CAMPAIGN DIRECT AWARDS 2003: Best Financial, Corporate and Utilities Campaign

SILVER AWARD Title: ISA Brand Response Campaign Agency: Harrison Troughton Wunderman Creative director: Steve Harrison Art director: Anthony Cliff Copywriters: Steve Harrison, Stephen Timms Client: M&G Investments Brand: ISA Brand Response Marketing manager: Morag Brennan

Despite its falling market share, M&G was seen as a "trusted" brand. The press ads offered guidance and generated a 30 per cent increase in response. The following year the agency built on this success by launching M&G's Fund of Funds and M&G's Bond funds and generated even more impressive results.

COMMENDATION

Title: Passbook

Agency: Partners Andrews Aldridge

Creative and art director: Steve Aldridge

Copywriter: Roger Morris

Account director: Bethan Williams

Client: Lloyds TSB

Senior campaign manager: David Baughan

Many old-style passbook accounts no longer offer the best rate of interest, but encouraging customers to give up their passbooks isn't easy as some have a long-term emotional attachment to it. The campaign really hit home and helped to grow savings and cheque account balances by 167 per cent.

COMMENDATION

Title: Reduced

Agency: Tequila\London

Creative director: Sean Moore

Art director: Wayne Pick

Copywriter: Jonathan Bradley

Account director: Max Hamilton

Client: The One Account

Head of consumer marketing: David Ramsbottom

As the target audience for The One Account is aged 30 to 49, married with young children with a household income of approximately £30,000, it was felt they would understand the idea of supermarkets reducing prices. The "Reduced" mailer generated a 16 per cent uplift in response. The pack was then adapted to target non-converters - people who had enquired about The One Account but had not switched. The typical response rate increased by more than 100 per cent.