BBH wins Grand Prix at IPA Effectiveness Awards

LONDON - Four media agencies picked up awards at last night's IPA Effectiveness Awards, sponsored by Thinkbox, with creative agency Bartle Bogle Hegarty winning the Grand Prix prize.

Dave: joint campaign with Red Bee Media won the IPA gold prize
Dave: joint campaign with Red Bee Media won the IPA gold prize

The awards, which recognise campaigns that demonstrate marketing payback, handed a gold award to Red Bee Media and UKTV for its joint campaign for Dave. By rebranding uktvG2 as Dave and reframing its content as the "Home of Witty Banter", it attracted an additional eight million viewers and generated payback of £2.99 per every £1 spent.

Mindshare was awarded silver for its joint campaign with Ogilvy Advertising for Dove. Dove's "Big Ideal" campaign engaged consumers by using women of all shapes, sizes, ages and races to project a more accessible notion of beauty. The campaign generated £38m in sales revenue and payback of $3 for every $1 spent.

MediaCom was also awarded silver for its joint campaign with M&C Saatchi for Lucozade Sport. The "Before, Fuel, Edge" communications strategy was developed to connect Lucozade Sport with the needs of athletes.

Finally, Mediaedge:cia was presented with a bronze Award for its joint campaign with WCRS and Incentivated for Cabwise. Practical communications helped to reduce the number of sexual assaults and rapes committed by illegal minicab drivers by a third and saved an estimated £1.13 for every £1 spent.

Grand Prix winner BBH was chosen for its campaign for Diageo's whisky brand Johnnie Walker. Started in 1999, the IPA said the campaign has transformed the brand and produced a total sales growth of 48% and incremental sales of $2.21bn (£1.41bn).

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