SAFEFOOD’S Stop the Spread campaign inviting adults to measure their waists and Cadbury Dairy Milk’s It’s A Matter of Taste campaign (for chocolate-lovers not yet shamed by Safefood) count among the nominees for this year’s AdFx Awards – also known as the Advertising Effectiveness Awards.

We all know whether we like or loathe an advertisement, but that’s not the same thing as whether it actually works. Hence the Institute of Advertising Practitioners in Ireland (IAPI) runs an annual awards ceremony for effectiveness, with candidates required to prove that their creative execution of a campaign actually had some impact on sales or behaviour, rather than just looking or sounding cute.

This year, DDFHB is the agency that has the most nominations, racking up seven across the eight categories.

The winners will be announced by IAPI at a November 8th ceremony featuring former Tony Blair spokesman Alastair Campbell as the keynote speaker.

Meanwhile, the hunt is on for Marketer of the Year 2012, with awards organisers Marketing.iemagazine and recruitment agency Alternatives making a call for entries before a deadline of September 26th. The winner is set to be announced on November 15th.

The title was taken home in 2011 by Valeo Foods’ marketing boss Loretta Dignam, who oversaw an effective sexing-up of the Jacob’s biscuit range.