Motive triumphs at Campaign’s Media Awards

By CLAIRE BEALE, campaignlive.co.uk, Friday, 19 November 1999 12:00AM

Motive Communications has swept the board at the second Campaign Media Awards, scooping five out of the ten prizes.

Motive Communications has swept the board at the second Campaign

Media Awards, scooping five out of the ten prizes.



As well as a clutch of best in category awards, Motive also walked away

with the Grand Prix, taking the Best Media Campaign of the Year award

for its work for Stella Artois.



Eschewing the traditional associations between beer and sport, Motive’s

aim was to forge a link between Stella and movies, sponsoring Channel

4’s movie screenings, increasing investment in cinema campaigns and

sticking to a TV marketing strategy of advertising in quality, and cult

films.



The campaign has driven brand affinity by 40 per cent. The campaign also

won the Best Use of Television/Cinema and Best Use of Mixed Media

categories.



Motive also took the accolades for Best Use of New Media and Best

International Campaign for its work on Levi Strauss, while Saatchi &

Saatchi won two awards, for Best Use of Press for Virgin Clothing and

Best One-Off Stunt for the Multiple Sclerosis Society.



Best Use of Outdoor went to FCA! for its ambient work for the Welsh

Tourist Board and Western International Media took the prize for Best

Use of Sponsorship for Scalextric’s tie-up with Channel 5 for

sponsorship of an evening of nostalgic programming. Michaelides &

Bednash and BMP OMD won the award for Best Use of Radio for their

campaign to promote Channel 4’s Boyz Unlimited.



Marjorie Scardino, the chief executive of Pearson, was voted Media

Achiever of the Year for her streamlining strategy which has transformed

the company and set it on a path to future growth.



This article was first published on campaignlive.co.uk

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