BDH triumphs in AREA awards
The winner of the 1999 AREA Award Grand Prix is BDH TBWA for the relaunch of the Crown paint brand for their client Akzo Nobel Decorative Coatings which successfully repositioned the brand in a highly competitive market and delivered a sales return over £25 million on a £3.5 million spend. This entry also wins a gold award and the special prize for best new client entry.
BDH TBWA triumphs with 14 wins from a record 44 entries from 19 IPA agencies outside London and Scotland. Other notable winners are Cheetham Bell - 4 awards.
J Walter Thompson (Manchester) - 3 awards, and Poulter Partners - 3 awards. Northern Ireland agencies pick up 4 awards. The competition awards gold, silver and bronze and 9 special prizes.
The 1999 AREA Awards are sponsored by ITV and The Regional Press. This is the third year for the biennial competition which is open to all IPA member agencies, excluding London and Scotland. Each entry is a 2000-word case history on an advertising campaign which has run since spring 1997. John Bartle of Bartle Bogle Hegarty chaired a judging panel of John Drummond of United Utilities, John Gibney of Britvic, John Hardie of ITV, Mike Phillipson of First Direct, Hamish Pringle of the IPA, and Jim Wallace of Direct Line.
"Effectiveness awards talk in a language clients want to hear" says John Bartle, chairman of this year's judges, and Joint Chief Executive of Bartle Bogle Hegarty. "They focus on proof and profit. They offer evidence of returns on investment. And they apply tangible, accountable yardsticks to something that's notoriously difficult to quantify.". He called the winning paper "thorough and well presented; all that an advertising effectiveness case history should be" and commended a number of papers for the national competition.
"Advertising agencies are their client's best business partners", says Rupert Howell, President of the IPA. "We are good at building brands. And brands are a company's primary asset. The IPA databank of over 700 case histories is now the largest publicly available collection in the world, and provides solid evidence that effective advertising campaigns contribute to the business success and profitability of client companies".
ITV channels are used in 19 of the 27 winning papers. In 5 cases it was the only medium employed. For the gold awards, it was the lead medium. John Hardie, ITV's Director of Marketing and Communications, and sponsor of the awards says:"Our sponsorship of the awards is a natural fit. We support the IPA's campaign to refresh the evidence of advertising's contribution to business success. Advertising on television continues to be a key medium as demonstrated in the winning papers".
IPA Regional Chairman Richard Lewis says:"London, as the capital of world advertising excellence, sometimes overshadows the extremely high quality of work that comes from many regionally based agencies. This year's effectiveness winners demonstrate that the gap between us is rapidly closing, which I hope will become increasingly recognised by client company marketing departments".
The Award Ceremony, hosted by Ruby Wax, took take place at the Granada Studios in Manchester on 17th November 1999 in front of an audience of 300 strong.
Last updated 27/03/2009