Magazine article Marketing

IPA Advertising Effectiveness Awards 1990

Magazine article Marketing

IPA Advertising Effectiveness Awards 1990

Article excerpt


Now, if ever, is the time for the IPA's biennial Advertising Effectiveness Awards to come into their own. Since the first competition back in 1980, the advertising industry has enjoyed a decade of unprecedented growth. But today the picture is not quite so rosy. Clients, hit by higher interest rates, are keeping budgets static or cutting spend. Value for money and efficiency is becoming more crucial than ever before.

This, the sixth awards, sees a record number of entries - 87, or 300,000 words in all. And the man who read every entry, convenor of the judges, Paul Feldwick, says: "The quality has been high and is continuing to improve each time."

This year a new category has been introduced to take account of long-running advertising campaigns. "We were very pleased with the response to the new Longer and Broader category," says Feldwick. "We found there was no difficulty in giving four prizes in this section."

Most advertisers look to their advertising campaigns to give them a long-term benefit which will improve their brand's position and image in the market.

In the main, the really big advertisers who spend money year after year don't expect to see a sudden, dramatic increase in sales. Indeed, they may not expect to see an increase at all," explains Feldwick.

Winners in the new category reflect the aim of rewarding on-going campaigns which do not necessarily demonstrate an overnight jump in sales, but have contributed to overall brand positioning.

The First Prize goes to PG Tips, whose famous chimps campaign is in its 35th year, making it one of the longest-running ad campaigns ever. The BMP DDB Needham work also scoops the Grand Prix prize. These are just two of the eight awards which were picked up by the agency.

Other winners in the category - Croft Sherry, Silentnight beds and Lanson Champagne - are all advertising ideas born in the 80s. But without exception they have helped their respective brands to boost sales and brand image.

The second Marketing Award for Innovation goes to Lea and Perrin's Worcestershire Sauce and The Creative Business for its truly innovative approach to planning for an advertising campaign.

Director of Studies at the Institute of Practitioners in Advertising, Charles Channon, was until 1985 vice-chairman and director of research and planning at Ayer Barker. Prior to that he had worked at J Walter Thompson.

Stephen Ward is business development director of Cadbury and chairman of Jamesons, the chocolate confectionery company. He joined Cadbury in 1961, moving to marketing in 1973. For six years, he was marketing director.

Dr Stephen Buck is a specialist in the theory and practice of consumer panel research in such areas as TV, groceries, durable goods and finance. He is a main board director of AGB Research.

Paul Feldwick, convenor of the judges, joined BMP from Oxford University as a trainee in 1974. He is now a board member and head of planning. He is associated with accounts such as Dulux as well as British Rail and Texas.

Ann Burdus is senior vice-president, marketing and communications with property developer Olympia and York Canary Wharf. Her career in market research and advertising started with agency Ogilvy and Mather.

Sir Ronald Halstead is a former chairman and chief executive of Beecham Group, having joined the company in 1954. Knighted in 1985, he has been deputy chairman of British Steel since 1986.

Chris Baker is deputy head of planning at ad agency Saatchi and Saatchi. His main areas of responsibility include Allied Breweries. In 1986 he was an advertising effectiveness award winner with work for Castlemaine XXXX.

Ian Davis is a director of management consultant McKinsey's London office and he is leader of its European Consumer Goods practice. Before he joined McKinsey 11 years ago, he was consumer marketing manager with Bowater-Scott in the UK. …

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