IPA Effectiveness Awards 2004: Effectiveness Agency of the Year Under £100m - Sponsored by the Financial Times

VALLANCE CARRUTHERS COLEMAN PRIEST

For a spring chicken such as Vallance Carruthers Coleman Priest, it doesn't get much better than this. The agency, now in only its third year after starting up, has been named Effectiveness Agency of the Year with billings under £100 million after entering these awards for the first time.

VCCP is also the first agency in the IPA Effectiveness Awards history to have won the Grand Prix on its debut. To have done so with work for its founding client, O2, must have made this victory taste all the sweeter.

Its work for the telecom known as BT Cellnet in its past life picked up six points for its gold award and three more for the Grand Prix, handing the agency the title.

But if anyone should be pleased, it must surely be the marketing team at O2. If ever there was proof that an agency is worth its fees, it is VCCP. In just two years, the agency's tightly integrated campaign spanning television, print, outdoor, press and sponsorship reconstructed a brand struggling in the depths of mid-market obscurity into a bold, modern challenger to some formidable market leaders.

Hailed by the judges as "an exceptional rebranding case study that successfully isolates the contribution of advertising and sponsorship, and the returns on visual and strategic integration", the work succeeded in inspiring every part of 02's business, from its staff to its stakeholders.

This year has been a busy one in other ways for VCCP, and it surely won't be long before the agency, still only 80 staff-strong, nudges the £100 million billings mark. New brands on its client list this year include Diet Coke, Dyson, Glenn Fiddich, Jordan's, Dunhill, Hyundai, Capri Sun and GNER, having hired the agency, no doubt, to receive the O2 treatment.

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