CIA Medianetwork triumphed in the TV conference’s first TV
Advertising Effectiveness Awards, beating four other agencies to the
CIA took the honours for its work on the launch of Daewoo cars into the
UK from April 1995 to December 1996, co-ordinated by the CIA account
director, Greg Grimmer, and the account planner, Matt Andrews.
The initial media strategy for the four ads explaining the Daewoo
proposition was that of dominating individual viewing occasions for
individuals within the target market.
Qualitative research showed that the greatest communication effect would
be generated by exposing the series of four ads within a single
CIA’s Convict software identified programmes with higher viewer loyalty
across breaks - those where the ad sequence would get fullest exposure
and those that would add cover to the schedule as a whole.
By the second phase of the campaign, 79 per cent of viewers claimed to
have seen advertising for Daewoo, 65 per cent of this from TV. In terms
of sales, Daewoo’s was considered the most successful in the car market
Grimmer said: ’The bold television strategy was deliberately different
to make Daewoo stand out from other car advertisers. Winning this award
emphasises CIA Medianetwork as a leading full-service media agency.’
Richard Burdett, the vice-president of sales and marketing at Flextech,
said that the award ’demonstrated how, used effectively, TV can help
clients’ ads work harder’.