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2010 IPA Effectiveness Awards winners announced

The winners of the IPA Effectiveness Awards, which reward campaigns that have proved the commercial power of their ideas and demonstrated their marketing payback, were announced at a black-tie gala ceremony held last night (1st November 2010). This year marked the 30th anniversary of the IPA Effectiveness Awards.


In total, seven Gold Awards, 18 Silver Awards, 13 Bronze Awards and eight Special Prizes were awarded, including the Grand Prix which was awarded to MCBD for their highly effective ‘As good today as it’s ever been’ campaign for Hovis. The campaign, which features a young boy running through all the major events of the last century, catapulted Hovis back into the nation’s hearts and produced up to £90m incremental profits.

Says Lord Burns, Chairman, Channel Four and Santander UK, and Chairman of Judges: “As Chairman of Judges I have witnessed first-hand the close scrutiny that the papers submitted into the IPA Effectiveness Awards are put under.  The winning campaigns have produced outstanding results, in terms of incremental profit, which is testament to the power of marketing communications and to the talents of all those entrants.”

Says David Golding, Convenor of Judges and Founding Partner, Adam & Eve: “This year the Awards were a celebration of both the enduring power of traditional media and epic TV advertising, as well as the new opportunities afforded by online and social media to change fundamental behaviours. In this, their 30th year, the IPA Effectiveness Awards are still throwing light on how advertising works to change the fortunes of brand-owners and society as a whole, and I urge all those involved in our industry to look at these winning cases, as well as those submitted during the past 30 years of the Awards, for ideas, insight and inspiration.”

Says Tess Alps, CEO, Thinkbox: “Congratulations to everyone involved in this competition over the past 30 years: organising, entering and in doing the underlying work that creates success for brands, business and society.”

Special Prizes:

• Grand Prix - Hovis by MCBD
• Effectiveness Company of the Year - MCBD
• The Broadbent Prize for Best Dedication to Effectiveness - Cadbury
• Best Media - O2 by VCCP
• The Channon Prize for Best New Learning - TDA Teacher Recruitment by DDB UK and MEC
• Best Multi-Channel - TDA Teacher Recruitment by DDB UK and MEC
• Best Short-Term - Self Assessment by MCBD, PHD Media and Elvis
• Best International - HSBC by JWT

Gold winners

• Hovis by MCBD
• essential Waitrose by MCBD and Manning Gottlieb OMD
• O2 by VCCP
• Sainsbury's by AMV BBDO
• Stroke Awareness by DLKW
• TDA Teacher Recruitment by DDB UK and MEC
• Wispa by Fallon London

Silver winners

• Audi by BBH
• Barclaycard by BBH
• Bisto by McCann Erickson Advertising
• BT Total Broadband by AMV BBDO and BT
• Cadbury Dairy Milk by Fallon London
• Comfort Fabric Conditioner by Ogilvy & Mather Asia Pacific
• Heinz by AMV BBDO
• KFC by BBH
• Lloyds TSB by RKCR/Y&R
• Robinsons Fruit Shoot by BBH
• Self Assessment by MCBD, PHD Media and Elvis
• Surf by BBH
• by DLKW & Partners
• THINK! by Leo Burnett and AMV BDDO
• T-Mobile by Saatchi & Saatchi and MediaCom
• Tobacco Control by Partners Andrews Aldridge, MCBD and MEC
• Virgin Atlantic by RKCR/Y&R and Manning Gottlieb OMD

Bronze winners

• Barclays by BBH
• Barclays Wealth by Ogilvy & Mather Advertising
• Berocca by JWT
• Corsodyl by MediaCom
• Dove Deodorant by Ogilvy & Mather Advertising
• Everest by MBA and Mindshare
• Forevermark by JWT Mumbai
• Kärcher Pressure Washers by HMDG
• Kodak by Ogilvy & Mather Advertising
• MTR by Ogilvy & Mather Advertising Hong Kong
• Orange by i-level
• Remember a Charity by DDB UK
• The Co-operative Food by McCann Erickson Advertising

Details of the winning campaigns:

• Entries from Singapore, India, Hong Kong and the UK were awarded.
• The most used form of communications media was television, used in 36 out of the 38 winning entries.
• The second most used form of communications was press advertising, used in 31 of the 38 winning entries (a combination of national newspapers, regional newspapers and magazines).
• This was followed by outdoor advertising, used in 25 of the 38 winning entries.
• Websites/microsites, online display and PR were each used in 22 winning entries.
• Search advertising was used in 17 winning entries.
• Radio was used in 16 winning entries.
• Ambient media, viral/social media, and direct marketing were each used in 13 of the winning entries.
• Cinema advertising and coupons/leafleting were each used in 9 winning entries.
• Mobile advertising, interactive advertising, sales promotion and sponsorship were each used in 8 winning entries.
• SMS mobile marketing was used in 3 winning entries.
• There were 29 single company entries and 9 joint company entries.
• 22 winning entries used econometric modelling.
• Winning entries spanned all sectors including: automotive, financial services, FMCG, public sector, telecomms and travel, among others.

The 2010 IPA Effectiveness Awards were sponsored by Thinkbox and supported by Warc; official publishers of the effectiveness case histories, Clear Channel, Velti, Viadeo and Campaign.

To view the winning case summaries and creative work, and for further information about the IPA Effectiveness Awards, visit

Advertising Works 19, published today, contains full versions of the 25 case studies that won Gold and Silver Awards and summaries of the 13 Bronze Award winners from the 2010 IPA Effectiveness Awards, in addition to insight and analysis from experts across the advertising industry. Advertising Works 19 costs £130 and is available to purchase here.
Last updated 02/11/2010

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