IPA Effectiveness Awards 2006

Key facts and figures

• Thirty entries from 21 agencies were shortlisted for the IPA Effectiveness Awards 2006.
• Brands short-listed include previous Effectiveness Award Grand Prix winners O2 (2004), Travelocity and Bakers Complete (2005).  Entries also include well-known clients; Channel 4, Volkswagen and Virgin, and campaigns including Jamie’s School Dinners and TV Licensing.
• There were 22 single entries; 21 from creative agencies and one from a direct marketing agency.
• There were seven joint entries; four from creative and media agencies, two from creative and digital agencies and one from a creative agency and econometric consultancy.
• There was one entry from four agencies - creative, media, direct marketing and design.
• Television continued to be the most used media, used in 26 out of the 30 entries.
• 24 entries used outdoor advertising, 23 used print advertising, 16 used interactive advertising, 16 used PR and 9 used ambient advertising.
• 16 out of the 30 agencies used six or more types of media.
• 16 entries used econometric modeling.
• Celebrities were used in six entries including; Jamie’s School Dinners (Jamie Oliver), Marks & Spencer (Laura Bailey, Twiggy, Erin O’Connor), Self Assessment (Adam Hart-Davies), Travelocity (Alan Whicker), Virgin Trains (Cary Grant, Sir John Mills, Jack Lemmon) and Volkswagen (Gene Kelly).
• Entries spanned all sectors, including automotive, broadcast, charity, financial, FMCG, government, pharmaceutical, public sector, telecommunications, toys and travel.

The 2006 IPA Effectiveness Awards were sponsored by Thinkbox and are supported by WARC, official publishers of the effectiveness case histories, Millward Brown, Xtreme Information and Campaign.

Gold

Award: Gold, Best Dedication to Effectiveness &  Effectiveness Agency of the Year
Brand: Volkswagen Golf
Agency: DDB London, MediaCom

Award: Gold & Best Multi-Market 
Brand: Naturella
Agency: Leo Burnett Ltd

Award: Gold & Grand Prix
Brand: Marks & Spencer
Agency: Rainey Kelly Campbell Roalfe Y&R

Award: Gold & Best Media
Brand: Vehicle Crime Prevention
Agency: Rainey Kelly Campbell Roalfe Y&R

Award: Gold & Best Integration
Brand: TV Licensing
Agency: Proximity London

Award: Gold
Brand: O2
Agency: Vallance Carruthers Coleman Priest, ZenithOptimedia Group Limited, Archibald Ingall Stretton, Lambie-Nairn

Silver

Award: Silver & Best Idea
Brand: Nicorette
Agency: Abbott Mead Vickers BBDO Ltd

Award: Silver
Brand: Dero
Agency: Bartle Bogle Hegarty Ltd

Award: Silver
Brand: Bakers Complete
Agency: Burkitt DDB

Award: Silver & Effectiveness Agency of the Year
Brand: Kwik-Fit
Agency: DDB London, MediaCom

Award: Silver & Effectiveness Agency of the Year
Brand: Teacher Recruitment
Agency: DDB London

Award: Silver, Best Small Budget & Effectiveness Agency of the Year
Brand: Monopoly Here & Now
Agency: DDB London, Tribal DDB

Award: Silver, Best Digital, Effectiveness Agency of the Year & Best Dedication to Effectiveness
Brand: Volkswagen Golf GTI MK5
Agency: Tribal DDB, DDB London

Award: Silver, Effectiveness Agency of the Year
Brand: Tropicana Pure Premium
Agency: DDB London

Award: Silver, Best Read & Effectiveness Agency of the Year
Brand: Felix
Agency: DDB London

Award: Silver
Brand: Branston Baked Beans
Agency: Delaney Lund Knox Warren & Partners Ltd

Award: Silver
Brand: British Heart Foundation
Agency: Lowe

Award: Silver
Brand: Daz
Agency: Leo Burnett Ltd

Award: Silver
Brand: Travelocity.co.uk
Agency: Miles Calcraft Briginshaw Duffy Ltd

Award: Silver
Brand: Virgin Trains
Agency: Rainey Kelly Campbell Roalfe Y&R, Manning Gottlieb OMD

Award: Silver
Brand: Actimel
Agency: Rainey Kelly Campbell Roalfe Y&R

Award: Silver
Brand: The Famous Grouse
Agency: Abbott Mead Vickers BBDO Ltd, ROI Metrics

Bronze

Award: Bronze
Brand: Sony Ericsson K750i and W800i
Agency: Bartle Bogle Hegarty Ltd

Award: Bronze, Best New Learning, Best New Agency & Best New Client
Brand: Jamie's School Dinners
Agency: Michaelides & Bednash

Award: Bronze, Best New Client &  Effectiveness Agency of the Year
Brand: More 4 
Agency: DDB London

Award: Bronze
Brand: Cathedral City
Agency: Grey London

Award: Bronze
Brand: Women's Aid
Agency: Grey London

Award: Bronze
Brand: Manchester City
Agency: Grey London

Award: Bronze
Brand: Self Assessment
Agency: Miles Calcraft Briginshaw Duffy Ltd

Award: Bronze
Brand: ING Direct
Agency: Vallance Carruthers Coleman Priest, Media Planning Group