According to the IPA, the campaign, which has a young kid crossing all the main events of the last century, catapulted Hovis in the heart of the nation and produced incremental profits up to 90 m.
In total, seven golds, 18 Silver Awards, 13 bronze awards and eight special prizes, including the Grand Prix, were handed out the awards ceremony in London last night.
"As President of the judges, I witnessed first hand the consideration that the documents submitted in IPA Effectiveness Awards are put under," said Burns of the Lord, who is also Chairman of Channel 4 and Santander UK. "Winning campaigns have produced excellent results in terms of incremental profit, which testifies to the power of marketing communications and the talents of all those operators ".
"This year the awards were a celebration of the power of traditional media is lasting and epic advertising, as well as the new opportunities offered by online and social media to change key behaviors," said David Golding, Convenor of judges and founding partner, Adam & Eve.
"In this their thirtieth year IPA Effectiveness Awards are still throwing light on how advertising works to change the fortunes of the owners of the brand and the whole of society, and I urge all the parties involved in our industry to watch these winning cases, as well as those made over the past 30 years of premiums, of ideas, insight and inspiration."
According to the IPA, the most used means of communication among the winners was television, used in 36 of 38 winning entries.The second most used form of communications was print advertising, used in 31 of winning entries (a combination of national newspapers, magazines and regional newspapers).This was followed by outdoor advertising, used in 25 winning entries.Next up were websites/microsite, view on-line and PR (22 winners each); search advertising (17); radio (16); Ambient media, viral and social media and direct marketing (1 each); cinema advertising flyers and coupons/(nine each); mobile advertising, interactive advertising, sales promotion and sponsorship (eight each); and SMS mobile marketing (three).
To view tuning summaries because winning and creative work and to learn more about IPA Effectiveness Awards, visit www.ipaeffectivenessawards.co.uk.
Special prizes:
• Grand Prix-Hovis from MCBD
• Effectiveness Company of the Year-MCBD
• The award best dedication to efficiency-Cadbury Broadbent
• Better Media-O2 from VCCP
• The Channon Award for best new learning-recruitment of teachers TDA DDB UK and MEC
• Best multichannel-recruitment of teachers TDA DDB UK and MEC
• Better short-term-Self Assessment of Elvis and average of MCBD, PHD
• Better International-HSBC from JWT
Winners of gold
• From MCBD Hovis
• Essential from Waitrose MCBD and manning Gottlieb OMD
• O2 from VCCP
• Sainsbury's from AMV BBDO
• Awareness reproduced from DLKW
• Recruitment of teachers TDA DDB UK and MEC
• Wispa from London Fallon
Silver Winners
• Audi from BBH
• Barclaycard from BBH
• Bisto by advertising McCann Erickson
• BT Total Broadband and BT AMV BBDO
• Cadbury Dairy Milk Fallon London
• Comfort Fabric Conditioner from Ogilvy & Mather Asia-Pacific
• Heinz from AMV BBDO
• HSBC from JWT
• KFC from BBH
• Lloyds TSB from RKCR/Y & R
• Fruit Robinsons shoots from BBH
• Self-evaluation by Elvis and average of MCBD, PHD
• Navigate from BBH
• thetrainline.com DLKW & Partners
• THINK! from Leo Burnett and AMV BDDO
• T-Mobile from Saatchi & Saatchi and MediaCom
• Tobacco control partners Andrews Aldridge, MCBD and MEC
• Virgin Atlantic RKCR/Y & R and manning Gottlieb OMD
Bronze Winners
• Barclays from BBH
• Barclays wealth from Ogilvy & Mather advertising
• Berocca from JWT
• Corsodyl by MediaCom
• Dove deodorant from Ogilvy & Mather advertising
• Everest MBA and Mindshare
• Forevermark from JWT Mumbai
• Pressure Washers from HMDG rcher K
• Kodak from Ogilvy & Mather advertising
• Metro from Ogilvy & Mather advertising Hong Kong
• Orange of level
• Remember a charity from DDB UK
• The power of cooperative advertising McCann Erickson
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