Mediaedge:cia scoops Grand Prix at annual IPA Effectiveness Awards

10 November, 2009


MEC named Effectiveness Company of the Year

Mediaedge:cia (MEC), a leading media agency, last night scooped the Grand Prix at Monday’s Institute of Practitioners in Advertising (IPA) Effectiveness Awards for its hugely successful Morrisons’ Let’s Grow campaign. The judges also awarded MEC a Gold Award and a special prize of ‘Best Integration’ for the Let’s Grow campaign, and in a first for a media agency MEC was named as the IPA’s Advertising Effectiveness Company of the Year.

The aim of the Let’s Grow campaign was to help school children learn more about how food is grown. It was based on research showing that 10% of British children are unaware that produce such as carrots and potatoes could be grown in the garden. Let’s Grow was delivered across TV, print and direct channels and was fronted by TV gardener Diarmuid Gavin. The results of the campaign were hugely successful; in the first year of the campaign 39 million vouchers were redeemed and 85% of primary schools across the UK were involved in the programme.

Lord Chadlington, Chief Executive of Huntsworth and Chairman of Judges for the Awards, said: “Particular praise must of course be reserved for the Morrisons campaign which not only ticked all of the effectiveness boxes for the judges, it was also interesting, compelling, engaging and had a green element.”

Tess Alps, CEO, Thinkbox; the overall Awards sponsor, commented: “All the winners have proved themselves where it ultimately matters — on the bottom line. That's what makes these awards so important; they recognise the actual, transforming power of advertising to deliver business success. Morrisons' and Mediaedge:cia's work shows this better than any. It is also wonderful to see a media agency win Effectiveness Company of the Year.”


About Mediaedge:cia
Mediaedge:cia (MEC) gets consumers actively engaged with clients’ brands, leading to positive awareness, deeper relationships and stronger sales. Our services include brand and consumer insight and ROI, communications planning, media planning and buying, interaction (digital, direct, search), sport, entertainment and cause partnerships, retail consultancy and Hispanic marketing. Our 4,500 highly talented and motivated people work with local, regional and global clients from our 250 offices in 84 countries. We are a founding partner of GroupM, WPP’s media investment management group. To find out more go to: www.mecglobal.com

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