CAMPAIGN MEDIA AWARDS 2001: Has media come far enough?

Welcome to the Campaign Media Awards 2001. These are the fourth

Awards and a credible barometer of the state of media thinking and

ingenuity.



There can be no doubt that media has come a long way since the days when

the choice of where to advertise was usually a matter of gentlemanly

debate between client, account director and creative director. Thank

goodness for that. The question is, has it come far enough?



Of the 230 entries this year, there were very few complete duds - though

why should there should be any at all? Overall, the judges felt that the

media activity on display was professional, competent, well-executed and

well-presented. Entries came from a wide spread of agencies and category

winners (and many runners-up), were good submissions and well-deserving

of their prizes and commendations.



Truly sparkling case histories were, however, thin on the ground.

Workmanlike and skillful - in abundance; bold and fresh - too few. "Too

much of exactly what you'd expect," one judge said.



I guess the entries that excited us the most were those that pursued an

idea beyond the bounds of conventional media. These were those that

linked media in different and provocative ways, that really nailed the

evidence for success, that opened up opportunities for new creative

executions, and - let's be honest - that were stimulating and fun to

read. Some of the best papers made us laugh.



So, congratulations to all the winners and particularly to the Gold

winner, which hit the spot with all the judges. I think we can be

confident that our industry is in good shape and that the best is very

good indeed - even if it is not yet abundant enough.



My thanks to Campaign and especially to the judges whose experience,

nous and exacting standards made the judging process both challenging

and fun.



THE JUDGES

Stef Calcraft - Partner, Mother

John Harlow - Partner, Naked Communications

David Patton - Marketing Director, Sony PlayStation

Martina King - Managing Director, Yahoo! UK & Ireland

Simon Mathews - Managing Director, Optimedia

Robert Campbell - Creative Director, Rainey Kelly Campbell Roalfe/Y&R

David Fletcher - Vice-Chairman, CIA UK

Douglas McArthur - Chief Executive, Radio Advertising Bureau

Ann Franke - Vice-President, European Petcare Marketing, Pedigree Foods

Simon Marquis - Chief executive, Zenith UK (Chairman of the Judges)

Nick Manning - Chief Executive, Manning Gottlieb Media

Nick Emery - Chief Strategy & Planning Officer, MindShare

Kimberley Fortier - Publisher, The Spectator



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