Magazine article Marketing

Triumphant BMP Scores at IPA

Magazine article Marketing

Triumphant BMP Scores at IPA

Article excerpt

Triumphant BMP scores at IPA

BMP DDB Neeham has scooped the Grand Prix in the awards scheme most keenly watched by clients - the IPA Advertising Effectiveness Awards.

The 35-year-old idea of the chimps' tea party endorsing PG Tips came top, a first for BMP in the ten-year history of the awards, sponsored by Marketing.

The agency, which has featured regularly in the five awards held since 1980, also picked up seven other prizes. Overall, it came first in five of the nine categories judged.

The Marketing Award for Innovation, introduced at the last awards in 1988, went to Lea and Perrin's Worcestershire Sauce and The Creative Business, for their novel approach to planning for an ad campaign.

A totally new category, Longer and Broader, was established this year to recognise the value of campaigns which work hard to shift perceptions and/or product.

BMP/PG Tips' chimps took the top accolade in this section too, for a campaign which BMP claims lifted PG Tips from number four to number one and kept it there, earning 2bn [Pounds] sales (at 1985 prices) over the past 20 years. …

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