Government & Public Service

Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, forces marketing communications. Includes political messages and special interest/trad

1996 SILVER

Resume Campaign

The "Resume" campaign was developed to build "propensity" (i.e., interest and inclination) towards military service among high-quality youth 16-21. Serving as the "corporate" marketing and adverting vehicle for the Department of Defense, the Joint Recruiting Advertising Program (JRAP) seeks to complement and cost-effectively support individual Service efforts. By communicating the "in-common" benefits of military service with efforts like the "Resume" campaign, JRAP seeks to fulfill its mission: building the overall U.S. Armed Forces brand.

Brand: U.S. Armed Forces
Client: Joint Recruiting Advertising Program
Agency: Bates USA
Language: English

1996 SILVER

TVA: The Human Resourse

All utilities including TVA, are about to enter a new world in which it will be legal to compete. Utilities across the country have spent close to $1 billion dollars in the last 10 years, touting their messages and establishing their positions. TVA hasn't invested a penny in marketing. Now, to ensure success beyond deregulation, TVA focused itself on forging a trusted and powerful bond between Valley residents and TVA, and connecting TVA to the electricity used in the Valley.

Brand: TVA
Client: Tennessee Valley Authority
Agency: Fitzgerald+CO
Language: English

1996 BRONZE

You're The Boss

The "You're The Boss" campaign was developed to help strengthen PSE&G's image as a company committed to its customers and dedicated to providing a higher level of customer service. The introduction of a service guarantee program wherein PSE&G agrees to pay customers if they don't perform as promised was utilized as the tool to demonstrate this commitment and dedication. A "customer as boss" theme was used to convey these keys points, and real PSE&G customers were featured in the ads to reinforce the message and to help personalize the utility's image.

Brand: PSE&G
Client: Public Service Electric & Gas Company
Agency: DKB & Partners, Inc.
Language: English

FINALISTS

Alcohol. Think Again. One Drink

Republic of Singapore Navy It's not crazy. It's the Navy.

Social Development Bank Shop with Purpose, Empower Productive Families.