(PRWEB) September 5, 2007
The winner of the first ever Brief Competition is Coca-Cola Zero, by Coca-Cola Finland. An international and authoritative Jury headed by Mr. Jari-Pekka Rautamaa, CEO of Publicis Helsinki and Chairman of MTL Finnish Association of Marketing Communications Agencies, decided that the soft drinks instructions to its ad agency were of outstanding quality. Jury members included U.S., Italian, Swedish and Finnish professionals from different marketing industries. The prize was awarded by Mr. Petri Tuomi-Nikula, the Director General at the Department for Communication and Culture of the Foreign Ministry of Finland.
The winning entry was the biggest launch of Coca-Cola in Finland in 23 years. With preceding successful launches in other countries, the target was set ambitiously in Finland, too: to grow the entire category sales. The brief explained thoroughly the basis for setting up combination of emotional and rational argumentation, knowledge of the target group, positioning within the product family and the makings of a Big Launch with the explicit aim of destabilizing the competition - in many ways, a dream brief. The jury thanked especially the description and analysis of the target group, the unique proposition in the actions to be executed and both the metrics and the budget that helped achieving a campaign customized to the true needs of the advertiser.
The Brief Competition is a new, annual, international and unique competition for marketers, with the goal of finding The Best Brief of The World. A brief is the basis upon which the creative agency produces their work. There is no other competition highlighting the meaning and function of the brief in the relationship between the marketer and the creative agency. The Brief is launched and organized by the MTL Finnish Association of Marketing Communication Agencies as a part of its drive to promote the profitability of marketing communications investments amongst marketers.
MTL Finnish Association of Marketing Communication Agencies is a trade organization of the marketing communications expert services industry. It is the only organisation of its kind in Finland representing more than 100 enterprises - mostly creative agencies, media agencies and PR agencies, but also an increasing number of new types of services. MTL was founded in 1942, has its seat in Helsinki and is a member of international bodies such as EACA and ICCO.
The Brief Competition partners include TNS Gallup, Culminatum Ltd, Dynamo Identity, Taloussanomat Financial Daily, Finnish Foreign Ministry and the City of Turku. The competition website is http://www.briefcompetition.com.
MTL, CEO Markus Leikola, mobile 358 50 355 3000