MEDIA CHOICE: Craig Harris, the sales director at Pearl & Dean Advertising, picks Mercedes' ads in The Observer Sport Monthly

"Although I have to admit that I'm already a fan of The Observer Sport Monthly proposition, I really enjoyed reading its current special supplement produced in partnership with Mercedes-Benz. I found it rewarding for two main reasons.

"First, the supplement showcased a set of amazing sporting photographs, both past and present, coupled with interesting pieces of background editorial on how the photographs came about.

"The second reason was because the Mercedes-Benz presence strongly complemented the piece, based upon its 'some people are just better at movement than others' theme. This cleverly struck a balance between achieving standout while not being too overbearing or obvious.

"Reader interaction was encouraged via an online voting mechanic coupled with the chance to win tickets to the Rugby World Cup, which I promptly entered. Fingers crossed."

Client: DaimlerChrysler

Medium: All ad sites in special OSM supplement

Media planning and buying: Andy Aston and Louise Reid at BJK&E

Media Creative: CDD

Brief: Extend the proposition of: 'Some people are just better at

movement than others.' Develop a media partnership, celebrating those

who excel at sport


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