2002 IPA EFFECTIVENESS AWARDS: IPA awards will be benchmark for marketing communications

'Media neutrality' is the new buzzword of the marketing communications industry. The idea that a multitude of channels can be used to disseminate a brand or message, as opposed to just a single medium, is one that characterises the changes in practice and thinking of today's agencies - which are now offering communications solutions rather than pure advertising.

Like the industry they represent, the IPA Effectiveness Awards has seen changes in 2002, which include the opening up of the awards to entries from all IPA members (including media, direct marketing, outdoor, sales promotion, as well as creative agencies).

By doing so, the IPA has effectively created one awards scheme for the industry that we hope will soon come to be recognised as a benchmark for the whole of the marketing communications industry.

The IPA also this year encouraged entrants to enter papers that were written either jointly or in collaboration with other agencies that were working on the same brands.

These changes have sparked a reversal of decline in entry numbers. This year entries were up 10% to 61 from 33 agencies, of which 14 of the papers were written in collaboration and four written jointly.

From here, these brand stories underwent the most rigorous tests to appear among these pages. Not only were they dissected by a group of 13 industry specialist judges, but also scrutinised by a jury of 16 top clients chaired by Lord MacLaurin, chairman of Vodafone. This second client jury awarded Gold, Silver, or Bronze awards, and special prizes, including the Grand Prix, to the 36 shortlisted papers.

Congratulations to all the winners, especially BMP DDB and Bartle Bogle Hegarty, winners of our Effectiveness Agency of Year prizes.

This year's Grand Prix winner Barnardo's exemplifies the spirit of these awards. It is a case where the idea of 'giving children back their future' was proven, worked through several channels and has redirected the whole organisation. The execution of this idea for all channels, internal and external, was measurably effective. The authors explain in detail how the channels were selected, what the role was, and how well each delivered within the overall effect of the campaign. This is a very worthy Grand Prix winner.

It is certainly also worth noting the individual channels that received special attention. Marmite models the PR effect and its combination with advertising, Hovis the packaging effect and Domino's talked us through TV sponsorship and interactive TV. Stella Artois and Tesco both had important comments to make on advertising and sales promotion. Kellogg showed us how to use the web to best effect with children.

Alongside these broader papers were the deeper papers, which reflected the duality of business life. Effective advertising campaigns from Sainsbury's, Skoda, Walkers, and the international case of Olivio/Bertolli, all proved that while broadening the awards we haven't lost any of their depth.

We were absolutely thrilled with the quality of entries this year and all will make significant contributions to the IPA Awards dataBANK, www.ipa.co.uk.

Lastly, I would like to say that the IPA Effectiveness Awards are indebted to the support of its sponsors, without whom they could not exist. I would very much like to thank the Financial Times, our overall sponsor since 1998, our title sponsors: ITV, Posterscope, WARC, Endorsements.TV, AdForum.com and Marketing and, of course, our dinner sponsors: Donovan Data Systems, Hall & Partners, Millward Brown and Vodafone.

SPECIALIST ADVISERS JURY

Marco Rimini - Director of strategy and development, J Walter Thompson

(Convenor of Judges)

Alison Hoad - Managing director, CDD (Deputy convenor of judges)

Jonathan Durden - Joint chairman, New PHD

Eric Salama - Group director of strategy and chief executive of WPP.com,

WPP Group

Tim Ambler - Senior Fellow, London Business School

Andy Farr - Group research and development director, Millward Brown

Paul Freeman - Proprietor, Strategies 4 Profits

Colin Lloyd - Former president of the DMA

Adam Morgan - Founder, Eat Big Fish

David Payne - Executive director of custometrics

Mandy Pooler - Chief executive, The Channel

Joe Yasin - Managing partner, The Planning Business

CLIENT JURY

Lord MacLaurin - Chairman, Vodafone (Chairman of judges)

Belinda Earl - Chief executive, Debenhams Retail

Charlotte Oades - Marketing director, GB & Ireland, Coca-Cola GB

Raoul Pinnell - Vice-president, global brands and communications, Shell

International Oil Products

Caroline Clark - Managing director, Sara Lee Household & Body Care

Ruth Fisher - Head of marketing and communications, English Regions BBC

3

William Eccleshare - Formerly partner, McKinsey & Co

Carol Fisher - Formerly chief executive, COI

Helena Ganczakowski - Marketing development director, homecare, Lever

Faberge

Stuart Gilliland - Chief executive, Interbrew UK & Ireland

Martin Glenn - President, Walkers Snacks Foods

Andrew Harrison - Director of marketing, Rowntree Nestle UK

Sharon Lang - Director of brand marketing, AOL UK

Ian Milligan - Formerly sales and marketing director, Camelot Group

Simon Tuckey - Formerly managing director, Anchor Foods New Zealand Milk

UK

David Walsh - Advertising director worldwide, Financial Times

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