Title: Vauxhall Fleet
Agency: Lowe Howard-Spink
Authors: Joanna Bamford, Nikki Sherrard
Creative Director: Charles Inge
Art Director: Brian Campbell
Copywriter: Ben Priest
Client: Vauxhall Motors
Product: Fleet cars
Fleet advertising is a creative graveyard and fleet managers are only
interested in the bottom line. Well, no, actually. Like any other
consumer, they respond better to advertising which engages them.
Both client and creative were forced by planning to rethink their
assumptions and the client was encouraged to reframe its fleet marketing
Title: Sony Stamina batteries
Agency: BMP DDB
Authors: Jane Cunningham, Harriet Frost
Creative Director: Tony Cox
Art Director: Richard Flintham
Copywriter: Andy McLeod
Product: Stamina Batteries
The longer-lasting battery message was boring, but people can enjoy a
longer battery-powered experience.
This is an example of how strong planning thinking can not only clear
the ground for creative teams to work, but inspire creatives in the way
a brief is expressed.
Agency: Fallon McElligott
Author: Nikki Crumpton
Creative Directors: Richard Flintham, Andy McLeod
Art Director: Andy Jex
Copywriter: Rob Potts
Product: Nando’s Chickenland
With a brief to launch a new brand on a small budget, the answer was
irreverent ads which focused on what Nando’s did to make the chicken
taste so good.
This entry raises issues such as how planning needs to think through
creative use of a brief and how it needs to consider tone of voice.
Author: Andy Edwards
Creative Director: Rooney Carruthers
Art Director: Stuart Farquar
Copywriter: Rob Clayman
Client: Bass Brewers