BJK&E offers pounds 1,000 prize for DaimlerChrysler media award

BJK&E has taken the unusual step of staging a competition for media sales people to find the best media idea of the year for its client DaimlerChrysler.

BJK&E has taken the unusual step of staging a competition for media

sales people to find the best media idea of the year for its client

DaimlerChrysler.



The media agency launched the DaimlerChrysler Media Idea of the Year

Award at a ’get to know you’ gathering of 70 media owners last week,

hosted by the client and account teams.



BJK&E is offering pounds 1,000 in prize money to the team that thinks up

the best media idea for the launch of the PT Cruiser which hits

showrooms in the summer 2000. Another pounds 1,000 is up for grabs for

the owner with the winning idea for the larger-scale launch of the

Mercedes C-class in the autumn, although the agency will ask both

recipients to donate a portion of their winnings to charity.



The winners of the competition, which BJK&E hopes to make an annual

event, will also receive a trophy.



Contenders will have a budget of pounds 100,000 to spend on their idea

which they cannot exceed. The competition money is in addition to the

pounds 20 million which DaimlerChrysler is ploughing in to media

planning and buying next year.



BJK&E will write a formal brief for entrants in a few weeks’ time. It

will then narrow ideas down to a shortlist of three teams who will

present to the clients: Mercedes-Benz passenger car marketing manager

Simon Oldfield and Steve Gray, marketing director of Chrysler Jeep.



’Poor old media owners are constantly coming up with ideas only to have

agencies claim them as their own,’ said BJK&E managing director Mark

Patterson.



’We are giving media owners a bit of recognition by actively involving

them in the process. The competition is about helping them to help us,

by encouraging different and more innovative ideas.’



The competition will be run jointly by board account director Tim Irwin,

who heads BJK&E’s newly formed buying team, and his opposite number on

the Chrysler account, James Jennings, with input from Patterson.



Stephen Miron, commercial director of The Independent, who was present

at the announcement of the award, welcomed the scheme. ’It’s a great

idea.



Many people, including us, will have a go - you’d be foolish not to and

I’ll be interested to see if any other agencies emulate it.’ However, he

joked: ’It’s a canny move on Mr Patterson’s part, he’ll benefit from a

lot of good ideas.’



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