CAMPAIGN DIRECT AWARDS 2001: The Reader's Digest Award - Best Use of Magazines


Title: EMMA Awards

Agency: Saatchi & Saatchi

Creative Director: David Droga

Art Director: Ajab Singh

Copywriter: Ajab Singh

Account Manager: Juliet Boyd

Client Company: EMMA Awards

Marketing Director: Bobby Syed

The EMMA Awards celebrate multiculturalism in the field of media.

Saatchi &Saatchi used an image that most immediately represents media in

people's minds - a microphone - and fused this with an ethnic image of

afro hair. The campaign inspired people to ring up and vote.


Title: Car of the year

Agency: Archibald Ingall Stretton

Creative Directors: Steve Stretton, Matt Morley-Brown

Art Director: Steve Stretton

Copywriter: Matt Morley-Brown

Account Manager: Matthew North

Client Company: Skoda

Client Brand: Skoda Fabia

Marketing Manager: Chris Hawken

Skoda's campaign was designed to capitalise on the Fabia being judged as

car of the year by Auto Express. Ignoring the usual hyperbole associated

with car giveaway promotions, it just showed the car. Out of a magazine

circulation of 90,000 per week, there were 27,245 responses with a

response rate of more than 15 per cent.


Title: Steel

Agency: Lowe Live

Creative Directors: Roddy Kerr, Arthur Parshotam

Art Director: Darran Fry

Copywriter: John Taylor

Account Director: Jon Gowar

Client Company: Times Newspapers

CRM Manager: Chris McElligott

This ad by Lowe Live was one of a series created in order to convince a

generation of movers and shakers that they should be subscribing to The

Times and The Sunday Times. Appearing in a business environment, it was

designed to give a contemporary feel that wouldn't compromise either

title's authority.