MEDIA AWARDS 1999: Best Use of Press - The Reader’s Digest Award

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

Winner
Title: Virgin Clothing launch
Media Agency: Saatchi & Saatchi
Media Director: Ron Mudge
Media Managers: Howard Titley, Hannah Skellorn
Creative Director: Adam Kean
Account Director: Jo Bacon
Account Planner: Andrew Davies
Client: Virgin Clothing
Brand/Product: Virgin Clothing
Marketing Director: Sue Powell
COMMENDATION
Title: Pepsi Max
Media Agency: BMP OMD
Media Director: Mark Palmer
Senior Media Planner: Matt Hales
Media Planner: Rupert Holroyd
Creative Agency: Abbott Mead Vickers BBDO
Account Director: Will Harris
Client: Britvic Soft Drinks, Pepsico International
Brand/Product: Pepsi Max
Head Of Marketing (Colas) Pepsico: Dean Robson
Brand Manager Pepsi Max Britvic Soft Drinks: Simon Cope

Winner

Title: Virgin Clothing launch

Media Agency: Saatchi & Saatchi

Media Director: Ron Mudge

Media Managers: Howard Titley, Hannah Skellorn

Creative Director: Adam Kean

Account Director: Jo Bacon

Account Planner: Andrew Davies

Client: Virgin Clothing

Brand/Product: Virgin Clothing

Marketing Director: Sue Powell

COMMENDATION

Title: Pepsi Max

Media Agency: BMP OMD

Media Director: Mark Palmer

Senior Media Planner: Matt Hales

Media Planner: Rupert Holroyd

Creative Agency: Abbott Mead Vickers BBDO

Account Director: Will Harris

Client: Britvic Soft Drinks, Pepsico International

Brand/Product: Pepsi Max

Head Of Marketing (Colas) Pepsico: Dean Robson

Brand Manager Pepsi Max Britvic Soft Drinks: Simon Cope



VIRGIN CLOTHING LAUNCH



In order to allow the launch of Virgin Clothing to stand out in such a

competitive and cluttered market, Saatchi & Saatchi worked hard to avoid

traditional fashion advertising, which research told it was ’samey,

aloof and detached from reality’. Instead, the agency played on fashion

’leaders’ belief that they’d seen it all before by repeating a genuine

double page spread in style glossies such as Dazed and Confused,

Attitude, Scene and i-D. By phasing the campaign across carefully

selected magazines it effectively managed to get the brand’s message

across to fashion ’followers’ without sacrificing the valuable loyalty

of the market’s ’leaders’.





PEPSI MAX



Max Mania, the UK’s first ever free extreme sports festival, was created

to bolster Pepsi Max’s claim on extreme sports. Promoted in both

specialist titles such as Dig Surfer’s Path and FHM the event and

brand’s attitude was communicated to both extreme sport insiders and the

broader Max audience.



This article was first published on campaignlive.co.uk

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