CAMPAIGN PRESS ADVERTISING AWARDS 2003: Past Winners 1973-83 - Jeremy Sinclair, Founding partner, M&C Saatchi

Well, this is a cracking selection of ads. Some of them are agency-making classics. The first thing to note is how CDP used to dominate the awards, year in year out.

And, one has to admit, very often with good reason. This gold-box B&H ad is a gem. The campaign started rather roughly, the gold box replacing stones at Stonehenge - not even very well executed if memory serves me well. But then they got into their stride. The pyramids ad was simply conceived and beautifully executed. And notice too how memorable this one is. You'll never forget it. Part of a pack interestingly displayed is more effective than a whole pack being pushed in your face.

Next there are CDP's ads for Barclaycard: the first time a British bank produced readable, intelligent ads. The third CDP ad is for Clarks, perhaps not the best, but still a fine effort. Note how both these last two ads take a general truth and then make it specific to the client's offering. It's a technique, but it's a good tone.

Now on to Bergasol. This was WCRS, when W, C, R and S were all there.

This is Andrew Rutherford (my deputy creative director at Saatchi & Saatchi before he defected) at his finest. Simple, pointed and memorable. Ron Collins, the art director, never missed a trick, never overdid it. (I think he also originated the Clarks campaign at CDP.)

Next is Lego when B, B and H were running the agency. Can you imagine that these guys had to leave because the agency owners were too mean to give the team that built the shop the equity they wanted? The Lego campaign - particularly the TV - was charmingly brilliant.

In the early days of the Sainsbury's and AMV relationship, they produced some beautiful, apparently effortless ads. This is one. It has a real benefit and is simply laid out for all to see.

The DDB VW ad comes from 1981, 23 years ago. That is a long run for an agency and client to be still producing lovely ads. It can't be the people - they will have come and gone many times over. Agency and client must have values, principles that transcend time and people.

Finally, the Pentax ad - probably the weakest of the bunch; I can't really see it selling many cameras. Interestingly enough, it's done by the only one of these agencies that no longer exists. That's encouraging: good work leads to a long life.

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