Tesco campaign wins top prize at Clear Channel planning awards

LONDON - Collaboration between media agencies and specialists was rewarded at the Clear Channel Outdoor Planning Awards, held in association with Media Week last week.

  • Clear Channel Planning Awards 2009

    Clear Channel Planning Awards 2009

  • Clear Channel Planning Awards 2009

    Clear Channel Planning Awards 2009

  • Clear Channel Planning Awards 2009

    Clear Channel Planning Awards 2009

  • Clear Channel Outdoor Planning Awards 2009

    Clear Channel Outdoor Planning Awards 2009

  • Clear Channel Outdoor Planning Awards 2009

    Clear Channel Outdoor Planning Awards 2009

  • Clear Channel Outdoor Planning Awards 2009

    Clear Channel Outdoor Planning Awards 2009

  • Clear Channel Outdoor Planning Awards 2009

    Clear Channel Outdoor Planning Awards 2009

  • Clear Channel Outdoor Planning Awards 2009

    Clear Channel Outdoor Planning Awards 2009

  • Clear Channel Outdoor Planning Awards 2009

    Clear Channel Outdoor Planning Awards 2009

  • Clear Channel Outdoor Planning Awards 2009

    Clear Channel Outdoor Planning Awards 2009

  • Clear Channel Outdoor Planning Awards 2009

    Clear Channel Outdoor Planning Awards 2009

  • Clear Channel Outdoor Planning Awards 2009

    Clear Channel Outdoor Planning Awards 2009

  • Clear Channel Outdoor Planning Awards 2009

    Clear Channel Outdoor Planning Awards 2009

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Judges said the winners demonstrated the flexibility and creativity possible in outdoor.

Ita Murphy, managing director of Mindshare, said it was "heartening" to see the level of "rigour and analysis" in most of the entries.

She added: "The winners really demonstrated that innovation wasn't there as an ‘add on'; it was born out of genuine insight into the brand and the consumer's behaviour."

The Grand Prix went to Initiative and IPM for their Christmas non-food campaign for Tesco, which also won the award for the best use of roadside. Murphy said: "The level of accountability provided by the Tesco entry made it the clear outright winner."

Danny Donovan, managing director of Initiative, said: "The Tesco campaign rewrote the poster rulebook on a grand scale and was a great example of the bold strategic innovation and flawless excellence in execution for which Initiative strives."

The 2009 awards received the most entries the competition has had. Rob Atkinson, managing director of Clear Channel Outdoor UK, said: "The awards were really hotly contested. There were some fantastic entries that proved agencies, clients and specialists really understand the value of outdoor, particularly in the current economic climate."

Another judge, Paul Evans, media and integrated marketing planning manager, EMEA, at Kimberly-Clark Europe, said: "The winners, and many of the entrants, displayed original idea generation, strategy and creativity in equal measure, coupled with agility and flexibility in implementation, and transparent evidence of ROI and commercial accountability."

Interpublic Group agencies won three of the five awards, including the Grand Prix. Chris Marjoram, managing director, international, of IPG's out-of-home specialist IPM, said: "The clients have given us fantastic briefs and a decent budget, which allowed us to demonstrate how effective outdoor can be when we get a proper look at the planning brief."

Outdoor Planning Award winners in full

Best use of outdoor in a multimedia campaign
Westfield London
Arena BLM, working with Kinetic

Best use of multiple formats in outdoor
Orange Pay As You Go "Animals"
IPM, working with Initiative

Best use of roadside in outdoor
Tesco "Christmas Non-Food"
Initiative and IPM

Innovation
Microsoft Windows "Free the People"
UM, working with IPM and Crispin Porter + Bogusky

Best use of continuity
McDonald's proximity holding
OMD and Posterscope

Grand Prix
Tesco "Christmas Non-Food"
Initiative and IPM

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