Bates UK and Grey teams scoop Creative Juice Awards

Creative teams from Bates UK and Grey Worldwide emerged as the winners in the second annual Creative Juice Awards.

The awards, organised by the Newspaper Society in association with Campaign and the IPA, recognise the best regional press creative from young teams.

Donna Williams and Susan Mansfield at Grey, and Craig Hunt and James Humphreys from Bates UK, won a competition to create a regional press campaign for the Football Association to develop women's football at a grassroots level. The winning teams won after a contest between 46 creatives.

Creative Juice was judged by a panel that included Neil Dawson, the executive head of planning at TBWA/London, Hugh Todd, the Saatchi & Saatchi copywriter, and Dominic Mills, the editorial director of Campaign.

Williams and Mansfield developed executions based on the idea that the skills women adopt in everyday situations can easily be transferred to the football pitch. Creative, based on the tactics boards used in football to explain tactics to players, made references to local places, such as shopping centres and nightclubs, that would be recognised by the target audience.

Hunt and Humphreys created a campaign that chose to exploit the rivalry between different towns that victorious teams could run in the newspaper of the defeated town in the event of a match.

The four winning creatives will represent the UK at a European final to be held in Antwerp on 8 May.

David Hoath, the marketing director at the Newspaper Society, said: "Regional newspapers are a great reflection of the strong tapestry of cultures across the UK. The Creative Juice Awards encourage new recruits in the agencies to start thinking about how they can work with the medium and play on its strengths. There was some excellent work and the results were a really close-run thing."

Last year, teams from Saatchi & Saatchi and Partners BDDH won at the Creative Juice Awards.

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