Telewest Broadband - This small team generated big results and hard-working, effective communications, said the judges. All of the campaigns the team submitted demonstrated considerable success in their evaluation, with one or two described as 'brilliant' by the panel. The in-house team's use of creativity was appropriate to its subjects, which included the unlikely prospect of aromas being sent by email and the Silver Award-winning consumer campaign that featured a broadband sermon by a vicar in Bath - a pilot designed to allow web surfers to view a Sunday service live from the comfort of their homes. The team's ongoing strategy to educate consumers about the benefits of broadband has been both successful and entertaining.
GOLD - PR TEAM OF THE YEAR - CONSULTANCY
Midnight Communications - This Brighton-based consultancy is known for promoting media events such as Channel 4's new music show The Barfly Sessions and Who Wants To Be A Millionaire? for Celador. A Silver Award-winning campaign for DVD rental company Qflicks again showed its ability to deliver for glamorous clients. Yet Midnight also demonstrated the nous for technology or business-to-business campaigns such as Keeping Finance Fresh for Venture Finance, which also won a Silver Award, bringing a dry and difficult subject to life through strategic thinking and creativity. Overall, strong evaluation and excellent results characterised its efforts and, in addition to winning Gold for its work on the Notting Hill Carnival, it produced the region's Young Communicator Award winner.
GOLD - GRAND PRIX
Kent Fire & Rescue Service: Making Kent Safer - This was an exceptionally well-presented submission, said the judges. It was praised for being well thought-out and executed with considerable vigour. The panel was candid enough to say it wasn't the most creative campaign, but it wasn't possible to argue with the results, which were very strong. The campaign aimed to reduce death, injury and damage to life and property through fire and other emergencies. It put an emphasis on community safety and switched from the idea of firefighting to fire prevention - a shift that is increasingly a government priority. Almost 3,000 home fire safety checks were made to homes in Kent and Medway, with 5,000 smoke detectors fitted.
THE CONSULTANCY VALUE AWARD SPONSORED BY THE PRCA
SILVER - MIDNIGHT COMMUNICATIONS
Melting The Icebergers (Fujifilm) - Midnight used product reviews and targeted features to push Fujifilm's cutting-edge digital technology to build its brand. This superb programme demonstrated the virtues of organisation and imagination.
PUBLIC SECTOR PROGRAMME - GOLD - KENT FIRE & RESCUE SERVICE
Making Kent Safer - A well thought-out campaign implemented with vigour. It achieved strong results.
SILVER - THE PRIORY PARTNERSHIP
Civil Ceremonies Campaign (Brighton & Hove City Council)
An outstanding submission which demonstrated excellent internal comms.
NEWSLETTER - SILVER - TRANSPORT FOR LONDON (SURFACE TRANSPORT COMMUNICATIONS)
Upfront - An excellent, high-quality staff magazine from Transport for London. Its design encouraged workers to pick it up, and inside the contents were easy to read and offered balanced coverage.
TRADE OR TECHNICAL CAMPAIGN - SILVER - LIVEWIRE PR
BETT 2004 Educational Technology Show - An excellent entry. Livewire garnered national press and broadcast coverage of this show, which aims to show how IT influences teaching in schools. Government lobbying was also part of the brief in a well-planned drive.
LOW BUDGET CAMPAIGN - GOLD - THE PRIORY PARTNERSHIP
Spiked Campaign (Brighton & Hove Drug & Alcohol Action Team) - This campaign used the most economical channels to raise awareness of drink spiking and drug rape. The serious issue - and the importance of reporting it to the authorities - was handled with sensitivity to engage a variety of stakeholders in Brighton, from local businesses to the gay community.
PUBLIC AFFAIRS/LOBBYING PROGRAMME - SILVER - THE PRIORY PARTNERSHIP
Education Maintenance Sussex (Sussex Learning & Skills Council) - This campaign aimed to highlight the client's new national scheme to encourage more young people to stay on at school when they reach 16. The idea is that pupils in education after GCSEs can claim a study allowance to cover costs such as books, equipment and travel.
INTEGRATED PR CAMPAIGN - SILVER - MIDNIGHT COMMUNICATIONS
Honey I Junked The Vids (Qflicks) - A well-executed, creative campaign for the DVD rental firm, said the judges, who were full of praise for this well-written submission. Coverage for the brand was strong in its aim to generate interest from potential subscribers.
ISSUES OR CRISIS MANAGEMENT CAMPAIGN - SILVER - JBA PUBLIC RELATIONS
The Largest UK Motor Insurance Claim In History (Fortis Insurance) - It could have been a PR nightmare for Fortis, which provided cover for the man found guilty of causing deaths in the Selby rail crash. Yet this campaign was both well thought out and well executed, said the judges. Despite the huge media coverage, the client's share price did not fall.
CONSUMER CAMPAIGN - GOLD - MIDNIGHT COMMUNICATIONS
Melting the Icebergers (Fujifilm) - Midnight's creative drive used a mix of product reviews and targeted features to push Fujifilm's digital technology.
TELEWEST BROADBAND - SILVER - BROADBAND RELIGION
A creative and extremely clever campaign that generated fantastic results.
YOUNG COMMUNICATOR - WINNER - LLOYD GOFTON
Midnight Communications - A worthy winner of what the panel emphasised was one of the most important awards, encouraging the development of young people coming into PR. Through his contribution to the firm's success this year, he has made a highly promising career start.
USE OF PHOTOGRAPHY, DESIGN OR NEW MEDIA - SILVER - REVELATION COMMUNICATIONS
Purple Pages (Woking Borough Council) - The judges were impressed with Revelation's work. It was, the panel said, 'an excellent publication that has clearly been designed to meet the needs of its target audience'. A worthy winner.
BUSINESS TO BUSINESS CAMPAIGN - SILVER - MIDNIGHT COMMUNICATIONS
Keeping Finance Fresh (Venture Finance)
Bringing a dry and difficult subject to life in a competitive marketplace is hard work from a comms perspective - but the team achieved just this, said the panel. Good strategic thinking and real creativity was used to great effect. Evaluation was strong and results were excellent.
COMMUNITY CAMPAIGN - GOLD - KENT FIRE AND RESCUE SERVICE
Making Kent Safer - This well-planned campaign helped to save lives. In purely financial terms, too, it offered value for money in its use of a range of comms techniques. Most importantly, said the judges, the team was prepared to go the extra mile to deliver.
RELATIONSHIP MANAGEMENT PROGRAMME - GOLD - MIDNIGHT COMMUNICATIONS
Notting Hill Carnival - Building Unity & Trust (London Notting Hill Carnival) - An excellent campaign that helped the Trust to change direction after negative publicity. It could not have been achieved without a solid client relationship.
SMALL TEAM/SOLE PRACTITIONER - WINNER - REVELATION COMMUNICATIONS
The panel said Jane Easton O'Keeffe and Justine Peacock were 'two talented, experienced and focused people' who offer a high and broad range of services at great value. The agency's work demonstrated professionalism, great ideas and good results.