DDB dominates shortlist for IPA Effectiveness Awards

LONDON - The 30-strong shortlist for the 2006 IPA Effectiveness Awards has been announced, with DDB London featuring heavily with four solo entries and four joint entries.

The agency's campaigns for Felix cat food, More4, teacher recruitment for the Training & Development Agency for Schools and Tropicana feature in the shortlist, as well as joint entries with MediaCom for Kwik-Fit and Volkswagen Golf, and campaigns with interactive agency Tribal DDB for Monopoly Live and Volkswagen Golf GTI Mk5.

Rainey Kelly Campbell Roalfe/Y&R has entered four campaigns for Danone's Actimel, vehicle crime prevention for The Home Office, a joint entry with Manning Gottlieb OMD for Virgin Trains, and most notably its "Your M&S" campaigns.

The retailer's "Look behind the label" posters and press ads, part of the "Your M&S" campaign showing the ethical background to M&S products, have recently been identified as the retailer "most successful campaign to date" by analysts at Citigroup.

Ad agencies Grey London, Abbott Mead Vickers BBDO, Bartle Bogle Hegarty, Leo Burnett, Vallance Carruthers Coleman Priest and Miles Calcraft Briginshaw Duffy also feature more than once.

Many agencies have entered jointly this year, with O2's "A world that revolves around you" campaign being entered by four agencies -- VCCP, media agency ZenithOptimedia, direct marketing agency Archibald Ingall Stretton and branding agency Lambie-Nairn.

Laurence Green, chair of judges and managing partner of Fallon London, said: "We're delighted not just that entries are up this year but that the mix of brands, agencies and media is so rich. Each has their own tale to tell from the effectiveness frontline."

A panel headed by Sir Paul Judge, master of the Worshipful Company of Marketors, will judge the shortlist, which has been chosen from a list of 63. As well as the usual gold, silver, bronze and Grand Prix awards, special prizes are given for selections like Best New Client and Best Small Budget and Effectiveness Agency of the Year.

The awards will be given out at a ceremony at the Park Lane Hilton on October 30. The full shortlist can be seen at www.ipaeffectivenessawards.co.uk. Creative work can be seen on the Xtreme Information site.

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