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Best business press advertisement

This category recognises the finest work in the business to business press.

Judges were impressed with the overall quality of entries. The three shortlisted agencies stood out for their understanding of the nature of the relationship between product provider, intermediary and client as well as the changes facing the advisory sector. Judges recognised innovation and excellence of execution in this hotly contested category.

A clear winner, The Bridge’s The wrong Kind of Heart Attack piece for Abbey for Intermediaries, was the judges overwhel-ming favourite for the way it succinctly encapsulated the fears of the IFA who has sold protection only to find it will not pay out. Reinforcing the strength of Abbey for Intermediaries’ Scottish Provident protection brand offering, judges hailed the work as containing the best single headline across all categories.

Last year’s winner Delaney Lund Knox Warren and Partners takes the silver medal this year, again for work for BM Solutions, with its bold Taj advertisement. Targeting the specialist mortgage market with the suggestion of a home improvement to the Taj Mahal, the beautifully executed ad portrayed the client as ahead of its competitors with a distinctive and original approach to the sector.

Third spot goes to Red Cell Response for its fund of funds – Ads for Insight Investment. Written as editorial with a headline that conveyed the basic message of how IFAs can provide best investment advice to clients, reading the entire advertisement earned an explanation of the adviser’s current dilemma and presented a clear solution.

Lesser Spotted
Teamspirit, Lincoln Financial Group, Vladivostok
Masius, Jupiter Unit Trust Managers,
What Bear Market?
Harrison, Troughton Wunderman,
M&G Investments, Lean,
Focused and Nimble
Delaney Lund Knox Warren & Partners – BM Solutions –
We’re Never Satisfied (David)

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