BDH TBWA is a relative newcomer to the Advertising Effectiveness Awards.
This Manchester-based agency has, in recent years, cut its teeth at the annual AREA Awards for IPA members in the north and the Midlands. Last year, it picked up three Gold awards, two Silver and four Bronze at this level.
In 2000, the agency has raised the stakes, entered the national awards and raised its game as well. All but one of its submissions this year made the shortlist.
This is the first time the IPA has included among the plaudits awards for Effectiveness Agency of the Year. In this case, it is awarded to the agency with declared billings of less than pounds 100 million that earns the most points for its submissions to the 2000 awards. Points are awarded on a ranking, with the more highly starred winners earning more points.
BDH's tally this year includes a 5-Star Award for its work on Henkel's Solvite. This submission showed how a long-term advertising campaign can add value to a brand.
By contrast, its submission for No More Nails, which is awarded four stars, showed how the agency created a new brand and a new category for the same client. The one thing both campaigns had in common was limited budgets. In the case of No More Nails, the budget was not much more than pounds 1 million.
BDH is also awarded three stars for its work on Crown Paints, two stars for its work on Freschetta and one star for its work on 1001 Mousse.