CAMPAIGN DIRECT AWARDS 2003: Best Use of Press

SILVER AWARD Title: Baby Agency: Different Creative directors: Mark Martin, Chris Rickaby Art directors: Ian Millen, Stewart Allan, Carlo Reale Copywriter: Chris Rickaby Account manager: Clare Hampton Client: Sunderland NHS Marketing manager: Christine Jordan

These ads were placed in the regional press and in freesheets and targeted mothers-to-be in low-income households to raise awareness and discussion of the issues around smoking and pregnancy as well as to direct them to the free NHS phone line. Feedback from regional health workers was excellent; the image and the issues around it have been discussed at length by midwives and their patients.

COMMENDATION

Title: ISA Brand Response Campaign

Agency: Harrison Troughton Wunderman

Creative director: Steve Harrison

Art director: Anthony Cliff

Copywriters: Steve Harrison, Stephen Timms

Account director: Kate Rush

Account manager: Laura Buckenham

Business director: Malcolm Peters

Client: M&G Investments

Brand: ISA Brand Response

Marketing manager: Morag Brennan

M&G's core audience was the over-45s, who saw M&G as a "trusted" brand, despite its falling market share. There was a gap in the market for a "trusted" brand to explain the confusion surrounding the investment markets, which was confusing even to experienced investors. The press ads offered guidance and generated a 30 per cent increase in response.

COMMENDATION

Title: Cotton Bud

Agency: Saatchi & Saatchi

Creative directors: Dave Droga, Trefor Thomas

Art director: Phil Clarke

Account manager: Lucy MacKay

Copywriter: Joel Bradley

Client: Shell Like

Managing director: Simon Blaxland

Shell Like wanted a simple idea with which to build business contacts among the international advertising community. The idea had to sell the effectiveness of radio as well as Shell Like's particular expertise in creating fresh radio executions. The idea was particularly appropriate as, being wordless, it worked in any language.