TWO businessmen from the Bury area have proved they have the winning formula when it comes to world-wide advertising.

They have scooped a prestigious international marketing award for North West speciality chemicals company Avecia following research by a New York firm.

Chemical Week, one of the industry's top trade magazines for the industry, has presented the award to John Gatcliffe from Whitefield and Andrew Smalley from Bury.

The award is in recognition of the duo achieving "outstanding recall response" among its readers for Avecia's launch campaign.

John Gatcliffe, chairman of the Manchester advertising agency Cicero and Andrew Smalley, Avecia's public affairs manager, worked together to help devise the campaign. The eye-catching adverts appeared on billboards and trade press and revealed the company's name change from Zeneca Specialties to Avecia.

The advertisement's design used all over the world included individual photographs of all the company's staff -- dozens of them are local Bury residents -- reinforcing the message that though the company has a new name, it still employs trusted and experienced people.

John, who lives in Ringley Road, said: "Everyone at Cicero who was involved with Avecia's launch is obviously delighted with this latest award and I'm pleased the campaign has had a very strong impact on an international and influential audience."

Andrew, of Lowercroft, added: "It's critical when launching a new corporate identity that the company's name, message and care values are communicated clearly.

"This award is clear proof that the creative strategy employed worked to full effect."

Avecia operates across 28 international sites, mainly in the UK, USA and France, and has 4,700 employees. Its international headquarters are in Blackley.

New York-based Harvey Research carried out the study for Chemical Week, interviewing key decision makers in the chemical industry who read the magazine.