Magazine article Marketing

Special Prizes

Magazine article Marketing

Special Prizes

Article excerpt

SPECIAL PRIZE

EUROPEAN Client British Airways

Title BA -- The world's favourite airline

Agency Saatchi & Saatchi

Nominated authors Fiona MacGill and Kara Gnodde

Nominated client Derek Dear

SPECIAL PRIZE DIRECT RESPONSE Client The Health Education Board for Scotland

Title Smoking -- sticks and carrots

Agency The Leith Agency

Nominated author Charlie Robertson

Nominated client Dr Steve Platt

SPECIAL PRIZE INNOVATIVE THINKING Client The Co-operative Bank

Title The Co-operative Bank -- profit with principles

Agency Butterfield Day Devito Hockney

Nominated author Sarah Ryder

Nominated client Simon Williams

INNOVATIVE THINKING

Innovative thinking has given the Co-operative Bank a clear vision for the future and led to the first major example of "ethical advertising" in the UK.

However, the advertising campaign was not an artificial solution, imposed from outside. It reflected the bank's existing but unspoken culture, that it did not advance money to organisations which were considered politically or environmentally unsound.

Many of the bank's existing customers assumed that this was the case, though it had never been spelled out to them. And the bank had attracted custom from the "caring professions" of nursing and teaching, perhaps for this reason.

That the message had relevance to others was confirmed by research which followed the second burst of TV activity. Among new customers, the bank's ethical positioning was given as one of the reasons -- in many cases the main reason -- for opening an account.

EUROPEAN

The aim of this particular prize is to recognise the effectiveness of campaigns "running in more than one European country". …

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