IPA ADVERTISING EFFECTIVENESS AWARDS 2000: JOHN BARTLE AWARD FOR BEST NEW AGENCY - Sponsored by ITV

4-STAR WINNER

CONFETTI.CO.UK

Agency: Mustoe Merriman Herring Levy

Author: Ruth Saunders

Client: David Lethbridge for confetti.co.uk

Creative Director: Alan Morrice

Art Director: Kwai-Heung Mak

Copywriter: Kirsten Everett





THE SUBMISSION

This case demonstrates how just over pounds 500,000 of advertising built the Confetti brand from scratch in six months - catapulting it into the enviable position of market leader. The advertising attracted both engaged couples and suppliers to Confetti - creating what the agency believes is the largest wedding database in the UK. In turn, this demonstrated to venture capitalists Confetti's long-term potential to make money, and more than tripled Confetti's valuation and investment capital.



THE JUDGES' VIEW

This example was a valuable example of cost effectiveness in a new medium. The judges found this a strong dotcom business case with convincing evidence of people being driven to the site by advertising in what is increasingly a crowded market. A good example of the need for web brands to have a product proposition and convey it in the advertising. Mustoe Merriman recognised the audiences it needed to influence and clearly demonstrated the impact made, both upon sales, suppliers and venture capitalists.



Topics

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content