MEDIA CHOICE: Ian Darby, Campaign's media editor, selects tactical activity by the cough treatment Veno's, in last week's national press

"Tactical activity is ten-a-penny but it's not often carried off with the wit and style of this Veno's campaign. Grey developed amusing creative to place in national newspapers around extensive coverage of the Crown Court trial of Major Charles Ingram, accused of using a coughing accomplice to cheat his way to the top prize on Who Wants to be a Millionaire?.

"The creative message, using lines such as 'Who doesn't want to be a millionaire?' and 'Who wants to beat a tickly cough?', was a great fit alongside editorial in papers including The Sun, Daily Mail, Daily Express and Daily Mirror.

"Quick thinking has provided the opportunity for Veno's to be associated with one of the most talked-about stories of the moment."

Client: GlaxoSmithKline

Medium: National press advertising

Media planning and buying: Kim Iwanczyszyn at MediaCom

Creative: Grey

Brief: Generate exposure for the Veno's brand by linking it with the Who

Wants to be a Millionaire? court case