CAMPAIGN MEDIA AWARDS 2003: The Financial Times Award - Best Financial and Corporate Campaign

WINNER Title: Barclays Farmers Media Agency: Starcom Motive Media director: Jez Groom Account director: Howard Watson Client: Barclays plc Brand/product: Agricultural Switchers Marketing director: Simon Gulliford Media/brand manager: Rebecca Richards

Farmers are potentially high-value business customers for banks, but research showed they are wary of financial corporations. To win their trust Barclays inserted maps of London into the farming bible Farmer's Weekly ahead of the Royal Smithfield Show - the farming event of the year. The maps made navigating London easier for out-of-town farmers who were attending. Outside the show itself, all available outdoor sites were bought and branded trucks were driven around the exhibition hall throughout the event.


Title: AA brand campaign

Media agency: Manning Gottlieb OMD

Media director: Ron Mudge

Media planner: Liz Bousfield

Creative agency: M&C Saatchi

Creative director: Simon Dicketts

Account director: Jeremy Hemmings

Account planner: Bridget McGann

Client: AA

Brand/product: Brand support

Marketing director: Clare Salmon

Media/brand manager: Cathy Billett

Awareness of the AA's "Just AAsk" strapline shot up to 80 per cent following this campaign. Its relaunch as a brand that offers a broad range of motoring services focused on outdoor, "the motorist's medium". Bus rears, six-, 48- and 96-sheet posters and car park booms were used with creative tailored to each site. Bus rears ads integrated the bus number into the message while one roadside banner in Scotland read: "Can getting to Dundee be a piece of cake?"

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