ARDMORE ADVERTISING CLEANS UP WITH UTV SOAPS

Ardmore Advertising cleaned up at the IPA Area Effectiveness Awards in Birmingham recently when they were won a prestigious award for their innovative UTV ‘Soap’ advertising.
The UTV 'Where's the Soap' press and outdoor campaign targeted viewers in the Republic of Ireland through January and February 2001. Its objective was to maximise Republic of Ireland viewer market share for UTV's soaps - ‘Coronation Street’ and ‘Emmerdale’, at a time when the programmes were switching from RTE to TV3. The campaign resulted in a growth of 14 per cent, rising to a total viewing share of 32 per cent for ‘Coronation Street’.
Ardmore's Managing Director, John Keane, said: "We are proud to add another IPA Area Effectiveness Award to our cabinet. What better evidence that partnership between agency and client can create very real, accountable results from the advertising investment? We are particularly proud of this effectiveness award, as they are not awarded on strategic and creative merit alone, but require irrefutable evidence that significant results were attributable to the advertising itself.” (CD)