NEWS: Doug McArthur applauds standard of winners at top radio advertising competition

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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

campaign.



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.’



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