A RECORD NUMBER of entries from forty agencies were received in the Sales Promotion Consultants Association Awards for 1997. Leading the pack was Triangle Communications, whose Watch & Win with Coronation Street promo for Cadbury gathered ‘Best’ in three categories plus two other ‘Bests’ - copywriting (Julian Clary’s Wet Spot for Carter Wallace) and use of print media (Utterly Butterly Valentine promo for St Ivel). Other ‘Bests’ went to Saatchi & Saatchi (2), KLP Scotland, Clarke Hooper Consulting, IMP, Tequila Option One, and The Yellow Submarine. Winner of the event’s premier award for Marketing Effectiveness was The Marketing Store for its ongoing promotional programme for Walkers Crisps. Four ‘Merits’ were collected by IMP with two apiece to Claydon Heeley International, FCA!, Geoff Howe Associates, Poulter Sales Promotion, Tequila Option One and Triangle. Single ‘Merits’ went to Billington Cartmell, Clarke Hooper, Creative IQ, CSP, Kids Connections, Saatchi & Saatchi, TBWA Payne Stracey and ZGC.