Title: The big occasion
Media Agency: Optimedia
Media Director: Mark Waugh
Group Directors/Media Planners: Nilufar Fowler, Nadine Fragosa
Creative Agency: Publicis
Creative Team: Mark Fretton (copywriter), Mike Sequeira (art director)
Account Director: Hugh Kellett
Account Planner: Mike Wade
Client: Pentax UK
Brand/Product: Pentax Photographic
Marketing Director: David Cowperthwaite
Media/Brand Manager: John Dickens
Title: Creating brand guardians
Media Agency: Starcom Motive
Media Director: Ago di Falco
Media Planner/buyer: Katie Portno
Marketing Director: Sylvie Condette
PENTAX - THE BIG OCCASION
Optimedia's challenge was to devise a media strategy that modernised Pentax and promoted its range of compact cameras.
Its solution was to capitalise on the importance of a camera at big occasions in people's lives by identifying key photojournalistic events and advertising around them. Front-page 7cm-strip ads were bought around events such as Sampras winning his seventh Wimbledon title - using the strapline 'Make sure every shot is an ace', England beating Germany at football with the strapline 'Make sure every shot counts', and, most notably, the Queen Mother's birthday with the strapline 'Captured everyone's favourite mum'.
Pentax exceeded its Christmas 1999 and first half 2000 sales targets by more than 30 per cent and the strategy has been repeated throughout 2000.
CAFEDIRECT - CREATING BRAND GUARDIANS
Starcom Motive opted to form a partnership between Cafedirect, the leading Fair Trade coffee brand, and a like-minded media brand - The Guardian - in a bid to create brand guardians to whom Cafedirect values and attitudes would appeal. The campaign focused on a launch day in which each section of the newspaper carried advertising. In addition, advertorials and a sponsored column explained the brand's story and a competition encouraged consumer involvement. As a result, sales rose across the Cafedirect range.