This award goes to the most consistently outstanding work of 2002 directed at IFAs. An increase in entries to this category from 13 last year to 29 this year reflects the increased competition among product providers in their targeting of IFAs. Judges commended campaigns that recognised and understood the challenges intermediaries face and conveyed the potential to generate more business.
Winner: Rapier – AXA – AXA IFA Campaign
Rapier's campaign for Axa confronted the reality of the bear market to dramatise the uncertainty felt by cautious investors. Rapier's consistent yet flexible approach allowed room for creative ideas to be introduced to the overall campaign that incorporated images of a vicious bear trap and an individual will for each client.
Second: Delaney Lund Knox Warren & Partners - BM Solutions – Challenging the status quo
Third: TBWAGGT Direct – Prudential Assurance – Prudential IFA Campaign