BEST OF THE BEST AWARDS: Not just another awards scheme

A little under two years ago, we began the process of putting creativity at the heart of the IPA. It's a pretty obvious thought that the trade association representing the advertising industry should recognise and celebrate the product and those who make it but, somehow, it kind of slipped off the agenda.

The first BOB awards are the culmination of a lot of work by a lot of people to rectify this lapse, and much credit is due to both Chris O'Shea of Banks Hoggins O'Shea/FCB and the chairman of the Creative Directors' Forum and to his tenacious minder from the IPA, Isabella von Bulow. We also have Ken Hoggins to thank for a beautiful trophy and logo.

From the outset, we didn't want just another awards show. The BOBs provide an opportunity to reflect on the year's winning work from the vantage point of hindsight and to recognise the talent behind a whole body of work - not just the odd ad.

It's also important to acknowledge that everyone in every discipline has a role to play in making the work as outstanding as it can be. In future BOBs, I hope that the contribution of great account handlers, strategic planners and media planners will also be applauded.

The IPA's goal is to persuade clients and opinion leaders outside the advertising village that the creativity of our industry adds value to brands and businesses. I am delighted that we have the support of Campaign and of so many creative leaders, including the judges who toiled under the chairmanship of Sir Alan Parker - who certainly kept everyone focused on the job.

Congratulations to our first winners and to all those nominated. Your contribution to our industry is amazing.


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