This category is for corporate advertisements aimed at promoting specific products through national newspapers or consumer magazines. The growing prestige of these awards is reflected in the growth of this category, which received 57 entries this year compared with 36 last year. The three shortlisted consumer press advertisements stood out for their ability to leap out of the page and grab their target audience with a message that would be remembered.
Winner: Harrison Troughton Wunderman – M&G Investments – ISA Campaign
Harrison Troughton Wunderman's Swinging Sixties consumer press advertisements generated increased sales for M&G Investments by building on the company's reputation of trust at a time when investors were confused and uncertain. Aimed at the over-45s, judges felt the advertisements talked to older people in an interesting way.
Second: Lowe - Peter Stringham (HSBC) – The World's Local Bank
Third: Bartle Bogle Hegarty - The Woolwich – WIFAs Savings and Investments