TOP PERFORMERS OF 2002: Advertiser of the Year - Scottish Courage.

Scottish Courage was committed to advertising in relaunching, repositioning and revitalising some of its famous beer brands as part of a wider company plan.

Agencies like working on beer brands. The focus on humour to capture the attention of beer-swilling lads can provide ample opportunity for highly creative output. But in such a competitive market, advertisers need continually to be on top of their respective games in terms of strategy and positioning. Standing out from the crowd is a constant challenge.

Scottish Courage, the parent of brands including John Smith's, Foster's, Kronenbourg 1664 and Beck's, met this challenge head on last year with a bold and successful approach across its portfolio.

While the successful relaunch of John Smith's, featuring the comedian Peter Kay, is undoubtedly a feather in the cap for Scottish Courage (a brilliant campaign, recognised elsewhere in this issue), its other brands have also performed, both creatively and in terms of market share, exceptionally well.

The brand directors John Botia, who runs Foster's and John Smith's, and Andy Neal, who controls Kronenbourg and Beck's, have relaunched, repositioned and revitalised brands as part of a wider plan for the parent company.

Kronenbourg 1664 targeted urban males in London - with TV and 96-sheet posters also gaining national press coverage - while Beck's focused on print executions. Miller Genuine Draft allied itself to music by sponsoring gigs and NME's magazine and website, while Newcastle Brown Ale went for blanket coverage of taxi cabs in the Newcastle region.

M&C Saatchi's work for Foster's, Kronenbourg and Beck's has played a significant part in enabling the brands to enjoy record levels of market share.