Campaign Media Awards 2012 - Best Retail & Home Shopping Campaign: Ann Summers
22 Nov 2012
Goodstuff's brief was to reposition the Ann Summers brand for a new audience whose perceptions are outdated and having a negative impact on the business.
PHD knew that CPR is one of those things people feel they should know, but don't, so the aim here was to remove any barriers to learning how to save someone's life.
Goodstuff's brief was to reposition the Ann Summers brand for a new audience whose perceptions are outdated and having a negative impact on the business.
To meet the challenge of making Ikea synonymous with the bedroom, and so drive double-digit growth in bedroom furniture sales, Vizeum's campaign was designed to send the nation "happy to bed".
Car buyers were losing interest in Citroën and OMD's brief was to renew interest in the brand and find a way to showcase the Citroën DS5 experience to captivate potential buyers.
Mindshare's challenge was to counter declining sports participation among teenagers by motivating them to set and achieve sporting goals.
Carat recognised that, in the price-comparison marketplace, share of voice is crucial, but that pursuing it excessively could result in a TV arms race that could end up unprofitable for everyone.
Vizeum's brief was to make the Ikea brand synonymous with bedroom furniture and drive double-digit growth in bedroom furniture sales.
Abba Newbery is Director of Advertising Strategy at News International and is responsible for developing longer-term advertising models across platform, publication and audience that allows News International to remain relevant to the changing needs of advertisers, ensuring a commercially viable but...
Andre is Director of Audience at Guardian News and Media. with responsibility for audience insight - spanning audience research, web analytics and customer/CRM data across all commercial and editorial areas of the business. He is also Chair of the NPA Research Futures Group
Andrew Warner is Senior Marketing Director for Expedia. He has led an extensive overhaul of the brand's marketing and customer services, which culminated in the European relaunch of the Expedia brand. Over this time Expedia has grown significant market share and has reclaimed its place as the UK's favourite...