In response, the team devised the "De-Face The Face" competition which invited readers to deface any cover of The Face. Stella McCartney, Elaine Constantine and John Galliano judged the 1,000 entries and the winners were published in an A4 supplement. Tango also sponsored the Mongo hotline in Mixmag.
Another challenge to the team came from Kronenbourg which was seeking "a concept that hardly focuses on the brand at all, but rather the emotions behind the label on the bottle". Using subtle branding - one logo per spread - the team devised two eight-page lingerie advertorial shoots with an insider's guide to "after dark" Paris for Arena and FHM. The ratecard value of the deal was £200,000.
Ford's brief to Emap Creative Solutions was to re-invigorate the Ford Ka. Through a bootleg mixing competition through The Face, Mixmag, Kiss FM, Big City, mixmag.net and fhm.com, the team was able to utilise Emap's multiple platforms and provide the brand with a deal with a ratecard value of £1 million. Other examples of such forward thinking include the FHM/Fosters Pit Girls and Southern Comfort's Comfort Zone in FHM.
Clients have certainly been impressed with Emap Creative Solutions under the skilful direction of James Hayr, which supports the findings from an NFO survey revealing that 40 per cent of agencies thought that Emap Advertising offered the most creative solutions out of all of the big consumer magazine publishers.
Jo Loader, the advertising manager at House of Fraser, comments: "The quality of creative work coming out of the department allied to their imaginative use of international locations all adds to the market's understanding of the House of Fraser brand. Something we're seeing turned into tangible rewards in the stores."
A commendation is awarded to IPC Ignite!, not least for its work with Miller Genuine Draft and the NME - the largest single brand media deal in the history of IPC Ignite!.
John Botia, the brands director at Scottish Courage, confirms: "They are genuinely committed to our ongoing partnership."