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IFA campaign of the year

Recognising the very best work aimed at IFAs in 2004, this year’s shortlist for the IFA Campaign of the Year comes from a strong field of 35 entrants.

Judges rewarded those campaigns that conveyed a clear sense of an overall message that would be understood by the target intermediary market. The shortlisted entries all had something to say and knew how to say it.

The Bridge’s Clearly Better Protection campaign for Abbey for Intermediaries takes first spot in the category with an overwhelming majority of judges’ votes. This campaign picked up on IFAs’ real worries over potential misselling. With “The Wrong Kind of Heart Attack”, the campaign contained the judges favourite overall headline. Described by one judge as “a full-on assault on regulatory concerns”, the campaign worked to make IFAs feel comfortable about dealing with the client company.

Delaney Lund Knox Warren & Partners‘ We’re Never Satisfied campaign for BM Solutions takes second place for its portrayal of the client as a lender always trying to do more. A string of beautifully executed pieces of work combined to raise IFAs’ expectations of what they could expect from a lender and cement the client’s position as a leader in the specialist lending market.

Third place goes to Masius for Beat The Stuck Market, its campaign for Jupiter Unit Trust Managers. The campaign included trade press advertisements, wraps, postcards and an online game, all combining to break the general gloom surrounding a sideways stockmarket. Masius’s campaign defined the period as the “Stuck Market” and provided a strategy to unstick it.

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