Bartle Bogle Hegarty was the big winner at the 2002 Effectiveness Awards of Britain’s Institute of Practitioners in Advertising, the ceremony for which was held in London Monday night.
BBH won the Grand Prix for the paper on its campaign for charity Barnardo’s, written by Mary Daniels and Dan Goldstein. The agency also won the Effectiveness Agency of the Year award for campaigns with billings below £100 million, plus the Best New Client award (also for the Barnardo’s paper) and the Best International prize (for its work on Olivio/Bertolli).
Now 22 years old, the biennial contest asks agencies to prove the effectiveness of their campaigns. In 2002, the first time marketing disciplines other than advertising have been included, 33 different agencies submitted 61 papers.
BBH’s winning paper showed how the campaign transformed Barnardo’s image over two-and-a-half years. “This case study clearly indicates what Barnardo’s objective was and what impact marketing communications has had on the overall business. It documents a great use of integration that was beautifully executed,” declared convenor of judges Marco Rimini.
“Overall, this is a prime example of how marketing communications can have such a positive impact in this sector. A most deserving Grand Prix!”
Other prizes (with the relevant clients in parentheses) went to:
• BMP DDB: Effectiveness Agency of the Year for billings over £100m; Best Consistency, in association with Tribal DDB, Proximity London and MediaCom (Volkswagen).
• M&C Saatchi: Best Insight and Innovation (Police Recruitment).
• Delaney Lund Knox Warren: Best Integration (Halifax).
• AV Browne Advertising: Best Launch (Hastings Hotels).
• Fallon: Best Change of Direction and John Bartle Award for Best New Agency (Skoda).
• BLM Media: Best Media Thinking and Best Interactive (Domino’s) – both in association with Quantum Media.
These prize-winning papers will be posted on www.warc.com at 1700 (GMT) Tuesday. All the shortlisted papers will be included in Advertising Works 12, to be published by WARC in February.
Data sourced from: IPA; additional content by WARC staff