BDH wins top prize at IPA Area awards

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.

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.



Topics