The AA and Rapier Strike Gold in IDM Business Performance Awards
Released 24 June 2004: The AA and agency Rapier were awarded the Gold prize in this year’s IDM Business Performance Awards for the AA Loans campaign.
The winners were announced for the first time at the PM Response Awards with Silver going to Drambuie International and WWAV Rapp Collins Scotland for the Drambuie on Ice campaign and Bronze being awarded to The Salvation Army and Target Direct Marketing for the Salvation Army Winter Campaign.
When announcing the winners Fred Macaulay, the PM Response Awards Host, explained the judges’ decision, "After 100 years in business, The AA made a centre of gravity of its Direct Marketing engine. Determined to secure a long and profitable future it took the strategic decision to go for long-term growth at the expense of some short-term wins. Using direct means it successfully built and extended the brand with some fantastically integrated business development."
Two of the eight finalists were Highly Commended, they were Vauxhall Motors Ltd and TBWA \ GGT for The GM Card – The road to salvation is through redemption and O2 UK and Tequila for the Two-Minute Challenge campaign.
The battle for the 2004 prize was hotly contested and the judges were hard pressed to whittle down the eight finalists:
- AMV Consortium / Proximity and BBC TV Licensing for TV Licensing – A Blueprint for Integration
- Carlson Marketing Group and Shell for Shell Optimax Club
- Iris and Manchester United for One United
- Rapier and The AA for AA Loans
- Target Direct and The Salvation Army for Winter Campaign
- TBWA \ GGT and Vauxhall Motors Ltd for The GM Card – The road to Salvation is through redemption
- Tequila \ London and 02 for Two-Minute Challenge
- WWAV Rapp Collins Scotland and Drambuie International for Drambuie on Ice
Full details of the award winners are published in the PM Response Awards book of the night and available online at www.theidm.com/bpa/.
The entry pack for the IDM Business Performance Awards 2005 will be available in the Autumn.
Notes to Editors
For more information contact Ruth Stone on 020 8614 0216 (direct line), 07788 417 109 (mobile) or e-mail ruth@orchidpr.co.uk.
