THE APG CREATIVE PLANNING AWARDS 2001: Best New Brands or New Advertisers - Sponsored by Hall & Partners Europe


Title: Holocaust

Agency: Delaney Lund Knox Warren & Partners

Author: Richard Warren

Creative Directors: Gary Betts, Malcolm Green

Copywriter: Malcolm Green

Client: Imperial War Museum

Product: Holocaust Exhibition

Delicate and sensitive planning was at the heart of this campaign, which

was geared towards getting people to go the Holocaust exhibition without

being seen to be "marketing the Holocaust". Planning provided a solid

structure for the advertising and helped to stimulate responsible debate

about the Holocaust. Planning got to a powerful core thought: the

Holocaust was a phenomenal human achievement as well as an horrific

human atrocity.


Title: Paddy Power

Agency: Bartle Bogle Hegarty

Authors: Jonathan Shaw, Dylan Williams

Creative Director: Russell Ramsey

Art Director: Rik Brown

Copywriter: Jon Fox

Client: Paddy Power

Product: Online Betting

Paddy Power is Ireland's biggest bookmaker. It wanted to launch as a

dotcom in the UK and wanted to be seen as fun, not "oirish". Paddy

Power's online customer base increased by 116 per cent, so what

contribution did planning make? Planning foresight identified future

evolutions in the market and led to a redefinition of betting's benefit

from rational cash to emotional fun.


Title: Beat 106FM

Agency: The Leith Agency

Author: David Amers

Creative Director: Gerry Farrell

Copywriter: Gareth Howells

Client: Beat 106 Product: Radio

Planning decided to veer away from ads that communicated Beat 106's

dedicated music policy to focus on a more inspired view of the station,

which rejected the idea of radio as background music. The concept paid

off: Beat 106 grew its audience and exceeded its initial target of 9 per

cent weekly reach of all adults in the first year of operation by

reaching 13 per cent in the first quarter.


Title: VW Beetle

Agency: BMP DDB

Author: Matt Willifer

Creative Directors: Dave Buchanan, Mike Hannett

Copywriter: Adam Tucker

Client: Volkswagen UK Product: New Beetle

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