Glenmorangie, the single malt whisky brand, and its advertising
agency, 1576, picked up the grand prix at last week’s IPA Scottish
Advertising Effectiveness awards, which were chaired by Nigel Bogle.
1576 also picked up a gold award for Glenmorangie, a silver for the
Scottish National Blood Transfusion Service and two bronzes for Radio
Forth and the Scottish Tourist Board.
The Glenmorangie campaign is based in a mythical glen of tranquility
where two young men enjoy the peaceful scenery as they indulge in a
glass of whisky.
Ruth Lees, the head of planning at 1576, argued that the campaign
increased sales of the malt whisky by 48 per cent. Along with the Media
Business Scotland, the agency decided to start the crucial Christmas
campaign earlier than its rivals, a strategy which Lees says paid off
The Bridge, which is based in Glasgow, also performed well, winning
three golds - two for the Health Education Board of Scotland and one for
Strathclyde Police. The HEBS work also won a special prize for the most
innovative use of media for its ’big three’ campaign, which targets
heart disease, cancer and strokes. It was put together in association
with FB Media Direction and won the media award by putting all three
diseases together into the one campaign.
Scotland’s biggest advertising agency, Faulds, has pulled out of IPA
membership and therefore did not enter the this year’s awards. The
region’s other big shop, the Leith Agency, won four of the seven silvers
awarded and two of the nine bronzes.