Editor's comment: COI should be proud not loud

No one advertises just for the hell of it - at least, we should all hope not - and the IPA Effectiveness Awards, detailed in this week's issue and on marketingmagazine.co.uk, have set the benchmark for proving the value of ads.

Bartle Bogle Hegarty stole the show, winning the Grand Prix with its Johnnie Walker paper, which set out to prove how its advertising has helped the Diageo whisky brand gain share and sales over the past decade. Well done, BBH.

These accolades prove advertising can work - a message that the IPA and the ad industry will be sharing with anyone who will listen in the current climate, as they attempt to use winning case studies to instil confidence in advertisers toying with budget cuts. Unlike some other industry gongs, most advertisers recognise IPA Effectiveness; one member of the clients' judging panel told me they had learned from the entry papers they had read, and often found them inspiring.

Shadow chancellor George Osborne recently took a swipe at the COI's adspend, questioning the value of it's work, so the body will be delighted that three of its ads were among the winners.

An IPA press release hails this as evidence that public-sector advertising changes lives, but I am not sure the COI should be shouting about that. It is comforting that government-led advertising can deliver at the highest level, and that the COI instigates important public-information campaigns in a complex media mix, but it could work against the body.

Other big-spending brands may not have been among the winners, but their work is not funded by taxpayers. With only three winners in the final, questions may be asked about other, more expensive, higher-profile COI campaigns, which were either not entered or failed to make the shortlist. Does this mean they were not effective?



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material