WINNER Title: Chip And Pin: The Power Of The Third Voice Media agency: ZenithOptimedia Account director/media planner: Catherine Becker Creative agency: Saatchi & Saatchi Account director: Peter Lovatt Account planner: Howard Roberts Client: Chip and Pin Marketing director: Gary Hocking
It was billed as the biggest change in retail since decimalisation. To launch "Chip and Pin", ZenithOptimedia identified four elements to a campaign: awareness, inform, reassure and prompt. It identified relevant media to achieve these four goals. TV for the awareness element of the campaign, press to inform consumers in more detail about Chip and Pin, radio to reassure users about the changes and, later in the process, outdoor to prompt users to act. Media activity for the Chip and Pin launch married with the creative message and, as a result, 95 per cent of the UK population now know about Chip and Pin.
COMMENDATION Title: Cable & Wireless Media agency: Total Media Direct Media director: Lucas Brown Account director/media planner: Lucas Brown Creative agency: JWT Client: Cable & Wireless Brand/product: Business Marketing directors: Mark Quartermaine (previous), Rance Hesketh (current) Media/brand managers: Mark Davis (previous), Graham Ryan (current)
Cable & Wireless was given the chance to make up some ground in the telecommunicstions sector, dominated by BT, with help from a media partnership with The Times. Total Media Direct's chosen mediums for its client ranged from sponsored supplements, the Timesonline
website and a live event - the Times Power 100 dinner. Following the campaign, a survey that ran in The Times showed 52 per cent of readers agreed that BT should be concerned about Cable & Wireless as a challenger for their business.