The winning and the taking part

Ellis Watson makes a very interesting point (MW February 21) about the inability of ad agencies and sales promotion agencies to understand each other. But the world is changing and advertising agencies – or what were ad agencies before they embraced a range of communications skills – are now regularly winning Institute of Sales Promotion Gold Awards.

HHCL & Partners has two ISP Gold Awards and two DMA Gold Awards. Saatchi & Saatchi and others have also demonstrated significant wins in these areas. A sales promotion agency has yet to win an IPA Effectiveness Award, but perhaps that’s just a matter of time too.

Hugh Eaton

HHCL & Partners

London W1

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