Scotland''s favourite ad also most effective

The ads voted favourite with Scottish people are favourites with industry, too.

Recruitment website s1jobs.com last night (Thursday) won Gold for its popular ad campaign, at the IPA Scottish Advertising Effectiveness Awards 2003. It also won a Special Award for Best E-Commerce/Internet campaign.

The Scottish IPA, the industry body and professional institute for Scotland''s advertising industry, holds the effectiveness awards biennially.

The awards are the ad industry''s Oscar''s and reward campaigns which can demonstrate clear and measurable business benefit due to advertising.

The s1jobs campaign featured the much-loved ''Penny chew'' TV commercial, which was voted ''Scotland''s favourite TV ad'' by the public in 2002, as well as the popular ''Lavvyheid'' ad, and asked Scots whether they might be In the wrong job?

The commercials were created by The Union Advertising Agency and produced by Scottish TV.

Ewan Colville, Head of Marketing at s1, said To be voted their favourite by the Scottish public was a great achievement, but the IPA gold award underlines that not only was the campaign entertaining, but also that it was
effective in a business sense, which of course is the real worth of any advertising.

s1jobs.com dominates the online recruitment scene north of the border. It was rated the 9th busiest in Onrec''s Top 100 UK recruitment sites, even though it only operates in Scotland.