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Proficiency will review ad campaigns against the FAME Index every month...
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The FAME Index - OPI Trade/User Magazines - 2 Sep  08
Manufacturer, Marketer Campaign Media Trade/ Female appeal, benefit Attractive design Memorable Evocative, enticing, engaging  Average
  User rating/10
         
Pilot Pens - Frixion Ball OPI - Sept Trade 5.00 5.00 5.00 5.00 5.00
Pelikan - colour up your office OPI - Sept Trade 5.00 7.00 5.00 5.00 5.50
HSM  securio - security is beautiful OPI - Sept Trade 6.00 5.00 4.00 4.00 4.50
HP original cartridges 'success suits you' OPI - Sept Trade 4.00 4.00 4.00 4.00 4.00
Fellowes - shredders no delay 100% jam proof OPI - Sept Trade 5.00 5.00 5.00 5.00 5.00
staedtler - world kids colouring day OPI - Sept Trade 7.00 6.00 6.00 6.00 6.25
Foldermate - only foldermate is foldermate OPI - Sept Trade 2.00 5.00 2.00 2.00 2.75
Armor - The other way of working with nature OPI - Sept Trade 5.00 4.00 4.00 4.00 4.25
alpha - we like to share our success  OPI - Sept Trade 4.00 4.00 4.00 4.00 4.00
trodat daved CO2 - dps OPI - Sept Trade 6.00 5.00 5.00 5.00 5.25
Leitz - Combifile adapts to you your day  OPI - Sept Trade 6.00 6.00 5.00 5.00 5.50
IP - Colorlok bolder blacks vivid colors OPI - Sept Trade 8.00 8.00 7.00 7.00 7.50
systemcare - from design to your warehouse OPI - Sept Trade 4.00 4.00 4.00 4.00 4.00
HP - designed with enviro in mind OPI - Green Sep Trade 5.00 6.00 5.00 5.00 5.25
HSM  - office tech for your security /enviro OPI - Green Sep Trade 5.00 5.00 4.00 4.00 4.50
Pelikan PowerPad - clever refill system OPI - Green Sep Trade 5.00 4.00 4.00 4.00 4.25
fellowes - filing and storage - won't cost earth OPI - Green Sep Trade 6.00 4.00 4.00 4.00 4.50
Edding Ecoline  -enviro friendly markers OPI - Green Sep Trade 5.00 4.00 4.00 4.00 4.25
Pukka Pad - recycled range  OPI - Green Sep Trade 4.00 4.00 4.00 4.00 4.00
CEP - grandissimo - isis from cep OPI - Green Sep Trade 5.00 5.00 5.00 5.00 5.00
Sseco - reduce carbon footprint OPI - Green Sep Trade 6.00 6.00 5.00 5.00 5.50
IP - Colorlok vibrant vita vivid OPI - Green Sep Trade 8.00 8.00 7.00 7.00 7.50
AF - Work smart, work clean work green OPI - Green Sep Trade 5.00 4.00 4.00 4.00 4.25
Colop Greenline marking solutions OPI - Green Sep Trade 6.00 5.00 5.00 5.00 5.25
really Useful Box - black is the new green OPI - Green Sep Trade 7.00 6.00 7.00 6.00 6.50
3M Post It  focused on sustainability  OPI - Green Sep Trade 8 8 7 6 7.25
Smead - keeping the world organised OPI - Green Sep Trade 6 5 5 5 5.25

The FAME Index - OPI Trade/User Magazines - 29 Jun  08
Manufacturer, Marketer Campaign Media Trade/ Female appeal, benefit Attractive design Memorable Evocative, enticing, engaging  Average
  User rating/10
         
Paperlinx - yoyo paper UK TV Channels User 8.00 8.00 8.00 8.00 8.00
Panasonic - Lumix wide angle camera UK TV Channels User 9.00 8.00 9.00 8.00 8.50
Pilot markers  OPI May Trade 5.00 5.00 5.00 5.00 5.00
PaperPro - don't be fooled by cheap imitators OPI Jun Trade 5.00 4.00 5.00 5.00 4.75
HP special edition 2 piece PC Grazia 30 jun 08 user 8.00 7.00 7.00 8.00 7.50
samsung ultra wide view camera Times Sat 28 Jun user 7.00 7.00 7.00 7.00 7.00
HSM securio - security is beautiful - strong OPI - Jun Trade 5.00 4.00 4.00 4.00 4.00
Fellowes -laminators - no jams etc OPI - Jun Trade 8.00 6.00 7.00 6.00 6.75
Tombo correction tape OPI - Jun Trade 5.00 5.00 5.00 5.00 5.00
International Paper - bolder blacks colorlok OPI - Jun Trade 7.00 6.00 6.00 7.00 6.50
Idealplast recycled OPI - Jun Trade 6.00 6.00 6.00 6.00 6.00
VOW new name wholesale service OPI - Jun Trade 5.00 7.00 5.00 5.00 5.50
Tesa Film easy cut tape dispenser OPI - Jun Trade 7.00 6.00 6.00 6.00 6.25
CEP isis grandissimo add rhythm to filing OPI - Jun Trade 6.00 6.00 6.00 6.00 6.00
Colop Greenline stamps OPI - Jun Trade 6.00 6.00 6.00 6.00 6.00
Leitz combifile adapts to your day OPI - Jun Trade 7.00 6.00 6.00 6.00 6.25
Zenith Clic stapler OPI - Jun Trade 5.00 5.00 5.00 5.00 5.00
Keba ecolite OPI - Jun Trade 7.00 5.00 5.00 5.00 5.50
Shiny Heavy Duty stamp OPI - Jun Trade 5.00 5.00 5.00 5.00 5.00
samsung Toner supplies Channel Info _ Jun Trade 7.00 6.00 6.00 6.00 6.25
Swordfish shredder  which report Channel Info - June Trade 7.00 7.00 7.00 7.00 7.00
Pukka Pads - new black business range Channel Info - June Trade 8.00 7.00 6.00 6.00 6.75
Pilot advertorial - reduced packaging Channel Info - June Trade 7.00 6.00 6.00 6.00 6.25
Fujitsu - scanning simple as possible Channel Info - June Trade 8.00 6.00 5.00 7.00 6.50
Canon new competitive landscape AVP Channel Info - Jun trade 4.00 4.00 4.00 4.00 4.00

The FAME Index - OPI Trade/User Magazines - 14 May 08
Manufacturer, Marketer Campaign Media Trade/ Female appeal, benefit Attractive design Memorable Evocative, enticing, engaging  Average
  User rating/10
       
Lexmark - 5 year guantee on printers Times - 22 mar 08 User 6.00 5.00 5.00 5.00 5.25
IBM - STOP start Staples case study Times - 22 mar 08 User 7.00 7.00 8.00 8.00 7.50
HP - alternative thinking - build in cohesive Fortune 28 Apr 08 User 6.00 6.00 6.00 6.00 6.00
Dell - Your comp edge is dull - It complexity Fortune 28 Apr 08 User 4.00 4.00 4.00 4.00 4.00
CDW - Are you controlling your servers? Fortune 19 May 08 User 6.00 4.00 4.00 4.00 4.50
IBM - STOP selling have START selling needs Fortune 19 May 08 User 7.00 6.00 7.00 7.00 6.75
3M - Easy Snooping laptops - privacy filters Fast Coy - May 08 User 5.00 5.00 5.00 5.00 5.00
Dell - Work wherever Fast Coy - May 08 User 7.00 5.00 5.00 5.00 5.50
Safco Sassy chair sophisticated with flair Office World News Trade/ 9.00 9.00 9.00 9.00 9.00
Kensington slimblade mouse - all terrain Fast Coy - May 08 User 8.00 8.00 8.00 8.00 8.00
xerox - winning color - phaser 8860 mfp ptr Fast Coy - May 08 User 7.00 8.00 8.00 8.00 7.75
Blackberry - ask jason pomeranc why he loves Fast Coy - May 08 User 8.00 8.00 8.00 8.00 8.00
CDW - when your company is ready to grow Entrepreneur - may 08 User 7.00 6.00 6.00 6.00 6.25
Fellowes 100% Jam proof shredders Entrepreneur - may 08 User 8.00 7.00 8.00 8.00 7.75
Mobile Edge - Caring case collection -pink Pink Mag - May June User 8.00 5.00 5.00 6.00 6.00
Canon image anywhere - image runner Bus Week - 28 Apr User 4.00 4.00 4.00 4.00 4.00
HP - alternative thinking - store with conviction Bus Week - 28 Apr User 6.00 5.00 5.00 5.00 5.25
Samsung/microsoft Bus Week - 28 Apr User 6.00 5.00 5.00 5.00 5.25
Dell - slash energy consumption 45% Bus Week - 28 Apr User 8.00 6.00 6.00 7.00 6.75
CDW - Higher res makes LCD monitors easier Bus Week - 6 May User 7.00 6.00 5.00 5.00 5.75
IBM - STOP talking green START going green Bus week - 13 May User 8.00 7.00 7.00 7.00 7,5
Dell - most trusted workstation  Bus week - 13 May User 6.00 6.00 5.00 5.00 5.50
iGo - charge everything everywhere 85 American Way - May User 8.00 8.00 8.00 8.00 8.00
Jabra headset JX20 Pura American Way - May User 6.00 4.00 4.00 4.00 4.50

The FAME Index - OPI Trade/User Magazines - 1 March 08
Manufacturer, Marketer Campaign Media Trade/ Female appeal, benefit Attractive design Memorable Evocative, enticing, engaging  Average
  User rating/10
       
Pelikan -Powerpad refill system OPI - March Trade 6.00 5.00 5.00 5.00 5.25
Pilot Pens - BEGREEN - positive with the planet OPI - March Trade 7.00 8.00 8.00 7.00 7.50
HSM securio - security is beautiful - shredder OPI - March Trade 5.00 3.00 4.00 4.00 4.00
Paper Pro - don't be fooled by cheap OPI - March Trade 5.00 4.00 5.00 5.00 4.75
HP Bargain ink…no bargain at all OPI - March Trade 4.00 4.00 4.00 4.00 4.00
HP Success suits you - original laser cartridges OPI - March Trade 4.00 4.00 4.00 4.00 4.00
Fellowes - 100% Jam proof shredders OPI - March Trade 8.00 6.00 6.00 6.00 6.50
3M Post-It Notes - recycled/sustainability OPI - March Trade 7.00 6.00 6.00 6.00 6.25
Whitelines books and pads - CO2 OPI - March Trade 6.00 6.00 5.00 5.00 5.50
Foldermate - Green file OPI - March Trade 4.00 4.00 4.00 4.00 4.00
3M Post-It Notes/Scotch big solutions OPI - March Trade 5.00 5.00 5.00 5.00 5.00
3M solutions based marketing advertorial OPI - March Trade 7.00 7.00 7.00 7.00 7.00
Colop - Green Line stamps OPI - March Trade 6.00 6.00 6.00 6.00 6.00
Paper Co. Duo Colorlok  Channel Info - Feb 08 Trade 7.00 7.00 7.00 7.00 7.00
HSP - IBM paper - take it seriously Channel Info - Feb 08 Trade 6.00 6.00 6.00 6.00 6.00
OKI -Mfp - Fresh Fields Channel Info - Feb 08 Trade 6.00 6.00 5.00 5.00 5.50
Samsung -MFD's 3 year guarantee Channel Info - Feb 08 Trade 7.00 6.00 7.00 7.00 6.75
Fellowes - Ergonomix Channel Info - Feb 08 Trade 8.00 7.00 7.00 8.00 7.50
Fujitsu - scansnap  Channel Info - Feb 08 Trade 7.00 6.00 6.00 7.00 6.50
Brother - Treward yourself Channel Info - Feb 08 Trade 7.00 7.00 7.00 7.00 7.00
JDS - One Chance recycled ntbks Channel Info - Feb 08 Trade 7.00 6.00 7.00 6.00 6.50
Durable - style of success Channel Info - Feb 08 Trade 5.00 5.00 5.00 5.00 5.00

The FAME Index - OPI Trade/User Magazines - 27 Jan 2008
Manufacturer, Marketer Campaign Media Trade/ Female appeal, benefit Attractive design Memorable Evocative, enticing, engaging  Average
  User rating/10
         
Pilot markers - new range OPI - Feb Trade 5.00 4.00 4.00 4.00 4.25
PaperPro - Quantum - you can't touch this OPI - Feb Trade 5.00 4.00 4.00 4.00 4.25
Systemcare - cleaning and hygiene OPI - Feb Trade 4.00 4.00 4.00 4.00 4.00
Pelikan -Powerpad refill system OPI - Feb Trade 6.00 5.00 5.00 5.00 5.25
HSM securio - security is beautiful - shredder OPI - Feb Trade 5.00 3.00 3.00 2.00 3.25
Fellowes - the brand, the vision etc OPI - Feb Trade 4.00 4.00 4.00 4.00 4.00
Smead Fastab hanging folders  OPI - Feb Trade 7.00 7.00 7.00 6.00 6.75
Citizen calcs - performance  is everything OPI - Feb Trade 7.00 5.00 6.00 6.00 6.00
International paper - Colorlok OPI - Feb Trade 8.00 7.50 7.50 7.00 7.50
Durable success story OPI - Feb Trade 4.00 4.00 4.00 4.00 4.00
Zenith clic stapler OPI - Feb Trade 4.00 4.00 4.00 4.00 4.00
Colop stamp mouse OPI - Feb Trade 6.00 4.00 4.00 5.00 4.75
Shiny strong durability OPI - Feb Trade 3.00 3.00 3.00 3.00 3.00
Royal Executive Bond OPI - Feb Trade 4.00 4.00 4.00 4.00 4.00
Stabilo Boss - get a firm grip - non smear ink OPI - Feb Trade 6.00 6.00 5.00 5.00 5.50
Pentel Recycology enviro staty - advertorial OPI - Feb Trade 6.00 6.00 6.00 6.00 6.00
Staedtler - water coloured art - ABS lead prtn OPI - Feb Trade 7.00 7.00 7.00 6.00 6.75
Media sciences - biz of color OPI - Feb Trade 4.00 4.00 4.00 4.00 4.00
Trodat stamps - originals OPI - Feb Trade 4.00 4.00 4.00 4.00 4.00
AF Intnl - Work green - cleaning kits OPI - Feb Trade 5.00 4.00 4.00 4.00 4.25
Rapid - flatter stapling OPI - Feb Trade 7.00 5.00 5.00 5.00 5.50
Leitz - 180 LAF -Sharron Davies Office games Channel Info - Jan Trade 6.00 4.00 5.00 5.00 5.00
Snopake Platignum pens Channel Info - Jan Trade 5.00 5.00 5.00 5.00 5.00
Sealed Air - Mailite prorection Channel Info - Jan Trade 6.00 5.00 5.00 5.00 5.25
IBM paper take it seriously Channel Info - Jan Trade 4.00 4.00 5.00 4.00 4.25
antalis - Be reponsible - choose the right paper Channel Info - Jan Trade 5.00 6.00 5.00 5.00 5.25
JDS - Basildon Bond One Chance Rec NBks Channel Info - Jan Trade 6.00 5.00 6.00 5.00 5.50
Brother MFC ton of reasons Channel Info - Jan Trade 5.00 5.00 5.00 5.00 5.00
Bi-Office master vision boards Channel Info - Jan Trade 6.00 5.00 5.00 4.00 5.00
Fellowes ErgonomiX Channel Info - Jan Trade 5.00 5.00 6.00 5.00 5,25
Fujitsu Scanning - scansnap Channel Info - Jan Trade 7.00 6.00 6.00 6.00 6.25
Fellowes R-Kive storage Channel Info - Jan Trade 5.00 5.00 5.00 5.00 5.00
samsung - imagine color laser - small size Channel Info - Jan Trade 8.00 7.00 7.00 7.00 7.25
HSM securio - security is beautiful - shredder Channel Info - Jan Trade 5.00 3.00 3.00 2.00 3.25
Infotec printers and MFPs Channel Info - Jan Trade 4.00 4.00 3.00 3.00 3.50
Konica Minolta - bizhub - Ronaldinho Channel Info - Jan Trade 4.00 4.00 4.00 4.00 4.00
DMC - new Canon Copiers Channel Info - Jan Trade 2.00 2.00 2.00 2.00 2.00
Xerox - Wise color Bus Week - 28/01 User 7.00 8.00 8.00 7.00 7.50
CDW - server room lonely Bus Week - 28/01 User 7.00 6.00 6.00 6.00 6.25
               

The FAME Index - OPI Trade/User Magazines - 01 Jan 2008
Manufacturer, Marketer Campaign Media Trade/ Female appeal, benefit Attractive design Memorable Evocative, enticing, engaging  Average
  User rating/10
         
HP - What do you have to say? Perfect moments You Magazine 30/12 User 8.00 7.50 7.50 7.00 7.50
Pilot V markers - super color OPI Jan 08 Trade 6.00 6.00 6.00 6.00 6.00
3M - Solutions for effective collaboration OPI Jan 08 Trade 6.00 6.00 6.00 6.00 6.00
PaperPro - Quantum - you can't touch this OPI Jan 08 Trade 7.00 6.00 6.00 6.00 6.25
HP - What...you...say? confident with colorsphere OPI Jan 08 Trade 7.00 7.00 7.00 7.00 7.00
HP - What...you...say? Designed…environment  OPI Jan 08 Trade 7.00 7.00 7.00 7.00 7.00
Systemcare - put your name on a product OPI Jan 08 Trade 4.00 4.00 4.00 4.00 4.00
HSM Securio - security is beautiful OPI Jan 08 Trade 5.00 3.00 3.00 2.00 3.25
Fellowes -the brand the vision OPI Jan 08 Trade 4.00 4.00 4.00 4.00 4.00
Smead - supereasy, superfast, SUPERTAB OPI Jan 08 Trade 7.00 7.00 7.00 7.00 7.00
AF Work Green office cleaning kits OPI Jan 08 Trade 5.00 4.00 4.00 4.00 4.25
Citizen calculators - performance is everything OPI Jan 08 Trade 4.00 4.00 4.00 4.00 4.00
IP Colorlok - vivid colors, fast drying, bolder OPI Jan 08 Trade 8.00 7.00 7.00 7.00 7.25
Platignum - magnificent 7 OPI Jan 08 Trade 5.00 7.00 5.00 5.00 5.50
Platignum - P is for Pen….profit OPI Jan 08 Trade 5.00 5.00 5.00 5.00 5.00
Herma Movable labels OPI Jan 08 Trade 7.00 6.00 6.00 6.00 6.25
Foldermate is foldermate OPI Jan 08 Trade 2.00 2.00 2.00 2.00 2.00
Media sciences - business of color OPI Jan 08 Trade 4.00 4.00 4.00 4.00 4.00
shiny new printer line OPI Jan 08 Trade 2.00 2.00 2.00 2.00 2.00
Pelikan - Powerpad refill system OPI Jan 08 Trade 5.00 5.00 5.00 5.00 5.00