MEDIA CHOICE: Debbie Morrison, the director of membership services at ISBA, the advertising trade body, chooses an advertisement for the Pentax Efina T

’In case you hadn’t noticed, the Queen Mother had something of a birthday bash last week. It was the kind of feel-good event that most advertisers fall over themselves to be part of.

’In case you hadn’t noticed, the Queen Mother had something of a

birthday bash last week. It was the kind of feel-good event that most

advertisers fall over themselves to be part of.



’Hats off then to Pentax which helped itself to a size-able chunk with

this cheeky little strip ad, created by Publicis and Optimedia.



’Sitting at the foot of the back page in The Express’s Queen Mother

picture tribute, it commandeered the accompanying shot of the Queen

Mother sitting in her garden on her 95th birthday by Norman Parkinson

and gave Pentax a whole page, top photographer ad for the cost of a

strip. These small spaces may not be everyone’s cup of tea, but with the

right ad in the right place at the right time, tactical small space can

blow you away with the best of them.’





Client Pentax



Medium Press



Media planning and buying Kylie Shelley, Optimedia



Creative Publicis



Brief Build awareness of the Pentax Efina T, by using tactical

advertising which then associates Pentax with strong photographic

visuals taken by the media to illustrate key events.



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