Naked takes gold for 118 118 at Media Awards

LONDON - Naked triumphed at last night’s Campaign Media Awards, taking the Campaign of the Year accolade for its work on The Number 118 118.

The campaign, which won the gold award at last night's Capital Radio-sponsored event, has achieved almost double the awareness (82 per cent) of rival directory enquiries players such as BT and Conduit since its launch this August.

The campaign involved hired actors, 118 logo vests being given away and street-based media to spread the word of the moustachioed runners. The campaign, with creative by WCRS, was also awarded Best Total Communications Programme.

Tony Ball, the former chief executive of BSkyB, was heralded Media Achiever of the Year. Ball, who resigned this September, increased Sky Digital’s subscribers to seven million and generated £3.19 billion in revenue since he was appointed in 1999.

Of the sales teams, Freeserve was awarded Broadcast Sales Team of the Year for a performance that saw sales up by 54 per cent and the company’s annual revenue target hit by August. Emap Advertising Magazine won Best Print Sales Team of the Year, celebrating revenues up by 13 per cent and yield up by 6 per cent. For the second year running, Best Outdoor Sales Team went to JCDecaux, with an impressive record of innovation and sales success.

The chairman of the judges, Mark Cranmer, the Starcom MediaVest group chief executive, EMEA, commented: “There is much to celebrate in this year’s winning work.”

However, he cautioned against “becoming overexcited by balloons, whistles and bells” and lamented the “absence of TV case work”. He added: “We really should try harder on the tougher, bigger issues.”

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