Halifax, Barnardo's and Waitrose are among the diverse brands whose marketing strategies have reached the shortlist for this year's 2002 IPA Effectiveness Awards.
The final list of 36 has been whittled down from 61 entries submitted by 25 agencies, by both a panel of industry expert judges and a client jury.
Following the broadening of the awards scheme to include media agencies and non-traditional advertising channels, this year's shortlist for the first time includes case studies on sales promotion (Ocean Spray), TV sponsorship (BT Cellnet and Big Brother), PR (Hovis, Volkswagen, Marmite), direct marketing (Halifax, Skoda) and events, as well as traditional advertising.
Each 4000-word entry had to isolate the effect of any marketing communication, rather than just the advertising effect.
Among the campaigns that have made it to the final is Fallon's 'Honest' campaign for Skoda. The brand took on a culture of 'Skoda jokes' so entrenched that despite the brand's acquisition by VW in 1991, radical product improvements had continued to fall on deaf ears. The campaign, accompanying the launch of the Fabia in 2000, reduced marque rejection from 60% to 42%. UK sales have since grown by 64%.
Another high-profile campaign was Delaney Lund Knox Warren's 'Staff as Stars' for Halifax. This cut through the most crowded sector in advertising, to produce a 150% increase in sales and 43% increase in profit per current account customer.
The Dairy Council's 'White Stuff' campaign by BMP DDB and OMD UK showed how a powerful creative idea and media strategy improved the fortunes of milk. Media agency entries shortlisted include PHD's sponsorship of Big Brother for BT Cellnet and Domino's Pizza's responsive advertising strategy through BLM Media.
Other finalists include the charity Barnardo's, which has transformed its image with hard-hitting advertisements through Bartle Bogle Hegarty, and Waitrose, which has strengthened its position as the UK's pre-eminent food retailer by increasing its advertising budget to include TV, through Banks Hoggins O'Shea/FCB.
The winners will be announced at a black-tie dinner on Monday, December 2 at the Hilton Metropole.
The awards are sponsored by The Financial Times in association with Marketing, WARC, ITV, Posterscope, Celebrity Group, and Adforum.com.
IPA EFFECTIVENESS AWARDS FINALISTS
Client Agency
Bakers Complete Burkitt DDB
Barnardo's Bartle Bogle Hegarty
Benadryl Bates UK
BT Cellnet PHD Media
BT Retail Abbott Mead Vickers BBDO
Britannia Building Society Walsh Trott Chick Smith
Budweiser BMP DDB
Domino's Pizza BLM Media
Dr Beckmann Rescue Oven Cleaner Cheetham Bell JWT
Halifax Delaney Lund Knox Warren
Hastings Hotels A V Browne Advertising
Hovis BMP DDB
Kellogg's Real Fruit Winders Leo Burnett
Lynx Bartle Bogle Hegarty
Manchester Evening News Cheetham Bell JWT
Marmite BMP DDB
Mr Kipling Saatchi & Saatchi
Ocean Spray Bates UK
Olivio/Bertolli Bartle Bogle Hegarty
Police Recruitment, The Home Office M&C Saatchi
Post Office Publicis
Rimmel J Walter Thompson
Sainsbury's (Jamie Oliver) Abbott Mead Vickers BBDO
Sainsbury's (Promotion) Prager Proximity
Dept of Env, NI (Seatbelts) McCann-Erickson Belfast
Dept of Env, NI (Drink-drive) McCann-Erickson Belfast
Skoda Fallon
Stella Artois Lowe
Tesco Lowe
The Dairy Council BMP DDB & OMD UK
The Economist Abbott Mead Vickers BBDO
Tommy's: The Baby Charity J Walter Thompson
Volkswagen Passat BMP DDB
Volkswagen UK BMP DDB
Waitrose Banks Hoggins O'Shea/FCB
Walkers Snack Foods Abbott Mead Vickers BBDO
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