Worth a read, text below from WARC.
The best in communications success was celebrated in London this week at the 2011 IPA Effectiveness Awards.
Visit warc.com/IPA2011 to browse all 28 entries – including the Grand Prix, four Golds, five Silvers and six Bronzes.
Operation Christmas, the Colombian Ministry of Defence and Lowe SSP3’s Campaign that persuaded 331 members of the FARC guerilla group to demobilise won the Grand Prix – just weeks after taking top honours at the Jay Chiat and APG awards.
Other winners included:
- Depaul (Gold): An app added over 1000 people to the charity’s database.
- Ovaltine (Gold): TV sponsorship moved the drink from bedtime to daytime.
- Aquafresh Kids (Silver): Making brushing fun added £3.5m of sales.
- first direct bank (Silver): A social campaign doubled consideration rates.
- Lynx/Axe (Bronze): The grooming brand used Facebook to increase loyalty.
Visit warc.com/ipa2011 to browse all the entries. If you are not already a subscriber to warc.com, please email email@example.com to arrange your free trial.
P.S. Just published – Advertising Works 20 – read all the winning case studies from the 2011 IPA Effectiveness Awards, plus six chapters of exclusive insight and analysis.
Truly worth a read is the article ”Welcome to the age of micro-planning” which you can find on the blog Adliterate. Don’t forget to read the comments which has a couple of nuggets in them. The blog Adliterate is runned by Richard Huntington, Director of Strategy at Saatchi & Saatchi.
Here is a sample from the article:
That said I think there was a clear difference in this year’s papers and presentations. A lot less brand planning (though there are some splendid examples) and a lot more micro-planning. I have no problem with the downstream approach to planning, it has always represented proof that the planner is more than a brief writing machine and is capable of and welcome to bring their skills to bare on the more executional facets of a campaign. This is particularly the case when real time planning is required as a campaign unfolds and evolves.
That said it seems a shame to me if planners are walking away from, or unable to deliver, ‘upstream’ brand planning. Planning that either repositions a brand in the marketplace (such as Matt Boffey’s Lurpak work or Craig Mawdsley’s Sainsbury’s thinking which both won in 2007) or shapes a communications campaign with a clever reframing of the problem or sharp proposition (think Richard Storey’s Met Police campaign or Stuart Smith’s Positive Hate thinking for Honda).
So why are we seeing a lot less brand planning and a lot more micro planning? Indeed this year’s particular theme was the selection and prioritisation of celebrities according to their social media reach. Worthwhile but not really award winning. Personally I don’t think it’s the quality of our planners, I rather suspect it is the quality or nature of the briefs that we receive and in particular the pitch briefs that we get.