Through long copy ads, the ads for M&G during the ISA season appealed to the 45+ target audience which had always devoured product information. They adopted a conversational, explanatory style with the occasional wit to stop it getting too dry. The press ads meant that media spend was kept low, while generating a 30 per cent increase in response.
Title: The Getaway A-Z
Agency: Claydon Heeley Jones Mason
Creative directors: Pete Harle, Dave Woods
Art director: Chris Felstead
Copywriter: Gary McNulty
Account manager: Phil Bell
Account director: Laith Clark
Client: PlayStation 2
Marketing manager: Alan Duncan
The brief was to produce a mailer to promote the release of a London-based gangster game for the PlayStation2, The Getaway. A London A-Z with a twist was created. This not only helped to intensify the drama of the game, but can also be used as a useful navigation tool.
Title: Take Our Call
Creative director: Chris Martin
Art director: Chris Martin
Copywriters: Tim Lines, Chris Martin
Client services director: Kevin Corcoran
Operations director: Nick Burton
Managing director: Jeremy Hall
Instead of sending out a corporate brochure waxing lyrical about its new direct agency, Bright penned a series of daft letters appealing to addressees to take its call. It then followed up with a call. In six months, there were nine different letters, mailouts to 300 potential clients, 40 new-business meetings, four pitches and five new client wins without a pitch.