Hovis rises to occasion at IPA Effectiveness Awards

The Hovis television advertising campaign to mark the bread brand’s 122nd anniversary scooped the Grand Prix at the IPA Effectiveness Awards last night (1 November).


The “As good as it’s ever been” campaign was created by MCBD and the agency also took the Effectiveness Company of the Year award.

The campaign is credited with producing up to £90m incremental profit and its impact was mentioned in Premier Foods’ March 2009 results.

A number of public sector campaigns, such as TDA Teacher Recruitment by DDB UK and MEC and Stroke Awareness by DLKW, also took awards. The value of traditional media public sector campaigns has been questioned by the coalition Government and there is doubt over the future of the COI.

Lord Burns, chairman of Channel Four and Santander UK and chairman of the award judges, says: “I have witnessed first-hand the close scrutiny that the papers submitted into the IPA Effectiveness Awards is put under. The winning campaigns have produced outstanding results, in terms of incremental profit, which is testament to the power of marketing communications and to the talents of all those entrants.”

Television was the most used media, deployed in 36 out of the 38 winning entries while the second most used form of communication was press advertising, used in 31 of the 38 winning entries.

This was followed by outdoor advertising, used in 25 of the 38 winning entries, while websites/microsites, online display and PR were each used in 22 winning entries.

Full list of winners below

Special Prizes:

Grand Prix – Hovis by MCBD
Effectiveness Company of the Year – MCBD
The Broadbent Prize for Best Dedication to Effectiveness – Cadbury
Best Media – O2 by VCCP
The Channon Prize for Best New Learning – TDA Teacher Recruitment by DDB UK and MEC
Best Multi-Channel – TDA Teacher Recruitment by DDB UK and MEC
Best Short-Term – Self Assessment by MCBD, PHD Media and Elvis
Best International – HSBC by JWT

Gold winners:

Hovis by MCBD
Essential Waitrose by MCBD and Manning Gottlieb OMD
O2 by VCCP
Sainsbury’s by AMV.BBDO
Stroke Awareness by DLKW
TDA Teacher Recruitment by DDB UK and MEC
Wispa by Fallon London

Silver Winners

Audi by BBH
Barclaycard by BBH
Bisto by McCann Erickson Advertising
BT Total Broadband by AMV.BBDO and BT
Cadbury Dairy Milk by Fallon London
Comfort Fabric Conditioner by Ogilvy & Mather Asia Pacific
Heinz by AMV.BBDO
Lloyds TSB by RKCR/Y&R
Robinsons Fruit Shoot by BBH
Self Assessment by MCBD, PHD Media and Elvis
Surf by BBH
thetrainline.com by DLKW & Partners
THINK! by Leo Burnett and AMV BDDO
T-Mobile by Saatchi & Saatchi and MediaCom
Tobacco Control by Partners Andrews Aldridge, MCBD and MEC
Virgin Atlantic by RKCR/Y&R and Manning Gottlieb OMD

Bronze Winners:

Barclays by BBH
Barclays Wealth by Ogilvy & Mather Advertising
Berocca by JWT
Corsodyl by MediaCom
Dove Deodorant by Ogilvy & Mather Advertising
Everest by MBA and Mindshare
Forevermark by JWT Mumbai
Kärcher Pressure Washers by HMDG
Kodak by Ogilvy & Mather Advertising
MTR by Ogilvy & Mather Advertising Hong Kong
Orange by i-level
Remember a Charity by DDB UK
The Co-operative Food by McCann Erickson Advertising

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