A wonderful night at the IPA Effectiveness Awards. Congratulations to all the winners; we never get bored of pointing out how important these awards are. Proving the impact of advertising in hard business terms is the Grail; nothing is more deserving of awards, celebrations and hangovers.
For obvious partisan reasons we’re pleased here at Thinkbox about telly’s performance last night. 36 of the 38 winning campaigns had TV advertising at their heart and special congratulations must go to every one of the 122 magnificent seconds that made up the TV ad for the Grand Prix winner, Hovis.
Hovis’s campaign – which scooped the best TV ad at the BTA Awards – increased its sales by 14% year on year and cranked its profits up by £90 million. Its success neatly underlines the findings from the research we did with the IPA earlier this year that finally proved the direct link between advertising creativity and advertising effectiveness. The research showed that the most creatively awarded campaigns – added to great strategic and communications planning – deliver 11 times more efficiency. Hovis’s TV ad is two minutes of living proof of how investing in creativity is not only brave but effective.