Most effective use of advertising in business or professional publications - Winner

Most effective use of advertising in business or professional publications

Winner: Norwich Union

Agency: AGA

Campaign: Bred for Success

The campaign targeted intermediaries ranging from very small to large networks. Such an audience was known to be highly cynical about marketing communications so the campaign needed to be immediately compelling to reverse existing perceptions and the wall of prejudice.

To combat traditional preconceptions Norwich Union constructed a fund strategy based upon ‘best of breed'. The strategy combined some of the leading products and fund managers in the industry under the campaign banner ‘Bred for Success'. For more than 20 years Steve Bloom has been recognised as one of the world's leading wildlife photographers. The use of animals ensured that the campaign had the maximum appeal while Bloom's work added visual stature to the campaign and provided dramatic and eye-catching imagery to the advertising.