Temps' 25 from 25: Campaigns 20-16

CEO Richard Temple looks back on 25 years at JAA, celebrating his favourite 25 campaigns.

Continuing the countdown with campaigns 20-16.

20. Jeyes – The Bill Sponsorship

At JAA we’ve always backed underdog brands. Brands that have to punch above their weight and take on the big dogs. There’s no better example than when we helped Jeyes take on the giants of Unilever, SC Johnson and Reckitts in the toiletcare category.

We took advantage of the disproportionate value that primetime sponsorship of ITV’s flagship cop drama The Bill delivered between 2008 and 2010. This delivered Jeyes brands’ increase market share in a category where they were outspent by 4:1 by the giants. We also used the sponsorship platform to launch NPD and range extensions.

Jayne Howe (Roskell) , Louise E Thompson , Ildikó Egresfalvi , Daniel Jones , Bruce Harris , Marcus Willox , Kerry Bateman , Tom Atkinson , Clare Dorsett , Brian Lloyd , Michelle Tuft , Gary Knight, MBA

19. Spitfire – @RPM3 Why did ‘Bandits at 6 o’clock’ never run?

This next one, I wished I had worked on but my colleague Jonathan Newton was lucky enough to work on this with Mark Brandis , David Walton and Russell Wailes at RPM3 LIMITED and Jonathan Neame and Charlie Holland at Shepherd Neame Ltd . A master class in copy writing.

18. Siebel Systems – More connections, more possibilities

Here is a fine lesson in the power of networking. Siebel Systems were a fast-growth CRM company whose US HQ had fired a network full-service holding company globally and “forgotten to appoint an agency in EMEA”. Luckily for us, John Ayling had recently met someone at their PR agency after playing veterans hockey together… we were appointed to buy their media in seven European countries without a pitch.

Client: Phill Robinson

Agency: Richard Arkle

JAA: John Ayling , Peter McGill

17. Eaglemoss – Art of Seduction

Partworks were very much a huge part of the foundation story of JAA. Partworks publishers were masters of regional testing. We had enormous success with many publications at the agency. Yet this was a spectacular failure in the Border test region. Strangely enough, Clearcast found a publication with a cover-mounted vibrator too racy for pre-9pm airtime….however at least I learnt what Ben-Wah balls do!

Philip Soar , Alex Neal , Pierre Viala , Anne-Laure Vanneau , Tom Edmondson , Mark Westmacott, Alex Hurley , Steve Venes

16. Frijj – Four Ridges Must Be Destroyed

When you have no money, you have to think like an underdog and be creative. Brilliant collaborative teamwork between 葛瑞集团 , Haygarth and JAA Media where a relatively modest budget created a B-movie film festival enhancing Frijj’s thickness. This not only lead to great commercial success yet also an IPA (Institute of Practitioners in Advertising) Effectiveness Award (which Newts doesn’t like to talk about!)

Media ran across OOH, digital, cinema and London ‘freemium’ newspapers for a budget of less than ￡500,000.

Client: Mike Smith , Paul Fraser

Sophie Daranyi , Ollie Gilmore , Sarah Jenkins , Jonathan Newton , Sara Bennison , Oliver Dickson