St Luke’s, the two-year-old advertising co-operative born out of
the ashes of Chiat Day, has won Campaign’s 1997 Agency of the Year
St Luke’s, which came a close second to Abbott Mead Vickers BBDO last
year, saw off competition from Rainey Kelly Campbell Roalfe, BMP DDB and
Euro RSCG Wnek Gosper to take the award for an outstanding all-round
performance under its managing director, Andy Law.
Michaelides & Bednash took 1997’s Media Agency prize in the most
contested category. The media strategy company defeated Media-Vest in a
battle where arguments raged over whether Campaign could give the award
to an agency that did not buy media. However, the agency’s exceptional
performance and industry-leading position could not be ignored.
FHM won the Medium of the Year award without a fight. The magazine
redefined its category, breaking out of the lads’ niche to become
Britain’s biggest-selling monthly and the industry’s yardstick.
Advertiser of the Year was handed to Volkswagen. No company came close
to the consistent excellence of advertising for the Polo, Sharan, Golf
and Passat models and the umbrella ’affordability’ campaign. It was
audacious, stand-out advertising that left VW with a backlog of
So outstanding was BMP DDB’s VW work that it left Campaign with the
difficult choice between the Passat ’obsession’ campaign and the
’affordability’ work for the Campaign of the Year award. ’Affordability’
won the day, in large part because of the degree of difficulty inherent
in the brief.
The most disappointing category this year was Production Company. The
award goes to Godman, which made an exceptional start in a difficult
environment. If there had been a director of the year award, it would
have gone to Chris Palmer of Gorgeous.