Understandably, advertisers are probably going to expect a positive return on their marketing investment to appear rather faster than at less challenging times.
However, it's worth reminding ourselves that those companies in the best state to survive - and even thrive in - the storm, are those that have already nurtured their brand.
The trick is to stimulate the short-term, while building the long-term profitability of a brand, and the best advertising does precisely that.
Most of this year's papers are about effectiveness that was apparent almost instantly, through sales and price-resilience, but where the benefits of empathy and emotional associations will still be being enjoyed for some time to come. They are not mutually exclusive ambitions.
We believe that television is at the heart of effective advertising and that all media works better with TV in the mix; it's gratifying that 22 of the 23 winners included TV. But we are delighted to acknowledge that TV's effect is enhanced by integrating it with other media. We produced a robust study with the Internet Advertising Bureau this year examining how broadcast TV works with online media. It showed that TV's role as the lead medium is as valid as ever, but the journeys that TV initiates can now be continued more immediately, right through to purchase, because of what online media offer.
These are exciting, not just challenging, times, and Thinkbox can help you keep up with TV's growth through new platforms and new formats. If you would like to see any of our original research into TV, online, TV sponsorship and so on, please get in touch.
Please also visit our information-rich website at www.thinkbox.tv and register there if you would like us to keep you up-to-date with TV's developments. If you would like more personal and bespoke free advice or presentations, please e-mail us at email@example.com and we will do everything we can to help.
Congratulations to all of tonight's winners, and thanks to them for digging beneath the surface to uncover what drives advertising effectiveness.
Television depends on that depth of understanding to get the credit it deserves.
Have a great evening.
The IPA would like to thank Thinkbox, the main sponsor of the IPA Effectiveness Awards 2008. We would also like to thank our other sponsors: WARC, the official publisher of the case history material; Royal Mail; DDS; Xtreme Information; and Campaign, for their support for this year's competition.
World Advertising Research Center, (WARC) the official publisher for the IPA Effectiveness Awards, acts as a knowledge store for the industry and ensures that the most effective campaigns continue to provide inspiration for the winners of the future. WARC Online contains the complete archive of winners from 1980, easily searchable by campaign objective, brand or product category, while the "Advertising Works" series showcases the award winners in print.
As the leading supplier of information, knowledge, insight and data to the global marketing, advertising, media and research communities, WARC is committed to providing the latest information and cutting-edge thinking across all areas of marketing communications, focusing firmly on the promotion of best practice, effectiveness and efficiency. WARC Online is an unparalleled source of online intelligence. A database with more than 25,000 articles, case studies, data tables, research and conference papers drawn from more than 30 international sources, including the IPA, WARC Online covers all areas of marketing communications and marketing news.
For more information, please visit www.warc.com.
Royal Mail is delighted to support the 2008 IPA Effectiveness Awards, a great place to celebrate advertising that actually works.
The rise of online communities, the renewed interest in word of mouth, and the lengths some consumers will go to to avoid commercial messages, has created headaches for the creative and marketing departments.
Five years ago, you'd be forgiven for thinking the Grim Reaper was heading for direct mail, but as DM remains very popular, the future is the integration of physical and electronic media. At a recent B2B Marketing debate on the relative merits of physical versus electronic, the audience of 60 senior marketers voted three to one in favour of direct mail - not wholly scientific I grant you, but worth a pause for thought.
Key was mail's physical form - proven to drive cut-through, creativity and quality time with the reader or simply in the audience this equalled value. With our ability to deliver to all the UK's 27 million addresses every day, and with products and services designed to drive better business results, Royal Mail continues to play an important role in supporting advertiser and agency alike. We are fully committed to help you to improve your results. For further information go to www.royalmail.com/portal/rm.
DDS is proud to sponsor the IPA Effectiveness Awards 2008. Helping our clients work effectively and efficiently is what we do.
In today's rapidly changing landscape, we recognise that agencies need new forms of reporting and analysis to handle proliferating channels and delivery platforms, and increasingly sophisticated audiences.
IDesk is a web-based application for digital campaign management, which, through connections to agency planning tools and media owner systems, will enhance decision making, e-trading and control, and enable the analysis of cross-channel, online and offline campaigns.
MediaExplorer is a smart, flexible and open buying tool. Smart because it tells you when there's work to be done, flexible because it meets evolving needs, and open because you can import and export schedules and link dynamically to third parties.
BrandOcean is a simple, integrated workflow system that puts real-time project information at the heart of the agency, so you have the control to run your business efficiently and profitably from your browser.
So whether you're buying or creating a campaign, DDS has the tools for the job. For more information, visit dds.co.uk.
Xtreme Information is the world's leading provider of global advertising and marketing intelligence. We supply both agencies and client organisations with essential insight into competitor advertising activity, communications strategies and expenditure.
Over the past 20 years, we have built up the world's largest archive of UK and international advertising and developed an unrivalled portfolio of services. This now includes our new DM showcase "Directory", and "Contagious", our award-winning review of non-traditional marketing.
We work continuously with our clients in their day-to-day business, whether they are preparing for a pitch, monitoring competitor activity, or developing new campaigns.
It is because of our ongoing relationships with agencies in the UK that we are proud to be a sponsor of the 2008 IPA Effectiveness Awards.
For more information, visit www.xtremeinformation.com.
Campaign, dubbed the "Bible of the advertising industry", is proud to be a sponsor of the IPA Effectiveness Awards.
The UK's leading media, marketing and advertising magazine, Campaign has been championing excellence in the communications industry since it launched back in 1968. Over the years, its editorial remit has broadened to embrace not only advertising creativity but the media business, the direct marketing sector and the digital arena too.
While our editorial focus remains to inform, stimulate, and provoke, Campaign also recognises the business imperatives that drive communications strategies and underpins its entire editorial approach with a keen business understanding.
And as the communications industry has steadily become a global business, Campaign's international coverage and international reach have grown to reflect this larger canvas. With several bespoke editions in key emerging advertising markets, Campaign is becoming an international brand in its own right.
Campaign remains the only fully paid-for title in its field.
For more information, visit www.brandrepublic.com/campaign.