SUPPLEMENT: APG CREATIVE PLANNING AWARDS; Sponsored by Millward Brown: International Campaign: Gold

Winners: Karen Hand, Cindy Gallop Agency: Bartle Bogle Hegarty Creative Director: John Hegarty Art Directors: Steve Hudson, Tiger Savage Copywriters: Victoria Fallon, Paul Silburn Client and Product: Polaroid (See Grand Prix, above)

Winners: Karen Hand, Cindy Gallop

Agency: Bartle Bogle Hegarty

Creative Director: John Hegarty

Art Directors: Steve

Hudson, Tiger Savage

Copywriters: Victoria Fallon, Paul Silburn

Client and Product: Polaroid (See Grand Prix, above)



Silver



Winner:Derek Robson

Agency: Bartle Bogle Hegarty

Creative Director: John Hegarty

Art Directors: Tiger Savage, Tim Ashton

Copywriters: Paul Silburn, John McCabe

Client: Hugo Boss

Product: Hugo Boss clothes



Hugo Boss was the fashion brand of the 80s as, through product placement

and sponsorship, it became synonymous with the decade. By 1993 it was no

longer appropriate to parade the brand’s power and success. Hugo Boss

was in danger of becoming unfashionable - a considerable problem for a

fashion brand.



Planning set out to define the essence of the Hugo Boss brand. The first

constituent was respect for the product. The second, which was

relatively unknown, was Hugo Boss’s heritage in the world of work. The

company originally produced overalls and uniforms and its mission in the

70s and 80s was ‘working clothes for the professional manager’. Planning

fused these two attributes to form a simple positioning - Hugo Boss was

‘made for work’. This helped to redefine the brand’s essence and

ultimately reposition it into a less competitive market called

‘workwear’.



Bronze



Winners: Drusilla Gabbott, Richard Huntington

Agency: Abbott Mead

Vickers BBDO

Creative Director:David Abbott

Art Director: Paul Brazier

Copywriter: Peter Souter

Client and Product: Delta Airlines



Critical to this campaign was challenging the received wisdom on which

Delta’s European advertising had been based, not least the belief that

German business travellers (Delta’s largest market) were uniquely

rational and information driven.



Planning was central in defining the advertising task and then

recognising and defining the type of creative idea that was required. At

every stage, planning involved consumers but only to inform the process

rather then to lead it.



Commendation



Winner: Will Collin

Agency: BMP DDB Needham

Creative Director: Tony Cox

Art Director: Jerry Hollens

Copywriter: Mike Boles

Client: Sony

Product: Sony in-car



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