14 Nov 2003 |

IPA Uses Outdoor To Promote Effectiveness Awards

The IPA will next week launch an extensive media neutral advertising campaign to promote its forthcoming Effectiveness Awards to communications agencies.

The two week campaign, created by the Fallon Agency, will use the strapline ‘If it doesn’t work, it doesn’t win’ to raise awareness of the fact that the 2004 competition is now open to all communications agencies, regardless of their discipline.

The activity will begin on Monday with the launch a 96-sheet poster site at Vauxhall Cross in London. This will be followed by a range a guerrilla marketing activity at selected industry events.

A range of full page ads will appear in the Financial Times, Marketing Week, Incentive Today, Campaign and Research magazine. Thought provoking viral and direct marketing executions will also be sent to potential client and agency entrants as the competition unfolds.

Commenting on the initiative, IPA President, Stephen Woodford, said: “We are very grateful to our sponsors for donating space to help us promote this competition. These awards continue to be the most important outlet for the commercial sector to show the impact and value of communication ideas.”

IPA director general, Hamish Pringle, added: “By using these poster sites and with the ads that will appear next week we hope our message is loud and clear. Our awards are now open to every agency, both in the UK and abroad, both on an individual and collaborative basis.”

The IPA will next week hold a special one day conference next month for agencies, media owners and research groups to discuss what measurement tools will be used to underpin the media industry in the future (see IPA Conference To Address Future Of Media Measurement).

IPA: 020 7235 7020 www.ipa.co.uk

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IPA Uses Outdoor To Promote Effectiveness Awards

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