21
THE IPM AWARDS 2019 Welcome to the IPM Awards collection of the finest promotional campaigns from the UK’s creative industry. It is the IPM’s honour to represent the UK’s talent on the global stage and each winning campaign joins a long history of celebrated work at the IPM. Each year, the standard and quality of work continues to impress our judging panels with the incredibly high standard of creative strategy, thinking and execution that delivers effective campaigns. These campaigns are not only Award winners here but, most importantly, they are responsible for growing brands and engaging consumers in activity that positively changes behaviour. As part of the IPM exclusive winners club, each Award winner is eligible to enter the European IMC Awards. Over the years, UK entries have excelled, winning coveted European Grand Prix together with numerous Gold, Silver and Bronze Awards. As the elite campaigns in the UK, collectively we represent a force to be reckoned with across Europe and the rest of the globe. It is vital that the work we deliver every day is demonstrably effective, driving our reputation as trusted mediums for brand growth and consumer engagement. The campaigns taking home the accolades this year have again delivered on exceptional promises; to delight and surprise, to engage and drive deep brand involvement and, critically, to deliver outstanding results. I would like to wish every entrant to the Awards a heartfelt thanks for their hard work, diligence and inspirational work that puts the UK at the top of the creative industries, and to our winners, congratulations on receiving the highest possible accolade for your work. JOHN SYLVESTER CHAIRMAN Winners’ Book

CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

  • Upload
    others

  • View
    3

  • Download
    0

Embed Size (px)

Citation preview

Page 1: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

THE IPM AWARDS 2019

Welcome to the IPM Awards collection of the finest

promotional campaigns from the UK’s creative industry.

It is the IPM’s honour to represent the UK’s talent on the

global stage and each winning campaign joins a long

history of celebrated work at the IPM.

Each year, the standard and quality of work continues

to impress our judging panels with the incredibly high

standard of creative strategy, thinking and execution

that delivers effective campaigns. These campaigns are not only Award

winners here but, most importantly, they are responsible for growing brands and

engaging consumers in activity that positively changes behaviour.

As part of the IPM exclusive winners club, each Award winner is eligible to enter

the European IMC Awards. Over the years, UK entries have excelled, winning

coveted European Grand Prix together with numerous Gold, Silver and Bronze

Awards. As the elite campaigns in the UK, collectively we represent a force to

be reckoned with across Europe and the rest of the globe.

It is vital that the work we deliver every day is demonstrably effective, driving

our reputation as trusted mediums for brand growth and consumer

engagement. The campaigns taking home the accolades this year have again

delivered on exceptional promises; to delight and surprise, to engage and

drive deep brand involvement and, critically, to deliver outstanding results.

I would like to wish every entrant to the Awards a heartfelt thanks for their hard

work, diligence and inspirational work that puts the UK at the top of the creative

industries, and to our winners, congratulations on receiving the highest possible

accolade for your work.

JOHN SYLVESTER

CHAIRMAN

Winners’ Book

Page 2: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

IPM Brand of the Year 2019

Peperami

ZEAL Creative

IPM Agency of the Year 2019

IPM Grand Prix 2019

Converse The One

Star Hotel by XYZ Account Director: Oksana KovalCreative Director:Paul Stanway

Page 3: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Food: Ambient

Campaign:Brand: Agency: Account Director:Creative Director:

Terrify a Friend for FreePeperamiAtomic LondonDan MitchellDave Henderson & Guy Bradbury

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Kellogg’s & Love Island

Kellogg’s

ZEAL Creative

Robert White

Stewart Hilton

Alpen Limited Edition TinsAlpenTwelve AgencyLuke HylandDerek Bain

Partner

Judges’ notes…This is a very competitive category, and whilst it was a 2 for 1 offer, Peperami did an excellent job of creative disruption and also gaining a huge level of customer engagement.

In summary…The campaign idea was a call to action rooted in the dynamic of friendship groups, and newly defined role of the brand as Friendly Agitator. It also encapsulated the consumer benefit – a day of fun, fast, fearsome rides

Page 4: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Alcoholic Beverages

Campaign:

Brand: Agency: Account Director: Creative Director:

Old Mout Cider Kiwi CampOld Mout CiderTwelve AgencyLuke HylandDerek Bain

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

WKD 2018 Festival Activation

WKD

Bray Leino

Tasmin Ackerman

Henry Challender

Greenall’s Wild Berry

Squeeze

Greenall’s Wild Berry

White Label

Rosie Scott

Ryan Shaw

Food: Chilled & Frozen

Campaign:Brand: Agency: Account Director:Creative Director:

Play FreePetits FilousGreyBASESarada NagCressida Easton-Lloyd

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Wish Upon A Pizza

Chicago Town

DECIDE.

Joanne Horne

Martin Gordon

Take the Mayhem Out of

Mealtimes

Chicago Town Pizza Kitchen

ZEAL Creative

Rachel McHale

Stewart Hilton

Judges’ notes…This campaign is simple, engaging and down-right fun! This entry captured youthful playtime so efficiently. Its tie up with Amazon was brilliantly executed and completely on-point.

Judges’ notes…An interesting campaign that was a window into the world of this brand and delivered incredibly positive impact.

In summary…The Old Mout Cider Kiwi Camp was the Little Camp with a Big Impact. As festival goers entered the Camp, they were asked to ‘Help save the Kiwi’ by applying their thumbprint to the pledge wall, instantly triggering a donation.

In summary…To combat the overstructured nature of playtime kids are faced with, this campaign set out to turn every single yogurt pot into a catalyst for free play. The message was simple: Peel, Lick, Play Free.

Page 5: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Telecoms, Mobile & Home Tech

Campaign:Brand: Agency: Account Director:

Creative Director:

VeryMe RewardsVodafone TLC MarketingRichard Hilton, Callum Chapple, Jim Bowles, Nigel SamsonRob Scott

Campaign:

Brand:

Agency:

Account Director

Creative Director:

Popcorn Pass

Telefonica O2

Blue Chip Marketing

Dan Selas

Frank Ralph

Internet of Things

Vodafone UK

Haygarth

Katie Scott

Steve Rogers

Household, Health, Beauty &

Fashion

Campaign:Brand: Agency: Account Director: Creative Director:

Kid KaféAquacleanBrassLucy BairdAndrew Brown

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Imperial Leather X Skinny Dip

Imperial Leather

ZEAL Creative

Lisa Nyman

Stewart Hilton

Incredibles 2

Plenty

Blue Chip Marketing

Jess Harper

Frank Ralph

Partner Partner

Judges’ notes…AquaClean demonstrated great insight into their target audience and delivered a well thought-out, creative solution that they amplified brilliantly. They humanised a difficult product area.

Judges’ notes…The brand created a highly effective personalised programme based on strong insights.

In summary…Vodafone wanted their scheme to be famous for something. It’s understood that relevant loyalty programmes will encourage higher engagement. So Vodafone set out to be the most personalised scheme on the market, giving customers only relevant rewards.

In summary…The first café run entirely by young children was born from the notion that only they live a truly worry free life. The campaign wanted grown-ups to relate to this, to recognise themselves and to see the key USP of AquaClean in a fun and humorous setting.

Page 6: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Travel & Tourism, Leisure,

Recreation & Media

Campaign:Brand: Agency: Account Director:Creative Director:

Take Your SeatSky SportsTPFJak HambletonJak Hambleton

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Endless Earnings

Thomas Cook

Motivforce

Jasmine Miller

David Cox

House of Sky Q: Sky Q and

Netflix Launch

Sky

RPM

Alexis Miranda

Alexis Miranda

Automotive, Appliances &

Utilities

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

British Gas Rewards

British Gas

Mando-Connect

Charlie Hills

Jo Ashdown

Campaign:Brand: Agency: Account Director: Creative Director:

Create with NatureBMW iWassermanBen KnightRod Cousins

PartnerPartner

Judges’ notes…‘Create with Nature’ developed an excellent partnership with National Trust and helped forge their credentials as a player in the green market.

Judges’ notes…A classic, well delivered, engaging and effective campaign. A deserving winner.

In summary…This activity enabled this theme to become a reality by developing a free and immersive screening event on London’s Southbank, suitable for all of the family that also showcased all of Sky Sports’ Premier League games on the opening weekend of the season.

In summary…At the heart of BMW i Create With Nature were immersive creative play workshops run by trained staff who helped participants navigate the experience while delivering the key messages. The workshops combined nature and creativity in ways that that engaged the whole family.

Page 7: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Finance & Professional Services

Campaign:Brand: Agency: Account Director:Creative Director:

Co-op Good DriversCo-opPSONA TwelveEmily WilliamsNeame Ingram

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Turn Your Frown Upside

Down

Pertemps Recruitment &

The Grinch

Brand Culture

Tom Sugg

Michael Mann

Building a Record Breaking

Rugby Community

Royal Bank of Scotland

The Leith Agency

Jennie Landels & Rex Hugill

Troy Farnworth & Phil Evans

Physical Retail, E-commerce,Cafés,

Bars/Pubs & Restaurants

Campaign:Brand: Agency: Account Director:Creative Director:

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

A PizzaExpress Journey into

the Student Market

PizzaExpress

BAM Agency Ltd

Jessica Collier

Tim Bodenham

Milk & More Farmshop Tour

2018

Mike & More

Circle Agency

Claire Grecian

Neil Hooper

Don’t Open MeMarks & Spencer FoodTBK GroupKate StajniakTony O’Brian

Judges’ notes…Razor-sharp insight, cute creative execution and powerful results.

Judges’ notes…Brilliant execution of the Co-op brand in a social environment. Making car insurance positive and giving back to the community. A clear winner.

In summary…This camapign asked followers to nominate the good drivers in their lives, people who had used their cars to do good in their community. For every nomination we offset 5% of their car’s carbon emissions.

In summary…Throughout December customers are either seeking out the best deals or ‘upgrading’ to impress family and friends, this is when M&S experience their highest level of occasional shoppers. This campaign wanted to encourage these customers to come back in January.

Partner

Page 8: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Business-To-Business

Campaign:Brand: Agency:

N/A

Not-For-Profit, Charity & The

Public Sector

Campaign:Brand: Agency: Account Director:Creative Director:

Nook Look, No TouchRoad RespectIndependent EventsJames RussellDanae Abadom

Campaign:Brand: Agency: Account Director:Creative Director:

Fundraising- Visitor DonationsThe National GalleryBoo ConsultancyBala McalinnGeorge Mclean

Campaign:Brand: Agency: Account Director:Creative Director:

Know Your IBMIBMMotivforceJill AlongiDavid Cox

The Playoff PredictorLGBrand & DeliverNick RichardRob Pratt

Partner

Judges’ notes…A hands down winner for the judges. An inspiring use of budget that used a fresh and engaging approach to inspire empathy with the cause and also make it easy to donate.

In summary…The campaign was based on 6 real-life texts/Facebook/WhatsApp messages sent by drivers immediately before being involved in a fatal collision. This sobering content was presented in a clear and graphic way to inspire distinct behavior change.

Page 9: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Experiential Activation at a Non-Retail

Public Space, Event or Festival

Campaign:Brand: Agency:Account Director:Creative Director:

The Beauty Pop-upAll Out BeautyN2OBethany NashOlivia Rayner

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Old Mout Cider Kiwi Camp

Old Mout Cider

Twelve Agency

Luke Hyland

Derek Bain

Non-Alcoholic Beverages

Campaign:Brand: Agency: Account Director:Creative Director:

NESCAFÉ Azera By DesignNESCAFÉ Twelve AgencyAnnabel KulichDerek Bain

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

From Moscow to The

Maldives

IRN-BRU

The Leith Agency

Helen Balls & Stuart

O’Malley

Troy Farnworth & Phil Evans

Refresh Your Ramadan

Rubicon

ZEAL Creative

Rachel McHale

Stewart Hilton

Create with Nature

BMW i

Wasserman

Ben Knight

Rod Cousins

PartnerPartner

Judges’ notes…NESCAFÉ Azera took the bold strategy to behave more like a challenger brand, thus engaging a new audience and delivering fantastic results.

Judges’ notes…The ambition was huge: to create a new own able experience for ‘ generation overshare’, delivering what the festival audience wanted with strong results.

In summary…AOB is a one-stop fashion and beauty activation that helps consumers ‘be their best festival self’. A relaxed space that enhances the festival experience (consumer benefit) with engaging fashion and beauty experiences such as free hair treatments, body gems and photo ops.

In summary…Limited edition packaging created by our target audience, for our target audience. This campaign partnered with the University of the Creative Arts in Epsom to brief their second-year graphic design students to create limited edition designs.

Page 10: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Incentive, Loyalty, Reward or

Motivation Programme

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Popcorn Pass

Telefonica O2

Blue Chip Marketing

Dan Selas

Frank Ralph

British Gas Rewards

British Gas

Mando-Connect

Charlie Hills

Jo Ashdown

On, In or With Pack Activation

Campaign:Brand: Agency: Account Director:Creative Director:

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Incredibles 2

Plenty

Blue Chip Marketing

Jess Harper

Frank Ralph

Cycle Project

Soreen

Brass

Joanne Schofield

Jason Mortimer

Terrify a Friend for FreePeperamiAtomic LondonDan MitchellDave Henderson & Guy Bradbury

Partner Partner

Judges’ notes…Re-energised a tried and trusted 2 for 1 offer with scary add-ons. Great use of the academic expert and utilisation of promotional mechanics.

Judges’ notes…This entry demonstrated a clear insight, drove strong reason for repeat purchase and inspired customer engagement with the brand. Any promotion that gives away over 20,000 pairs of ‘under crackers’ deserves a gold in the judges’ opinion!

In summary…The campaign idea was a call to action rooted in the dynamic of friendship groups, and newly defined role of the brand as Friendly Agitator. It also encapsulated the consumer benefit – a day of fun, fast, fearsome rides

In summary…The campaign idea was a call to action rooted in the dynamic of friendship groups, and newly defined role of the brand as Friendly Agitator. It also encapsulated the consumer benefit – a day of fun, fast, fearsome rides

Campaign:Brand: Agency: Account Director:Creative Director:

Terrify a Friend for FreePeperamiAtomic LondonDan MitchellDave Henderson & Guy Bradbury

Page 11: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Shopper Activation in an

Owned Retail Environment

Campaign:Brand: Agency: Account Director:Creative Director:

Popcorn PassTelefonica O2Blue Chip MarketingDan SelasFrank Ralph

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Christmas Campaign 2018

Vodafone UK

Haygarth

Alex Palmer

Steve Rogers

Experiential Activation in or

near a Retail Environment

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Merlin Tour

NOW TV

N2O

Emma Welch

Jody Measures

Bugatti Chiron UK Tour

LEGO Technic

The Producers Live Limited

Alex Parsons

Dan Green

Campaign:Brand: Agency: Account Director:Creative Director:

The One Star HotelConverseXZYOksana KovalPaul Stanway

Partner Partner

Judges’ notes…Massively raised the bar, completely on brand, with real impact. Incredible detail and attendee experiences. Just very cool.

Judges’ notes…Scale of ambition and the freshness of a well-executed creative idea made the O2 campaign a clear winner.

In summary…Free Friends & Family Cinema Pass: up to 40% off tickets gave customers the chance to purchase discounted cinema tickets at over 200 locations nationwide, covering all major chains, for a period of up to 2 years, depending on the eligible product the customer purchased.

In summary…This campaign took over an iconic Hoxton building and created a hotel experience like no other with guest rooms that provided unique opportunities for digital, product and live experiences. The ultimate playground for the antihero communities who have embraced the brand.

Page 12: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Shopper Activation in a Third

Party Retail Environment

Campaign:Brand: Agency: Account Director:Creative Director:

NESCAFÉ Azera By DesignNESCAFÉ AzeraTwelve Agency Annabel KulichDerek Bain

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

A Quality Street

Christmas 2018

Quality Street

ZEAL Creative

Sophia Huddlestone

Stewart Hilton

Chromebook More

to Love

Google

Gekko

Laura Bergin

Laura Elliot

Brand Partnership, Licensing or

Sponsorship Activation

Campaign:Brand: Agency: Account Director:Creative Direcor:

Play FreePetits FilousGreyBASESarada NagCressida Easton-Lloyd

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Create with Nature

BMW i

Wasserman

Ben Knight

Rod Cousins

Incredibles 2

Plenty

Blue Chip Marketing

Jess Harper

Frank Ralph

Partner Partner

Judges’ notes…A completely fresh take on how to harness the power of design to win with shoppers and retailers.

Judges’ notes…Stand out winner. Simple and effective creative. Amazon is a perfect partner – who else moves so much cardboard?! Brilliant insight executed perfectly, talking to their target audience on an emotional level.

In summary…To combat the overstructured nature of playtime kids are faced with, this campaign set out to turn every single yogurt pot into a catalyst for free play. The message was simple: Peel, Lick, Play Free.

In summary…Limited edition packaging created by our target audience, for our target audience. This campaign partnered with the University of the Creative Arts in Epsom to brief their second-year graphic design students to create limited edition designs.

Page 13: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Repeat Purchase

Campaign:Brand: Agency: Account Director:Creative Director:

Incredibles 2PlentyBlue Chip MarketingJess HarperFrank Ralph

Social Media, Digital or Direct Marketing

Activation

Campaign:Brand: Agency: Account Director:Creative Director:

Kellogg’s & Love Island

Kellogg’s

ZEAL Creative

Robert White

Stewart Hilton

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Kid KaféAquacleanBrassLucy BairdAndrew Brown

Ask Send Me a Sample

for a Coke

Coca-Cola

Send Me a Sample

Naomi Rickards

Richard Hill

Judges’ notes…Outstanding results achieved from a charming and original idea based on great insights. Took a challenging product and made it engaging to a carefully targeted audience.

Judges’ notes…A fantastic entry: demonstrated great utilisation of assets, impressive results, on-pack strand out, achieved all its objectives, and outstanding used of budget.

In summary…Incredibles 2 was the hottest licensed partnership of Summer 2018. This campaign negotiate blockbuster levels of support from Disney Pixar, including category exclusivity across ALL household brands, and exclusive rights to feature Incredibles on packaging AND product.

In summary…The first café run entirely by young children was born from the notion that only they live a truly worry free life. The campaign wanted grown-ups to relate to this, to recognise themselves and to see the key USP of AquaClean in a fun and humorous setting.

Page 14: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Special European Industry Award

Campaign:

Brand: Agency: Account Director:Creative Director:

For Movie Moments That Last and LastEnergizerBrand CultureCaroline RastinMichael Mann

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Prize with Every Can

Pringles

ZEAL Creative

Colleen Rea

Stewart Hilton

New Product Launch

Campaign:Brand: Agency: Account Director:Creative Director:

Lay Off Our EggsReese’sField DayGillian ArthurJonathan Moore

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

LiveMoreYES!

Nestlé Yes! Snacks

The Work Perk

Rachel McHale

Stewart Hilton

Nestlé L’Atelier Launch

Les Recettes de L’Atelier

ZEAL Creative

Rachel McHale

Stewart Hilton

Judges’ notes…A bold and disruptive challenger campaign that took an innovative creative positioning to get great results.

In summary…Easter... Cute chicks? Bunnies? Bonnets? Everything Reese’s isn’t! This campaign had a Reese’s spin on Easter, creating an attitude our audience would be amused by and attracted to.

In summary…Consumers purchasing a promotional pack of Energizer batteries could visit the promotional website (energizermovies.com), enter their unique code from the in-pack leaflet, along with name/email/home address (to enable tracking, avoid malredemption and manage risk), select a Digital HD movie from a choice of 20 Twentieth Century Fox films and then seamlessly download to own via Google Play.

Page 15: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Trial, Acquisition

Campaign:Brand: Agency: Account Director:Creative Director:

Kellogg’s & Love IslandKellogg’sZEAL CreativeRobert WhiteStewart Hilton

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Ask Send Me a

Sample for a Coke

Coca-Cola

Send Me a Sample

Naomi Rickards

Richard Hill

Cycle Project

Soreen

Brass

Joanne Schofield

Jason Mortimer

Engagement, World of Mouth

Campaign:Brand: Agency: Account Director:Creative Director:

No Look, No TouchRoad RespectIndependent EventsJames RussellDanae Abadom

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Terrify a Friend for Free

Peperami

Atomic London

Dan Mitchell

Dave Henderson &

Guy Bradbury

Ben 10 Deluxe Omnitrix

Turner

PrettyGreen

Emma Carson

Nicola Hunter

PartnerPartner

Judges’ notes…The Panel unanimously labelled Kellogg’s as brave for taking a traditional brand and partnering with such an unlikely bed-fellow: Love Island. The results stood out for us as proving they had driven trial and acquired an entirely new audience. We also felt that the campaign felt authentic, despite the brands traditional roots.

Judges’ notes…Compelling, simple, creative campaign that drove an incredible emotional response.

In summary…The campaign was based on 6 real-life texts/Facebook/WhatsApp messages sent by drivers immediately before being involved in a fatal collision. This sobering content was presented in a clear and graphic way to inspire distinct behavior change.

In summary…Kellogg’s joined forces with ITV to create the channel’s FIRST EVER podcast, Love Island: The Morning After, sponsored by Kellogg’s Corn Flakes. Hosted by 2017 Love Island winner, the 15-minute breakfast podcast featured all the juicy gossip from the show and exclusive guests.

Page 16: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Team of the Year

Brand:

Agency:

Team Google

POD Staffing

Brand: Agency:

Team NestléZEAL Creative

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Winter Wishes

Kiddylicious

Ready

Shane Carnell-Xu

Jake Xu

International Campaigns Team

Brand Culture

Small Budget

PartnerPartner

Judges’ notes…A campaign that clearly altered behaviour and made a significant and life changing difference by utilising compelling messaging and mix of communication tools.

In summary…Liz Bryne - Head of UK Shopper Marketing“I can, without hesitation, recommend this team, they are first class in all that they do. The account management is beyond anything I have experienced from any agency or third party, they bring first rate thinking, diligence and a steady hand to all briefs. The quality of ideas and enthusiasm is second to none and they truly understand shoppers and retail.”Cheryl Allen - Marketing Controller Confectionery “A fantastic team, with great characters that always deliver fantastic ideas, excellent creative and true partners in our brand planning process.”

In summary…The campaign was based on 6 real-life texts/Facebook/WhatsApp messages sent by drivers immediately before being involved in a fatal collision. This sobering content was presented in a clear and graphic way to inspire distinct behavior change.

Campaign:Brand: Agency: Account Director:Creative Director:

No Look, No TouchRoad RespectIndependent EventsJames RussellDanae Abadom

Page 17: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Integrated, Multi-Touchpoint

Campaign:Brand: Agency: Account Director:Creative Director:

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Take the Mayhem Out

of Mealtimes

Chicago Town Pizza

Kitchen

ZEAL Creative

Rachel McHale

Stewart Hilton

Popcorn Pass

Telefonica O2

Blue Chip Marketing

Dan Selas

Frank Ralph

Insight, Strategy

Campaign:

Brand:

Agency: Account Director:Creative Director:

Take the Mayhem Out of MealtimesChicago Town Pizza KitchenZEAL CreativeRachel McHaleStewart Hilton

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Refresh Your Ramadan

Rubicon

ZEAL Creative

Rachel McHale

Stewart Hilton

Cycle Project

Soreen

Brass

Joanne Schofield

Jason Mortimer

Terrify a Friend for FreePeperamiAtomic LondonDan MitchellDave Hendeson & Guy Bradbury

PartnerPartner

Judges’ notes…Chicago Town showed an excellent level of insight, understanding their target audience well and then demonstrating this throughout the campaign, including on pack. They also demonstrated fantastic results in a tough category.

Judges’ notes…A clever creative spin on a tried tested promotional reward.

In summary…The campaign idea was a call to action rooted in the dynamic of friendship groups, and newly defined role of the brand as Friendly Agitator. It also encapsulated the consumer benefit – a day of fun, fast, fearsome rides

In summary…Despite the day winding down, stress levels ramp up as domestic chores, after-school clubs and work commitments dovetail. This campaign leveraged the macro occasion (back to school) as a trigger to establish our value in the micro occasion (family teatime).

Page 18: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Digital, Tech & Innovation

Ask Send Me a Sample for a CokeCoca-ColaSend Me a SampleNaomi RickardsRichard Hill

Future Ready

Vodafone

Freeman

Dan Underwood

Simon Boniface

Creative Execution

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

NESCAFÉ Azera By Design

NESCAFÉ Azera

Twelve Agency

Annabel Kulich

Derek Bain

Play Free

Petits Filous

GreyBASE

Sarada Nag

Cressida Easton-Lloyd

Campaign:

Brand: Agency: Account Director:Creative Director:

Judges’ notes…It was clear the agency had fun with this, building brand equity as well as sales. They made the concept and execution look simple, but was clearly very effective. We felt it had the potential to impact on consumers’ cultural and social lives long after the final bite.

Judges’ notes…Upended the traditional rules of sampling with incredible innovation that delivered outstanding results.

In summary…Voice is the fastest growing consumer technology in the world today. Smart speaker adoption has doubled in 2018 in the UK, rising to 9.5m active users (eMarketer). The offer of four free cans of Coke via voice, advertised on peak viewing TV had never been done before.

In summary…The campaign idea was a call to action rooted in the dynamic of friendship groups, and newly defined role of the brand as Friendly Agitator. It also encapsulated the consumer benefit – a day of fun, fast, fearsome rides

Campaign:Brand: Agency: Account Director:Creative Director:

Terrify a Friend for FreePeperamiAtomic LondonDan MitchellDave Hendeson & Guy Bradbury

Campaign:

Brand:

Agency:

Account Director:

Creative Director:

Terrify a Friend for Free

Peperami

Atomic London

Dan Mitchell

Dave Hendeson &

Guy Bradbury

Page 19: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

Kerry AfxentiouLick Creative

Ellie BaldwinCoppaFeel!

Neil BarnesEnable Promotional

Marketing

Ben BestfordBAM Agency Ltd

Lillian BettyTI Media

John BohanJigsaw Business Solutions

Leah BradburyHel's Angels

Zoe BrownBD Network

Charlotte BunyanCollider

Natalie ByrneMomentum

Jim CarlessSpace

Courtney CesariBrandmovers

Sophie ChambersCloud Nine Incentives

Dan ChapmanHavas

Dan ClaxtonBD Network

Dave CorlettReady

Mike CrostonMongoose

Jo CurtisJackanory Events

Mark DaviesWhistl

Neil SurvillaKreate

Fiona Sutherlandi2i Marketing Ltd

James SwainCatalyst Marketing Services

ltd

Rachel Swann3radical

Adrian TaylorJack Morton

Andrew ThatcherZEAL Creative

Sal ThomasBlue Chip

Daniel TodaroGekko

Jack TroddBrandmovers

David Tymmi-movo Limited

Kimberley UptonBlue Chip

Frank WainwrightFMBE Magazine

Leonie WalkerMando

Jo Whiteleyif Agency

Chris WhittleExperience12

Richard Lloyd-WilliamsCollider

Chris WilsonIngenuity London

THE IPM AWARDS 2019: JUDGESAndy HinsliffIgnis

Neil HooperCircle Agency

Stephen HopkinsRefinery

Jane HowarthPropagate/Shopaholic

Sophia HuddlestoneZEAL Creative

Penny HumphreyU+I Group Plc

Raymond JaffeTPF

Samantha JamesBlue Chip

Branwell JohnsonPropeller PR

Peter JonesPlayPrint

Suzanne KayGranby

Joanne KimberGranby

Alan LewisPromotional Handling Ltd

Iain LindsaySykes Global Services Ltd

Geraint Lloyd-TaylorLewis Silkin LLP

Alastair LockhartSavvy

John LyonsBrandmovers

Neil MandelVanilla Active

Simon MarjoramBamboo Marketing

David PearsonMongoose Promotions

Philip PenlingtonOpia Limited

Lucy PuttRNLI

Frank RalphBlue Chip Marketing

Tom RedmanEdenred

Marc RigbyMRM Ltd

David RyanThe Brave Few

Callum SaundersZEAL Creative

Fran ScorerQuander

Rob ScottTLC Marketing

Dan SelasBlue Chip

Julie SelbySelby Marketing Services Limited

Melanie SheldonMRM Ltd

Steve SimpsonThe Leith Agency

Matthew SpinkGreyBASE

Andy StantonZEAL Creative

Tom SuggBrand Culture

Bob SuppiahSky

Taj SurSavvy Marketing

THE IPM AWARDS 2019: JUDGESAndy DixonScene2

Abigail DixonLabyrinth Marketing

Oliver DuvalElement London Ltd

Matthew EllisonBut What If... Ltd

Nick EvansRPM

Rosie FarmerThe IMS Agency

Greg FelgateFinn

Carina FilekElevate

Kevin FrostKevin Consulting

Amy GaertnerCherry London

Stuart GalvinCatalyst Marketing Services

Ltd

Brian GeorgeGrocery Gurus Ltd

Steven GrayHaygarth

Ed GrayVCG The PromoRisk People

Ltd

Mark GreggBONAGO Incentive

Marketing

Helen HansonHel's Angels

Natalie HaskellCoppaFeel!

Stewart HiltonZEAL Creative

Melissa MatzenTwelve Agency

Paul McDonaldSykes Global Services Ltd.

Rachel McHaleZEAL Creative Limited

Lawrence McNallyBrass

James MellorBlue Chip Marketing

Gail MiddletonTPF

Lauren MilesMando

Iain MorrisonUniversity of Greenwich

Stuart MyersLRG International

Roger MyersLRG International

Nicola NimmoStack

Lisa NymanZEAL Creative

Sally O'BrienSense

Tony O'BrienTBK

Karen OlsenMMEDIA GROUP

Andrew OrrTRO Group

Laura PalmerPromotional Handling Ltd

Philip PawseyBlackdog Creative Marketing

Chris PearsonElement London Ltd

IPM © 2019

Page 20: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

THE IPM AWARDS 2019: CHAIRS

IPM © 2019IPM © 2019

Marcus

Sandwith

Haygarth

Rob Sellers

GreyBASE

Catherine Shuttleworth

Savvy Marketing

Paul Stanway

XYZ

Graham Temple

Vanilla Active

Nicky Thompson

Blue Chip

Rob White

ZEAL Creative

Mike Benns

Toucan

Mike Dando

LegalZoom

Claire Grecian

Circle Agency

Jess Hargreaves

PrettyGreen

Tom Lovegrove

Wasserman

Paul M c G a n n

Brass

Andrew Rae

Black Tomato

Agency

Head of Awards

Richard Pink

IPM

Associate Partners

Category Partners

CharityPartner

Support Partners

The IPM would like to give a special thanks

to all of our Award partners for their

continued support of this event.

Headline Sponsor

w theipm.org.uk @IPMUpdates #IPMAwards /theipm @theipm

Page 21: CHAIRMAN THE IPM AWARDS 2019...Marks & Spencer Food TBK Group Kate Stajniak Tony O’Brian Judges’ notes… Razor-sharp insight, cute creative execution and powerful results. Judges’

The IPM COGS Awards 2019: Open for Entries

The IPM COGS Awards exists to recognise and reward all the incredible work that enables promotional marketing and brand activation campaigns to happen. All the passion, graft and expertise without which most campaigns would fall at the first hurdle. All the hidden heroes, the engine rooms, the hard yards, the reason clients can sleep at night, the backbone of our industry…

Now in our 9th year, The IPM COGS represent a standard in the industry of award winning work.

We are pleased to announce that entries are NOW OPEN and CLOSE ON on FRIDAY 26TH JULY 2019 @ 6PM

For further information about the IPM COGS Awards please visit the IPM website or call the Awards Team on the contact details below.

Call us: 020 3848 0444 Email us on: [email protected]