Agency: Walsh Trott Chick Smith | Authors: Alan Read and Polly Evelegh |
SILVER AWARD
Keeping Britannia Great
A Small Share of Voice needs a Big Idea
INTRODUCTION
Vast sums of money are spent promoting financial services, a sector which is fragmented, complex and confusing. It is a challenge to make a mark with a large budget; to do so with a small one is a Herculean undertaking.
Our paper concerns Britannia Building Society. Its advertising budget for 2000 was 2,710,000. This had to cut through a total financial category spend of 879,550,000. By developing a campaign with a 'big...