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.
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.
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.