Media & Entertainment Companies

TV stations/networks, websites (entertainment, lifestyle, news, trade, etc.), magazines, newspapers, consumer or trade media, radio stations, broadcasters, etc.

1997 SILVER

Dixie Carter Serial

This campaign was designed to introduce a new brand name, the BellSouth Yellow Pages, and communicate the new brand posistioning as "the most proven and dependable source of local buying information" in the south. The camapaign features DIxie Carter, of Designing Women fame, who demonstrates how "one strong-willed woman" can find all the information she needs with only the help of her old friend, the BellSouth Yellow Pages. The campaign was instrumental in exceeding all of the marketing goals set for it, including branding, positioning, usage company reputation, and revenue.

Brand: BellSouth Yellow Pages
Client: BellSouth Corporation
Agency: WestWayne, Inc.
Language: English

1997 BRONZE

1996 Image Campaign

The overall campaign goal for the Mercury News was to counter the national trend in declining newspaper circulation rates. By targeting the Occasional Reader we sought an audience that took the paper for granted and encouraged them to seeit in anew light. By reinforcing the strengths of the paper and adding new personality dimensions, we were able to keep its weekday circulation decline to only .5%__ well below that of its peers.

Brand: San Jose Mercury News
Client: San Jose Mercury News
Agency: McCann-Erickson San Francisco
Language: English

1996 GOLD

Evolution Campaign

The Discover "Evolution" campaign seeks to change perceptions about Discover magazine and its readership in an effort to broaden consideration of Discover as an appropriate advertising vehicle for a wide array of products and services. The main message of the campaign is that Discover is not just a magazine for hard-core science enthusiasts. Rather it is a "must read" for a diverse group of people who want to stay on top of the issues and opportunities created by the rapid developments in science and technology.

Brand: Discover Magazine
Client: Discover Magazine
Agency: RPA
Language: English

FINALISTS

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