DIRECT NEWS: FCA! shows off first COI integrated work for Queen’s Awards

FCA! this week unveiled its debut work for the Central Office of Information with an integrated campaign to encourage entries for the 1999 Queen’s Awards.

FCA! this week unveiled its debut work for the Central Office of

Information with an integrated campaign to encourage entries for the

1999 Queen’s Awards.



FCA! won the account in February after a three-way pitch against Mellors

Reay & Partners and Maher Bird Associates. The campaign challenges UK

businesses to ask themselves: ’Is your business good enough?’, and

comprises press advertising, trade inserts and a cold-prospect mailing

to 80,000 businesses. New technology enabled the copyline to be

personalised on each of the 80,000 pieces.



The word ’good’ is incorporated into the Queen’s Award logo on all the

communications to reiterate that only businesses that reach the highest

standards will be allowed to use the Queen’s Award emblems.



The awards are divided into three categories, covering the environment,

exports and technology. The winners are entitled to use the emblem for a

set number of years.



Shaun McIlrath, the joint creative director of FCA!, said: ’The work is

in keeping with the revitalisation of British business. Issuing a

challenge to businesses reflects the prestige of the scheme.’



The art director, Brian Storey, and the copywriter, Xanthos

Christodoulou, produced the work - their last for FCA! before a brief

spell at Craik Jones Watson Mitchell Voelkel (Campaign, 23 March) -

after which they joined the start-up, Harrison Patten Troughton Brand

Response (Campaign, 3 April).



Media planning is by Optimedia and buying by MediaVest.



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