IPA Effectiveness Awards 2010 - 30 Years

IPA Effectiveness Awards 30th Anniversary Brand Stories

  • Orange - The FTSE's bright, the FTSE's Orange
    This film, with Robin Wight, President of Engine and Laurence Green, Chairman of Fallon, tells the story of the transformation of fledgling 'Hutchison Microtel' into the multinational success story that is Orange today, creating a whole new style of advertising along the way. The original case study at the heart of this film has been voted by past conveners as one of the very best case studies from 30 years of the IPA Effectiveness Awards: these are brilliant campaigns that still have much to teach us about planning effective communications today. If you want to find out more about the power of emotional advertising, great brand building or the direct effect advertising can have on shareholder value, then this is a must see.
  • PG Tips - How The Chimps kept PG Tips brand leader through 35 Years of Intense competition
    This film looks at PG Tips marketing communications from its launch to the present day and features contributions from Paul Feldwick, Consultant; Nigel Jones, UK Group Chairman and Chief Executive, Publicis: Les Binet, European Director, DDB Matrix and Dylan Williams, Partner & Head of Strategy, Mother, amongst others. It explores DDB’s Grand Prix winning paper from the 1990 IPA Effectiveness Awards; which has been voted by past and present Convenors of Judges as one of the very best case studies in the IPA Databank. The brand’s enduring success story is bought up to date by Mother, who tell us about the thinking behind their current Al & Monkey campaign. If you want to find out more about added value; brand resilience; commanding a price premium; the value of consistency in both share of voice and creativity, then this film is well worth a look. And of course, it’s packed with classic ads too.
  • Tobacco Control - how the integration of advertisers made advertising more powerful than word of mouth
    This film tells the story of how a coalition of advertisers - the British Heart Foundation, Cancer Research, and the NHS - made advertising more powerful than word of mouth in getting smokers to quit, and quadrupled the effectiveness of tobacco control communications. It has been voted by past and present Convenors of Judges as one of the very best case studies in the IPA Databank. Contributors include Sir John Hegarty, Worldwide Creative Director, BBH, Clare Hutchinson, Head of Planning, WCRS, Sheila Mitchell, Marketing Director, Department of Health, Gerry Moira, chairman and director of creativity, Euro RSCG London & Kate Waters, Planning Partner, Partners Andrews Aldridge. There are some valuable insights here about planning and running effective public sector and charity campaigns.
  • Tesco - how 'Every little helps' was a big help to Tesco
    This film tells of the radical transformation of Tesco’s fortunes from lack-lustre number two to Britain’s largest retailer, and of advertising’s essential role in making these changes meaningful to consumers and other stakeholders alike. The original case study at the heart of this film has been voted by past conveners as one of the very best case studies from 30 years of the IPA Effectiveness Awards. Contributors on film include Joanna Bamford, Carolyn Bradley, Danny Donovan & Gerry Moira. If you work in retail, or on any brand operating in a vastly competitive market, or are just looking for an inspirational business turn-around story, then this is well worth a look.
  • Audi - Firing up the Quattro: how Audi accelerated into the 21st century
    This film tells the story of Audi's advertising from 1981 – when Audi became the first piece of business that BBH won – to 2007, a period in which an overhauled communications strategy delivered a payback of £7.50 for every £1 spent alongside creating the UK's fastest growing prestige car brand. Contributors on film include Peter Duffy, Head of Marketing, Audi UK, Sir John Hegarty, Worldwide Creative Director, BBH and Fiona Walford, Director, Mediacom. The original case study at the heart of this film has been voted by past conveners as one of the very best case studies from 30 years of the IPA Effectiveness Awards. If you work in the automotive sector, or would just like to explore the link between continuity, creativity and effectiveness, then this is well worth a look. "Vorsprung durch Technik", as they say in Germany.

Our thanks to …

Peter Duffy - Head of Marketing, Audi UK
Sir John Hegarty - Worldwide Creative Director, BBH
Fiona Walford - Director, Mediacom

Robin Wight - President of Engine and WCRS
Laurence Green - Chairman of Fallon

Les Binet - European Director, DDB Matrix
Paul Feldwick - Consultant at Paul Feldwick Ltd
Nigel Jones - UK Group Chairman and Chief Executive, Publicis
Dylan Williams – Partner and Head of Strategy, Mother

Clare Hutchinson - Head of Planning, WCRS
Sheila Mitchell - Marketing Director, Department of Health
Gerry Moira - Chairman and Director of Creativity, Euro RSCG London
Kate Waters - Planning Partner, Partners Andrews Aldridge

Carolyn Bradley – UK Marketing Director, Tesco
Danny Donovan - Managing Director UK, Initiative
Joanna Bamford – Freelance Planner

Neil Dawson - Founder, Hurrell Moseley Dawson & Grimmer
David Golding - Founding Partner, Adam & Eve
Andy Nairn - Executive Planning Director MCBD

IPA Effectiveness Awards 30th Anniversary Films

To celebrate 30 years of the IPA effectiveness Awards in 2010, the IPA and Thinkbox filmed five stand-out campaigns from the last three decades as voted for by past and present Convenors of Judges. The Audi, Orange, PG Tips, Tobacco Control and Tesco campaigns still have much to teach us about planning and executing effective communications today. With contributions from a wealth of industry luminaries, including Sir John Hegarty, Paul Feldwick, Laurence Green, and Robin Wight, these inspiring, award winning brand story films really are worth a look. Here you can navigate through to the ones that take your fancy. Thinkbox has sponsored the IPA Effectiveness awards since 2005