GSK and T-Mobile win at the IPA Effectiveness Awards

In a blow to the newly active Chairman and Chief Executive of ITV, the Competition
Commission have this morning definitively ruled that the CRR remedy, (which allows buyers
of advertising airtime to renew their existing contracts with ITV, with investment adjusted to
reflect the change in ITV1’s audience share), will be maintained for the foreseeable future.
The only concession that the Commission has made to ITV’s extensive lobbying is an
amendment to include viewers delivered by the ITV1+1 and ITV1HD channels.

Corsodyl: Starting a revolution in oral health - IPA Effectiveness Awards Case Study 2010
Fourteen million people a year suffer from bleeding gums. This paper outlines how from 2008–2009 ‘The Campaign for Healthy Gums’ meant Corsodyl gained the biggest growth from one of GSK’s smallest brands, through hard-hitting advertising which mimicked public service announcements showing the shocking impact of gum disease. It delivered a payback of £1.20 for every £1 invested in the short to medium-term, projecting to £2.31 in the long-term, helping GSK to outperform all its major competitors within the oral care market. Corsodyl doubled in size from £10m to £21m, and the campaign grew the otherwise static medicated mouthwash market by 33% and helped relieve nearly one million more people from the pain of gum disease.

T-Mobile: Life's for sharing, even in a recession - IPA Effectiveness Awards Case Study 2010
During the worst recession since the 1930s, T-Mobile faced diminishing returns in a contracting market; mobile phone usage was cut by a third, and T-Mobile was an unloved brand. Running counter to the prevailing actions of the cut-price offers from competitors, T-Mobile used the recession to revitalise the brand and win over new high value contract customers. The ‘Life’s for sharing’ campaign was created to give people something they valued, to celebrate and share with their loved ones. A spontaneous dance at Liverpool Street Station was shared widely across television channels and online sites. The campaign led to unprecedented engagement in the brand, generating £15m in incremental sales and payback of £1.46 per £1 spent