Young Euro wins top advertising award
(Sunday Business Post Via Thomson Dialog NewsEdge) Young Euro RSCG has won the Grand Prix in the 2006 Advertising Effectiveness Awards (ADFX) for its strategic planning and advertising work on the Bulmers and Magners brands.
The advertising agency has worked with Bulmers for more than ten years and has taken a lead role in developing advertising for the successful launch of Magners in Britain.
The chairman of the judges, Professor Tony Meenaghan, said the evidence produced - particularly on return on investment - for both the C&C drinks brands was irresistible.
This is the second time that Young Euro RSCG has taken the top prize in the Institute of Advertising Practitioners in Irelands (IAPI) advertising effectiveness awards, and Bulmers has featured each time.
The agency this year took two gold awards - one in the new campaign for an existing product category, for its latest campaign for Bulmers, and another in the international campaign category, for Magners.
Other gold winners also included the campaign for Rabo Direct (in the new product category), Rothcos work for Aer Lingus and the Deep River Rock campaign, carried out by Ogilvy & Mather (both in the long-term campaign category).
Silver awards went to GT Media for Dyson, IIBBDO for Barrys Tea, Lyle Baillie for the drink driving campaign, Cawley Nea TBWA for Batchelors Beans, QMP Publicis for Meteor and McCann Erickson for Tullamore Dew. Young Euro RSCG also took silver for Campbells Soupfulls.
The jury awarded a special gold award to McCann Erickson for its submission on promoting awareness of Alzheimers. Judges noted that charity work and special services did not easily mesh with more commercial projects and encouraged IAPI to create a special service category for this type of advertising.
Unlike most advertising awards, the ADFX awards require entrants to show tangible results for the brands concerned.
Return on investment was thus a key requirement.
Michael Caraher, head of the Advertisers Association of Ireland, who has been a judge on the last three ADFX competitions, said that this years entries were of the highest standard he had seen.
Brian Sparks of Agency Assessments, who has also judged previous competitions, said he was delighted that IAPI planned to publish all the shortlisted entries in a hardback book. This could become a valuable reference work for the future, he said.
Karen Hand of Curly Enterprises said that she had enjoyed the experience of being a judge and said the mentoring programme organised for the awards this year clearly had a very positive impact.
The jury also awarded special prizes to Mark Nolan of Young Euro RSCG and Sharon Fitzpatrick of Ogilvy as best strategic planners, and to Cawley Nea/TBWA for best integrated campaign for its work on McDonalds People.
The winners were announced at a lunch hosted by IAPI president Jeremy Crisp in Dublins Trinity College last Friday. The ADFX awards have been held every two years since 1996.
Catherine OMahony was on the jury of the 2006 Advertising Effectiveness Awards.
Copyright 2006 Sunday Business Post. Source: Financial Times Information Limited - Europe Intelligence Wire.
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