Different

The IPA B2B Awards

2001 IPA Business Advertising Awards results

Different Advertising, Design and Marketing's campaign for Iveco Ford Trucks has won the coveted Economist Gold Award at the 2001 IPA Business Advertising Awards. This multi-media campaign involved a launch at Donnington Race Track for over 600 invited customers.

Which contributed to a 5% growth in market share and 1.5m worth of trucks being sold. Overall, the campaign generated a return on investment of 1400%. Different Advertising also wins the award for Integrated Business Campaign of the Year in Industrial and Business Products for this campaign.

The awards ceremony, hosted by Bruce Haines, Chairman, Legas Delaney, IPA President, and presented by Hugh McCahey, Marketing Director, The Economist, took place at the IPA on Tuesday 13 November. There were 58 entries from 26 agencies for the competition that is now in its 11th year.

The chairman of Judges was Axel Chaldecott, Creative Director of HHCL and Partners. The judging panel consisted of: Andy Blackford from Grey Worldwide, Chris Butterworth from Omobono, Andy Cheetham from Cheetham Bell JWT, Richard Jeans, Hugh McCahey from Economist, and Shaun McIlrath from HHCL Heresy.

The full list of winners is as follows:

Technology and Communication
The Business Advertising Campaign of the Year
Winner: Ogilvy Primary Contact for XO Communications
Commended: McCann Erikson Business Communications for Huawei Technologies

Finance and Business Services
The Business Advertising Campaign of the Year
Winner: Citigate Albert Frank for Investment Week

Finance and Business Services
The One off Ad of the Year
Winner: Ogilvy Primary Contact for Clifford Chance

Industrial and Business Products
The Business Advertising Campaign of the Year
Winner: Different for Iveco Ford Trucks

Industrial and Business Products
The One off Ad of the Year
Winner: Bates UK for Thames Water

The Business Poster Campaign of the Year
Commended: AV Browne for BT Northern Ireland

The Business Radio Campaign of the Year
Commended: Genesis Advertising for IDB

The Business Direct Marketing Campaign of the Year
Winner: McCann Erikson Bristol for Aventis Pasteur MSD

Best Creative use of Media
Winner: Ogilvy Primary Contact for Intel

The Economist Gold Award
Winner: Different for Iveco Ford Trucks

Said Axel Chaldecott, Creative Director HHCL and Partners, Chairman of Judges: 'Different Advertising, Design and Marketing's campaign for Iveco Ford Trucks is an exceptional piece of work, very well produced and a fresh approach for the business arena. It's good to see a new business shaking it up against the big boys.'Said Bruce Haines, Chairman Legas Delaney, IPA President: 'There is no doubt that what all clients want from agencies is engaging, persuasive, attention-grabbing, powerful creative work. That is as true of the b2b sector as it is of consumer brand advertising. And it is what these awards demonstrate in abundance.

The IPA is indebted to the economist for their sponsorship of the awards and also to Axel Chaldecott of HHCL and Partners for Chairing this year's judging panel. Congratulations to the winners of these prestigious industry awards.'