CAMPAIGN MEDIA AWARDS 1998: Campaign Gold Award - Best Media Campaign of the Year - Yellow Pages

Media Agency: New PHD

Media Agency: New PHD

Media Director: Katherine Almond

Account Planner: Lucy Edge

Creative Agency: Abbott Mead Vickers BBDO

Creative Director: Peter Souter

Account Director: Graham Brown

Client: Yellow Pages

Brand/Product: London

Marketing Director: Nigel Marson

Media/Brand Manager: Alan Doyle

The object of the campaign was to reverse the decline in the use of

Yellow Pages in London, particularly among young, socially active and

reasonably affluent people. Media and creative were designed to work

together to surprise at every turn. The campaign majored on the

Underground, using a fully liveried train as well as escalator arches,

platform banners, tube tickets and cross-track 12- and 48-sheet posters.

It was supported with above-ground ads using taxis, buses and roadside

six-sheet posters. This was supplemented by TV and radio sponsorships,

postcards and press, as well as sponsorship of Underground maps and


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