RKCR/Y&R and BBH head IPA awards shortlist

LONDON - Rainey Kelly Campbell Roalfe Y&R and Bartle Bogle Hegarty have both secured four nominations each for the 2008 IPA Effectiveness Awards.

IPA...Effectiveness Award results announced
IPA...Effectiveness Award results announced

RKCR Y&R was selected for its Home Office Acquisition Crime, Danone Activia, LearnDirect and Virgin Atlantic Airways work, while BBH was chosen for Audi, Cadbury's Biscuits, Johnnie Walker and KFC.

Miles Calcraft Briginshaw Duffy was shortlisted three times for Direct Payment, Trident and Waitrose. DDB London had two entries on the shortlist for its Marmite and Radley ads.

There were 23 entries on the shortlist from 20 agencies, chosen from a long list of 50.

The shortlisted entries are as follows:

Acquisition Crime, by RKCR/Y&R & The Home Office - ‘Cutting the cost of crime'

Audi, by Bartle Bogle Hegarty - ‘Firing up the Quattro. How Audi accelerated into the 21st Century'

Cabwise (Transport for London), by WCRS & Mediaedge:cia & Incentivated -
‘Creating a brand to help prevent rapes'

Cadbury's Biscuits, by Bartle Bogle Hegarty - ‘Oh Happy Day: How advertising helped biscuits buyers discover a new name in chocolate digestives'

Danone Activia, by RKCR/Y&R - ‘The value of letting the product shine'

Dave, by Red Bee Media & UKTV - ‘Now everyone has a mate called Dave'

De Beers, by JWT - ‘Billion dollar ideas'

Direct Payment, by Miles Calcraft Briginshaw Duffy - ‘Giving it to you straight'

Dove, by Ogilvy Advertising & MindShare Media UK - ‘Dove's big ideal - From real curves to growth curves'

Johnnie Walker, by Bartle Bogle Hegarty - ‘From whisky producer to global icon: The story of Keep Walking'

KFC, by Bartle Bogle Hegarty - ‘Finger lickin good results' How celebrating taste reversed the fortunes of KFC'

Learndirect, by RKCR/Y&R - ‘Careers Advice from Learndirect: The whole story about being incomplete'

Lucozade Sport, by MediaCom & M&C Saatchi - ‘How we doubled sales by focusing on less'

Marmite, by DDB London - ‘Please look after this brand: the launch of the Marmite Squeezy'

Morrisons, by Delaney Lund Knox Warren & Partners - ‘Fresh growth for Morrisons'

Motorola, by Ogilvy & Mather Beijing - ‘Marketing Motorola in China'

Public awareness campaign for helmet wearing, by Ogilvy & Mather Vietnam -
‘Winning Vietnam's helmet war'

Radley, by DDB London - ‘From bags to riches'

Road Safety, by LyleBailie International - ‘The longer-term effects of seatbelt advertising'

Sainsbury's, by Abbott Mead Vickers BBDO - ‘How an idea helped make Sainsbury's great again'

Trident, by Miles Calcraft Briginshaw Duffy - ‘Making a small budget go a long way'

Virgin Atlantic Airways, by RKCR/Y&R - ‘How 15 years of communications helped break British Airways' stranglehold'

Waitrose, by Miles Calcraft Briginshaw Duffy - ‘David vs Goliath: The rematch'