Mediaedge:cia and McCann Erickson Manchester shine at 2009 IPA Effectiveness Awards

Mediaedge:cia swept the board at the 2009 IPA Effectiveness Awards at the Hurlingham Club, London, on 9 November. The agency won the Grand Prix, a Gold Award and a special prize for best integration for its 'Let's Grow' campaign for Morrisons. The black-tie evening, one of the most prestigious events in the advertising calendar, was sponsored once again by Donovan Data Systems.

The Mediaedge:cia campaign created a community engagement programme though a voucher redemption scheme that provided schools with gardening equipment and seeds to encourage children to grow their own produce. In its first year, 85% of primary schools registered, 39 million vouchers were redeemed and the campaign generated payback of £21.57 for every £1 spent.

'Congratulations to all the winners of this year's awards for demonstrating such impressive marketing payback on such small budgets,' said Lord Chadlington, Huntsworth CEO and chairman of judges for the awards. 'Particular praise must go to the Mediaedge:cia Morrisons campaign which not only ticks all of the effectiveness boxes for the judges, it is also interesting, compelling, engaging and has a green element.'

The DDS Award for Best Media went to McCann Erickson Manchester for 'Don't Be A Cancer Chancer'. The campaign, to increase awareness of cancer symptoms and encourage people to react swiftly to early signs of the disease, was developed for the Manchester Versus Cancer Alliance in partnership with the Ashton Leigh and Wigan PCT. Sarah Lawson Johnston, DDS, who presented the award said: 'The McCann Erickson team created an excellent campaign using traditional media. The four visuals, printed in newspapers, on bus tickets, pharmacy bags, public toilet rolls and drink coasters effectively reached and engaged with a specific, socially disadvantaged audience.'  

For more information about IPA Effectiveness Awards winners visit ipa.co.uk