Campaign Media Awards 2006: Best Media and Entertainment Campaign

WINNER
Title: Bringing Animation Shorts Back To The Cinema
Media agency: MediaCom
Media director: Luke Bozeat
Account director/media planner: Catherine Aylward
Creative agency: Turner in-house
Creative directors: Tom Pallai, Lee Medcalf, Dan Ralph
Client: Turner
Brand/product: Cartoon Network
Marketing director: Nibs Dearsley
Media/brand manager: Sarah Jane Garner

Children watch programmes not channels, so Cartoon Network wanted to create some new destination shows. Since Cartoon Network is banned from advertising on terrestrial TV, but 94 per cent of children visit the cinema in a given year, animated shorts in the cinema was the perfect choice. In the month after the first burst of activity in cinemas over the Easter Holiday, impacts on Cartoon Network rose by 3 per cent and Foster's Home for Imaginary Friends is now the biggest show on the channel.

COMMENDATION
Title: Today's Golfer UK's Worst Golfer Campaign
Media agency: Emap Active
Creative director: Sue Holt
Client: Emap Active
Commercial director: Sue Taylor

Today's Golfer redefined its brand essence as "helping you raise your game" to try to improve awareness and customer loyalty. The magazine ran a UK's Worst Golfer competition, where readers could nominate themselves or a friend to receive tuition from the professionals and invited all readers to receive a free game improvement. The campaign was amplified by more than £70,000-worth of PR, including coverage on the BBC and resulted in a 23 per cent rise in frequency of purchase, with the magazine recently recording its highest circulation ever.