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Best outdoor advertisement

Recognising the work of the agencies that brought financial services messages to public spaces in the most imaginative and powerful way, this year’s winners were drawn from a strong pool of 24 entries.

A unanimous choice for first place, Abbott Mead Vickers BBDO’s clever piece of work for Norwich Union used moving transvision images, as seen in mainline railway stations, to show an ageing face and conclude with the question, Are you ready for old age? Part of a wider campaign that attracted the attention of the judges, the ad was praised by judges for its outstanding execution and clarity of message, challenging the viewer to take action without feeling that Norwich Union is pushing products. “Brilliant, it really works,” said one judge.

Harrison Troughton Wunderman’s Get a regular income advertisement for M&G Investments takes second spot for its skill in targeting the over-50 market. Understanding the disappointment of investors who have suffered in recent years and face working longer than expected, the poster was part of an overall campaign that boosted the client’s funds under management by £41m.

Masius wins the bronze for its Stuck Market poster for Jupiter Unit Trust Managers. Stimulating investor action and supporting IFAs during a period when markets were drifting, the ad succinctly defined the mood of the time. The Stuck Market phrase described exactly how the target consumer was feeling and was taken up by journalists in editorial and even used in an ad by a competitor.

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