CAMPAIGN DIRECT AWARDS 2003: Best Use of Copy

SILVER AWARD Title: ISA Brand Response Campaign Agency: Harrison Troughton Wunderman Creative director: Steve Harrison Art director: Anthony Cliff Copywriters: Steve Harrison, Stephen Timms Account director: Kate Rush Business director: Malcolm Peters Account manager: Laura Buckenham Client: M&G Investments Brand: ISA Brand Response Marketing manager: Morag Brennan

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.

COMMENDATION

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.

COMMENDATION

Title: Take Our Call

Agency: Bright

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.