FCA! this week unveiled its debut work for the Central Office of
Information with an integrated campaign to encourage entries for the
1999 Queen’s Awards.
FCA! won the account in February after a three-way pitch against Mellors
Reay & Partners and Maher Bird Associates. The campaign challenges UK
businesses to ask themselves: ’Is your business good enough?’, and
comprises press advertising, trade inserts and a cold-prospect mailing
to 80,000 businesses. New technology enabled the copyline to be
personalised on each of the 80,000 pieces.
The word ’good’ is incorporated into the Queen’s Award logo on all the
communications to reiterate that only businesses that reach the highest
standards will be allowed to use the Queen’s Award emblems.
The awards are divided into three categories, covering the environment,
exports and technology. The winners are entitled to use the emblem for a
set number of years.
Shaun McIlrath, the joint creative director of FCA!, said: ’The work is
in keeping with the revitalisation of British business. Issuing a
challenge to businesses reflects the prestige of the scheme.’
The art director, Brian Storey, and the copywriter, Xanthos
Christodoulou, produced the work - their last for FCA! before a brief
spell at Craik Jones Watson Mitchell Voelkel (Campaign, 23 March) -
after which they joined the start-up, Harrison Patten Troughton Brand
Response (Campaign, 3 April).
Media planning is by Optimedia and buying by MediaVest.