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Awards: You gotta be in it to win it

It's the biggest night of the year for the advertising industry, the moment when the most effective campaigns of 2004 are showcased for the business world. Agencies have their glory and organisations get reassurance of the power of advertising. At least, what can be done for their consumer audiences.

For B2B, awards events like the Institute of Practitioners in Advertising (IPA) Effectiveness Awards last November are stark proof of the state of things. B2B was represented with just one award. No surprise to most people. But shouldn't this rankle a bit more?

Big budgets might allow for the TV airtime that leads to mass recognition – but does that necessarily equate with creative quality? Fair enough, there was a special award for campaigns carried out on a small budget. But in this case “small budget” still meant up to £1 million. A television campaign won it.