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BBH scoops IPA Effectiveness Grand Prix for Barnardo's

LONDON - Bartle Bogle Hegarty has scooped the Grand Prix at this year's IPA Effectiveness Awards for its work on transforming the image of the children's charity Barnardo's.

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BBH has been working for Barnardo's for two-and-a-half years, during which time it has helped reshape the charity's image to make it more relevant to a younger generation.

The agency has created a campaign of controversial ads for Barnardo's, highlighting issues such as child prostitution and the impact of child abuse on adults later in life. One of its most best known and most controversial images showed a baby injecting heroin.

BBH also scooped the IPA Effectiveness agency of the year award for an agency with billings of under £100m. The prize for an agency with billings of over £100m went to BMP DDB, which won prizes for case studies including Budweiser's "whassup" campaign and Marmite's "hate/mate" work.

Gold awards were given to BBH's "Giving Barnardo's back its future" campaign; Delaney Lund Knox Warren for its work for Halifax, which saw staff become the stars of its ads; and Fallon's "It's a Skoda. Honest" campaign which transformed the image of the VW-owned Czech carmaker.

M&C Saatchi's "could you?" campaign for police recruitment won the best insight and integration award, having driven a 73% increase in recruits. The campaign had been criticised in the media for bringing in only 400 new recruits. However, M&C Saatchi and the government have refuted these claims.

It was the first year the IPA Effectiveness Awards, presented at a ceremony at the London Hilton Metropole Hotel last night, recognised media-neutral and integrated campaigns.

Bruce Haines, president of the IPA, said: "Every year this competition gets better and better and tonight is no exception. For the 2002 awards we asked entrants to work together to prove the effectiveness of any aspect of the communication's campaign and to explore the effect of multiple channels working together."

He added: "As a result, we have our first collaborative cases on interactive television, sales promotion, television sponsorship, packaging, PR and events, as well as traditional advertising."

The panel of judges was chaired by Lord MacLaurin, chairman of Vodafone.

The winners

Effectiveness Agency of the Year (over £100m) BMP DDB

Effectiveness Agency of the Year (under £100m) Bartle Bogle Hegarty

Grand Prix Barnardo's - Bartle Bogle Hegarty

International Award Olivio/Bertolli - Bartle Bogle Hegarty

Best New Client Award Barnardo's - Bartle Bogle Hegarty

Best New Agency Award Skoda - Fallon

Best Integration Award Halifax - Delaney Lund Knox Warren

Best Change of Direction Award Skoda - Fallon

Best Consistency Award Volkswagen Brand 1995-2001 - BMP DDB

Best Interactive Award Dominos - BLM Media

Best Media Thinking Award Dominos - BLM Media in association with Quantum New Media

Best Insight and Innovation Police Recruitment - M&C Saatchi

Best Launch Award Hastings Hotels, Golfing Breaks in Northern Ireland - AV Browne Advertising

Gold awards

Barnardo's - Bartle Bogle Hegarty

Halifax - Delaney Lund Knox Warren

Skoda - Fallon

Silver awards

The Economist - Abbott Mead Vickers BBDO in association with PHD Media

Sainsbury's (Jamie Oliver) - Abbott Mead Vickers BBDO in association with PHD Media, Millward Brown, OHAL

Walkers Crisps - Abbott Mead Vickers BBDO in association with MediaVest

Hastings Hotel, Golfing breaks in Northern Ireland - AV Browne Advertising

Waitrose - Banks Hoggins O'Shea/FCB

Olivio/Bertolli - Bartle Bogle Hegarty

Ocean Spray - Bates UK

Domino's - BLM Media in association with Quantum New Media

Budweiser - BMP DDB

Hovis - BMP DDB

Marmite - BMP DDB

Milk - BMP DDB and OMD UK

Volkswagen Brand 1995-2001 - BMP DDB in association with Proximity London, Tribal DDB and Mediacom

Volkswagen Passat - BMP DDB in association with Proximity London, Tribal DDB and Mediacom

Kellogg's Real Fruit Winders - Leo Burnett

Tesco - Lowe

Police Recruitment - M&C Saatchi

'Anti-Drink Driving' campaign - McCann-Erickson Belfast

BT Cellnet - PHD Media

Britannia Building Society - Walsh Trott Chick Smith

Bronze awards

BT Retail - Abbott Mead Vickers BBDO

Lynx - Bartle Bogle Hegarty in association with Initiative Media London, Millward Brown

Benadryl - Bates UK in association with Mindshare Media UK

Bakers Complete Dog Food - Burkitt DDB

Dr. Beckman's Rescue Oven Cleaner - CheethamBellJWT

Manchester Evening News Jobs Section - CheethamBellJWT

Rimmel - J Walter Thompson and OMD UK

Tommy's - J Walter Thompson

Stella Artois - Lowe

Department of the Environment Northern Ireland, Seatbelt campaign - McCann-Erickson Belfast

Sainsbury's Promotions - Prager Proximity/Proximity London in association with CACI

Post Office - Publicis in association with Carat and Brand Finance

Mr Kipling - Saatchi & Saatchi

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