LONDON: Television is still the lead advertising medium in the UK and elsewhere, but digital channels like mobile are gaining in popularity, the shortlist for the 2010 IPA Effectiveness Awards has indicated.

The trade body revealed that 68 entries have been submitted to its annual competition, which aims to reward the campaigns that prove the return on marketing investment. (Winners from previous years can be accessed by Warc subscribers here.)

Among the brands that will be considered by the judges is Heinz, which attempted to fight off the rise of own-label rivals with an umbrella campaign that generated £12m ($18.7m; €14.3m) in incremental revenue.

Other high-profile case studies included McDonald's bid to overhaul of its business to regain the trust of consumers, boosted by communications that more than tripled its ROMI to £7.45 by 2009.

Elsewhere Sainsbury's big idea to attract value-conscious shoppers in the downturn, called “Feed Your Family For a Fiver”, delivered £540m in direct sales in two years, and improved the price perceptions of customers.

Walkers' “Do Us A Flavour” co-creation drive employed TV to reawaken interest in its brand alongside a range of interactive online tools, securing incremental revenues of £34.5m as a result.

International entries included a paper from Cadbury Dairy Milk in India seeking to transform views of chocolate from being seen as a “foreign treat”, repositioning it as “meetha”, or traditional sweets.

In Hong Kong, MTR, the local subway network, endeavoured to build loyalty during the recession by using emotion rather that promotion, producing a reported payback of £4.83 for each pound spent.

Despite the heightened importance of digital media, television remained the most popular advertising format, having featured in 58 out of the 68 campaigns.

Print played a role in the efforts of 53 brands, falling to 40 for outdoor, 39 for websites and microsites, 36 for online display, 35 for PR and 28 for radio.

Search was used in 24 cases, with ambient, viral and social media on 19, direct marketing on 18, mobile advertising on 15 and sales promotion on 13.

Cinema, sponsorship, interactive ads and SMS were some of the other popular touchpoints, with the average campaign utilising seven of these channels in all.

David Golding, founding partner of agency Adam & Eve and the convenor of judges, said the fact the number of entries had increased by a third sent a strong message.

"This is a really positive sign that the industry is producing work that truly demonstrates the power of marketing and which the agencies themselves are proud of," he said.

Data sourced from IPA; additional content by Warc staff