Institute of Promotional Marketing Awards 2013

pd3, Arnold KLP and Arc London were the big agency winners at the IPM Awards 2013, held last night (June 18 2013) at the London Hilton on Park Lane.

But if the night belonged to anyone, it belonged to brand owner Telefónica/O2, which took home no less than 11 awards and the coveted IPM Brand Owner of the Year 2013 trophy.

Telefónica UK Ltd (trading as O2) took Gold in three categories, Silver in five and Bronze in three more. No less than five different agencies worked on its winning campaigns.

It took Gold for Long-Term Loyalty & Relationship Marketing, Sponsorship & Tie-in and Travel, Tourism, Recreation & Leisure. It took Silver for Business-to-Business, Digital Promotions, Social Media and twice for Utilities, Technology & Telecoms. Finally, it took Bronze for Retail, Home Shopping & E- Commerce, Social Media, and Third Party Sales Incentive Programmes.

Significantly, Telefónica UK was runner-up as Brand Owner of the Year in the IPM Awards 2012.

pd3 was named IPM Agency of the Year 2013, after winning four trophies for four different campaigns (including two for Telefónica/O2).

The IPM Agency of the Year Award goes to the agency which collects the best trophies in the most campaigns, not the most trophies overall. The purpose is to show ‘strength in depth’. This means that an agency which won multiple awards, but all for the same campaign, is less likely to win than one that won fewer trophies, but for a range of different campaigns and brands.

The IPM Grand Prix went to Arnold KLP for its ‘Transform Your Patch’ initiative for Britvic, which offered consumers the chance to regenerate some of their local area and turn it into sports facilities, eco parks or whatever they wanted.

The last of the Special Awards from last night’s IPM Awards 2013 was The Times Consumer Award, the only trophy voted on by a jury of consumers.

A panel of 20 ordinary shoppers, chaired by Suzi Watford, marketing director of the IPM Awards media partner, The Times and The Sunday Times, selected Haygarth’s The Best a Mo Can Get campaign, which saw Procter & Gamble and Gillette linking up with Movember to raise money for men’s cancer charities and interest in Gillette’s new Gillette Fusion ProGlide Styler.

Arc London was responsible for the single campaign which won the most awards last night – The Untouchable Covers, for Lürzers Contemporary Archive, which collected no fewer than seven awards, including four Golds.

For a full list of winners, click here.

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