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.



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