CAMPAIGN DIRECT AWARDS 2003: Best Integrated Campaign

SILVER AWARD Title: ISA Brand Response Campaign Agency: Harrison Troughton Wunderman Creative director: Steve Harrison Art directors: Tony Haigh, Anthony Cliff Copywriters: Steve Harrison, Stephen Timms, Rob Kavanagh Account director: Kate Rush Account manager: Laura Buckenham Business director: Malcolm Peters Client: M&G Investments Marketing manager: Morag Brennan

The launch of the M&G Cazenove Fund of Funds introduced Cazenove expertise to investors with as little as £1,000 to invest where previously it had been available only to investors with £100,000 or more. Press ads, long copy posters, pre-launch direct mail, websites, cover wraps, M&G-branded water coolers offering Champagne and the spin-free guide to the Fund of Funds were among the media used to communicate the launch.