Jonnnie Walker strolls off with three IPA awardsJohnnie Walker's "Keep walking" campaign last night won a trio of gongs at the Institute of Practitioners in Advertising The Institute of Practitioners in Advertising (IPA) is the trade body and professional institute for leading agencies in the UK's advertising, media and marketing communications industry, covering the creative, digital, direct marketing, healthcare, media, outdoor, sales promotion and Effectiveness Awards.
The global campaign, which produced total sales growth of 48% for ailing whisky producer Johnnie Walker over eight years, picked up the grand prix, a gold award and a special prize of best international multimarket.
The ad's creators, Bartle Bogle Hegarty Bartle Bogle Hegarty (BBH) is a British advertising agency, responsible for some of the more notable advertising campaigns of the last twenty years. The company was founded by John Bartle, Nigel Bogle & John Hegarty in 1982. , won the effectiveness company of the year award at last night's event, held at the Hurlingham Club in London.
The agency also took a further gold award for its KFC KFC Kentucky Fried Chicken (restaurant chain)
KFC Kenya Flower Council
KFC Kitchen Fresh Chicken (Kentucky Fried Chicken motto)
KFC Kung Fu Cult (Cinema)
KFC Kitchen Fixed Charge campaign, a silver for its Audi ads, and a bronze for its work on Cadbury's Biscuits.
The "Keep Walking" campaign has run in more than 120 markets over eight years, with more than 50 TV adverts and more than 150 print adverts, with Johnnie Walker racking up incremental sales of $2.21bn (£1.4bn) over the period.
"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," said Sir John Sunderland, chairman of the IPA IPA - International Phonetic Alphabet judges and former chairman, Cadbury.
BBH BBH Brown Brothers Harriman (investment bank)
BBH Bartle, Bogle, Hegarty (advertising agency)
BBH Bouncing Busy Hour
BBH Blueback Herring (FAO fish species code) created the "Keep Walking" campaign in 1999 after research revealed that the most power demonstration of masculine success was not material wealth but a thirst for self-improvement.
"A man was judged a success not by where he was, but where he was going," BBH research found.
"The universally recognisable brand icon of 'The Striding Man' was resurrected from the brand's history to forge a deep connection between the universal human desire to progress and the Johnnie Walker brand," the IPA said.
The rebranding of UKTVG2 as Dave, the "Home of Witty Banter", won Red Bee Media Red Bee Media Limited is a media company which operates a playout centre in west London in the United Kingdom for television and radio broadcasters such as the BBC, UKTV, Virgin Media Television, ESPN and the Community Channel. The company also provides backup facilities for Five. and UKTV UKTV United Kindom Television (TV channel) a gold award. The revamp attracted an 8 million viewers and generated payback of £2.99 per every £1 spent.
Media agency MindShare won silver for their joint campaign with Ogilvy Advertising for Dove's "Big Ideal" campaign, which used women of all shapes, sizes, ages and races to project a more accessible notion of beauty. The campaign generated £38m in sales revenue and payback of $3 per every $1 spent.
Mediaedge:cia won a bronze award for its campaign with WCRS WCRS West Coast Radar System and Incentivated for Cabwise to reduce the number of sexual assaults and rapes committed by illegal minicab min·i·cab
A minicar used as a taxicab, especially in England.
Brit an ordinary car used as a taxi
Noun 1. drivers by one third.
Five gold awards, 10 silver awards, eight bronze awards, and nine special prizes were presented at the ceremony run by the IPA, which represents advertising and media agencies.
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