The Brief: To reinvent Pizza Express's annual art prize to reach a wider audience and better reflect its brand values.

The Artwise Solution: Artwise looked at Pizza Express's successful, high-profile support of jazz as a model for reinventing the art prize. Artwise decided to refocus the prize on drawing, highlighting an activity that was just beginning to achieve recognition as an important medium in its own right. Attracting both successful artists and judges, and with both professional and student prizes, Prospects was widely considered as the drawing equivalent of the Beck's Futures prize.

Previous Turner Prize nominee Ian Davenport received the £10,000 prize in 2002, exhibiting alongside finalists who included Quentin Blake, Paul Noble and Langlands & Bell. James Pyman won first prize for Prospects 2003, exhibiting in London's Truman Brewery alongside Lothar G-tz, Fiona Banner, Charles Avery, Hew Locke and Abigail Reynolds. David Farnham won Prospects 2004, with nominees including Nicky Hirst, Yuka Katagiri and Karoly Keseru. Artwise selected top art world experts for the judging panel, including artists Richard Wentworth, Anya Gallacio, Graham Gussin and Rachel Lowe; curators David Thorp, Katherine Stout, Fiona Bradley and Simon Groom; and broadcaster Tim Marlow.