MEDIA CHOICE: Stuart Taylor, the advertisement director at Guardian Newspapers, picks British Airways' activity at Waterloo Station

"You can't miss the BA campaign currently running at Waterloo station. It's in the ticket hall, up the escalators and along the corridors. This is a great example of an advertiser focusing on one battlefront and chucking the works at it. BA has correctly deduced that Eurostar is the key competition for its route to Paris and is making people reappraise their decision to use the train.

"Most punters appreciate ambush tactics and they will certainly not fail to get the message. I wonder if other stations are next in line where BA needs to boost its short-haul passengers - Euston to Manchester, for instance.

"The whole effect is magnified by the highly effective fares reappraisal campaign that's been running in national newspapers."

Client: British Airways

Medium: Poster advertising throughout Waterloo station

Media planning: Mark Hatwell at ZenithOptimedia

Media buying: Emily Snoxhill at Poster Publicity

Creative: M&C Saatchi

Brief: Show that BA has changed and is aggressively challenging the

train operators on routes to Paris and Brussels

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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).