Clive Mishon, chairman of the Institute of Promotional Marketing, says: “The winning entries in this year’s awards clearly show that our industry has strength in depth, and reinforces the reasoning behind our name change. While classic ‘sales promotion’ techniques did contribute to the success of some of the award-winning campaigns, a focus on changing consumer behaviour took precedence over pure sales in many. The Grand Prix winner clearly showed that it was all about promotional content, rather than the channels or the techniques deployed, that mattered to our judges in determining who was the blistering winner on the night.”
The coveted ISP Brand Owner of the Year title goes to the brand owner which gains the most awards – Bronze, Silver and Gold – across the whole of the ISP Awards 2010.
Coca-Cola brands took four awards, including no less than three Golds for various aspects of its Coke Zone online consumer loyalty scheme and a Silver for its ‘Gimme Credit’ campaign offering 50p mobile phone credit to people buying Dr Pepper, Fanta or Sprite.
Euro RSCG KLP was ISP Agency of the Year 2010 because it achieved three awards this year, with Golds for campaigns for Microsoft and Tango, and a bronze for Pepsi Max. This special award goes to the agency achieving awards across the greatest number of campaigns.
The Grand Prix, for the single most outstanding promotion of all those entered and hence the ultimate example this year of creative effectiveness, went to the “Blister Plasters. And Club Nights?” campaign created for Johnson & Johnson by Jeffries Parsons Myers Harvey.
The Service Partners’ Recognition Award went to Island Live Marketing for its contribution to the Triple Velvet Toilet Tissue campaign.
The Consumer Award, where a panel of consumers select the Gold award winning campaign that they feel would most appeal to its target audience, went to “How are the Kids?”, created for the Department of Health by EHS 4D.
The ISP also took the opportunity to recognise and congratulate the top-scoring students in its world-renowned education programmes.
Laura Issa of Blue Chip Marketing Manchester was the student with the highest marks in the ISP Diploma in Promotional and Interactive Marketing; Clare Beckwith was highest scorer in the ISP Diploma in Motivation; Joanna Chapman of Ark H Handling came top in the ISP Certificate in Promotional and Interactive Marketing; Sally Banks of Closer with the highest-scoring student in the ISP Certificate in Experiential Marketing; and Tom Sugg of Brand Culture came top in the ISP Certificate in Digital Promotions.
Finally, the ISP’s Generation group, the voice of younger people within the ISP and the wider promotional marketing industry, announced its ‘One to Watch’ award, which went to Simon Porri of River Marketing.
The headline partner for this year’s ISP Awards was, for the second year running, The Lettershop Group.
Other partners included Blue Chip Marketing, edwardthompson, Enable, Hammerson Retail Destinations, iD, Kreate, Mad About Handling, Mobile Interactive Group, MRM, NDL Group, PIMS-SCA, RMI, Sky, VCG and Winners Gallery. The media partner was Promotional Marketing magazine.
For full details of all the winners in the ISP Awards 2010, click here.