Gold and Charles Channon winner. 1991-1995 campaign with Rowan Atkinson. Problem of maintaining share and gaining new users after card's re-launch in 1990 with annual fee. With a spend of £41.8million for the period of 1991-1995, 14 TV films were made covering 8 different product benefits. Very good response to advertising and changes to perception of the brand. (Millward Brown). Share increased in competitive market with advertising helping to strengthen the brand