CAMPAIGN MEDIA AWARDS 2001: The Lipton Fleming Award - Best Strategic Idea by a Media Owner in Press

Nike "Run London"

The Metro team won the pitch to be the exclusive press partner for the

Nike Run London's campaign as 70 per cent of Metro readers are keep fit

enthusiasts who are in sedentary office jobs. Metro's ideas included a

four-page guide to preparing for the Nike run as well as a training

schedule and the programme of training runs. The campaign was a success,

with the 10,000 places available for the ten-kilometre run being taken

up within just five days of the campaign breaking.

Jack Gold at Nike UK said: "The event tied in perfectly with Metro's own

editorial values and approach to their readers. Metro was an integral

part of our multimedia campaign."

The Sun's Striker and Virgin Mobile

The Sun's Striker cartoon strip football team was launched in April as

the first virtual team with a commercial sponsor, Virgin Mobile.

Research from the first week showed 26 per cent sponsorship awareness of

the Virgin Mobile brand, whereas Vodafone's high-profile sponsorship of

Manchester United registered only 24 per cent.

"It's time to leave the country"

The Metro team pitched a three-pronged approach that allowed consistent daily exposure to Metro's affluent urban

audience. This included sponsorship around the weather and the

horoscopes in the newspaper, as well as Metro Life's guide to cities

across the world. The final part was placing ads in Travel Metro. All

three elements were branded with the campaign's slogan: "It's time to

leave the country."


Title: Nike "Run London"

Media Agency: MindShare

Media Planner: David Wilding

Creative Agency: TBWA/London

Client: Nike (UK)

Brand/Product: Nike "Run London"

Communications Director: Jack Gold

UK PR Manager: Jack Gold


Title: The Sun's Striker and Virgin Mobile

Media Owner: News Group Newspapers

Advertising Director: Ian Clark

Advertising Manager: Liam Reynolds

Media Agency: Manning Gottlieb Media

Media Director: Matt James

Account Director: Andrew Stephens

Client: Virgin Mobile

Marketing Director: James Kydd


Title: "It's time to leave the country"

Media Agency: Booth Lockett Makin

Media Planners: Adam Shoefield, Michael Aneto

Creative Agency: TBWA/London

Client: Thomas Cook

Brand/Product: Thomas Cook

Marketing Director: Alexa Clark

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