Lowe SSP3 and AMV scoop top gongs at IPA Awards

By John Reynolds, campaignlive.co.uk, Tuesday, 01 November 2011 11:00PM

Lowe's Colombia-based advertising agency SSP3 won the Grand Prix at the IPA Effectiveness Awards 2011 for its humanitarian campaign aimed at reducing terrorism, while Abbott Mead Vickers BBDO was crowned agency of the year.

The awards were sponsored by Thinkbox and were open to campaigns from global agencies, media owners, and clients with a total annual marketing communications budget of up to £2.5m.

The 'Operation Christmas' campaign was created by Lowe SSP3 in Colombia. Its victory followed a win last month at the APG creative strategy awards.

The campaign aimed to reduce the number of terrorists by appealing to the humanity of the Colombia guerrillas at Christmas time and resulted in 331 guerrillas demobilising and a return of over £2.3m to the Colombian government, it is claimed.

Abbott Mead Vickers BBDO followed last week's three golds at the Campaign Big Awards by winning IPA's Effectiveness Agency/Company of the Year award.

Other winning campaigns tonight included: Marie Curie Cancer Care by DLKW Lowe; Ovaltine by WCRS/Engine and Publicis’ homeless campaign working with charity Depaul.

Lord Guy Black of Brentwood, the executive director of the Telegraph Media Group, was chair of the judges. He said: "It is the rigour that makes them so esteemed, yet so tough to acquire, which is why this year's winners must be deservedly proud of their fantastic achievements."

IPA Effectiveness Awards winners 2011:

 

Grand Prix, sponsored by Thinkbox

Program of Humanitarian Attention to the Demobilised, by Lowe-SSP3

Effectiveness Company of the Year, sponsored by Thinkbox

Abbott Mead Vickers BBDO

Best International, sponsored by Warc

Program of Humanitarian Attention to the Demobilised, by Lowe-SSP3

Best Social Value

Program of Humanitarian Attention to the Demobilised, by Lowe-SSP3

Best Social by Design, sponsored by Facebook

first direct, by Mindshare

Best Newcomer, sponsored by Campaign

Marie Curie Cancer Care, by DLKW Lowe

Best Channel Planning

Aquafresh Kids, by MediaCom and Kids Industries 

The Channon Prize for Best New Learning, sponsored by Campaign

Marie Curie Cancer Care, by DLKW Lowe

The Broadbent Prize for Best Dedication to Effectiveness, sponsored by Clear Channel

first direct, by Mindshare

Gold winners: 

Depaul UK, by Publicis
Marie Curie Cancer Care, by DLKW Lowe
Ovaltine, by WCRS&Co/Engine
Program of Humanitarian Attention to the Demobilised, by Lowe-SSP3

Silver winners:

Aquafresh Kids, by MediaCom and Kids Industries  
first direct, by Mindshare
Jungle Formula, by VCCP
Organ Donor Register, by Abbott Mead Vickers BBDO
Promote Iceland, by The Brooklyn Brothers

Bronze winners:

East Midlands Trains, by LIDA
Fiat, by AKQA
Lynx, by Tullo Marshall Warren
McCain Wedges, by PHD Media
Pepsico Walkers, by Abbott Mead Vickers BBDO
The Economist, by Abbott Mead Vickers BBDO

Follow John Reynolds on Twitter  @johnreynolds10

This article was first published on campaignlive.co.uk