IPA Effectiveness Awards 2004: Celebrating the big ideas with integration at heart

Ideas can be powerful. We all know that the most compelling ones make us think, and subsequently behave, differently. The IPA Effectiveness Awards, unique among a plethora of award schemes, are concerned with how commercially powerful an idea is. This year's crop of papers is bristling with ideas that have made people behave differently in relation to brands and issues. Cast your eyes over the shortlist and you'll see an eclectic mix of organisations old and new, large and small. What unites them is that they are all better off financially as a result of investing in an idea. We are indebted to our judges who ensured that each idea had delivered a positive return on investment. Not only are the papers pored over by a group of 15 industry specialists, but they are then scrutinised by a jury of 14 senior clients chaired by Niall FitzGerald KBE, the Chairman of Reuters and the former Chairman of Unilever. Congratulations to all this year's winners, but especially DDB London, Rainey Kelly Campbell Roalfe/Y&R and Vallance Carruthers Coleman Priest, winners of our Effectiveness Agency of the Year prizes.

Since increasingly we are all chasing ideas big enough to translate across communication channels, this year we called for entries that investigated the power of integrated ideas. Our authors rose to the challenge with aplomb. The majority of submissions were integrated cases and we saw a five-fold increase in jointly written papers to boot. In fact, the winners of both the Grand Prix and the Charles Channon Award demonstrate in very different ways that the more integrated a communication idea is, the more powerful it becomes. The Grand Prix shows how VCCP's fully integrated and highly visual idea helped to transform BT Cellnet from a troubled business into the highly successful and vibrant O2 brand. The Charles Channon prize went to DDB London for Arla Foods ,which established Cravendale as a premium milk brand worth £41 million. It is the first time a paper has isolated the long- and short-term effect of integrated activity in such depth.

There is more to be learned about integrated ideas from the 2004 entries, with The Central London Congestion Charge, Tobacco Control, Lynx, Honda and British Airways papers being of particular note.

Finally, thank you to the lifeblood of these Awards, the authors and the clients that support them. Without you and people like you over the past 25 years, there would not be more than 1,000 cases in the IPA dataBANK.

The dataBANK offers a wealth of learning and inspiration on how brands communicate. It is always a fantastic reference point for any communications challenge one may face.

Submitting a case is a rewarding if time-consuming task and it's encouraging to see that more agencies are up for it than ever before. In addition to the long-standing regulars, more than 20 new clients and agencies entered in 2004, increasing the number of participating agencies by 50 per cent.

Long may the enthusiasm for creating, and proving, the commercial power of ideas continue.

Alison Hoad Planning partner, Campbell Doyle Dye, Convenor of judges 2004

INDUSTRY SPECIALIST JURY

John Bartle - Founder, Bartle Bogle Hegarty

Will Collin - Partner, Naked

Wendy Gordon - Partner, Acacia Avenue

Glenn Granger - Associate partner, Accenture

Mike Hall - Chief executive, Hall & Partners

Roger Ingham - Managing director, Data Alive

Iain Jacob - Chief executive, Starcom Mediavest

Nigel Jones - Chief executive, Claydon Heeley Jones Mason

Caroline Marshall - Executive editor, Campaign

Mark Ritson - Associate professor, London Business School

Roderick White - Editor, Admap

Bob Willott - Editor, Marketing Services Financial Intelligence

Joe Yasin - Partner, The Planning Business

CLIENT JURY

Niall FitzGerald KBE - Chairman of judges and Chairman of Reuters,

formerly Chairman of Unilever

Sly Bailey - Chief executive, Trinity Mirror

Bernard Balderston - Associate director, UK media, Procter & Gamble

Karen Crowshaw - Head of HR (Central), Halifax Bank of Scotland

Adam Crozier - Chief executive, Royal Mail

Jon Florsheim - Managing director, sales, marketing and interactive,

BSkyB

Ben Hughes - Worldwide advertising director, Financial Times

Tim Kaner - Director of marketing communications, Sony Europe

Amanda Mackenzie - Vice-president, marketing, EMEA, Hewlett Packard

Scott Morrison - Marketing manager UK and Ireland, Levi Strauss (UK)

Andrew Nebel - UK director of marketing and communications, Barnardo's

Nick Ratcliffe - Marketing director, Mercedes Car Group, Mercedes-Benz

Syl Saller - Director, global brand innovation group, Diageo

Miles Templeman - Chairman, Eldridge Pope

Alison Hoad - Convenor of judges, Planning partner, Campbell Doyle Dye

Laurence Green - Deputy convenor of judges, Planning partner, Fallon

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