THE APG CREATIVE PLANNING AWARDS 1999: Special Award - Best Insight for Media Planning/Sponsored by BMRB

GOLD
Title: The Samaritans
Agency: Ogilvy & Mather
Author: Elaine Pettifer
Creative Directors: Marcus Vinton
Art Directors: Marcus Vinton, Karl Sanderson, Matt Doman, Dom Sweeney
Copywriters: Daniel Headey, Ian Heartfield, Alun Howell, Alex Derwin
Client: The Samaritans
Product: The Samaritans

GOLD

Title: The Samaritans

Agency: Ogilvy & Mather

Author: Elaine Pettifer

Creative Directors: Marcus Vinton

Art Directors: Marcus Vinton, Karl Sanderson, Matt Doman, Dom Sweeney

Copywriters: Daniel Headey, Ian Heartfield, Alun Howell, Alex Derwin

Client: The Samaritans

Product: The Samaritans



Planning’s contribution should not be limited to finding the right

creative strategy. If the creative strategy changes as a result of the

planner’s insight into the target audience, the choice of media and the

way in which it is used should also change.



This case shows this clearly. Planning used a real understanding of the

consumer to redefine the role for advertising. It saw its job as

encouraging early calls for help among the depressed by legitimising how

they feel.



It then helped media rethink its strategy by identifying both when

depression hurts most (eg at Christmas or on the way to and from work)

and the professions most at risk. This led to an interesting mixed media

strategy of TV, bus-stop posters and press which made the most of the

creative idea.