Campaign Media Awards 2006: The Jam Recruitment Award - Best Financial, Corporate and Utilities Campaign

WINNER
Title: It Makes Business Sense
Media agency: Mediaedge:cia
Media director: Peter Colvin
Account director/media planner: Richard Astley
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Creative director: Claire Morris
Account director: Britta Posner
Account planner: Jon Tipple
Client: Xerox
Brand/product: Xerox Colour
Marketing director: Anthony Hyde
Media/brand manager: Henrik Bustrup

Xerox wanted to shake off its association with the old-fashioned black-and-white printing market and win a share of the increasingly profitable colour market. A communications plan was developed literally to add colour to the brand, including turning the Alex comic strip in The Daily Telegraph into colour, introducing colour on the traditional black-and-white business pages of The Independent and hanging colourful light bulbs on the route from the City to Heathrow. Shipments nearly tripled, market share rose 5.6 per cent, and revenue increased by 18 per cent across the key colour MFP/copier segment.

COMMENDATION
Title: Building Black n' Red
Media agency: Media Planning Group
Media director: Kate Cox
Account directors/media planners: Johan Hargreaves, Alex Gardener, Jody
Veerman
Creative agencies: KB49, Telegraph Create Group
Creative director: Andy Blackford
Account director: Chris King
Account planner: Chris King
Client: John Dickinson Stationery
Brand/product: Black n' Red
Marketing director: Jane Rowe
Media/brand manager: Bob Pritchard

Research revealed that the Black n' Red stationery brand had good recognition but it was considered somewhat of a status symbol with many companies restricting use of the iconic notebooks to their most senior executives. Media Planning Group decided to capitalise on this cult status with activities such as sponsorship of the Alex comic strip in The Daily Telegraph, sponsorship of the Times Creme event for PAs and secretaries and product placement on The Apprentice.The campaign received a return on investment of £4.20 per £1 spent.