by BBH
Sainsbury's by AMV BBDO
Self Assessment by MCBD, PHD Media and Elvis
Stroke Awareness by DLKW
Surf by BBH
Tango by BBH
TDA Teacher Recruitment by DDB UK and MEC
The Army by Golley Slater
The Co-operative food by McCann Erickson Advertising
The Happy Egg Co. by The Clinton Partnership and John Ayling & Associates
thetrainline.com by DLKW
THINK! by Leo Burnett and AMV BDDO
T-Mobile by Saatchi & Saatchi and MediaCom
Virgin Atlantic by RKCR/Y&R
Virgin Trains by MCBD and Manning Gottlieb OMD
Walkers by AMV BBDO and OMD UK
Wickes by MWO
Wispa by Fallon London
The 2010 IPA Effectiveness Awards are sponsored by Thinkbox and are supported by WARC; official publishers of the effectiveness case histories, Clear Channel, Velti, Viadeo and Campaign.
Says Tess Alps, CEO, Thinkbox: “Proving and honouring effectiveness is fundamental to the continued strength of the industry and it is fantastic to see the number of entries has increased this year. It is a sign of how seriously agencies are taking the issue of proving advertising's value and the high esteem in which these important awards are held.”
For further information about the entries and to see the creative work, please visit www.ipaeffectivenessawards.co.uk
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