BRITISH TELEVISION ADVERTISING AWARDS 1998: Top Advertising Agency - The AFM Lighting Award



The exceptional quality of BMP DDB’s work for Volkswagen has earned the

agency a return to the top spot, which it last occupied in 1994. All

three television campaigns - for the Passat, the Polo and the

’Affordability’ brief - were remarkable for their combination of

outstanding creativity and strong strategic thinking. Its winning work

for the Meat and Livestock Commission also contributed to BMP’s triumph

as most successful agency at the British Television Advertising Awards.

BMP DDB has always set high creative standards, but it has recently

discovered a new spirit of inventiveness that has given it the edge over

its rivals. Although the three VW campaigns are all for the same

umbrella brand, they are all very individual. The simplicity of

’Affordability’ contrasts with the visual sophistication of Polo, while

the Passat launch gave us some of the most unusual car commercials ever


How the awards are calculated: The ITV Award is given ten points, gold

awards seven points, silver awards four points, and bronze awards two

points. In cases where the same commercial has won more than one award,

only the highest counts. Companies must have won awards for more than

one client to qualify. Previous winners: Abbott Mead Vickers BBDO

(1997), Bartle Bogle Hegarty (1996), Bartle Bogle Hegarty (1995), BMP

DDB Needham (1994), Howell Henry Chaldecott Lury (1993).