Channel 5’s chief executive, David Elstein, scooped the award for
media achiever of the year, while New PHD’s Yellow Pages won the best
media campaign of the year at Campaign’s inaugural Media Awards,
presented at the Park Lane Hotel in London on Monday night.
Eleven awards in all were given out, as Campaign’s jury, under the
Zenith Worldwide chief executive, John Perriss, sought to highlight the
importance of media to marketing communications.
Elstein won the Campaign gold award for shaking up the TV market after
the launch of Channel 5 in March 1997.
The Yellow Pages campaign, designed to reverse the decline of Yellow
Pages use in London, was concentrated in the Underground, embracing
fully liveried trains, escalator arches, platform banners, tube tickets,
maps and wallets as well as posters. This was supported by TV and radio
sponsorships, postcards and press advertising.
The best sponsorship award was handed to MediaCom’s Nicotinell campaign,
which also ran on the Tube, while best one-off stunt went to Ammirati
Puris Lintas for its Peperami campaign during the World Cup.
Yellow Pages won best use of outdoor, while Manning Gottlieb Media’s
Nike campaign won the best use of radio for a campaign that used early
morning slots to target runners.
Blockbuster UK picked up the best use of press award with its campaign
for the film, Romeo & Juliet.
The best use of TV/cinema prize went to the Media Business Group’s Brita
campaign, the brand’s first national TV campaign. Mediapolis picked up
best use of new-media for its Orange internet work.