IPA Effectiveness Awards 2006: Mixed media is the message

By Laurence Green, Convenor of judges, Planning partner, FallonLondon, campaignlive.co.uk, Friday, 03 November 2006 12:00AM

Midnight oil is a distant memory, the gongs have been handed out, the crowd has dispersed. Sensibilities and skills have been sharpened, reputations and relationships forged along the way. So what remains as the effectiveness book of record, our diary entry for 2006? Much to respect, to learn from, to debate. Our winners run the gamut from new media to old, from long-term effects to short, from launch to customer retention, across public sector and private.

Different perspectives on the papers will yield different conclusions. There's proof aplenty in these papers that the web is now a critical tool in the modern marketers' work-belt. But there is persuasive evidence too that reports of the imminent death of TV have been much exaggerated.

These are not contrary findings. Clients and agencies alike are still in the business of selecting media, strategies and creative ideas that yield at least temporary competitive advantage. There are simply more options at our disposal and arguably more unknowns than ever before. The only absolute obligation is to bind whatever we do better than ever before.

Many of the campaigns and papers we have awarded put product centre stage rather than "discount" it as a source of competitive advantage, as agencies might previously have done. This is a good thing: in the modern marketing era the lines between product and promotion must blur. So too must the line between agency and client.

Communication works. Right now it does so in both old and new ways. We thank the authors and especially their clients for their willingness to share their stories as inspiration for our business. Enjoy the read.

INDUSTRY JUDGES
- Neil Dawson Chairman, TBWA\London, Deputy convenor of judges
- Laurence Green Planning partner, Fallon London, Convenor of judges
- Andrew Sharp Director, PricewaterhouseCoopers
- Dominic Mills Editorial director, Haymarket Business Publications
- John Philip Jones Professor of marketing, Syracuse University
- John Billett Managing director, Billetts
- Amanda Merron Partner, Willott Kingston Smith
- Richard Cook Managing director, ACNielsen Analytic Consulting, Europe
- Hugh Burkitt Chief executive, The Marketing Society
- Karl Weaver Director, Data2Decisions
- Melanie Howard Co-founder and director, Future Foundation
- Vanella Jackson Chief executive, Hall & Partners Europe
- Roddy Glen Consultant
- Chris Wood Chairman, Corporate Edge

- Guy Phillipson Chief executive, Internet Advertising Bureau

CLIENT JUDGES
- Robin Woolcock Managing director, Volkswagen Group UK
- Laurence Green Planning partner, Fallon London, Convenor of judges
- Mike Short Vice-president, research and development, O2
- Alison Littley Former global marketing procurement director, Diageo
- Matthew Howe Senior vice-president, chief support officer, McDonald's
Restaurants UK
- Tim Evans Director of customer insight, BT
- Marc Sands Marketing director, The Guardian
- Sir Paul Judge Chairman of judges, Past Master, Worshipful Company of
Marketors
- Neil Dawson Chairman, TBWA\London, Deputy convenor of judges
- Alexandra Lewis Marketing director, Sky Networks
- Mark Sherrington Former group marketing director, SABMiller
- Tess Alps Chief executive, Thinkbox
- Greg Nugent Marketing director, Eurostar

This article was first published on campaignlive.co.uk

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