CAMPAIGN MEDIA AWARDS 1998: The Phonesites Award - Best Use of Outdoor - Yellow Pages

Yellow Pages

Yellow Pages

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


McDonald’s step risers

An alternative to expensive outdoor sites, the campaign ran in London’s

West End directing people to local restaurants.

Sony batteries

A focused media approach, this targeted the large number of personal

stereo users on the Underground by advertising on tube car panels.


Title: Yellow Pages

Media Agency: New PHD

Media Director: Katherine Almond

Creative Agency: Abbott Mead Vickers BBDO

Creative Director: Peter Souter

Account Director: Graham Brown

Account Planner: Lucy Edge

Client: Yellow Pages

Brand/Product: London

Marketing Director: Nigel Marson

Marketing Manager: Alan Doyle


Title: McDonald’s step riser

Media Agency: Leo Burnett

Media Director: Gerry D’Angelo

Client: McDonald’s Restaurants

Brand/Product: McDonald’s

Marketing Director: John Hawkes

Regional Marketing Consultant: Tom Shelston


Title: Sony batteries

Media Agency: BMP Optimum

Media Director: Paul Taylor

Media Strategy Manager: Harriet Frost

Creative Agency: BMP DDB

Creative Director: Larry Barker

Account Director: Richard Morris

Account Planner: Jane Cunningham

Client: Sony UK

Group Communications Manager: Geoff Muge.

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