RKCR / Y and R among big winners at the 2008 IPA Effectiveness Awards

The cream of the advertising world gathered at the Hurlingham Club, London on 3 November 2008 for the annual IPA Effectiveness Awards. The event, one of the most prestigious competitions in the advertising calendar, was sponsored by Donovan Data Systems, ThinkBox, the Royal Mail, WRAC and Campaign. The Awards are open to all agencies, media owners and advertisers worldwide.

The Grand Prix Award went to Bartle Bogle Hegarty's global campaign for Johnnie Walker. The team was also awarded a gold and a special best international multi-market prize for transforming Johnnie Walker and producing a total sales growth of 48% and incremental sales of US$2.21 billion.

Sir John Sunderland, former chairman, Cadbury, and chairman of judges said: 'The longevity and global effect of this campaign made a great impact. It was particularly impressive to see existing iconography and brand heritage used as the basis for a revitalised and universal campaign; this is a powerful message for all marketers.'

The Best Media Award, sponsored by DDS, went to RKCR / Y&R and The Home Office for Acquisition Crime. The campaign, which dramatised how thieves see their victims as careless, helped reduce the cost of crime to the taxpayer by ??189 million and generated a payback of ??14 for every ??1 spent. Sarah Lawson Johnston, DDS, who presented the award said: 'We warmly congratulate the RKCR / Y&R team for their excellent work. It was a great campaign with a strong idea that tackled and reduced crime by using humour instead of fear. The team proved to the judges the commercial power of their ideas and also clearly demonstrated the marketing payback of their work.'

Moray McLennan, chairman, Europe, M&C Saatchi and IPA president, said the awards, first launched in 1980: 'Had never been more important as we strive as a business to promote ourselves as a centre of excellence and show in the current economic climate, our industry's real contribution to business growth.'

Here is the full list of winners at the IPA Effectiveness Awards ceremony:

Special prizes

Grand Prix, sponsored by Thinkbox ' Bartle Bogle Hegarty for Johnnie Walker, Diageo

Effectiveness Company of the Year, sponsored by Thinkbox ' Bartle Bogle Hegarty

The Charles Channon Award for Best New Learning, sponsored by Campaign ' RKCR / Y&R and The Home Office for Acquisition Crime

The Simon Broadbent Award for Best Dedication to Effectiveness, sponsored by WARC ' The Home Office

Best Integration, sponsored by Royal Mail ' Abbott Mead Vickers.BBDO for Sainsbury's

Best Media, sponsored by DDS - RKCR/Y&R and The Home Office for Acquisition Crime

Best Small Budget ' DDB London for Radley

Best International Single Market ' Ogilvy & Mather Vietnam for Public Awareness Campaign for Helmet Wearing, Asia Injury Prevention Foundation

Best International Multi-Market, sponsored by Xtreme Information ' Bartle Bogle Hegarty for Johnnie Walker, Diageo

Gold Awards

' Bartle Bogle Hegarty for Johnnie Walker, Diageo

' Bartle Bogle Hegarty for KFC

' RKCR/Y&R and The Home Office for Acquisition Crime

' Red Bee Media and UKTV for Dave

' Abbott Mead Vickers.BBDO for Sainsbury's

Silver Awards

' Bartle Bogle Hegarty for Audi

' RKCR/Y&R for Danone Activia

' JWT for De Beers

' Miles Calcraft Briginshaw Duffy for Direct Payment, DWP/COI

' Ogilvy Advertising and MindShare for Dove, Unilever

' MediaCom and M&C Saatchi for Lucozade Sport, GSK

' Ogilvy & Mather Vietnam, Public Awareness Campaign for Helmet Wearing, Asia Injury Prevention Foundation

' DDB London for Radley

' RKCR/Y&R for Virgin Atlantic, Virgin Atlantic Airways

' Miles Calcraft Briginshaw Duffy for Waitrose

Bronze Awards

' WCRS, Mediaedge:cia and Incentivated for Cabwise, Transport for London

' Bartle Bogle Hegarty for Cadbury's Biscuits, Burton's Foods

' RKCR/Y&R for Learndirect, UFI

' DDB London for Marmite, Unilever

' Delaney Lund Knox Warren & Partners for Morrisons, Wm Morrison Super-markets

' Ogilvy & Mather Advertising Beijing for Motorola, Motorola (China) Electron-ics

' LyleBailie International for Road Safety, Department of Environment (NI) and the Road Safety Authority (ROI)

' Miles Calcraft Briginshaw Duffy and MediaCom for Trident, Metropolitan Police Service

For more information about the Awards and to view the winning case summaries and creative work, visit ipaeffectivenessawards.co.uk