Bloody Big Haul
Massive congratulations to all the worthy winners at last nights IPA Effectiveness Awards, and in particular to the collective geniuses at BBH for scooping the Grand Prix and the Effectiveness Company of the Year award. God knows how big a mantelpiece they have in their building as they have to find room for both those special awards as well as two other Gold awards, a Silver and a Bronze. It should be a very happy Nick Gill who takes to the stage at Televisionaries.
We sponsor the IPA Effectiveness Awards for many reasons, but the main one is that word Effectiveness. Right now nothing is more needed than cast iron proof of the return on marketing investment. It’s a cause central to Thinkbox’s efforts and we couldn’t be more proud to be the sponsor of the awards.
We are also proud on behalf of TV. It once again proved its peerless effectiveness, dominating the award winners by appearing at the heart of 22 of the 23 winning campaigns (press was in 19, outdoor in 15, online in 14, PR in 13, DM in 9, and cinema in 6). It underlined the findings from the research Les Binet did with Peter Field in their book Marketing in the Era of Accountability. They examined 27 years worth of IPA case studies and found that campaigns involving TV are 25 per cent more effective than those without.
But also of interest (and lest we bang our TV drum too hard) is that it is not just TV on its own that creates effectiveness. Clearly TV needs to be at the heart of the most successful ad campaigns, but if the IPA Awards show us anything they show us the importance of an integrated approach. The average number of media channels used by winning entries was 6. It is TV plus other media that works best, not it or anything else in isolation. We’ll address TV’s evolving relationship with other media at Televisionaries I’m sure, but what do people think? How will integration develop in the future?
Tags: Bartle Bogle Hegarty, BBH, Effectiveness Awards, Institute of Practitioners in Advertising, IPA, Les Binet, Marketing in the Era of Accountability, Nick Gill, Peter Field, Televisionaries
