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Road safety drives awards

THE Office of Road Safety was the driving force behind 303’s impressive performance at the recent 2001 AFA Oasis Ball.

303 won both the Best Television Campaign, Best Radio Campaign, Agency of the Year and their client, the Office of Road Safety, was awarded Advertiser of the Year.

Led by the creative success of the Office of Road Safety’s Pub Hangover television spot, 303 have reasserted their position as a strong creative agency.

For the ORS, the Advertiser of the Year award is recognition of their research-based marketing strategy, but awards aren’t the important measure of success, ORS public relations manager Peter Beard said.

“We don’t’ advertise to win awards, all our stuff is community education not advertising,” he said.

“We’re really happy about it, it’s good to win but it’s not why we do our job, we base the success of a campaign on changing people’s attitudes...our research shows we are starting to see changes in attitudes to issues like drink driving.”

303 managing director Stephen Wells said 303 had a good year both creatively and in terms of the business.

“These awards are recognition in the local market. I think we’ve got very high standards and expect to be at the top of the local market,” Mr Wells said.

The value of government advertising for the WA advertising community was obvious.

More than a quarter of all the work, both finalists and winners, was from government clients including the Insurance Comm-ission of WA, the WA Electoral Commission, the Lotteries Commission of WA and the Keep Australia Beautiful Council.

Marketforce has continued to produce thoughtful work for the Cancer Foundation, including the Nice People spot, which won the Best Television Advertisement, and the T15 press featuring a cigarette-syringe, a finalist for the Best Press Advertisement.

The Shorter Group scooped both the Best Radio Advertisement for Condor Properties’ Manhattan Towers and the best Press Advertisement for Aalto Paints.

The Shorter Group creative director Ric Cairns said it was a great result for the agency and for both these relatively small clients.

“We have recently put together an entirely new campaign for Aalto Paints, including outdoor, print and direct mail,” Mr Cairns said.

“We don’t just like to win awards to walk up onto the stage, it’s also been demonstrated that stand out creative work is also the stuff that sells things for clients.”

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