Campaign Hall of Fame: Chairman’s comment

The criteria hinged around the interpretation of the word ’best’.

The criteria hinged around the interpretation of the word


It had to mean more than just commercial success. To us it meant four

things: originality, creative distinction, effectiveness and


Time has a great way of sifting out the good from the merely faddish,

and maybe for that reason the jury found it easier to pick from 20 or 30

years ago than from more recent times, though I think British

advertising reached a creative peak in the 70s and 80s and that alone

justifies the preponderance of those two decades in the list.

Reflected also is the dominance of TV over other media, particularly

press. Of course there have been great press ads but their influence on

the century has been less than that of the all-powerful box.

Pre-1950 the best work seemed to be reserved for hoardings and includes

Bovril, Guinness and the infamous First World War recruitment poster

where Lord Kitchener was chosen rather than the king to appeal to the

nation and was (unfortunately) massively successful.

In the 50s the best work was happening across the pond where the

Americans, to whom salesmanship came naturally, became a large

influence. By the time TV advertising arrived, the UK at last began to

catch up. Led by Collett Dickenson Pearce with its work for B&H, Fiat

and Hovis, and BMP with Smash, Courage and Cresta, Britain’s creative

product forged its own identity. With the addition of the likes of

Saatchi & Saatchi, GGT and TBWA, the business began to bristle with

great work, overtaking its US counterpart from the 70s on.

The 70s and 80s were the two great decades. Buzzing with the talents of

Alan Parker, David Bailey, Ridley Scott, Frank Lowe, Hugh Hudson,

Charles Saatchi and John Hegarty, we sat back and enjoyed the show. The

pregnant man, ’Gertcha’, Hamlet’s photo booth, Paul Hogan at the ballet,

Arkwright’s performing dog, ’Dambusters’, ’Labour isn’t working’ and

many more.

The 90s, heavily influenced by new technologies, produced fewer


The decade had its moments nevertheless with Abbott Mead Vickers’

mouthwatering series for Sainsbury’s, Bartle Bogle Hegarty’s seminal

work for Levi’s, Tony Kaye’s stunning imagery for British Rail (’relax’)

and Volvo (’twister’), the Tango slap in the face and Wonderbra’s

traffic-stopping ’hello boys’.

The eventual overall winner, BMP’s Smash Martians campaign from the 70s,

was felt to have changed food advertising, conveying its convenience

message with a wit and memorability that entered the nation’s


The hardest part of the judging was the jettisoning of 50 pieces of work

we’d all admired for years to get down to the hundred. However, I think

you’ll agree we’ve ended up with a list the next century might find

mildly diverting. Will they beat it? If only we could be around to


Back row left to right

Stefano Hatfield, Editor, Campaign

John Nicolson, Corporate development director, Scottish & Newcastle

Rupert Howell, Chairman, HHCL & Partners

Tim Delaney, Creative director, Leagas Delaney

Tony Cox, Creative director, Abbott Mead Vickers BBDO

Charles Gallichan, Chief executive, Health Education Authority

Tim Broadbent, Account planning director, Rainey Kelly Campbell


Steve Henry, Creative director, HHCL & Partners

Middle row left to right

George Michaelides, Partner, Michaelides & Bednash

David Pattison, Chief executive, New PHD

Nicholas Coleridge, Managing director, Conde Nast

Alfredo Marcantonio, Executive creative director, D’Arcy

Trevor Beattie, Executive creative director, TBWA GGT Simons Palmer

Front row left to right

John Webster, Executive creative director, BMP DDB

Anthony Simonds-Gooding, Chairman, D&AD

Inset top to bottom

Sue Farr, Director of public service marketing, BBC

MT Rainey, Joint chief executive, Rainey Kelly Campbell Roalfe/Y&R.


Sunday Night at the London Palladium

Opportunity Knocks

Network 7



Sky Sports Super Sunday

News at Ten

Upstairs Downstairs

Brideshead Revisited

Coronation Street

When Sunday Night at the London Palladium was broadcast live in

1955, it reached an audience of 300,000. Five years later, the figure

had climbed to 21 million. Its combination of high-kicking girls, ’Beat

the clock’ quiz show, Bruce Forsyth, the revolving stage and impressive

celebrity line-up launched a format that would be copied for decades to


As talent shows go, they don’t get much bigger than Opportunity Knocks -

at its peak, it captured 24 million viewers. Some of Britain’s

best-loved acts, including Les Dawson and Little & Large, were discovered

on the show which ran for more than 20 years.

Network 7, the brainchild of Janet Street Porter, was produced and

presented by a young crew who set the stage for a wave of youth

programmes including The Word, Def II and The Tube.

While you might think that Tiswas was the preserve of five- to

12-year-olds, half of its two million viewers were adults. It exploded on

to our screens in 1975 with a host of features that are recognisable on

Saturday mornings today.

Weekday mornings in the 80s were championed by TV-am - Britain’s first

commercial breakfast channel. By 1991, TV-am had a viewing share of

nearly 70 per cent.

Sky has captured Sunday afternoons. It launched Super Sunday in August

1992 and not only changed the face of football programming but also

drove satellite subscriptions in a way that no other offering has.

News at Ten set the agenda in what some describe as the golden era of TV

news. Hosted by Trevor McDonald, it won acclaim for its coverage of the

Vietnam war, the storming of the Iranian embassy in London and Nelson

Mandela’s release.

One of the UK’s most famous exports, LWT’s Upstairs Downstairs, has been

sold to more than 70 countries and is watched by 300 million


Brideshead Revisited had similar success when it aired in 1981. The

serialisation of Evelyn Waugh’s novel launched the career of Jeremy

Irons, pulled in more than 12 million viewers across the UK and spawned

a spate of period dramas.

The list wouldn’t be complete without Coronation Street, Britain’s

longest running soap after nearly 40 years on air. What started as a

colourful portrayal of working-class life in Weatherfield today tackles

storylines on date rape, teenage sex and extra-marital affairs. Jade



Daily Express (20s to 60s)

Daily Mail (70s to 90s)

The Guardian (90s)

The Independent (launch period)

The Mirror (50s to 60s)

News of the World (40s to 80s)

The Sun (80s)

The Sunday Times (60s to 70s)

The Times (30s and 90s)

Today (1986)

Over the past 100 years, the UK newspaper industry has become one

of the most innovative press markets in the world.

Lord Beaverbrook was one of the great newspaper influences of the

century and the Daily Express was his flagship through to his death in

1964. It was one of the biggest selling and most influential papers,

with a reputation for quality editorial.

Another press titan of the 20th century was Alfred Harmsworth, Viscount

Rothermere, whose Daily Mail became the success story of the 1900s,

selling more than a million copies a day with a cover price half that of

its competitors.

Under the editorship of Sir David English in the 70s and 80s, the paper

became the assured voice of middle England.

The Sunday Times enjoyed its heyday in the 60s and 70s, establishing a

reputation for style and innovation and earning accolades for

hard-hitting investigative journalism under its editor, Harold Evans. The

Times has never ceased to spark interest and controversy - it defended

appeasement in the 30s - and its cover-price promotions have kept rivals

on their guard.

For The Mirror, the era of Hugh Cudlipp saw the paper on a high, with

mass appeal founded on its innovative use of large photographs,

arresting headlines and compelling prose driving sales to an average of

more than 4.6 million in the 50s and 60s.

Although The Sun enjoyed great success under Larry Lamb in the 70s, the

paper came into its own in the 80s when Kelvin MacKenzie established the

title as the most ballsy, outspoken and frequently outrageous


The News of the World owes much of its success to Sir Emsley Carr, who

edited the paper for 50 years to 1941 and whose editorial flair and

clever use of reader competitions increased sales from 40,000 to 4.4


His legacy helped sales reach 8.4 million a week by 1950.

For Today and The Independent, success was brief. When Today launched in

1986, its bold use of colour forced rival newspapers to scramble to

catch up, while The Independent’s launch caught the imagination of the

late 80s broadsheet reader and set new standards in photography, style

and design.

The Guardian’s tradition of high-quality liberal journalism founded on

integrity, which was established by CP Scott at the beginning of the

century, found expression again in the 90s with campaigning journalism

culminating in the imprisonment of Jonathan Aitken MP in 1999. Claire




Computer Weekly

The Engineer

Estates Gazette

Farmer’s Weekly

The Grocer

Lloyd’s List

Management Today

New Scientist



According to BRAD, there are now more than 5,150 business and trade

magazines published in the UK. Looking for the ten most influential is a

tall order. But looking back and trying to pick those magazines over a

century of publishing is even harder. This is the ultimate

apples-and-pears exercise.

Where do you start? Well, we applied a number of criteria. Journalistic

excellence and consistency over a long period we took for granted. To

make the so-called long list, titles had to pass one or more of the

following tests. Did they break the mould or change the game for those

who followed?

Are they bigger and more influential than one might reasonably expect

them to be? Do they generate respect, love or even, on occasion,


Do they define to the wider world the industry or business about which

they write? Do they genuinely transcend their market, not so much in the

geographical sense (two that did were moved into the international

category) but in some metaphysical way? Size or circulation, by the way,

were not criteria. Nor was longevity per se, although we found the best

business magazines tended to have staying power.

We asked some people who we thought had an impartial view and a sense of

perspective. We thought long and hard ourselves. We poured over

reference books. The prospective list got longer. At the fringes there

was, inevitably, some disagreement. About the core, however, there was


One trend soon became clear. Whereas the international section was the

province of general business magazines, the UK section was dominated by

industry-specific or, to give them a more common descriptor, trade


Why? Well, with the exception of The Economist and Management Today,

general business magazines have never really worked in the UK


By contrast, trade-specific titles are strong and vibrant in this market

- just look at Estates Gazette or The Grocer as exemplars of the

publishing and journalistic talent which operates in this field. Working

out the cause and effect of that particular dynamic would certainly be


Overseas, by the way, the reverse seems to apply: general business

magazines are strong, trade titles less so.

And there you have it: a list that is at once eclectic and wide-ranging,

surprising and self-evident. And Campaign’s presence? Well, we would,

wouldn’t we? Dominic Mills


Chris Tarrant breakfast show, Capital

Nescafe Network Chart Show, networked

Henry Kelly show, Classic FM

Michael Aspel morning show, Capital

Anna and the Doc, Capital

Chris Evans breakfast show, Virgin

Brian Hayes phone-in, LBC

Gordon MacNamee, Kiss FM

Radio Luxembourg

Radio Caroline

Commercial radio was 25 years old last year but, despite its youth,

picking ten significant programmes was not difficult. Radio is perhaps

the most intimate of all media and a straw poll will inevitably reveal a

variety of programmes.

Chris Tarrant’s breakfast show on Capital is not just a London

institution; it has transcended its broadcast limitations to become a

national one.

Tarrant is as British as a cup of tea, and as refreshing.

A more refined breakfast came along in 1992. Henry Kelly, best known for

populist TV broadcasting, bridged the gap between common culture and

classical music: a perfect figurehead for the first national commercial


Before Classic FM arrived, there were scant opportunities to advertise

on the radio nationally. In 1986, Capital saw this gap and joined forces

with Nescafe for the Network Chart Show. Presented by Kid Jensen, it ran

for seven years - becoming the longest-running sponsorship on commercial

radio or TV.

Two other Capital shows were seminal. Tarrant’s predecessor, Michael

Aspel, made the breakfast show format a gold standard in 70s London. And

Wednesday nights were compulsive listening as Anna and the Doc (Anna

Raeburn and Dr Philip Hodson) unravelled Londoners’ problems.

Another phone-in deserves note: Brian Hayes’ explosive LBC show. The

original shock-jock, he derided callers and cut them off. Many have

trodden in his footsteps, but none with his disconcertingly decorous


Gordon MacNamee launched Kiss FM in 1985, taking it from an edgy pirate

station to a legal, financially stable concern. His own show, fitted in

between management meetings, was a focal point.

As is Chris Evans’ breakfast show on Virgin. Evans’ zoo radio is a

fundamental part of the 90s, even though this current incarnation is

arguably the worst of his radio endeavours.

Radio Luxembourg was not only the first commercial radio station to

broadcast, but also the first alternative to the Home Service or the

Light Programme.

And the pirate ship that was Radio Caroline deserves a mention, not only

for its tenacity in continuing to broadcast through several near-fatal

disasters but also for the dubious distinction of launching the careers

of Dave Lee Travis and Tony Blackburn. Not forgetting the fact that it

claimed 22 million listeners at its height. Eleanor Trickett


In the past couple of years, the internet has come into its own and

its importance is now being fully realised by industry and the public

alike. In terms of audience reach, the internet will soon have more of

an impact than cinema and radio advertising as it becomes accessible

through everything from computers and TVs to mobile phones. Other media

simply cannot compete. - created by the retailer, Dixons - shook up the UK

internet market in September 1998 and went on to become, and remain, the

biggest online service in Britain. Now floated, it is the UK’s biggest

internet company. is a great story and a great site. Created by the

12-year-old son of a Daily Mail journalist, it has become the world’s most

popular football website enticing Disney to buy a 60 per cent stake

worth pounds 20 million.

With websites for programmes such as Top Gear, Gardeners’ World and Top

of the Pops, the BBC’s commercial arm was an early innovator and

continues to score highly with, which remains distinct from its

public service operation.

There are few home-grown e-commerce success stories, but

stands out. It has taken a quirky idea - offering travel and

entertainment bargains - and become an e-commerce pioneer with ambitious

expansion plans. is Europe’s first and now largest online auction site. It is

Europe’s answer to eBay, but it is already showing the US company the

way forward in Europe.

The Electronic Telegraph ( and Capital Interactive

(including and can be mentioned in the

same breath.

As offerings from media owners, both pioneered in the early days and

continue to do so with an expanded remit.

Older than almost everyone else on this list, the Internet Movie

Database ( is still the best stop for trivia on nearly

every movie or entertainment programme ever made.

IMVS began offering CDs online in 1996. It has since been renamed with

the catchy palindrome, Yalplay, and, having merged with the Swedish

online music company, Boxman, remains a reliable site. is legendary among fans and for many it is the best cricket

site on the web. Like, it offers a wealth of statistics and

figures, with run-by-run coverage that the internet can so easily

deliver. Gordon MacMillan


The Face

High Life




Radio Times




Woman’s Weekly

The UK is a world leader in this field, so it was hard to choose

only ten titles. Many magazines that have been successful here - such as

Cosmopolitan and Hello! - have been sacrificed to the international

category, but that still left plenty to choose from.

Viz was conceived 20 years ago by a pair of 19-year-old boys who didn’t

give the slightest thought to commercial success. From a front room in

Newcastle, they created the comic that went on to become one of the

great 80s success stories, reaching a peak circulation of 1.25 million

in 1990.

As well as introducing icons such as Sid the Sexist and the Fat Slags,

Viz opened the doors to a young male readership which has been been

successfully exploited ever since.

Without Viz, Loaded might never have existed. The archetypal glossy

lads’ magazine owes a lot to the vulgar geordie rag, but deserves a

mention in its own right because it spawned a new publishing era.

IPC, Loaded’s publisher, also claims a top ten spot for New Musical

Express, a weekly journal that has shaped the lives of music lovers for

almost 50 years.

Some of NME’s top journalists - most notably Julie Burchill - were

involved in the early years of another of Campaign’s top ten titles, The

Face. It expanded the concept of glossy magazines by drawing in

style-conscious readers and becoming a bible for the hip and the


The men’s sector must also include Town, the original glossy monthly

that tackled men’s fashion before it was an acceptable subject. Equally

stylish and deserving of a place on the list is Tatler, the society

magazine from Conde Nast that has kept British women entertained since

the 60s.

At the other end of the women’s market, Woman’s Weekly has been chosen

as a trailblazer in its sector. And in the teenage sector, Jackie is

celebrated for its 30 years as a must-read for pubescent girls. For

years, the Cathy & Claire problem page introduced innocents to the

traumas of the adult world, until 1993 when the target age group was

deemed too streetwise for Jackie’s romance-led formula.

Contract publishing is represented by High Life, which wasn’t the first

magazine in its sector but, after 26 years, is still the most


And we had to include Radio Times, the original listings title which is

still a household name after 77 years. Emma Hall






Illuminated sites

Transport advertising

Moving posters

Street furniture

Ambient Spectacles

As David Bernstein notes in his book, Advertising Outdoors, the

first commercial messages probably took the form of offers etched on

Egyptian monuments. Now, as we approach the 21st century and newer

electronic media fragment, outdoor advertising may become the medium of

the next millennium.

This century has had its own outdoor landmarks. It has seen developments

of standard billboards, but also new and imaginative formats.

Billboards are the stuff of outdoor and have been with us for


The most widely used standard size is now the 6-sheet. In the UK, the

familiar billboard sizes, which have carried some of the most memorable

posters of the century such as the B&H ’pyramids’ and ’Labour isn’t

working’ executions, include 48-sheet and 96-sheet sites.

Four-sheets have become more popular in the latter half of the century,

with the emergence of street furniture as an accepted format - this

includes everything from newsstands to free-standing loos.

Adshel’s use of bus shelters and sites in shopping precincts in the UK

has resulted in the ubiquity of backlit sites and is part of the reason

why illuminated sites can lay claim to evolving a format of their


Twentieth-century technologies have also been behind the introduction of

moving outdoor formats. Multivision, according to Bernstein, was first

displayed in Sacramento in 1962. We’re now used to tri-vision sites, and

the natural progression has been towards truly moving images with famous

sites such as the Piccadilly Circus ’lights’ or big screen hoardings at

sporting events.

Catching people on the move is the holy grail of transport advertising -

another outdoor development which has come into its own. Buses and cabs

are ’owned’ by advertisers and tube trains have been redecorated by the

likes of Yellow Pages.

As the pressure increases for advertisers to cut through volumes of

advertising, unusual forms of outdoor are finding their place. The

category dubbed ’ambient’ has sprung up to cover everything from shop

floors and bus tickets to petrol pump nozzles.

The 20th-century chapter on outdoor cannot be closed without mentioning

those landmark ’spectacles’. In 1925, one side of the Eiffel Tower was

lit by Citroen, while recent projections have thrown huge images on to

institutions such as St Paul’s Cathedral and the House of Commons. Pippa



CBS Evening News with Walter Cronkite

Star Trek

General Hospital

The Guiding Light



I Love Lucy

The Tonight Show

The Price Is Right

Sesame Street

Walter Cronkite struggling to retain his composure as he tells

Americans that John Kennedy is dead is one of TV’s most moving moments.

The gravel-voiced frontman for the CBS evening news from 1962 to 1981

not only invented the role of anchorman but remains a testament to TV’s

power to inform, entertain and persuade.

US TV is without peer in the way it has imposed its culture on the


Just as Cronkite inspired a million newscasts, many other programmes are

rooted in Americana. For example, how many viewers watching the exploits

of Captain James T. Kirk and his Star Trek team realise he was based on

John Kennedy?

In many ways, Star Trek is a legacy of a TV drama tradition that

originated with soap operas. Indeed, Leonard Nimoy, the Starship

Enterprise’s emotionless Spock, was a regular in General Hospital,

America’s most-watched soap during the 60s and the series that set the

style for medical dramas.

The first soap to transfer to TV from radio was The Guiding Light in

1952. It was sponsored by Procter & Gamble which hoped the addictive,

female-orientated stories would make housewives buy its soap


Out of a largely forgettable froth rose Dallas, the Texan tale of

dynastic civil war and the most influential soap of modern times. At the

peak of its success, CBS was drawing more than dollars 2.3 million an

hour in ad revenue.

But even Dallas pales before juggernauts like Roots, Alex Haley’s

history of his family’s emigration from Africa to America, which

attracted an audience of 130 million - the largest in US TV history -

when it was screened in 1976.

Another was I Love Lucy, the first sitcom with truly international

appeal, which appeared in 1951. Starring Lucille Ball, it pioneered the

female-led comedy and was once watched by more than 60 per cent of all

US TV viewers.

Johnny Carson is the grandfather the chat show. The host of The Tonight

Show for more than 30 years was at one time responsible for 17 per cent

of NBC’s total revenues.

However, Carson’s longevity is closely matched by two other seminal

programmes: The Price Is Right, probably the first truly modern

gameshow, which made its debut on CBS in 1972, and Sesame Street, the

mould-breaking educational programme for pre-schoolers, which began in

1969 and now airs in more than 80 countries. John Tylee




Good Housekeeping




Paris Match

National Geographic


Reader’s Digest

The internet may be hailed for its ability to transcend cultural

and language barriers, but the process began long ago, when popular

national magazines hit on a formula that worked, whatever the


You’d be hard-pressed to find a brand that exudes the same glamour and

sophistication the world over as the iconic Vogue. From San Francisco to

Milan, Vogue is, and has always been, the fashion bible for millions of


For tackling sexual issues, there’s only one title - Cosmopolitan.

Established in the US in 1886, the struggling title was turned around in

the late 60s by Sex and the Single Girl author, Helen Gurley Brown.

Cosmo spoke to a new generation of sexually-liberated women with a

frankness and intimacy unknown before. Its formula has been widely


A far cry from Cosmo is Good Housekeeping, one of the first

international mass-market women’s mags. Famed for its knitting patterns

and recipes, it has been a manual of survival for homemakers throughout

the century.

The two leading men’s titles are international brands in their own


Esquire has spawned brand extensions from watches to CDs, while Playboy,

the world’s leading men’s magazine, with three million US ’readers’, is

a multimedia adult entertainment company with books, TV programming,

websites ...

Our perverse desire to gaze at the unattainable wealth of others was

recognised by one Spanish family who launched Hola!. A runaway success

throughout Europe, Hello’s hugely popular format has presented a serious

challenge to showbiz coverage by national newspapers.

Also famous for its star revelations, Paris Match is described by its

owner as the ’biggest-selling glossy news magazine in the world’. It

sells more than a million copies a week in France and has also been

launched in Spain, Portugal and Russia.

More upmarket is National Geographic. Its spectacular pictures have

fuelled a rapid international expansion. Available in ten languages, it

has a circulation of 7.6 million, 20 per cent of which comes from

outside the US.

Life is also famed for its photography stories. One of the first truly

pictorial mags, its heyday was in the 40s, 50s and 60s.

No list would be complete without Reader’s Digest, the world’s most

popular magazine. Its hallmark ’feel good’ stories command a readership

of 100 million. Lisa Campbell


The New York Times

The Washington Post

The Wall Street Journal

USA Today


South China Morning Post

Le Figaro

Asahi Shimbun

Financial Times

International Herald


The strong presence of US titles in this list represents that

country’s ability to innovate and influence the rest of the world.

The New York Times, founded in 1851, has earned its place in the top ten

for sticking to its hard news and business principles, summarised in its

famous slogan: ’All the news that’s fit to print.’ Flagging revenues

were offset by a renewed commitment to news, which led to its coverage

of the Vietnam war changing public opinion and a Pulitzer Prize in


The Washington Post is no stranger to Pulitzers with two of its young

reporters bringing down President Nixon through the Watergate


Its influence on US politics makes it one of the most influential papers

in the world.

As the US’s top newspaper in terms of circulation, The Wall Street

Journal is very influential. It rakes in ad revenue, grossing an

incredible dollars 7 million from one issue in November 1997.

USA Today was the first mainstream paper to use four-colour


Launched in 1982, it was dubbed ’McPaper’ because of its ’fast food’

style of journalism. But punchy stories and use of colour have made it

the US’s second biggest selling paper.

US success stories have had it easy compared with Isvestia. The

newspaper of the Bolsheviks, founded in 1917, its editors have undergone

execution and exile. Although a forum for Soviet power, it accommodated

the interests of ordinary people, laying the foundations for its now

democratic positioning.

The South China Morning Post, Hong Kong’s leading English-language

newspaper, is the organ of China’s reform movement and its democratic

principles earn it respect.

France’s right-wing Le Figaro has an enviable readership: about a third

of its 1.5 million readers are AB or above, and two-thirds of the heads

of households where it is read hold a management-level post, with 50 per

cent in top management.

With one of the highest circulations in the world (8.4 million for the

morning edition, and 4.3 million in the evening), Japan’s Asahi Shimbun

has a 120-year history of brave journalism. It defied the Japanese

government with its coverage of the rice riots in 1918, and in 1988

broke a bribery scandal that led to the resignation of the country’s

prime minister.

The pink pages of the Financial Times are recognised around the world

for running essential business news. Together with the International

Herald Tribune, it deserves its place because of its informed global

perspective. Francesca Newland


Alka-Seltzer: Spicy Meatballs (US)

Apple Computer: 1984 (US)

Braathens SAFE: Naked Lunch (Norway)

Chanel: Egoiste No 1 (France)

Coca-Cola: I’d like to buy the world a Coke (US)

Sony: Mating call (Netherlands)

Nike: Revolution (US)

Nissin Cup Noodle: Human ants (Japan)

Union Carbide Insulation: Watch the birdie (US)

VW Beetle: Snowplough (US)

This list is not about uniform global campaigns, because it has

long been recognised that different markets are at different stages of

maturity and customs and behaviour vary around the world. Instead it

comprises great advertising ideas - work of outstanding efficacy,

originality and visibility that has had an impact at an international

rather than just a national level.

You could say that the tradition of great VW advertising began with Bill

Bernbach’s US commercial for the Beetle: ’Ever wondered how the man who

drives the snowplough drives to the snowplough?’. The art of the

demonstration commercial is also in evidence in another of our top ten -

Union Carbide’s ’boiling the chick’ ad.

Alka-Seltzer’s humourous ’spicy meatballs’ spot features one of the

great character performances in US advertising - so much as that you can

never see an Alka-Seltzer ad without comparing it to this classic.

Famously, the US agency, Chiat-Day, originally had trouble selling the

Ridley Scott-directed ’1984’ to Apple Computer. It eventually relented

for one memorable slot on SuperBowl Sunday and the Macintosh revolution

was born.

’Egoiste’, stylishly conceived and directed by Jean-Paul Goude, showed

beautiful, angry women emulating masculine egotism with the help of

Cannes’ most famous hotel, the Carlton.

Coca-Cola was one of the first companies to embark on global advertising

and the most memorable of its commercials - based on I’d Like to Teach

the World to Sing - was an early testament to the marriage of

convenience between pop music and advertising. Made first in 1979 and

reshot in 1989 it was fathered by Bill Backer at McCann-Erickson.

The quirky advertising of Japan’s Nissin Food Products Co wins awards

with a regularity akin to that of multinational favourites such as Nike,

Sony and Coke. Its agency, Hakuhodo, came up with a themed series of ads

where prehistoric cavemen indulge in a futile search for fresh food. The

endline - ’Hungry?’ - immediately conjures up visions of Cup


Wieden & Kennedy’s ’revolution’ spot for Nike, backed by the Beatles

song of the same name, is a pristine example of the kind of work that

resulted in Nike’s sales doubling to dollars 1.7 billion between 1987

and 1989.

Only twice, at the opening and closing, was the sponsor identified, and

then in a simple billboard of the famous Nike logo. Caroline



One admission about Campaign’s international new media top ten is

that it is not global. It is American. A British scientist might have

invented the worldwide web, but it is an American story and that is

reflected in this list.

Of all the websites suggested for inclusion, was near the top

of most people’s lists, and rightly so. Having pioneered book-selling on

the internet, Amazon has taken the strength of its brand into new areas,

such as CDs, games and electrical goods.

It’s five years since, a name synonymous with the early

days of the internet, became the first site to model its business around

advertising and sponsorship, and it still continues to innovate. was the original web oasis of high-brow meets low-brow

entertainment and debate. Having won fame for its role in the Monica

Lewinsky scandal fighting Bill Clinton’s corner, it now encompasses ten


The Drudge Report is here because it shows what the internet can do in

its rawest form. It’s a six-year-old one-man show that brought the US

presidency to its knees (excuse the pun) during the Lewinsky affair -

and goes from strength to strength.

For brilliantly executed fun with headlines like ’Pudding-Factory

Disaster Brings Slow, Creamy Death To Town Below’, stands out

with its daily blasts of humour.

The Motley Fool ( is a publishing phenomenon with books,

newspaper columns and radio shows. But it is online that it has become

one of the stickiest sites around for individual investors who have

taken to its to amuse-and-enrich policy.

There were several dotcoms to choose from in the investment sector, but

for online trading on both sides of the Atlantic, the discount

brokerage, Charles Schwab, and its eSchwab unit dominates the


’I got it on eBay’ is fast on becoming common usage in the US as this

online auction site now boasts 1,600 categories of merchandise.

Harry Knowles’ Aint-it-cool-news is simply the best when it comes to

film and TV news and reviews on the web.

This list is in no particular order, but there seems little doubt that should be represented, as the number one portal is for many

where the internet begins and ends. All that, and it manages to turn a

profit. Gordon MacMillan


Advertising Age

Business Week

Personal Computer World

The Economist


Far Eastern Economic Review

Harvard Business Review

Scientific American



Two things may be immediately apparent even to the casual reader of

this page. One is that all the magazines listed as the top ten most

influential international business magazines are in the English


While several non-English language magazines were put forward

(L’Economiste and Kapital to name but two), in the end, they were not

deemed to have that genuine global impact that others in this list do.

In the final analysis, it is difficult to escape the fact that the

language of international business is English.

The other significant point is that US titles account for eight out of

the ten on the list. Indeed, the two UK titles to make the list - The

Economist and Euromoney - did so largely on the back of their success in

the US market. In The Economist’s case, its US sales now outstrip those

in the rest of the world by far. Euromoney dominates its sector - the

international capital markets - to such an extent that it was able in

1997 to buy its only serious rival, the US-based Institutional


There is no avoiding the fact: US dominance of this list reflects US

dominance of the world economy.

What can we say about the actual titles in this list? Variety and W,

dailies covering the entertainment and fashion businesses respectively,

are simply legends inside their industries. More than that, they define

their industries to outsiders. Indeed, if you had to pick one trade

magazine that the man in the street has heard of, it would be


Harvard Business Review is no longer a dull, academic tome but a

must-read for captains of industry, agilely combining authority and

credibility without descending into worthiness. If you want to find out

what the business leaders are thinking, its pages will tell you.

Personal Computer World’s genius was to spot the rise of the computer as

a business tool and to capitalise on it, fathering a whole genre of

door-stopping computer magazines in probably the richest (and most

competitive) publishing sector in the world. Business Week prospers from

its generalist stance in a business-mad and business-literate country,

week after week producing insightful and challenging analysis of

corporate America and, increasingly, business around the world.

As for Advertising Age, we must acknowledge our debt to the grandfather

of advertising trade magazines and the barometer by which we measure our

own fortunes. Dominic Mills.

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