Insights from the IPA Effectiveness Awards 2012: TV and digital - Are we there yet? Or do we even have a map?
Phil Danter
Despite many judges' hope that this would finally be the year of digital effectiveness becoming predominant, TV still dominated this year's entries, in many instances as a solus or near-solus medium. Great examples of campaigns which relied almost exclusively on TV include Gü, which used all its emotive power to portray the brand's 'innocent pleasure', and Snickers, which created a classic fame-driving idea...