By PAUL WOOLMINGTON, campaignlive.co.uk, Friday, 15 December 1995 12:00AM
Topical prize this month must go to those clever people at the Financial
Times. Not only do they have ‘the pink one’ online, with its business
news and world stock market indices (updated throughout the day), but
they are currently in the final week of their comprehensive Budget 95
report, which went up early on the evening of 29 November (the same day
Kenneth Clarke waxed lyrical).
Top marks should also go to Unisys, which used this opportunity to run
cross-referenced advertising and sponsorship links between print and the
Net site with hyper-links to its own Web site. Brown-nose prize of the
week must also go to me - as both of these brands are clients of 20/20
Client Josie Roberts, development director, online publishing
Brief Promote the FT’s content internationally and to gain experience of
the new medium
Created by the FT
Graphics design The Media Factory
Systems design User Interface Technologies
Electronic publishing Paul Maidment
As magazine Web brand extensions go, this is probably the best exampleof
its kind. It really has incorporated the Time Out brand values, which
are reflected in design, editorial and attitude.
The site is also interactive in the true sense of the word. It gives the
readers the opportunity to comment on the reviews and participate in a
reader poll. The Merrydown Cider-sponsored ‘dark side’ areas are
masterfully put together -with an intriguing game to win a case of cider
Current US evidence proves that the Internet complements the printed
word, with circulation actually growing among the 31 titles researched
by MRI. Maybe this says as much about enterprise and proactivity.
Client Peter Fines, managing editor (Guides)
Brief Be an advertisement for Time Out, but also to be of added value to
the print version
Created by Time Out and Webmedia
Designers Chris Turner and John Oakey, Time Out
Technical consultant Ivan Pope, Webmedia
Address www.time out.co.uk
The financial category lends itself best to this medium. However, most
of the sites are awful. They really need to excite, integrate and
Commercial Union’s site does just this. Moreover, it is also fully
integrated with the client’s broader communications activities, using
the ‘We won’t make a drama out of a crisis’ line cleverly throughout.
Good graphics and well-placed navigation buttons make downloading and
moving around fast and easy.
The content is excellent, imparting useful advice such as why never to
accept liability after a car accident. I was also impressed by the
clever use of the site as a recruitment vehicle for graduate trainee
A special mention must go to the genuinely interesting London’s Burning
tie-in, which allows CU’s sponsorship of the LWT show to go the extra
Client Ray Morley, marketing services manager, Commercial Union
Brief Disseminate information and learn about how best to use the system
with a view to business development in 1996
Copywriter Ray Morley
Designers Chris Meaney of Commercial Union with help
This is a great-looking site with a well-designed and easy-to-use
interface. I guess it is not a place to browse with the graphics turned
off, as many currently do, because the site depends on encouraging your
mouse to scamper around a ‘virtual mall’.
It has an interesting approach to registering: you are encouraged to do
so, but if you don’t want to go through the hassle, there is also a ‘go
right in without registering’ button.
As a shopping facility, it looks like a Harvey Nichols shop window, but
at present it has few concessions in it.
Toys R Us makes much of its site, with plenty of information, but
Interflora doesn’t even display a telephone number.
I only hope that the content will soon develop to encourage not only
one-shot browsers, but repeat-visit shoppers.
Client Roger Alexander, managing director, Barclays emerging markets
Brief Be intuitive, easy to navigate and quick to download. To take
account of the brand values of different stores. To be fun and
Designers Colman Graff Interactive
Systems design Interactive Telephony
Cyberia is a fabulous success story that provides tangible evidence of
‘cyberenterprise’ at its white-hot best.
As you might expect, the site does not disappoint. The cafe theme
pervades, with image maps on full-screen graphics serving to link all
the elements of the site.
A great promotional tool for Cyberia and its sister organisation,
Easynet, it also contains some amusing content - I was particularly
intrigued by a section entitled ‘couples looking for expansion’. Screens
of simple blue text on white backgrounds are not what one might expect,
but, on reflection, the simple layouts are often the most effective.
Client Gene Teare and Eva Pascoe, directors of the Cyberia cafe
Brief Explain what Cyberia is, advertise its events, report on Web news
and promote digital artists
Created by Rene Martin
Graphics design Brian Maloney
Systems design Easynet
This article was first published on campaignlive.co.uk