Media Awards 2008: The winners

We honour the year's best work in media and the people whose creativity has belied a turbulent period for the industry.

Campaign's Media Awards have always been more about great creative media thinking applied to a business objective than opportunistic deals or nifty tactical planning. With 2009 shaping up to be one of the most challenging in adland memory, clever, considered and creative thinking has never been more vital.

Thankfully, over the years, the media industry's claims to creative thinking have flourished and clients are ever more willing to trust their media partners' creative instincts. The entries into this year's awards offer yet more evidence of this trend.

It would have been nice to see more agencies championing the power of creative media thinking. Still, as you read through the full list of winners and their work in our online awards book, you'll find plenty of inspiration to fuel new thinking next year.

As for the media owners picking up best-in-class awards for their sales teams, it's clear that the planner/seller is becoming a force to reckon with. It's not hard to imagine a time when creative media sales teams might frequently end up cutting out the media agency middle man altogether.

And now for a word from our eminent chairman of the jury, Nigel Sharrocks, the chief executive of Aegis Media Northern Europe.

He is certainly in no doubt about one thing: "The media industry has never been one for the fainthearted and this is particularly true during these testing economic times. Nevertheless, it remains a fantastically exciting time to be in our industry. Digital technology is changing everything and in ways and at a speed that could never have been imagined just a few years ago.

"As we move from the relatively simple, process-driven analogue world of the past and into the much more creative, complex and multi-faceted digital world of the future, it's great to see the industry rising so well to this challenge. These awards represent the very best of the latest thinking, and do a great job in showcasing this new world."

Congratulations to all our winners. Visit www.campaignmediawards.com for a roll-call of all the honours.


Title: Gordon's & Gordon

Media agency: Carat

Client: Diageo

Brand: Gordon's Gin

The gin market is becoming increasingly competitive with new, boutique brands muscling in on territory once held by more familiar names such as Gordon's. Gordon's wanted to encourage infrequent gin drinkers to choose the brand over competitors by improving its perception as the best-tasting gin. Gordon Ramsay was signed as the brand ambassador, and Carat negotiated every aspect of the deal, making sure that the campaign ran across a variety of platforms tying in with the campaign's aims. This included sponsorship of Ramsay's Kitchen Nightmares on Channel 4, a striking poster campaign and pouring rights for Gordon's Gin at all Gordon Ramsay restaurants. Perception among the target audience that Gordon's Gin was the best-tasting gin rose by 44 per cent.

TV SALES TEAM OF THE YEAR: Viacom Brand Solutions

Changes in regulations have meant a tough time for television advertising, especially for broadcasters to younger markets. However, Viacom Brand Solutions, whose channels include MTV and Nickelodeon, has shown that it can adapt and innovate for profit.

After the ban on junk-food advertising, it launched "Force for Good", an initiative aimed at attracting ethically sound businesses to show that TV advertising makes a positive contribution to society.

The company backed this initiative by offering pound-for-pound value to advertisers, as well as producing their copy and researching each campaign's effects. As a result, ten advertisers have joined up, five of which are new to television.

Its creative campaigns included Clean & Clear's sponsorship of My Super Sweet 16; bespoke copy for MTV viewers and an online safety guide to promote fire safety for COI; and a family event in conjunction with Nick Jr to promote Vauxhall.


Over the past 12 months, The Mail on Sunday has grown its share of Sunday newspaper ad revenues to 25 per cent against a circulation share of 18.5 per cent.

Its creative solutions team has generated more than £3.5 million additional revenue this year. This was done by creating winning projects for clients such as Sainsbury's, Toyota and HP, and working across the Daily Mail & General Trust portfolio of brands.

For the first time, advertiser-funded content has been permitted, with campaigns created for Bonne Maman in its women's magazine, You, and for Hugo Boss in its men's magazine, Live. Another first was a coverwrap on You, sold to Marks & Spencer.

Getting advertisers off the phone and out of the office has also paid dividends. The Live columnists Piers Morgan and James Morgan attended a number of lunches and dinners with clients, resulting in the arrival of new, premium advertisers, including Bang & Olufsen, Dolce & Gabbana and Porsche.


The Create team, which provides clients with bespoke commercial opportunities across the Telegraph Group's brands and platforms, has taken the Cross-Media Sales Team of the Year gong for the second year running after delivering creative advertising solutions and year-on-year growth.

This year, the team has delivered more than 200 campaigns, with judges particularly impressed with the Volkswagen Passat work that centred on a podcast featuring the veteran performer Clive Anderson. Each episode of The Anderson Files was downloaded by around 175,000 people.

Creativity was supported by a solid year financially, with revenue up 16 per cent in the year, despite a tougher environment.


CBS Outdoor has had a good year in a declining market, with 8 per cent growth in business.

Bus advertising has been one growth area, after a project launched by the sales team called The Road To Enlightenment, a UK-wide survey on attitudes to bus advertising.

Digital revenues, meanwhile, have grown more than threefold, following investment in digital escalator panels, LCD screens and cross-track projection.

New clients have included Fiat, Camelot and Orangina, while sponsorship revenue has grown as brands such as Ikea and thelondonpaper seek to reach commuters through innovations including the busker sponsorship and branded Tube pass wallets.


Alive, the dedicated digital team at CBS Outdoor, has built its business on innovative ideas and thought leadership, leading to a rise in revenues of 350 per cent for the year.

This comes against a backdrop of the launch of the first 175 LCD screens across London Underground and the new XTP ad format, which has been embraced by the likes of Nestle, Sky and Paramount Studios.

Among the clients that have taken advantage of digital's increased flexibility of timing and creative opportunities are McDonald's, pushing its deli sandwiches during the daytime; Marks & Spencer, with a "countdown to lunchtime" push; and the Evening Standard, which has been using the format to feed breaking news on its ads.


One of Bauer Media's radio division's major projects for the year has been re-energising Kiss, with brands including Visa and Wrigley Fusion signing up to advertise. The sales team has also created the branded event Kiss Does Summer on the Coke Side of Life.

Going beyond traditional radio airtime sales has been key to its success. Another event saw the reins of 22 stations handed over to kids for the charity Save The Children.

On Magic 105.4, highlights included a six-month campaign for Dove and a year-long deal with More Than to sponsor the Magic 105.4 Indulgence Shows.

Bauer credits some of its success to its Inside Panel, which gives clients access to a 10,000 consumer opinion panel.

Alcoholic drinks
Title: Gordon's & Gordon
Media agency: Carat
Client: Diageo
Brand: Gordon's Gin

Automotive, aerospace and marine
Title: Volkswagen Observer Film Quarterly
Media agency: MediaCom
Client: Volkswagen
Brand: Volkswagen

Fashion, beauty and healthcare
Title: Aquafresh Kids
Media agency: MediaCom
Client: GlaxoSmithKline
Brand: Aquafresh Kids Range

Financial, corporate and utilities
Title: Sun: Expats
Media agency: Profero
Client: HBOS
Brand: Halifax International

Grocery, soft drinks and household
(Joint winners)
Title: Twix + Tea
Media agency: MediaCom
Client: Mars
Brand: Twix

Title: Go Skittle Yourself
Media agency: MediaCom
Client: Mars
Brand: Skittles

Title: Mars Balls
Media agency: MediaCom
Client: Mars
Brand: Mars Bar

Title: Galaxy Reading
Media agency: MediaCom
Client: Mars
Brand: Galaxy

IT and Consumer Durables
Title: O2 Orgy Of Fun
Media agency: ZenithOptimedia
Client: O2
Brand: O2

Media and Entertainment
Title: Cookalong With Gordon Live
Media agency: OMD UK
Client: Channel 4
Brand: Cookalong With Gordon Live

Public Sector and Charities
Title: Don't Drink And Drive
Media agency: Carat
Client: DfT THINK!

Retail and Shopping
Title: Divided By H&M
Media agency: Universal McCann
Client: H&M
Brand: Divided

Total Communications programme
Title: Ariel Turn to 30
Media agency: ZenithOptimedia
Client: Procter & Gamble
Brand: Ariel

Travel and Leisure
Title: Mercurial Vapour lV
Media agency: Mindshare
Client: Nike
Brand: Mercurial Vapour lV