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voted the second most outstanding radio ad of the year.
Meanwhile, McCanns claimed the award in the leisure category with its
work for Sega Saturn, called ‘virtual cop’, and DMB&B carried off the
top prize in the charity and public service category with its ad for the
Central Office of Information’s Department of Trade rear seat belt
The scores for each of these winning ads were: Dime Bar, 44 per cent;
Sega Saturn 57 per cent and COI/DoT rear seat belts ad, 41 per cent.
The second most popular ads in these categories were: Y&R’s ‘mortgage’
ad, which was also for Dime Bar, with 39 per cent of the vote; Ammirati
Puris Lintas with an ad for the Flora London Marathon, which scored 21
per cent; and GGT’s ad for the magazine, the Big Issue featuring the
comedian, Eddie Izzard, for which 35 per cent of the audience voted.
Meanwhile, in retail/finance, Saatchis scored 10 per cent with its ad
for Norwich Union Direct, ‘less and less’.
In total, there were seven categories in this year’s Aerial Awards, with
no more than four nominations in each.
There were no nominations in the consumer goods sector, while the award
in the general category was presented to First Telecom, working directly
with the production company, London Radio Creative.
Although the winners are mainly voted for interactively on the night,
the nominations in each category were chosen by a panel of 12 creatives,
including Leon Jaume, the creative director on Ford at Ogilvy and
Mather, Barry Delaney, the European creative director at Delaney
Fletcher Bozell, and Jeremy Sinclair, a founding partner of M&C Saatchi.
Douglas McArthur, the managing director of the Radio Advertising Bureau,
which sponsored the event, said: ‘All of the category winners richly
deserve their recognition at a time when the standards of radio
advertising creativity are rising.’