CAMPAIGN DIRECT AWARDS 2003: Best IT and Consumer Durables Campaign

SILVER AWARD Title: Financial Times Mailing Agency: Harrison Troughton Wunderman Creative director: Steve Harrison Art director: Tony Haigh Copywriter: Rob Kavanagh Account director: Emma Orriss Client: IBM Global Services IMC manager EMEA: Virginie Harris

IBM Global Services is the consultancy arm of IBM which had identified the banking sector as a lucrative target. Having identified top managers at 17 banks in the UK, they customised individual copies of the Financial Times with IBM ads and biked them over so that, for a few minutes, many thought IBM had run an ad specifically about them. The programme has already generated $9.4 million in new revenue.