Awarded to the most consistent work directed at consumers, if this was the Oscars, then the Consumer Campaign of the Year category would be the award for best picture. This year's competition saw 34 entries from across the financial services sector. The award recognises the campaign best able to achieve the difficult task of communicating a financial services message to the general public across all forms of media.
Winner: TBWAGGT Direct & WCRS – Prudential Assurance – The Plan From The Pru
Runaway winner with a unanimous verdict, TBWA GGT & WCRS's Plan From The Pru campaign relaunched the brand after a long period of inactivity. Carrying an integrated message across all media, the campaign aimed to touch people's hearts while rekindling their trusted relationship with The Man From The Pru. Described by judges as 'human rather than simply rational', the panel saw the campaign as the perfect vehicle for Prudential's brand.
Second: CCHM – More Th>n Insurance – Don't Accept Less Than More Th>n
Third: Lowe - Peter Stringham (HSBC) – The World's Local Bank