Kevin Murphy Media Views: media week

Thursday, 11 June 2009

Thinkbox TV Planning Awards 2009

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I recently had the pleasure of being invited to be a judge at the recent Thinkbox TV Planning Awards 2009. It was really interesting day and it was inspiring to be judging with such a distinguished group of people, marshalled as ever by the fantastic Tess Alps.

I think generally the best entry in each category in won although I am clearly biased as I think that Zed's entry for Best Response Campaign with World Vision should have won!

Looking at the entries I think there is still room for better integration and consideration of online channels when it comes to TV planning, especially search. Whether a campaign has brand or response media objectives TV and search are now inextricably linked. Beyond that display, whether video or otherwise, should always be included as a matter of course. It will be interesting to see if this is more prominent and considered in next year's entries. I'm sure it will be.

Morrison's entry rightly won the grand prix award in my opinion. It was simply an extrememly well thought through and robust piece of planning and, crucially, measurement, with a full range of econometric modelling employed.

A special mention to British Gas' entry which truly was an all-media, integrated campaign as well as an exciting use of TV with its use of advertiser funded content in partnership with CITV.

Finally the TV ad for the Royal Mail's Smiler campaign is still making me laugh. It's nearly as good as Alexsandr the Meerket in Zed client Comparethemarket.com's advertising. Nearly!

Here's Royal Mail Smiler Ad http://tinyurl.com/6rdf77

and as if you haven't seen it, the latest comparethemarket ad http://tinyurl.com/ddny3e

Kevin