IPA Effectiveness Awards 2004: Sponsors' Profiles


The Financial Times, recognised worldwide for its authoritative, accurate and analytical reporting, is firmly established as one of the world's leading English-language newspapers. With a daily circulation of more than 450,000 copies and a readership of more than 1.6 million people worldwide, the Financial Times is printed in 24 cities across the world. Its clearly focused and comprehensive global coverage makes it an indispensable read for the international business community.

FT.com is the world's leading business-information portal, and the internet partner of the Financial Times. It combines agenda-setting editorial content with comment and analysis, relevant financial data, discussion groups and a range of tools to search the web, manage a working day and seek out leisure opportunities. FT.com's 3.6 million unique monthly visitors generate more than 58.5 million monthly page views and 78,000 subscribers, delivering a premium audience to advertisers.


As the official publisher for the IPA Effectiveness Awards, the World Advertising Research Center acts as a knowledge store for the industry, ensuring that the most effective campaigns continue to provide inspiration for the winners of the future. WARC.com contains the complete archive of winners since 1980, easily searchable by campaign objective, brand or product category, while the "Advertising Works" series showcases the award winners in print.

WARC is the leading supplier of information, knowledge, insight and data to advertising and marketing professionals.

WARC.com gathers together more than 25,000 articles, case studies, data tables, research and conference papers drawn from more than 30 international sources including the IPA, and covers all areas of marketing communications and advertising news.

Channel 4

Placing a premium on "innovation and experiment in the form and content" of its programming, Channel 4 has been Britain's most cutting-edge, controversial and creative broadcaster of the past two decades.

Established by an Act of Parliament in 1982, Channel 4 enjoys a unique status as the world's only major public service broadcaster funded entirely by its own commercial activities including airtime sales, sponsorship and a range of subsidiaries, housed in its commercial arm, 4 Ventures.

Channel 4 commissions all of its programmes from third parties and has helped to nurture and grow a vibrant community of more than 1,000 independent producers in the UK.

Channel 4 is a publicly owned corporation whose board is appointed by Ofcom.

There is a wealth of information to be found on in4mer.com; register online for monthly newsletters.


As the developer of famous brands such as Coronation Street, Heartbeat and I'm A Celebrity ... Get Me Out Of Here!, ITV is committed to working with advertisers to develop their brands. The most effective way to guarantee the building of famous and successful brands is through television advertising.

"The Values of Fame" marketing programme has been established in 2004 to substantiate the business values that accrue to advertisers who harness the medium's ability to build brand fame. Our support of the Effectiveness Awards is a natural extension of ITV's strategy to help advertisers achieve better insight into the effectiveness of their investment in television advertising.

Itvsales.com gives more information about "The Values of Fame", the breadth of programming across ITV1, ITV2 and ITV3 and beyond-the-spot opportunities for advertisers.


It is indicative of the progress made by the channel that five now joins the list of main sponsors for the 2004 Effectiveness Awards. We are pleased and proud to support this IPA initiative.

From a standing start, as recently as 1997, five has made dramatic strides to join the television mainstream and remains the fastest-growing terrestrial broadcaster. In any given week, despite less-than-blanket terrestrial reception, the channel is viewed by around 30 million people and has now taken well over £1 billion in advertising revenue. Substantial budget growth continues to drive the channel forward and our programme inventory has never been stronger - a fact demonstrated by the recent acquisition of the sought-after Friends spin-off, Joey, from Warner Brothers.

Five.tv has more information about all aspects of the channel.


Having just celebrated 30 years in the effectiveness business, Millward Brown is delighted to extend its sponsorship of the IPA Effectiveness Awards into 2004. With offices in 60 cities, we work with the majority of the world's leading advertisers, helping them to develop plans that will engage and motivate their key stakeholders.

The channels that businesses use to reach their audiences are growing all the time. Millward Brown is at the forefront of understanding all the influences upon brand choice. We are particularly pleased to sponsor "Best Idea", because all of our evidence points to the fact that big, clear, involving ideas are the ones that will produce the best business returns. They are the ones that will be most effective.


Royal Mail is delighted to support the 2004 IPA Effectiveness Awards, a tremendous forum through which to champion and celebrate advertising that actually works. The proliferation of media choices, allied to the rapid fragmentation of broadcast media, can make finding your audience a baffling experience, but when done well it reaps huge rewards. The Advanced Techniques Group tell us that media-neutral campaigns can enhance brand perceptions by more than 40 per cent, and adding mail to a traditional media mix can boost awareness by 27 per cent, so integration has a huge role to play. With our ability to deliver to all the UK's 27 million addresses every day, and with products and services designed to drive even better business results, Royal Mail continues to play an increasingly important role in supporting advertiser and agency alike. We are fully committed to helping you improve your results, and look forward to a great set of awards.


Campaign, dubbed the bible of the ad industry, is proud to be a sponsor of the IPA Advertising Effectiveness Awards and congratulates all the winners.

The UK's leading magazine for the worlds of media, marketing and advertising, Campaign has been promoting excellence since it was first published in 1968 and remains the only fully paid-for magazine in its field. It has an unrivalled record of breaking news stories and is relied on by many for its in-depth analysis of trends and events.

Over the past 36 years, Campaign has been a vital source of information on the advertising and media landscape. And it remains so. Recently, the title has expanded its international coverage and also its influential media section to ensure its readers are kept abreast of the developments in advertising and media worldwide.

The website of the magazine is www.brandrepublic.com, offering an exclusive daily news e-mail service to all subscribers, an advertising and marketing archive and an online jobs section.


AdForum.com is a proud sponsor of the 2004 IPA Effectiveness Awards. This partnership reflects our commitment to promote excellence in advertising. AdForum is a leader in promoting the great work, accomplishments and capabilities of advertising agencies around the world. Our directory is used by tens of thousands of industry professionals each month (including advertisers, marketers and consultants). Agencies that include their creative work in their profiles receive more than 25 times the exposure and views on our site. We believe this proves once again that the best way an agency can promote itself is by showing its great work to the right audience.

Visit www.adforum.com and view some of the world's greatest work created by the world's greatest agencies.


The IPA would sincerely like to thank the Financial Times, the main media sponsor of the IPA Effectiveness Awards since 1998, for its continuing support for the awards scheme.

We would also like to thank our other sponsors, WARC, Channel 4, ITV, five, Millward Brown, Royal Mail, Campaign and adforum.com, and our dinner sponsor, JICREG.


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