- Channel 5's chief executive David Elstein scooped the award for media achiever of the year, while New PHD's Yellow Pages won the best media campaign of the year at Campaign's inaugural Media Awards, presented at the Park Lane Hotel in London last night.
Eleven awards were given out in all as the Campaign Awards sought to highlight the importance of media to marketing communications.
Elstein won the Campaign Gold Award for successfully shaking up the TV marketplace with the launch of Channel 5 in March 1997.
The Yellow Pages campaign, which was designed to reverse the decline of Yellow Pages use in London, was concentrated in the London Underground, embracing fully liveried trains, escalator arches, platform banners, tube tickets, maps and wallets as well as posters. This was supported by TV and radio sponsorships, postcards and press advertising.
Best sponsorship was awarded to MediaCom's Nicotinell campaign, which again ran on the Underground. The placement of Nicotinell messages below no smoking signs reached one million commuters each day. Two pieces of work were commended in the category: Drum PHD's Things to Come series for Equitable Life and Broadcast Innovation's Pepsi Chart on 5.
Best one-off stunt went to Ammirati Puris Lintas for its Peperami campaign during the World Cup. An actor in Peperami animal costume achieved widespread tabloid coverage through his exploits during the England team's final training session, as well as in five other stunts. Mediapolis's Playtex stunt on the Chris Evans breakfast show was commended.
Yellow Pages won best use of outdoor, while McDonald's step risers by Leo Burnett and BMP Optimum's Sony batteries campaign were commended.
Manning Gottlieb Media's Nike campaign won the best use of radio. Wieden & Kennedy's copy, which reflected a runner's thoughts, was focused on the 6-7am time slots to target runners who get up earlier than most people in order to run before going to work. Blockbuster UK's radio campaign, by Media Solutions Group and TBWA GGT Simons Palmer was commended.
Blockbuster UK picked up the best use of press award with its campaign for the film, Romeo & Juliet, which sought out its core target market through innovative and light hearted ads in lonely hearts and problem pages. Wallis's "dress to kill" campaign by Motive Communications and Virgin Atlantic's Eurostar ticket offer by Manning Gottlieb Media were both commended.
Best use of television/cinema was awarded to the Media Business Group's Brita campaign, which was the brand's first national TV campaign. It was aimed at UK housewives with ads placed strategically in centre breaks of certain programmes and end breaks. The two commendations were for Mediapolis's Nasdaq TV campaign and Motive's Polaroid "live for the moment" ads.
Mediapolis picked up best use of new-media for its Orange internet campaign, where partnerships were built with a series of hand-picked sites and tailored material built on Orange's "vision for the future" theme. Blockbuster's campaign by Media Solutions on Teletext was commended.
The best use of mixed media was awarded to Universal McCann's work for Avanti, which boosted its appeal among a more affluent and discerning audience. BMP Optimum's 17 cosmetics media strategy and Motive's Stella Artois campaign were both commended.
Motive's Polaroid work was voted best international campaign. It ran in 19 countries across Europe. BJK&E's Financial Times work and MediaCom IS&C's Nokia 6110 launch were commended.