31991 mcca best winners booklet repag mcca best...

Winners

WinnersContentsThe Judges !

Crème of the BEST 6

BEST Communication Campaigns 13

BEST Creative 32

BEST Professional Development 42

Mike Spicer, Chairman of the MCCA

MCCA Media PartnerMCCA Print PartnerMCCA Professional

Development PartnerMCCA Content Partner3

Welcome to the MCCA BEST AwardsBook of Winners 2010.

The B EST Awards 2010

isaac

BEST Awards 2010 CampaignConcept created and developed

by EHS 4D, Cirencester.

Photography byIsaac Newman.

www.isaac.uk.com

Last year, in the2009 Book ofWinners Ipredicted thatwe would onceagain see entriesto the MCCA

BEST Awards increase. I was right – arecord number of agencies submittedtheir most creative, inspired workfrom the past year, and in this year’sBook of Winners, you will see the veryBEST of these entries.

We were privileged this year to haveaccess to such dynamic thinkers on the judging panel, headed up by Marc Michaels, one of the mostinfluential marketers in the industry,and John Treacy, a champion for

pushing the boundaries of creativityacross the board.

With this level of skill and experiencejudging the entries, the winnersshould be particularly proud. It is myopinion that we don’t celebrate whatwe’re good at often enough. We asmarketers play an integral role inpeople’s lives, whether that’sestablishing trust, reassurance,excitement or awareness of a worthycause. We have a tendency, a veryBritish one, to play down ourachievements. Why? When we’re atour best, we’re brilliant, and wemustn’t forget that.

This year’s BEST Awards remind meof something David Ogilvy said, in his

confessions of an advertising man. Hesaid you can have a great idea andthat’s one thing, and you can have aneffective idea and that’s another thing.But having them both together issomething really brilliant. Throughoutthe following pages, you will see thisdemonstrated by the BEST awardwinners. The only down side is, howwill we top it next year?

5The MCCA BEST Awards Book of Winners 2010

CreativeThe MCCA would like to thank NickHudson of the ASA and Sophie Halland Sarah Mumford of law firmMacfarlanes for checking that entriescomplied with the industry codes ofpractice, rules and UK regulations. The ASA can be contacted on 020 7492 2222. Macfarlanes can becontacted on 020 7831 9222.

Client

John Treacy

I think all thejudges wereintrigued to seewhat sort ofimpact theeconomic

situation was going to have on thequality of the work entered; it’sbeen a tough year for all of us.Clients have slashed budgets yet weare still determined to deliver thesame level of creative output as wealways have done, but it’s not beeneasy. I think all of the judge’s feltsurprise (and relief) that this year

managed to produce some greatwork, worthy of being called ‘The Best’.

Compared to previous years, whatwe noticed was a distinct shift interms of quality and depth to digitalwork. We saw some beautifullycrafted, rich ideas like ‘StartThinking Soldier’ and the Doritos‘iD3’ campaign, and to recognise thequality of the digital work weintroduced specialist categories for‘digital campaign’ and ‘digitaladvertising’ for the first time.

Ultimately we enjoyed judgingmany of the categories and mostproduced some great winners, butwe did feel when we first startedsifting through the work that theindustry was in a bit of a ‘holdingpattern’, with clients and agenciesneeding to be braver. I’d like to takethe chance to thank all the judgeswho took part in a very enjoyablecouple of days, and with theeconomy looking brighter I’m surewe’ll see much more creativelyuninhibited work next year.

Marc Michaels

Judging thisyear’s BESTAwards hasshown onceagain howcreative thinking

and excellent execution in marketingcommunications can not only have ahuge impact on people’s behaviour,but also on a business’s bottom line,and the economy as a whole.

2009 was a tough year for many andone could have forgiven agencies forbowing to increased pressure throughreduced client budgets, increasedcompetition and consumer scepticism,to deliver safe tried and trusted work.In fact, many of the BEST have risento the challenge and produced

innovative work that pushes theboundaries of creativity, and deliversoutstanding results.

The increasingly integrated way thatwe all work and communicate wasplain to see in the diversity of theentries, which made it harder to judgesome channel categories in isolation. It was the skill of utilising the mostrelevant media channels, for the ideaand target market, that really made acampaign stand out amongst its peers.

With such exceptional work to choosefrom, I admired the ability of theclient judging panel to hone in on theentries that really were the BEST. Yes,we were looking for uninhibitedcreativity, but just as importantly to

ensure marketing communications isseen primarily as an investment rather than a cost to an organisation,we were looking for campaigns thatdelivered results that exceededexpectations.

To say that the judges worked hard todebate every aspect of a campaign andwhether it really was the BEST is anunderstatement, and so all thatremains for me to say is a big thankyou to everyone involved for sharingtheir knowledge and expertise inpulling out the most deserved winners.In times like these it is more importantthan ever to champion the importanceof our work and reward those thatbreak the mould – the BEST Awardsdo just that.

Client judging panel chaired by Marc Michaels, Director of Direct and Relationship Marketing, Central Office of Information.

Other judges: Emmet Burns, Marketing Director, Barclays; Mark Choueke, Editor, ; Simon Cobby, Head of CRM,News International; Anita Fox, Head of Marketing Communications, Volvo Car UK; Stephen Harvey, Head of Public Fundraising,Practical Action; Alexandra Lloyd Davies, Associate Marketing Director, UK & Ireland Brand Operations, Procter & Gamble;David Thomas, General Manager Brand Communications, Virgin Holidays; Mat Shepherd, Trading Director, Hastings Direct;Janet Smith, Clubcard Marketing Director, Tesco; Nick Smith, Global Managing Director Marketing Transformation, Accenture;Steve Wood, Global Marketing Manager, Malt Whiskies – Diageo plc.

Creative judging panel chaired by John Treacy, Creative Director, Elvis Communications.

Other judges: Jamie Bell, Creative Director, Clark Mckay & Walpole; Guy Bradbury, Creative Director, Touch DDB; Mike Cavers,Executive Creative Director Europe, The Marketing Store; Dick Dunford, Creative Director, Tequila UK; Ewan Gee, CreativeDirector BluHalo; Frazer Howard, Creative Director, EHS 4D Cirencester; Garry Munns, Creative Director, Arc Worldwide; MikeWatson, Creative Director, EHS 4D Digital; Dave Woods, Executive Creative Director, RMG Connect.

Judges Judges

BEST Agency of the Year WinnerSaatchi & Saatchi X

“Saatchi & Saatchi X have become anunstoppable force for superb award-winningwork and this is clearly a result of theirexcellence in professional innovation, talentinvestment and the way they have broughtoriginality towards new media channels.Pioneering creativity and tremendous resultsfor clients are both backed up by phenomenalrevenue growth, which makes Saatchi &Saatchi X a brilliant example to follow.”

The MCCA BEST Awards Book of Winners 20107

Agency Supported by

WinnCrèmeof the Best

BEST Client of the Year WinnerRonan Beirne, Global Marketing Director,Guinness

“Ronan deserved to win this for his persistence,vision and creative flair in delivering a trulyamazing global promotion with long-lastinge!ects. Additionally, selling more pints ofGuinness in Ireland in one day than in any otherday in the brand’s history was truly remarkable.”

Best Client of the YearSupported by

View full campaign details atwww.bestawards.co.uk6

of the Year

Winners


BEST Newcomer Agency WinnerLife Agency

“Life Agency’s approach of ‘questioning andinterrogating everything first’ through robustROI models is convincing senior clients to buyinto them, as their high profile rosterappointments demonstrate. Life Agency alsohas an excellent culture, encouraging ‘life’ bothwithin and outside the agency and helpingsta! ‘to give something back’ to society inpersonal fundraising.”

Best Newcomer AgencySupported by

WinnerCrèmeof the Best

View full campaign details atwww.bestawards.co.uk10 11


Crèmeof the BestBEST of the Best Winner

CAMPAIGNLiverpool Wall

CLIENTVirgin Trains

AGENCYElvis Communications

TEAMA/C Handling Team: Alex Niblett, Catherine MoronyCreative & Production Team: John Treacy, Rick Kiesewetter

BEST of the Best MeritCAMPAIGNJohnson & Johnson – Compeed Sampling Activity

CLIENTJohnson & Johnson

AGENCYJPMH

BEST Planning for a CommunicationCampaign WinnerCAMPAIGNQUIT Life-saving ashtrays

CLIENTQUIT

AGENCYSaatchi & Saatchi X

TEAMA/C Handling Team: Leanne Halder. Creative &Production Team: Emma Perkins, Ant Melder, DanO’bey, Seamus Higgins, Roger Kennedy

“Quit challenged the category norm of health warning communications. Planning influenced both the creativeidea and channel execution. The influence over creative was not ‘Fear of Death’ but ‘Life A"rming Reasons toStay Alive’. The channel was essentially ‘Point of Pu! ’ by catching smokers in the moment of standing outsidethe pub smoking.”

BEST Planning for a Communication Campaign MeritCAMPAIGNFinancial Times – A Complete Spotter’s Guide to the World’s Most Elusive Breeds

CLIENTFinancial Times

AGENCYTouch DDB

Winners

“Virgin Trains was the best of the best from all campaigns and ideas that were on display at the final judging.It was a really innovative use of outdoor, making traditional outdoor media interactive but more importantlyit worked, achieving massive sales uplift immediately.”


BEST and Most Effective Long-TermMarketing Communication Campaign WinnerCAMPAIGNThe Pampers-UNICEF Programme

CLIENTProcter & Gamble


TEAMA/C Handling Team: Saatchi & Saatchi X.Creative & Production Team: Saatchi & Saatchi X

“The Pampers idea is an incredibly simple, powerful, emotive idea that allows consumers and the brand itselfto give something back and genuinely make a di!erence. It represents sustainability and the fact that Bootsand Tesco have jumped on board proves how it cuts through some pretty tough promotions in this market.”

CAMPAIGNWalkers Crisps –being loved again

CLIENTPepsiCo UK Ltd

AGENCYThe Big Kick

BEST and Most Effective Long-Term MarketingCommunication Campaign Merit

WinnerBestCommunicationCampaigns


Winner

BEST Integrated Communication Campaign WinnerCAMPAIGNThe Mill

CLIENTMiller Brands UK

AGENCYArc Worldwide

TEAMA/C Handling Team: Pamela Conway, Florence Gladstone-Thompson, Anna Bradshaw, Abbie Poole,Michael Barrett, Steve Squires. Creative & Production Team: Jonathan Burley, Gary Munns, Trevor Webb,Tony Durston, Lance Crozier, Lindi Radomsky, Karen Reed, Sarah Clift, Arthur Hurn, Simon Gregory

“The Mill was exciting because it was a new property created out of nothing and will exist for the long term.Miller gave bands a chance to shine, this campaign gave them all the peripheral activity to create stand-outand everything integrated very well around a single central idea. With excellent product uplift it is a nicecombination of the brand and the band.”

CAMPAIGNLet Play Begin atWimbledon withBlossom Hill

CLIENTPercy Fox Diageo

AGENCYThe Pulse Group

BEST Integrated Communication Campaign Merit

BestCommunicationCampaigns



“Child obesity is a hot topic but that doesn’t necessarily make it easy to communicate to those people whoare at risk. Change For Life was an exceptional campaign. It really pulled together some fantastic insight;understanding what the target audience wanted, how they consume their media and then delivering it ina very e!ective manner, both from a creative and media execution point of view.”

BEST Communication Campaign Featuring Direct Marketing MeritCAMPAIGNFinancial Times – A Complete Spotter’s Guide to the World’s Most Elusive Breeds


AGENCYTouch DDB

BEST Communication Campaign Featuring Direct Marketing WinnerCAMPAIGNChange4Life ‘How Are The Kids?’

CLIENTDepartment of Health & COI

AGENCYEHS 4D

TEAMA/C Handling Team: Miranda Arnold, Cassy Waugh, LucianaKavanagh, Georgie Rees. Creative & Production Team: RobIsaacs, Anthony Abdool, Aaron Howard, Barbara Drummond-Hay,Simon Warren, Tristan Sellen, Sarah Wood

Winner


BEST Communication Campaign Featuring Paid-for Media WinnerCAMPAIGNLiverpool Wall

CLIENTVirgin Trains


TEAMA/C Handling Team: Alex Niblett, Catherine Morony. Creative & Production Team: John Treacy, Rick Kiesewetter

“The Virgin Trains poster inspired all of us as marketers. Virgin Trains were brave in allowing the creative teamso much freedom; the fact that you had someone sitting in a booth across the road from the poster-site, justwatching the target audience walk past and then interacting with them was incredible.”


CAMPAIGNRemember aCharity LastWishes

CLIENTRemember aCharity

AGENCYTouch DDB

BEST Communication Campaign Featuring Sales Promotion Merit

Winner


BEST Communication CampaignFeaturing Sales Promotion WinnerCAMPAIGNGuinness 250

CLIENTDiageo


TEAMA/C Handling Team: Anthony Hopper, Sadia Siddiqui,Miles Burton, Simon Goodall, Andrew Blakely.Creative & Production Team: Emma Perkins, AntMelder, Seamus Higgins, Jo Mooney

“The Guinness 250 promotion was a simple yet engaging idea that had incredible results and was executedbrilliantly. The scale of it was amazing. Not just a campaign, Guinness now has an annual event with real longevity.”

CAMPAIGNLet’s Grow

CLIENTMorrisonSupermarkets Plc

AGENCYBillington Cartmell

BEST Communication Campaign Featuring SalesPromotion Merit

BestCommunicationCampaignsWinner



BEST Communication Campaign Featuring Sponsorship WinnerCAMPAIGNCadbury’s National Trust Easter Egg Trails

CLIENTCadbury UK

AGENCYINITIALS Marketing

TEAMA/C Handling Team: Phil Norris, Adam Stanley. Creative & Production Team: Nick Presley, HannahFripp, Simon Hawes

“This campaign built on the equity of both Cadbury and the National Trust and it was executed beautifully,tailored to both parents and children. The National Trust and Cadbury have now taken Easter to a place wherethey entirely own the occasion. The campaign has driven tra"c for the National Trust and it has driven genuinebrand engagement for Cadbury.”

CAMPAIGNLet Play Begin atWimbledon withBlossom Hill

CLIENTPercy Fox Diageo

AGENCYThe Pulse Group

BEST Communication Campaign Featuring Sponsorship Merit

Winner

24 25View full campaign details at

www.bestawards.co.uk24The MCCA BEST Awards Book of Winners 2010

BEST Communication Campaign FeaturingExperiential Marketing WinnerCAMPAIGNJohnson & Johnson – Compeed Sampling Activity

CLIENTJohnson & Johnson

AGENCYJPMH

TEAMA/C Handling Team: Nik Myers, Rebecca Hoare. Creative & Production Team: Phil Mountjoy, Emily Webber

“The Compeed campaign relates to the female insight of ‘if your feet hurt, it can absolutely ruin your day’.The execution was precisely timed so that women were approached when most receptive and the campaign alsoworked across a broad social spectrum. It was great to see how much engagement was achieved for a medicalproduct in such opposite environments.”

BEST Communication Campaign FeaturingExperiential Marketing MeritCAMPAIGNThe Mill

CLIENTMiller Brands UK

AGENCYArc Worldwide

Winners

BEST Communication Campaign Featuring Digital/Interactive Marketing WinnerCAMPAIGNLiverpool Wall

CLIENTVirgin Trains


TEAMA/C Handling Team: Alex Niblett, Catherine MoronyCreative & Production Team: John Treacy, Rick Kiesewetter

“An interactive digital poster was used in the Virgin Trains campaign to interact very cleverly with the public asthey walked past the poster; the copywriter did a fantastic job of observing what was going on around him andthen linking that to the campaign key message. The results were also excellent – 10% sales uplift in one weekfor a train journey from Liverpool to London.”

CAMPAIGNWho Killed Summer 09

CLIENTVodafone Group Plc

AGENCYMworks London

BEST Communication Campaign FeaturingDigital/Interactive Marketing Merit

BestCommunicationCampaigns BestCommunicationCampaigns

26 2726View full campaign details at



“John Frieda has a well-rounded multi-channel programme that works hard to out-think its high spendingabove-the-line competitors. John Frieda Elite activates a relationship akin to one that customers have withtheir personal salon stylist and looks set to deliver long-term success. Results to date are particularlyimpressive, not least given the recessionary pressures the premium hair care market has been under.”

BEST Communication Campaign FeaturingPR WinnerCAMPAIGNSpeedo Ban

CLIENTAlton Towers

AGENCYFrank PR

TEAMA/C Handling Team: Alex Grier, Kate Brackenborough,Tom Antoniw, Robbie Tomkins

“A perfect PR idea with excellent results: the Speedo Ban campaign entirely reinforced Alton Towers’ keyambition, to drive awareness of their water park amongst the target audience. It created debate about wearingSpeedos at the water park and captured people’s imagination. Inspiring newspaper coverage about whetherpeople should wear Speedos or not and comparing British attitudes to the French showed clever thinking.”

BEST Communication Campaign Featuring PR MeritCAMPAIGNComputerTan

CLIENTSkcin; the Karen Clifford Skin Cancer Charity

AGENCYLimelight PR

BEST Communication Campaign FeaturingShopper Marketing MeritCAMPAIGNAriel Excel Gel Launch

CLIENTProcter & Gamble


Winners

BEST Communication Campaign Featuring CRM WinnerCAMPAIGNJohn Frieda Elite

CLIENTKao Brands Europe Ltd

AGENCYBrave Marketing

TEAMA/C Handling Team: Stephanie Connor, Vlad RadivojevCreative & Production Team: Chris Weston




WinnBestCommunicationCampaigns

BEST Communication Campaign Featuringa Website MeritCAMPAIGNCustomize Your Prize @ fruitshoot.com

CLIENTBritvic

AGENCYEuro RSCG KLP

BEST Regional/Local CommunicationCampaign MeritCAMPAIGNSky Arts presents Glyndebourne

CLIENTSky Arts

AGENCYSense

BEST Business-to-Business Communication Campaign WinnerCAMPAIGNFinancial Times – A Complete Spotter’s Guide to the World’s Most Elusive Breeds


AGENCYTouch DDB

TEAMA/C Handling Team: Matthew Bundy, Mat Jones, Sophie Simonelli.Creative & Production Team: Guy Bradbury, Darren O’Beirne, Jonathan Meatyard, Sam Oliver, Shishir Patel

“This was a simple, charming piece with outstanding results. It o!ered media guys some genuine value: it wasmemorable and brought to life the opportunities to reach ‘high net worth individuals’ all done in an intelligent,non-patronising, humorous way.”

BEST Business-to-Business CommunicationCampaign MeritCAMPAIGNSEAT Fleet. Where Head Meets Heart

CLIENTSEAT UK

AGENCYGeronimo


Merits Winner

30View full campaign details at

www.bestawards.co.uk30

“The brief was to reinforce to media buyers that in these di"cult times the FT is an essential media choice forreaching ‘high net worth individuals’. It was done within a relatively small budget in an environment where mediabuyers have to digest a massive amount of factual and boring information. And it was very impressive that foreveryone who received the mailer, another four of their peers visited the website.”

BEST Small Budget Communication Campaign MeritCAMPAIGNEco Challenge

CLIENTFiat Group Automobiles UK Ltd

AGENCYArc Worldwide

BEST Small Budget Communication Campaign WinnerCAMPAIGNFinancial Times – A Complete Spotter’s Guide to the World’s Most Elusive Breeds


AGENCYTouch DDB

TEAMA/C Handling Team: Matthew Bundy, Mat Jones. Creative & Production Team: Guy Bradbury, Darren O’Beirne,Jonathan Meatyard, Sam Oliver, Shishir Patel

WinnerBestCommunicationCampaigns


“The FT piece was sensational. It is quite rare nowadays to see long copy used in this way, yet it was not anindulgent piece. The use of ornithology to convey the message was compelling; you got the message from thevery first sentence but it was so engaging you could read it for half an hour, pore over it and still be interestedright to the end.”

BEST Writing Merit

CAMPAIGNLiverpool Wall

CLIENTVirgin Trains

AGENCYElvisCommunications

CAMPAIGNQUIT Life-saving ashtrays

CLIENTQUIT


BEST Writing Merit

BestCreative

BEST Typography MeritCAMPAIGNPeugeot Drivesexy Tunes

CLIENTPeugeot

AGENCYEHS 4D Digital

BEST Typography MeritCAMPAIGNEnjoy Irresponsibly

CLIENTCoca-Cola Enterprises Ltd

AGENCYBrave Marketing

Sponsored by

BEST Writing WinnerCAMPAIGNFinancial Times – A Complete Spotter’s Guide to the World’s Most Elusive Breeds


AGENCYTouch DDB

TEAMA/C Handling Team: Matthew Bundy, Mat Jones, Sophie Simonelli.Creative & Production Team: Guy Bradbury, Darren O’Beirne,Jonathan Meatyard, Sam Oliver, Shishir Patel


Best Typography,Photography and Illustration

Winner Merits


Winner

BEST Photography WinnerCAMPAIGNIPA Small Budgets

CLIENTInstitute of Practitioners in Advertising

AGENCYTouch DDB

TEAMA/C Handling Team: Julian Calderara, William Waldron, Sarah Carter, Alex Coxhill.Creative & Production Team: Darren O’Beirne, Jonathan Meatyard, Guy Bradbury

“The IPA small budgets initiative for their awards was cleverly done. The photography replicated famousadvertising in a very engaging way that raised a smile for its audience. There was a moment of ‘why is there aVolkswagen ad in there? Why is there a Sony ad in there?’ and then within the context of the overall piece, themessage was suddenly very clear.”

CAMPAIGNCarlsberg Wembley Programme Advert

CLIENTCarlsberg UK


BEST Photography Merit

Sponsored by

Best Typography,Photography and Illustration



BestCreative BEST Digital Campaign WinnerCAMPAIGNStart Thinking Soldier

CLIENTCOI

AGENCYSkive

TEAMA/C Handling Team: Anthony Somerville, Tim Freeman. Creative & Production Team: Louis Clement, Jim Hall, Ben Pitt, Alex Fell, Jake Prime, LeeDaley, Duncan Hall, Steven Archer, Dan Bradshaw, Asan Aslam, Jon Groom

“The TV commercial drove 3.5 million people online where the gameplay was excellent, the filming was excellentand the transitions between film and then gameplay were brilliant. As a seamless experience online, embracingboth the gaming experience and an engaging online activation, it was mission complete.”

BEST Digital Campaign MeritCAMPAIGNDoritos iD3

CLIENTPepsiCo International – Walkers Snacks


Sponsored by

BEST Digital Advertising WinnerCAMPAIGNLiverpool Wall

CLIENTVirgin Trains


TEAMA/C Handling Team: Jenny Peacock, Catherine Morony, Tom Duckham, Sarah EllisCreative & Production Team: John Treacy, Rick Kiesewetter

“The Virgin campaign took digital communication beyond the internet and home computer environment andinstead demonstrated an idea on a billboard poster: that delivered a customised message on a one-to-one level withpeople next to it in the street. It was a very original and innovative use of the media and also highly newsworthy.”

BEST Illustration MeritCAMPAIGNRemember a Charity Last Wishes

CLIENTRemember a Charity

AGENCYTouch DDB

WinnersBestCreative



BestCreative BEST Sales Promotion Communications WinnerCAMPAIGNDoritos iD3

CLIENTPepsiCo International – Walkers Snacks


TEAMA/C Handling Team: Hannah Morris, Mike England,Laura Forster

“The Doritos campaign was unique and brave of the client in this sector. It used some of the traditionalpromotional techniques but combined them with the kind of narrative storytelling usually only seen in onlinegaming. The idea was very innovative, immersive, and well targeted.”

BEST Ambient Media WinnerCAMPAIGNRemember a Charity Last Wishes


AGENCYTouch DDB

TEAMA/C Handling Team: Jonathan Goulding, Tamsine Foggin,Richard Hill, Simon Ringshall, Alex Coxhill. Creative &Production Team: Chris Lapham, Deborah James, Guy Bradbury

“Remember a Charity campaign was very di!erent to the normal British way of talking about death which isalways slightly awkward. It was sensitively done but actually funny too. It was a classic donation box, which atfirst glance seemed to be saying ‘give us money’, but there was a clever creative twist to drive home the idea ofgiving after death.”

BEST Ambient Media MeritCAMPAIGNQUIT Life-saving ashtrays

CLIENTQUIT


BEST Sales Promotion Communications MeritCAMPAIGNKingsmill Wallace & Gromit

CLIENTAllied Bakeries

AGENCYGeoff Howe Marketing Communications

WinnersBestCreative



BestCreative BEST Advertising Communications WinnerCAMPAIGNCarlsberg Wembley Programme Advert

CLIENTCarlsberg UK


TEAMA/C Handling Team: James WhillisCreative & Production Team: Beri Cheetham, Liam Fenton

“The Carlsberg idea was very well executed and everything you could ask for in a print advert. Sometimes theadage ‘less is more’ really pays o!: this was classically simple and really clean ensuring everybody saw themessage, and everybody understood it.” “It is quite rare nowadays to see long copy used in this way, yet the FT piece was not indulgent. The use of

ornithology for an otherwise very dry, boring subject was very compelling. You got the message from the veryfirst sentence but it was so engaging it held your attention and interest right to the very end.”

BEST Direct Communications MeritCAMPAIGNPlay with Colour

CLIENTHabitat

AGENCYWDMP

BEST Advertising Communications MeritCAMPAIGNRemember a Charity Last Wishes


AGENCYTouch DDB

Winners

BEST Direct Communications WinnerCAMPAIGNFinancial Times – A Complete Spotter’s Guideto the World’s Most Elusive Breeds


AGENCYTouch DDB

TEAMA/C Handling Team: Matthew Bundy, Mat Jones. Creative & Production Team: Guy Bradbury,Darren O’Beirne, Jonathan Meatyard, Sam Oliver, Shishir Patel

BestCreative


www.bestawards.co.uk42

BEST Development of AgencyTalent MeritThe Marketing Store

BEST Development of Agency Talent Winner

Saatchi & Saatchi X

“Saatchi & Saatchi X took a trulyinnovative approach to talent development.Their theme was ‘learning through doing’,building up real human insights across anumber of di!erent cultures. The learningand insights acquired were directly fed intoimproving creativity and servicesdeveloped for clients.”

BEST Professional Innovation by an Agency MeritNAMEThe Art of Selling

CLIENTSaatchi & Saatchi X

BEST Professional Innovation by an Agency WinnerNAMEGraceland

CLIENTElvis Communications

“Creative use of technology has allowed employees to interact,learn and bond with each other. A key objective has been‘learning through taking responsibility and making your owndecisions’. This has been successfully demonstrated byproviding opportunities for more junior sta! to take onleadership roles.”

WinnersIn partnership withBestProfessional Development

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