MPG scoops top prize in outdoor planning awards

by Sarah Crawley-Boevey , Media Week 28-Mar-07, 09:15

LONDON - MPG and Posterscope are the among the winners of the inaugural Clear Channel Outdoor Planning Awards, held last night (Tuesday) in association with Media Week.

The companies scooped the grand prize for their Magners Cider launch in Great Britain. The campaign also won the prize for the best use of outdoor in a multi-media campaign, with the highly commended prize in that category going to Feather Brooksbank for The National Galleries of Scotland "Summer Exhibitions".

The judges for the grand prize, who included Barry Sayer, chief executive of Clear Channel Outdoor, Andy Jones, chief executive of Universal McCann and Tim Bleakley, joint managing director of CBS Outdoor, were looking for "brilliant strategic thinking, insightful use of research, consumer insight, and demonstrable effectiveness".

The category for the best use of multiple formats in outdoor, where judges were looking for success in a campaign that used two or more distinct outdoor advertising formats, attracted a record 25 nominations.

OMD UK was triumphant for its Axa UK "Dwell Time" campaign with highly commended going to Mindshare and Kinetic for Kimberly-Clark "Andrex Colours" and Manning Gottlieb OMD's inVENTS team with Sony Pictures for Casino Royale.

The award for the best use of continuity in outdoor was presented to IPM for its BSkyB Direct to Home "Sky Dialogue" campaign.

The final award for best use of innovation in outdoor was awarded jointly to OMD UK for Channel 4's "FourDocs" campaign and Universal McCann for Nickelodeon's "Kids Fun that Mums Can Trust" campaign.

The runners up in that category were Posterscope and Carat, for Buena Vista International's Interactive 6s campaign.

See next week’s Media Week for full details.