'07 Creative Media Awards Recap: Newspapers

All the ads that are fit to print were on display in this year's newspaper campaigns. Finalists showed how marketers can still create innovative initiatives in this traditional medium.



MediaVest: Bill Pascador, Senior Vice President, Group Client Director; Lisa Farrell, Senior Vice President, Group Client Director; Howard Flusser, Vice President, Connections Director; Vincent Sauvagnargues, Senior Vice President, Group Client Director; Steve Widman, Associate Connections Director; James Rasulo, Connections Manager; Erica Barrett, Activation Director; Kevin Rettig, Digital Associate Director; Robin Steinberg, Senior Vice President, Director Print Investment and Activation.

UBS: Pat Pilkonis, Executive Director of Advertising, U.S.

To build brand awareness for UBS, MediaVest brought original high-value content from UBS into a trusted environment by custom publishing eight-page sections about UBS in the Wall Street Journal. This effort made consumers more familiar with UBS, ultimately driving them to engage with a Financial Advisor on UBS.com. Print and online content included interviews with senior UBS executives. Additional original text and video content were developed and posted on accompanying microsites, which remain active today.





Here and Now Australian Edition

Stella Carnegie, Group Business Director; Simon Davies, Head of Print; Hamish Strahorn, Account Manager; Xenia Warre, Print Trader.

To introduce a new Australian edition of Monopoly, OMD devised a newspaper campaign for client Hasbro that applied insight about Australian tribalism. The public was asked to take a vote on Australia's most popular landmarks, the input from which would be used to make an "all Australian" edition of Monopoly. Partnering with Australia's News Limited, OMD worked with newspapers to integrate voter updates into their various state-based mastheads and online destinations. The campaign was deemed so successful that it will be applied to the United Kingdom, New Zealand, Ireland and Germany.

Universal McCann

Bacardi's Dewars White Label

Eric Bethel, Senior Vice President, Group Director; Sara Heydt, Media Supervisor; Kathryn Nave, Media Planner.

To help Bacardi promote its Dewars White Label brand, Universal McCann developed a plan that celebrated the anniversary of the repeal of prohibition, featuring original editorial copy from newspaper coverage of the event from Dec. 5, 1933.

For the "Repeal Day" promotion, special creative units featuring the original newspaper copy were produced. Major newspapers reinforced that heritage by running their own 1933 editorial content on the repeal. Street teams dressed in 1930's newsboy garb capped the effort.

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