Manchester’s BDH TBWA swept the board at this year’s IPA Area
Advertising Effectiveness Awards, scooping the grand prix and notching
up 14 other wins.
The agency collected the top prize for its campaign to relaunch Crown
Paints, whose successful repositioning in a highly competitive market
delivered a sales return of more than pounds 25 million on a pounds 3.5
million adspend.
BDH TBWA’s grand prix winner - one of a record 44 entries from 19
Institute of Practitioners in Advertising member agencies outside London
and Scotland - also collected a gold award and the prize for the best
paper from a client new to the awards.
John Bartle, chairman of the judging panel and the Bartle Bogle Hegarty
joint chief executive, described it as ’thorough, well-presented and all
that an ad effectiveness paper should be’.
Other notable winners at the third biennial awards were Cheetham Bell,
which took four awards, and J. Walter Thompson Manchester and Poulter
Partners, which each collected three.
The winners are judged on the effectiveness of the advertising, how it
has contributed to business success, whether it has found new ways of
evaluating effectiveness and how profitable a return it has provided on
investment.
Richard Lewis, the IPA regional chairman, said: ’This year’s winners
demonstrate that the gap between us (London and the regions) is rapidly
closing, which I hope will become increasingly recognised by client
company marketing departments.’
Quantum Media, the digital division of Booth Lockett Makin, has poached
Karen Mayer, the broadcast consultant at Paradigm, to be its new head of
interactive television.
Mayer joins from Paradigm, United News and Media’s broadcast
consultancy, in the new year and will take on responsibility for
Quantum’s negotiations with the interactive TV platforms. The role will
focus on developing competitive strategies aimed at giving Quantum’s
clients early advantages in the interactive arena.
Quantum’s managing director, Paul Longhurst said: ’at this point in time
most of those involved in interactive TV are focused on design and
functionality. This alone will not be sufficient for companies wanting
to be market leaders in these new distribution channels.’
The new post has been created to capitalise on the growing number of
interactive TV assignments from Quantum clients such as Thomas Cook and
Domino’s Pizza.
Quantum has created an interactive platform on Open for Domino’s to
develop a home delivery pizza service and Longhurst said that the site
has already recorded significant levels of ordering. ’Now we need to
build in interactive advertising and promotions to drive sales,’ he
explained.
Similarly, Thomas Cook is working with Quantum to develop new ways of
driving holiday bookings using interactive television.
Before joining Paradigm Mayer was an associate board director at Manning
Gottlieb Media, working on clients such as Virgin Atlantic, and worked
in the media department at Bartle Bogle Hegarty on clients such as
Levi’s and Nat West.
