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Small budgets can win big at 2009 IPA Effectiveness Awards

The 2009 IPA Effectiveness Awards, launched today (2nd December 2008) are for the first time open only to campaigns from UK agencies, media owners, or clients, with a total annual marketing communications budget of up to £2.5 million.


The 2009 IPA Effectiveness Awards, launched today (2nd December 2008) are for the first time open only to campaigns from UK agencies, media owners, or clients, with a total annual marketing communications budget of up to £2.5 million.

Entrants either single, joint, or fully collaborative, are encouraged to submit 3000 word case histories that demonstrate the commercial power and marketing payback of their ideas on this limited budget. This new entry criteria applies only to the competition held on alternate years (which was previously open to agencies with an income of less than £20m).

Says Andy Nairn, Convenor for the 2009 Awards, Planning Director Miles Calcraft Briginshaw Duffy and 2007 Grand Prix winner, “Despite the perception that you need a budget the size of Johnnie Walker to do well, previous winners in the IPA Effectiveness Awards have achieved success with much more limited funds. We hope that these new criteria will further highlight the fact that effective communication doesn't necessarily require a big spend or large research budget.”

Says Tess Alps, CEO of Thinkbox, the overall Awards sponsor, “Budget size isn't everything, effectiveness is. Thinkbox is immensely proud to continue its sponsorship of these awards, which honour the very best advertising campaigns and set the benchmark for what advertising can accomplish. So much can be achieved - even on TV - with a small budget; in 2007 an IPA Effectiveness winner spent only £40,000 on TV but still produced dramatic results.”

Special Prizes to be awarded at the 2009 Awards will include:

The Channon Prize for Best New Learning
Awarded by the industry jury, this prize rewards the best contribution to new learning in terms of measurement and evaluation. This award is made in memory of IPA Director of Studies, Charles Channon.

The Broadbent Prize for Best Dedication to Effectiveness
Awarded by the industry jury to the client company that most consistently demon-strates their commitment to effectiveness and evaluation; for example, a company that wins awards across a number of its brands or a brand/company with a superlative effectiveness track record. This award is made in memory of Dr Simon Broadbent, co-founder of the IPA Effectiveness Awards.

Best Integration
Awarded to the paper that is deemed to best demonstrate the commercial virtues of integration.

Best Media
Awarded to the paper with the best channel thinking at its core.

Best Small Budget
Awarded to the best paper where the total communication budget is less than £250,000.

Effectiveness Company of the Year
Awarded to the best performing agency, advertiser or media owner of the year according a points system

The Chairman of Judges for the 2009 Awards is Lord Chadlington, Chief Executive of the Huntsworth Group. Andy Nairn, Planning Director at Miles Calcraft Briginshaw Duffy, is Convenor of Judges and Charlie Snow, Head of Planning at Delaney Lund Knox Warren & Partners, is Deputy Convenor.

Key dates:

The closing date for pre-registration into the competition is the 30th January and the deadline for submissions is 24th April 2009. There will be a series of free workshops with advice on how to write winning Effectiveness Awards papers early in the New Year. More details are available on the Awards website:  

The communications campaign for this year’s Awards has been devised by Touch DDB and is based on the re-creation of seminal big budget advertising campaigns, executed on small budgets. The first advertisement in the series, which was featured in the IPA Effectiveness Awards winners’ supplement, was a re-creation of the VW polo ad using toy cars and lego men, in place of real cars and real American policeman. See here.

The 2009 Awards are sponsored by Thinkbox, the television marketing body for all major UK commercial television broadcasters, and supported by WARC, the official publisher for the IPA Effectiveness Awards, DDS and Campaign.
Last updated 10/08/2009

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