IRELAND'S top ad campaigns from the past two years will go head-to-head tomorrow night when the Institute of Advertising Practitioners in Ireland (IAPI) hands over the grand prix at the advertising effectiveness awards at Dublin's Mansion House.
The competition aims to show how great ads can help brands become successes.
IAPI chief executive Tania Banotti (pictured) says Adfx sets out to prove how ads can contribute to a business's bottom line. Banotti claims the standard of this year's entries is "higher than ever".
Advertising has a big part to play both in Irish business and in changing consumer behaviour: in other words, ads matter.
So who's in line to take home gongs tomorrow night? Ads for Failte Ireland's 'Fun Starts Here' is among the contenders. The ad helped the tourism body's marketing boss John Concannon win Marketer of Year in 2010. The ads, created by DDFH&B, show how Irish people can enjoy great breaks without travelling overseas.
DDFH&B is also shortlisted for SuperValu's 'Say Hello', Denny Meats and Bord Gais. Irish International has three campaigns, including the Road Safety Authority. Leo Burnett is in the running with Kellogg's 'Field of Dreams' and Cawley Nea\TBWA has two McDonald's campaigns. Rothco will be hoping to raise a glass to its Heineken ads.
Meteor's roaming charges ads entered by Publicis/Vizeum are also in contention. Neutrals in the audience may well be cheering for Ogilvy's powerful 'I Can't Wait' child abuse ads for the ISPCC. Tony Blair's former press secretary Alastair Campbell will present the awards.