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BJK&E Media and its client Daimler-Chrysler have named Esquire the

winner of its Media Idea of the Year award, part two.

The Esquire ad team was one of 32 entrants to the competition, created

to find a media brief for the launch of Daimler-Chrysler’s Mercedes

C-class.

The team, led by ad director Dominic Collins, will see their idea come

to life and receive pounds 1,000 in prize money from the agency,

although BJK&E is asking for a charity donation.

Esquire’s winning idea centres around up-and-coming young British

artists and the Mercedes C-class slogan ’Life is what you make it’.

Collins’ team will find four artists and commission them to create a

piece of artwork that sums up the strapline.

The results will appear as a set of four postcards covermounted on the

October or November issue of Esquire, and in their original form at an

exhibition, where the C-class will be on show.

The magazine is planning to run an eight-page ’editorial feature’ in the

covermounted issue, which may be written by editor Peter Howarth, a

member of the pitch team.

The article will contain interviews with the artists, asking how they

came up with inspiration for their work.

Collins said: ’We involved Peter as Daimler-Chrysler wanted to target

what they described as the ’new modern’ and we felt passionately that

that summed up the Esquire reader.’

Esquire was one of five finalists chosen by the panel. The runners up

are the sales teams of Channel 5, Car magazine, BBC Worldwide’s Eve and

The Daily Telegraph.

The Telegraph walked off with the winning brief for BJK&E’s first Media

Idea of the Year award by dreaming up a brief for the launch of

Daimler-Chrysler’s PT Cruiser (Media Business, 10 April).

Tim Irwin, who oversees the Daimler-Chrysler account at BJK&E, said:

’Every idea submitted was very creative and achieved what we were trying

to say about the car.’

BJK&E’s judging panel included Irwin, managing director Mark Patterson

and group head Andy Aston. Daimler-Chrysler’s judges included Simon

Oldfield, general manager of passenger car marketing, and Richard Payne,

communications manager of passenger car marketing.