Thinkbox is proud to be sponsoring these prestigious awards for the fourth year. They have never been more important; we are all going to need as much proof of advertising’s direct and immediate contribution to the bottom line as we can get, as we approach 2009. 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.