Its just like waiting for a bus ... nothing for ages and then two come at once. Following our comments yesterday praising Accountancy Age for the way they provided case studies of each of the winners of the 2005 Accountancy Age Awards, comes another example of such publicity-friendly communications. The second annual Interactive Marketing and Advertising Awards (IMMA Awards), which were held on 3rd November at London's Royal Lancaster Hotel, have published online case studies of each winner in its 17 award categories. The IMMA Awards are presented by Marketing Week and NMA, two titles published by Centaur Communications, and seek to celebrate the best interactive advertising and marketing campaigns of the past year. The awards are selected by a panel of judges, and while aspects such as creativity and technological innovation are part of the judging criteria, it is effectiveness and Return On Investment (ROI) that is the prime consideration. As a relatively new sector, the online advertising and marketing industry needs to establish itself as a credible and worthwhile channel for marketing budgets, so the focus on rewarding ROI gives the IMMA Awards added value both for participating agencies and for their clients. 16 of the 17 categories in the 2005 IMMA Awards were sponsored by related companies, including 'Platinum' level sponsors Lycos and Yahoo as well as companies such as CheetahMail, Bluestreak, DatingDirect.com, Mirago and Sky Interactive. The awards categories ranged from industry prizes for sectors including Finance, Automotive, Technology, Travel and Entertainment, to 'Best Use Of' categories that included channels such as email, viral marketing, search marketing, wireless and interactive TV. There were prizes for Creative Agency of the Year and Media Agency of the Year, as well as the Grand Prix which was presented to mOne/Mindshare for the Volvo Life on Board campaign for Volvo Cars.