Agencies and brands which won trophies at last week’s IPM Awards 2017 now have the chance to achieve international acclaim by entering EACA’s Integrated Marketing Communications Awards (IMC) Awards, the pan-European promotional marketing recognition program.

Carey Trevill, Managing Director of the IPM, says: “Any campaign which won a trophy at the IPM Awards 2017, whether it was Bronze, Silver, Gold or the Grand Prix, qualifies for entry into the IMC Awards, run by EACA, the body which represents promotional marketing across Europe. We are contacting all our winners right now to urge them to take this brilliant opportunity to shine on the international stage – in the past, UK campaigns have won huge number of IMC Awards, including more than one Grand Prix over the years. It’s time to show our friends in Europe what great promotional marketing looks like.”

In this year’s IPM Awards, the Grand Prix went to ‘real world’ agency Sense for its #H2O activation (pictured), part of the ‘Discomfort Future’ campaign on behalf of The Economist. This saw potential subscribers offered free coffee apparently made from recycled water from a portable toilet, to highlight the issue of water scarcity around the world. It won two Golds and was selected by the IPM awards judges as the best of the best. Other big winners included the Peperami meat snack brand and agencies including The Circle Agency, ZEAL Creative, Toucan, Brand & Deliver and 23red.

In the UK, the IPM Awards are the only route campaigns can qualify to enter the IMC Awards.

Carey Trevill adds: “The fact that last year UK agencies had the most entries on the IMC Awards shortlist is testament to the strength of promotional marketing in this country. The UK leads the world in creating marketing campaigns that change people’s behaviour, whether that’s to sell more products, donate to charity or live a healthier life.”

The IMC European Awards first round selection process involves a shortlist being drawn up by a jury panel made up of more than 60 leading industry professionals across Europe. The second round jury, comprised of IMCC Council member representatives, then decides on the winning campaigns from the shortlist.

Carey Trevill comments: “Last year, UK campaigns achieved wins across Innovative Idea, Digital Comms, Integrated, Product Launch and other high profile categories. This year, I expect us to do even better and demonstrate this country’s strength across the whole range of promotional marketing to our peers in Europe and across the world.”

The IMC Awards are organised by the IMCC – the Integrated Marketing Communications Council Europe, part of EACA – which represents the integrated marketing communications agencies and agency associations in Europe. It acts as a central source of information for the industry and assists in the development of the reputation and professionalism of the industry across Europe by focusing on four key areas: best practice, lobbying, recognition via the IMC European Awards and education through the IMCC International Diploma, which was developed by the UK’s IPM.

The European Association of Communications Agencies (EACA) is a Brussels-based organisation which represents full-service commercial communications, media agencies and agency associations in Europe. The IPM is a leading member of EACA.

EACA promotes honest, effective advertising, high professional standards and awareness of the contribution of advertising in a free market economy and encourages close co-operation between agencies, advertisers and media in European advertising bodies.

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The United Kingdom has the most shortlisted entries in this year’s IMC European Awards for Integrated Marketing Communications, with 16 campaigns getting through to the finals.

Next in line was Ireland (15) followed by Belgium (12), Italy (10), Spain (3), Czech Republic (3), Germany (1) and the Netherlands (1).

The IMC European Awards are open to any campaign which has first won a Gold or equivalent in its national awards programme. In the UK, the Institute of Promotional Marketing‘s annual IPM Awards are the only route to enter the IMC Awards.

Carey Trevill, managing director of the IPM, says: “The fact that UK agencies have the most entries on this year’s IMC Awards shortlist is testament to the strength of promotional marketing in this country.”

The UK winners will be announced at an event organised by the IPM in the next few weeks.

The UK agencies appearing most on the shortlists are experiential specialists TRO, with four nominations, and integrated agency Leith, also with four. Arc has five shortlisted entries, but two are shared with other Leo Burnett Group agencies.

The agency with the most shortlisted entries across all the countries involved is BBDO (Belgium) with nine nominations – three for “Unpaid Bills”, three for “Stalker” and three for “5 Euro”. Next most shortlisted agency is Ireland’s Guns and Knives with four nominations – three for “Heineken DAMOC Coolers” and one for “’We’re So Local’ Regional Campaign”.

The first round selection was made by a jury panel made up of 60 leading industry professionals across Europe. The second round jury, comprised of IMCC Council member representatives, took place in Prague on 11th September. This year’s winners will be announced in December.

IMCC Chairman Ondrej Gottwald says: “This year’s campaigns in the IMC European Awards were the most interesting I have seen during my chairmanship and presence in the jury. I am delighted that our industry is doing well and the work across Europe is of such high quality. Aside from the commercial campaigns, I always appreciate the increasing amount of very successful social and corporate responsibility campaigns and commercial campaigns with a positive social impact. To see these campaigns being recognised and rewarded by industry professionals is very satisfying.”

The full list of shortlisted campaigns in the IMC European Awards for Integrated Marketing Communications is on the IPM site. 

The IMCC – the Integrated Marketing Communications Council Europe – represents the integrated marketing communications agencies and agency associations in Europe and is part of the European Association of Communications Agencies (EACA).

The IMCC acts as a central source of information for the industry and assists in the development of the reputation and professionalism of the industry across Europe by focusing on four key areas: best practice, lobbying, recognition via the IMC European Awards and education through the IMCC International Diploma, which was developed for the body by the UK’s IPM.

EACA is a Brussels-based organisation which represents full-service commercial communications, media agencies and agency associations in Europe. The IPM is a member.

EACA promotes honest, effective advertising, high professional standards and awareness of the contribution of advertising in a free market economy and encourages close co-operation between agencies, advertisers and media in European advertising bodies.

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