IPA Effectiveness honours DDB

RKCR/Y&R was also rewarded for its 'Your M&S' campaign at this year's IPA Effectiveness Awards.

DDB London emerged as the most-awarded agency at the IPA Effectiveness Awards 2006, which were held at London's Park Lane Hilton on Monday night.

DDB, which won gold for its Volkswagen Golf work, six silver awards and one bronze, was named Effectiveness Agency of the Year.

The panel of judges, convened by Laurence Green, the founding partner at Fallon London, and chaired by Sir Paul Judge, the Master of the Worshipful Company of Marketors, said of DDB: "In Lucy Jameson, the agency's head of planning, DDB has a planning department no-one else can seem to beat."

The Grand Prix award was collected by Marks & Spencer and its agency, Rainey Kelly Campbell Roalfe/Y&R, for the "Your M&S" activity, which contributed to a turnaround in the retailer's fortunes and resulted in more than 18 million extra customer visits. Tess Alps, the chief executive of Thinkbox, and a member of the judging panel, praised the work for "generating footfall and making the advertised products fly off the shelves".

RKCR/Y&R also won a gold award for best media for its vehicle crime prevention work for the Home Office.

VCCP, ZenithOptimedia, Archibald Ingall Stretton and Lambie Nairn, all agencies for O2, submitted a joint paper that won a gold award for best integration following O2's new strategy of rewarding existing customers, not new ones.

Proximity London's BBC TV Licensing activity was also awarded a gold for best integration, while Leo Burnett's work for Naturella, the Procter & Gamble brand, won gold for best multimarket campaign.

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