A is for Amplified, which is what happens to ideas not restricted to a single medium or format. It is the common theme among the most successful ads of recent years, whether for O2, Honda, 118 118 or the Department of Health. A is also for Agencies: DDB London and Rainey Kelly Campbell Roalfe/Y&R are the IPA’s joint Effective Agencies of the Year for agencies with more than £100m in billings; Vallance Carruthers Coleman Priest takes the title for those under £100m.

B is for budgets. They do not have to be big as the “Safer Travel at Night” campaign by TBWA\London shows. See page 12.