IPA Awards show TV retains top role in campaigns

Television remains the most popular advertising medium in the UK and abroad, while digital media, such as mobiles and the internet, is gaining importance, according to the 2010 IPA Effectiveness Awards shortlist

The Institute of Practitioners in Advertising has announced that there have been 68 entries for this year’s competition, which highlights those campaigns that prove the returns on marketing investments.

Although the use of digital media as part of campaign activities is increasing, the shortlist demonstrated the sustained popularity of television, with 58 of the 68 entries using this platform. Print also played a significant role, featuring in 53 campaigns, with outdoor being used in 40.

In digital media, websites and microsites featured in 39 campaigns, online display was used in 36, and Search media was a part of 24 campaigns. Ambient, viral and social media were included in 19 campaigns, while mobile advertising featured in 15.

PR played a part in 35 campaigns and radio was involved in 28, with 18 using direct marketing and 13 featuring sales promotions. Other popular touchpoints included cinema, sponsorship, interactive ads and SMS.

Founding partner of agency Adam & Eve and the convenor of judges, David Golding, celebrated the fact that the number of campaigns entered had increased by a third. He said: "This is a really positive sign that the industry is producing work that truly demonstrates the power of marketing and which the agencies themselves are proud of."

Campaigns to be examined by the judges include the Heinz umbrella campaign to compete with own-label rivals, which generated £12m in incremental revenue. Also to be judged will be the Sainsbury's "Feed Your Family for a Fiver" campaign, designed to draw in value-conscious consumers during the recession, which delivered £540m in direct sales in two years and improved customers' price perceptions in the supermarket.

Included in the international entries to be considered is a paper from Cadbury's Dairy Milk that aims to reposition chocolate from being seen as a "foreign treat" to being considered as "meetha", or traditional sweets.

Source: WARC

Published on: 30/07/2010 15:26:00