IPA Effectiveness Awards 2008: Silver Award - Best Small Budget

SUMMARY

Radley & Co was set ambitious growth targets when it was acquired by a private equity company in 2006. This paper demonstrates how the integrated campaign 'Truly, Radley, deeply' created a large impact on a small budget. The strategy was to increase awareness of the bags, improve their image and desirability, while staying true to the brand's identity. Within a year, Radley became the nation's favourite handbag designer, even trouncing high-end brands, and tripled the value of the company. It has generated a payback of £5.57 per £1 spent, proving that small budgets and fashion advertising can produce large commercial effects.

JUDGE'S COMMENT

This was a really focused paper that was easy to read and produced excellent results on a small budget. The creative worked very well and strengthened the brand.

- Hilary Cross, director of external affairs, Macmillan Cancer Support

RADLEY
Title: From bags to riches
Client: Radley & Co
Entrant: DDB London
Authors: Julian Calderara, DDB London; Les Binet, DDB Matrix; Sarah
Carter, DDB London
Contributing author: Monika Jakubczak, DDB London
Media used: Magazines, internet, PR, point of sale

IN A NUTSHELL

Communications increased the awareness and desirability of Radley bags, which tripled the value of the company and generated a payback of £5.57 for every £1 spent.