Media Awards 2004: The Sun and News of the World Award - Best Retail and Home Shopping Campaign

WINNER

Title: H&M

Media agency: Universal McCann

Media director: Judith Plastow

Account director: Phillipa Blitz

Marketing director: Ulrika Brunnberg

Client: H&M

Brand/product: H&M Divided range

Media/brand manager: Fiona McElwain

Fifties rockers were the fashion inspiration of the moment and Universal McCann set out to combine the H&M range's feel for this era with the fun element of shopping to get young trendies into H&M's youth concept stores. The brand sponsored a 50s film season at a cinema close to H&M's flagship store in Covent Garden. An in-store promotion encouraged shoppers to buy more H&M clothes to get the chance to win cinema tickets, while movie-goers were driven to the flagship store where they could recreate the 50s look.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).