Judges - Effie

Transcription

Judges - Effie

2007
Presented by
The New York American Marketing Association
Awards Journal Sponsored by
© 2007 Dow Jones & Company. All Rights Reserved.
journey.wsj.com/stevenlevitt
2007
Journal
Sponsored by
Advertising Age
Printed by
L.P. Thebault Company
Fine Paper
Supplied by
Sappi
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2007 EFFIE AWARDS
Contents
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4
5
Letter from the President
Thank You to Our Sponsors
Creativity with a Purpose Is the Name of the Game
Today By Jonah Bloom–Editor, Advertising Age
6–82
84
86–92
93
94–95
Winners
Grand Jury
Judges
Moderators and Worldwide Effie Programs
Acknowledgments
Letter from the President
This year, at the final judging for the USA Effie awards,
our award winners will be the most successful, the most
BusinessWeek conducted a survey. BusinessWeek
creative,the most effective in the marketplace. This
wrote on its website, “While 121 judges may make for
year’s grand Effie panel is a reflection of the changing
a small survey pool, the group is extremely influential”
face of our industry.
and the results “offer a valuable snapshot of what the
leaders in the business are thinking.” Here are a few
Most of the changes you have seen in Effie – from
nuggets from that survey:
our new entry brief that drills down to reveal ideas
that work to the redesigned Effie trophy – have come
• The judges predict that guerrilla marketing, PR, mobile,
via suggestions from industry leaders. We continue
search and “other” will see an increase in marketing
to welcome ideas that will challenge and grow the
spending this year, in some cases substantially.
Effie brand.
• Agencies have publicized brands via YouTube (72%),
Congratulations to all of our winners for a job well done.
MySpace (51%), SecondLife (21%) and blogs (62%).
Cordial regards,
• Respondents were most confident in the ROI metrics
for direct, online search, online brand and TV.
As our industry adapts to be more effective, Effie
Linda Cornelius
Chair, Board of Directors
New York AMA
Effie Awards
does as well. This year for the first time, we opened
the competition to any and all forms of consumer
engagement across all categories. Guerrilla, wordof-mouth, product design, special events – as long it
worked. This change required changes in our judging
pool as well, and we reached out to include experts
in all of these fields, who jumped right in alongside our
veteran agency and client judges.
As marketers and agencies continue to develop
innovative ways to connect with consumers, Effie will
reach out to all segments of our industry to ensure that
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Thank You to All the 2007 Effie Program Sponsors
Platinum Sponsors
Sponsors
Partners
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2007 EFFIE AWARDS
Creativity with a Purpose
Is the Name of the Game Today
The marketing world is coming around to an Effie way
of thinking and waking up to the fact that effectiveness
and creativity are inextricably linked.
While some award shows are gratuitous exercises in moneymaking and artistic pretension, the Effies have always been
closer to celebrating the purpose of advertising – you know,
selling more stuff, building consumer loyalty and increasing
profit margins by adding brand value. Year after year,
they’ve drawn an impressive cast of judges and rewarded
reasonable campaigns for delivering tangible business
results. But for some reason, up until now, they weren’t
regarded in all quarters as the premier U.S. ad awards.
Why? Well, first off the event was held at the Marriott in
Midtown Manhattan, a venue about as conducive to a
long night of celebrating as a double dose of Ambien.
But, more importantly, the trouble with the Effies was that,
rightly or wrongly, they were too often perceived as the
un-creative awards. While the annual pilgrimage to the
French Riviera was all about celebrating the art and craft
of commercials, the Effies were about being effective (the
clue is in the name), which has been seen by some as
different from being creative.
Nor was this just about the Effies. Too many people in
the marketing world have believed that effective work
is about repeatedly bashing people over the head with
their messages – also known as churning out ads that
score well in recall tests in which participants are forced
to watch the ads and then asked if they can remember
them. Obviously the flip side of that thinking is that creative
work that draws in consumers with its quality storytelling is
somehow more about art than ROI.
Today, nothing could be further from the truth. A seemingly
infinite array of media and entertainment options for
consumers, together with a wealth of technologyenabled techniques for screening content they’re not
interested in, has seen to it that engaging content is the
price of entry for marketers. If you’re not relevant, useful
or highly entertaining today, you’re not in the game. All
the repetitions of your brand name you can muster in
30-seconds aren’t going to be enough if the viewers are
bypassing your ads. Intrusion is dying, and advertisers
need to get themselves invited into consumers’ lives.
sit-back medium, is inevitably going to become an
interactive channel – most predictions expect IPTV will take
hold before the end of this decade. And at that point those
who have relied on shouting loudest, rather than engaging
consumers with a relevant proposition,will truly be found out.
And by the end of next year most TV advertising will be
bought and sold based on commercial ratings, which will
give the truest indication yet of how creativity influences
ad effectiveness. As I said in a recent column in Advertising
Age, commercial ratings – especially once they measure
the audience for each spot on a second-by-second basis
– have the potential to reinvigorate creativity. Just as the
TV buyer can call the seller after he or she receives the
overnight ratings to discuss why a program isn’t pulling the
promised numbers, commercial ratings will give marketers
a real insight into whether people actually want to watch
their commercials. Marketers and their agencies will be
able to see the exact dropoff in viewers and compare
that across different types of creative.
Failure to engage consumers will suddenly be transparent
in a way it’s never been before. What’s more, advertisers
whose spots don’t win consumers over will end up paying
dearly, because TV networks – anxious to show they can
retain viewers through breaks – will likely end up charging
more for spots that fail to keep audiences tuned in. That
or they’ll relegate those ads to the worst positions in pods.
Either way advertising that doesn’t engage will lose.
The bash-them-over-the-head ad club will eventually die
out. Those advertisers who give audiences something they
really want, something they’ll actually opt to engage with,
will thrive. The Effies, as an awards that focuses on creativity
with a purpose, will surely thrive along with them.
By Jonah Bloom
Editor, Advertising Age
That isn’t some cyclical trend or fad; it’s the way things are
and the way things are going to stay. Even TV, the ultimate
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AFRICAN-AMERICAN
GOLD WINNERS
Infiniti
Jordan Brand
INFINITI
Monica Smith
Doug Ryan
Scot Fessenden
Jan Thompson
Mgr.-Infiniti Mktg.
Sr. Mgr.-Infiniti Mktg.
Dir. Infiniti Mktg.
VP-Nissan/Infiniti Mktg.
THE TRUE AGENCY
Valencia Gayles
Perry Fair
Daryll Merchant
Christopher Davis
Garlanda Freeze
Regina Hinton
Pres.
Assoc. Creative Dir.
Exec. Bdcst. Producer
Exec. Creative Dir.
Mgmt. Super.
Media Dir.
TDP
JORDAN BRAND
Roman Vega
Brand Mgr.
WIEDEN+KENNEDY NEW YORK
Caroline Hooper
Acct. Dir.
Daniel Cherry III
Strategic Planner
Mark Adamson
Acct. Exec.
Todd Waterbury
Creative Dir.
Kevin Proudfoot
Creative Dir.
Jesse Coulter
Art Dir.
Andy Ferguson
Copywriter
Eric Bridge
Assoc. Media Dir.
SAPIENT
INFINITI IN BLACK
This campaign was the first African-American marketing effort
by Infiniti. The campaign married five African-American visionary
artists with Infiniti vehicles. The campaign aimed to shape the
Infiniti brand image among unaware African-American consumers and showcase the shared values of modern, distinct
and bold design.
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2007 EFFIE AWARDS
JORDAN BE LIFESTYLE CAMPAIGN
The objective of this campaign was both to raise awareness and
increase sales of Jordan Brand’s inaugural Jordan Lifestyle apparel collection, which hit the market in fall of 2005.
2007 © Burrell Communications, LLC.
One down.
As sweet as victory is, an Effie only satisfies the appetite for so long. We're already hungry for more.
Congratulations Allstate and thank you for the opportunity, the award and the chance to score more.
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AFRICAN-AMERICAN
SILVER WINNER
AFRICAN-AMERICAN
BRONZE WINNER
Allstate
Tyson Foods
ALLSTATE INSURANCE CO.
Nancy Abraham
Dir.
Steven White
Sr. Mgr.
TYSON FOODS
Sue Quillin
Libby Lawson
VP-Mktg. Services
VP-Public & Community Relations
.
BURRELL
Stephen French
Toni Midderhoff
Richard Lufrano
Lewis Williams
Debra Amsden
Winston Chueng
Sr. Acct. Planner
VP-Acct. Dir.
Sr. VP-CCO
VP-Dir. Bdst. Production
Art Dir.
2006 YOUR CHOICE AUTO ONLY FROM ALLSTATE
This campaign launched into the African-American market using television, radio, print and events and targeted creative.
Goals included: increased awareness of product features and
benefits, increased consideration of Allstate and a greater
positive perception of Allstate. Third-party tracking results and
in-market data show increased awareness, consideration, more
brand appeal and an increase in quotes after the launch.
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2007 EFFIE AWARDS
E. MORRIS COMMUNICATIONS
Eugene Morris
Chrmn. & CEO
Yvette Fisher
Sr. VP-Mgmt. Dir.
Vickie Casanova
Acct. Dir.-Client Services
Philip Salter
VP-Creative Dir.
Kates Smiles
VP-Dir. of Prod. & Creative Services
Deborah Easton
Lucy Brown
VP-Dir. of Rsch. & Planning
Deborah Gray-Young VP-Dir. of Media
POWERED BY TYSON
Tyson Foods’ mission is to proudly power the world with its chicken,
beef and pork products. This campaign leverages cultural cues,
humor and love of family to demonstrate that Tyson’s multi-protein products provide the energy to power busy families through
busy days. The campaign connects on an emotional level and has
helped establish Tyson as the multi-protein brand of choice among
African-American consumers while generating some of the strongest
business results in Tyson’s history: significant increases in awareness,
purchase intent, brand image ratings and effectiveness scores.
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AGRICULTURAL, INDUSTRIAL & BUILDING
GOLD WINNER
SILVER WINNER
WINNER OF THE SAPPI PRINT MEDIA EFFECTIVENESS AWARD
New Holland North America
Beef
NEW HOLLAND NORTH AMERICA
Dawn Fox
Comm. Mgr.
NATIONAL CATTLEMEN’S BEEF ASSOCIATION
Mark Thomas
VP-Consumer Mktg.
Paige Miller
Exec. Dir., Advt.
Mary Young
Exec. Dir., Nutrition
COLLE+McVOY
Myrna Krueger
Jamie Moran
Josette Hutchinson
Dave Keepper
Amy Myers
Ryan Carlson
Teresa Demma
Michael Opperman
Laurie Christen
LEO BURNETT USA
Ruthie Feinstein
Kerry Stranman
Katie Newman
Julie Scelzo-Fitzpatrick
Desmond Lavelle
David Schermer
Anny Gary
VP-Acct. Dir.
Acct. Super.
Acct. Exec.
Creative Dir.
Acct. Planning Dir.
Designer
Project Mgr.
Sr. Strategist
Group Contact Strategist
BRAVE NEW TRACTORS
New Holland, a 111-year-old haytools company, faced the challenge of reinventing itself as a tractor brand in a category of
fierce competition. With a limited budget, the company utilized a
brand intrusion media strategy choreographed to launch during
the peak of the purchase consideration period. This allowed New
Holland to reverse years of sliding market share and post a 9% increase in overall tractor sales. The campaign, the company’s most
successful marketing program to date, also helped New Holland
exceed its objective of increasing dealer satisfaction by 27%.
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2007 EFFIE AWARDS
VP-Acct. Dir.
VP-Planning Dir.
Acct. Exec.
VP-Creative Dir.
VP-Creative Dir.
Copywriter
Sr. VP-Group Acct. Dir.
STARCOM WORLDWIDE
LEADER OF LEAN
Beef, once America’s favorite meal, faced dramatic consumption erosion, due to chicken’s perceived nutritional and price
advantages. Targeting “skeptical” beef lovers, this campaign
challenged beef’s unhealthy reputation while fueling passion for
its superior taste. The big idea: Beef is a lean leader, and there are
29 low-fat cuts to prove it. Candid headlines, sumptuous imagery
and unabashed copy. The advertising reinforced beef’s position
as a lean leader, igniting loyalty, inspiring sales and positively
changing consumer beliefs about its healthfulness.
It’s hard enough coming up with a
great idea these days. But coming
up with a great idea that actually
works—well, let’s just say, we
stand in awe of your mind-blowing
createffectivity. Of course, we know
a little bit about helping people like
you create remarkably impactful
work. After all, Sappi is the largest
and most respected producer of
coated paper in North America.
In fact, we’d like to think that the
high quality of our paper actually
contributes to the effectiveness
of your communication. (Of course,
we know it’s really your genius that’s
responsible—but you can throw us
a little bone…) Anyway, we’d like to
congratulate this year’s Effie winners
and want you to know how proud
we are of the effectiveness of our
paper… you… how proud we are
of you and your accomplishment.
800.882.4332
www.sappi.com
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BRONZE WINNER
AUTOMOTIVE – VEHICLES
GOLD WINNER
Gold’n Plump
Mini Cooper
GOLD’N PLUMP
Julie Berling
Rory Bidinger
MINI USA
Jim McDowell
Trudy Hardy
Pres.
Mktg. Mgr.
GABRIEL deGROOD BENDT
Tom Gabriel
Creative Dir.
Doug deGrood
Creative Dir.-Copywriter
Wayne Thompson
Sr. Art Dir.
Jeff Schuller
Sr. Copywriter
Jim Bendt
Pres.–Acct. Dir.
Kris Fitzpatrick
Acct. Super.
Roxanne Richards
Production Mgr.
Hallee Conkey
Traffic Mgr.
BUTLER, SHINE, STERN
John Butler
Mike Shine
Ed Cotton
Lyle Yetman
Mike Hughes
JP Guiseppi
Charlie Gschwend
Neil Smith
& PARTNERS
Creative Dir.
Creative Dir.
Dir.-Strategy
Copywriter
Art Dir.
Art Dir.
Copywriter
Acct. Dir.
FAMILY FARM RAISED
Coming off a record sales year, Gold’n Plump Poultry was facing
a national oversupply of chicken due to widespread headlines
about avian influenza, arsenic and salmonella. To combat consumer fears and differentiate the brand from larger competitors,
the company launched a campaign centered around the fact
that Gold’n Plump chickens are raised on local family farms by
people who know what’s best for chicken. Even in the face of
an organic chicken boom, this campaign helped Gold’n Plump
achieve increased sales and record levels of advertising awareness and loyalty.
MINI COVERT
The big idea was to advertise to people who already bought
a Mini to build evangelism for the brand through creating buzz,
deepening engagement and driving participation. Communications were encrypted so that only Mini owners with spy-like tools
could decode them. Thus the designation: Covert. Think “Mission
Impossible” meets James Bond meets advertising. Covert has
achieved its goals of buzz (75%), engagement (21%) and participation. More than 3,500 owners joined for the first-ever Mini Takes
the States coast-to-coast road rally in August.
2007 EFFIE AWARDS
Dir.-Mktg. Comm.
Asst. Mktg. Comm. Mgr.
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13
SILVER WINNER
BRONZE WINNER
Saab
Lexus
SAAB AUTOMOBILE USA
Jay Spenchian
Genl. Mgr., Pres.-CCO
Leslie Bublin
Dir.-Mktg. & Advt.
LEXUS
Deborah Meyer
Ann Bybee
Kimberly Gardiner
VP-Mktg.
Corp. Advt., Brand & Product Strategy
Creative Mgr.
LOWE NEW YORK
Mark Wnek
Simon Bowden
Jonathan Disegi
Jessica Thor
Chris Soskin
Michael DeRosa
Aubree Nichols
TEAM ONE
Tanya Khuu
Jon Pearce
James Dalthorp
Gabrielle Mayeur
Brian Sheehan
Mark Miller
Christie Clough
Sr. Strategic Planner
Group Creative Dir.
Group Creative Dir.
Interactive Creative Dir.
CEO
Dir.-Strategic Planning
Chrmn.-COO
Exec. VP-Creative Group Head
Sr. VP-Group Planning Dir.
VP-Mgmt. Super.
VP-Creative Super.
Acct. Exec.
Asst. Planner
BORN FROM JETS
Saab sales were flat and, in order to grow, the brand had to evolve
from niche to challenger. To increase brand awareness and consideration in the highly competitive luxury import market, Saab
needed to own a unique performance claim.“Born from jets” celebrates Saab’s aircraft heritage to deliver a compelling, Saabownable performance message. Since the campaign launched
in October 2005, Saab sales, performance attributes and awareness are up, and “Born from jets” is now the sixth most correctly
recognized automotive tagline, out of 35.
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2007 EFFIE AWARDS
LEXUS IS LAUNCH: WHY LIVE IN ONE DIMENSION?
Since its introduction in the U.S. in 1989, Lexus has dominated
in every segment except one: near-luxury performance. With
staunch competition from BMW, Acura, Infiniti, Mercedes-Benz
and Audi, Lexus had ambitious goals both in an unforgiving category and among an entire generation of buyers who had ignored
the brand for decades. A literal transformation of the brand’s
relationship with near-luxury buyers was necessary to have a
chance to be recognized as a legitimate contender, let alone a
category leader.
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BEAUTY PRODUCTS & SERVICES
SILVER WINNER
BEAUTY PRODUCTS & SERVICES
BRONZE WINNER
Schick Quattro for Women
Schick Quattro Power
SCHICK-WILKINSON SWORD
Al Robertson
CMO
Adel Mekhail
Sr. Dir.-U.S. Mktg.
Karen Hubbard
Group Brand Dir.-Women’s Systems
John Wergeles
Group Brand Dir.-Men’s Systems
Cindy Abella
Sr. Brand Mgr.
SCHICK-WILKINSON SWORD
Adel Mekhail
Sr. Dir.-U.S. Mktg.
John Wergeles
Group Brand Dir.-Men’s Systems
Wendy Salustro
Sr. Brand Mgr.
JWT
Pat Chiono
Jeffrey Chapman
Natalie Vander Vorst
COLANGELO SYNERGY MARKETING
Dan Stevenson
Exec. Creative Dir.
Kelly Peraino
VP
Susan D. Cocco
Sr. VP
Bob Whitmore
Creative Dir.
Ben Applebaum
Copywriter
Creative Dir.-Art
Global Bus. Dir.
Acct. Dir.
COLANGELO SYNERGY MARKETING
Kelly Periano
VP
Dan Stevenson
Exec. Creative Dir.
VIZEUM
JWT
Jeffrey Chapman
Global Bus. Dir.
VIZEUM
HANDS OFF
Schick changed the way shaving was marketed to women with
the introduction of Quattro for Women. Offering a humorous and
feminine take on technology, the advertising established Quattro
for Women as the first high-performance razor made for women.
As a result, Quattro for Women became the No. 1 selling razor sku,
helping Schick to achieve market leadership of women’s razors.
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2007 EFFIE AWARDS
THE POWER OF FOUR
Schick needed to launch a new men’s razor - despite second-tomarket technology, despite 10% the budget of the competion and
despite low equity with young men. The goal was to engage the
audience in the brand and drive sales. Looking past the “blade
wars,” the campaign focused on the confident magnetism that
comes with a close, clean shave and was called “The Power of 4.”
The results: Two million website users engaged in the integrated
campaign, and the company’s franchise dollar share grew 52%.
Two Effies. Four Blades. Five Logos.
©2007 Energizer, Schick, Quattro and other marks are trademarks of Energizer.
Congratulations to JWT and Colangelo on our Effie wins for
Quattro Power and Quattro for Women.™ And thank you
for your contributions to our continued success.
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BEVERAGES – ALCOHOL
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SILVER WINNER
BEVERAGES – NON–ALCOHOL
GOLD WINNER
Tanqueray
Got Milk?
DIAGEO NORTH AMERICA
Dana Yerid
Sr. Brand Mgr.
CALIFORNIA MILK PROCESSOR BOARD
GREY WORLDWIDE NEW YORK
Tim Mellors
Pres.-CCO
Glenn Porter
VP-Creative Dir.
Conor Sheridan
VP-Copywriter
Fred Liedtke
VP-Art Dir.
Christine Parrino
Exec. VP-Acct. Mgmt.
Brett Banker
VP-Acct. Mgmt.
Paul Taylor
VP-Planner
Aaron Royer
Sr. VP-Producer
Tyler DeAngelo
Producer
GOODBY, SILVERSTEIN
Jeff Goodby
Feh Tarty
Pat McKay
Cyndi Yee
Will McGinness
Alex Lind
Mike Geiger
Ronny Northrup
Paul Charney
Nat Lawlor
READY TO TANQUERAY? (HOLIDAY)
In a white spirit category dominated by trendy vodkas, Tanqueray
leveraged recent successes of the “Ready to Tanqueray” (Tony
Sinclair) campaign to accelerate well beyond the competition
during the cluttered holiday season. Utilizing mass and progressive
media channels, the brand successfully positioned Tony Sinclair
and Tanqueray as ambassadors of holiday cheer. Brand affinity
climbed to new heights, and Tanqueray outpaced the entire gin
category after the holiday campaign launch.
PLANET IN NEED
After 13 years of “got milk?” deprivation narratives, the long-established campaign took a new turn, creating news for the product that everybody thought they already knew about. In 2005
“got milk?” recaptured relevance and began to reengineer the
benefits of milk to reintroduce itself all over again – not just as a
good-for-you staple but as a new, natural wonder tonic that was
truly out-of-this world.
2007 EFFIE AWARDS
& PARTNERS
Co-Chrmn.-Creative Dir.
Art Dir.
Copywriter
Planning Dr.
Creative Dir.
Bdcst. Producer
Dir.-Interactive Production
Copywriter
Copywriter
Jr. Writer
thank you, Schick
®
for playing unfair with us. In our
business, like any industry, there are
rules to follow. And you simply choose
not to follow them. That’s what makes
you a great client and a whole lot of
fun for JWT and us to work with. So
congratulations on your new EFFIES
and here’s to ignoring the rules and
creating more breakthrough work in
the future.
Life is not fair. Marketing isn’t either.
Make the competition weep. For an Unfair Advantage, contact Bob Terry at 203-662-7005.
www.colangelo-sm.com
19
BEVERAGES – NON-ALCOHOL
SILVER WINNERS
Full Throttle
Milk Processor
Education Program
THE COCA-COLA CO.
Rafael Acevedo
Brand Mgr.
Pete Callaro
Dir.-Advt.
Pio Schunker
Sr. VP-Advt.
Rachel Gaethers
Advt. Mgr. II
Mary Herrera
Brand Dir.
MILK PROCESSOR EDUCATION PROGRAM
Kurt Graetzer
CEO
Tom Nagle
Sr. VP
Victor Zaborsky
Sr. Mgr.-Mktg. & Comm.
MOTHER
Rob Thorsen
Andrew Deitchman
Allon Tatarka
Rob Baird
Linus Karlsson
LOWE NEW YORK
Sal Taibi
Jonathan Lange
Laura Fisk
Bernie Hogya
Eddie Van Bloem
Holly Zierk
Strategist
Part.-Strategist
Copywriter
Art Dir.
Part.-Creative Dir.
Pres.
Sr. VP-Acct. Dir.
Exec. VP-Group Creative Dir.
Exec. VP-Group Creative Dir.
Sr. VP-Media Dir.
CREATIVE PRESENCE PARTNERS
STARCOM MEDIAVEST GROUP
BIG SPACESHIP
FAST HORSE
PREPARE TO BE INITIATED
Full Throttle is out to become the leading energy drink for hard working guys who need energy most. In the last year the brand launched
its first national campaign to put the competition on warning and
let guys know Full Throttle, like them, is truly a force to be reckoned
with. As a result the brand now has nearly 80% awareness, 40% trial
among the target and was growing at 70% over last year.
20
2007 EFFIE AWARDS
MILK YOUR DIET
As adults, people drink less than half the milk they did as a kid.
Women in particular stop drinking milk because it’s fattening. After
years of declining milk sales, MilkPEP was given news that helped
find a way to start consumers drinking milk again – the natural
ingredients in milk help towards weight loss. Milk was positioned as
the secret ingredient to success and inspired women across the
country to incorporate milk back into their diets. This created the
largest percent volume increase since the milk program began.
The World Under the Sea
Figure 1
SYMBIOTIC RELATIONSHIP
The sea anemone and the clown fish rely on each other for their mutual
success. In return for the food the clown fish drops close to the sea
anemone’s mouth, the anemone gives the fish a safe place to live
inside its stinging tentacles to which the fish is otherwise immune.
37
We’re pretty sure we’re the clown fish, but we’re cool with that.
To Clorox, McDonald’s, Philips Norelco and RememberSegregation.org: Thank you.
21
BREAKFAST FOODS
GOLD WINNER
BREAKFAST FOODS
SILVER WINNER
McDonald’s of Chicagoland
& Northwest Indiana
Kellogg’s Frosted Mini
Wheats
McDONALD’S OF GREATER CHICAGO REGION
Rob Jackson
Reg. Mktg. Dir.
KELLOGG CO.
Mark Baynes
Kim Miller
Todd Smith
Karen Neeley
Sr. VP-Mktg.
VP-Ready-to-Eat Cereal
Sr. Brand Mgr.
Mkt. Rsch.
LEO BURNETT USA
John Condon
Mark Tuttsel
John Montgomery
John Hansa
Tony Katalinic
Keith Hughes
Bridget McHugh
Jennifer Kalseim
David Brot
LEO BURNETT USA
Steve Biddle
Kim Tanner
Dave Linne
Mark Oosthuizen
Jamie Van Dixhorn
Acct. Super.
Acct. Dir.
Exec. VP-Creative Dir.
Acct. Super.
CCO
Dep. CCO-U.S.
Exec. VP-Exec. Creative Dir.
Sr. VP-Creative Dir.
Creative Dir.
VP-Creative Dir.
Producer
Acct. Exec.
VP-Advt. Dir.
OMD WORLDWIDE
STARCOM WORLDWIDE
Trina Potter
Assoc. Media Dir.
ARC WORLDWIDE
LAPÍZ USA
1-888-GOMcWAKEUP
This program is a free, hotel-style wakeup call service which invites Chicagoland consumers to be awakened for a delicious
breakfast at McDonald’s by their favorite local celebrities. Upon
calling the number, consumers are greeted with the current
McDonald’s breakfast offering and are then invited to choose from a
list of celebrities to receive their free wakeup call from the next morning.
As of September, call volume exceeded projections by 7.6 times. Chicagoland McDonald’s has also experienced the strongest sales growth
in more than five years at 8%, surpassing national sales growth.
22
2007 EFFIE AWARDS
IT STAYS WITH YOU
In 2006, Kellogg’s Frosted Mini Wheats realized that it had lost its
connection to consumers in a sea of dietary trends. Mini Wheats
understood that it needed an insight that ran deeper than basic
nutrition and into the hearts of consumers. By targeting Moms
and tapping into their basic instinct to nurture their children, the
campaign showed how Mini Wheats, with eight filling layers of
crunchy whole grain fiber, can help keep children full throughout
the morning so that they can stay focused on the task at hand.
RESULTS.
In one word, it’s why we do
what we do. It’s why we believe in creativity. We
believe the freshest, boldest, most attention-getting,
impactful ideas we can possibly imagine are exactly
the kinds of ideas that are most likely to produce
results — at the Effies, at the Clios, at the cash
register. We believe in the left brain. We believe
in the right brain. We don’t put much stock in
either-or. We believe our value derives directly from
our passionate commitment to giving our clients the
best of both. Creativity. And accountability. Proven
results. Social currency is nice. Hard currency keeps
the lights on. It’s about that simple. One result of
that approach is that our client relationships tend
to last a little longer. The six clients who are with
us here this evening, for example, have been with
us for an average of 38 years. Another result is that
tomorrow morning we get the opportunity to roll
up our sleeves and recommit ourselves to generating
results for every client on our roster like it’s nobody
else’s business.
The most effective agency in America six years in a row. In partnership with ARC, Lapiz and SMG.
23
BREAKFAST FOODS
BRONZE WINNER
COMPUTER HARDWARE
GOLD WINNER
All-Bran Yogurt Bites
Apple Mac
KELLOGG CO.
Mark Baynes
Kim Miller
Matt Lindsay
Karen Neeley
Sr. VP-Mktg.–Morning Foods Business
VP-Ready-to-Eat Cereal
Brand Mgr.-All Bran
Sr. Analyst-Morning Foods Mkt. Rsch.
APPLE COMPUTER
Steve Jobs
Allison Johnson
Jeff Whipps
Tamara Whiteside
Sissie Twiggs
LEO BURNETT USA
Dave Linne
Mark Oosthuizen
Nicole Laughlin
Annie Lenzke
Kelli Knoble
Exec. Creative Dir.
Exec. Creative Dir.
Super.
Acct. Exec.
Super.
STARCOM WORLDWIDE
Trina Potter
Assoc. Media Dir.
CEO
VP-WW Mktg. Comm.
Sr. Dir.-Europe Mktg. Comm.
Sr. WW Advt. Mgr.
Sr. WW Advt. Mgr.
MEDIA ARTS LAB\TBWA
Lee Clow
Chrmn.-WW CCO
James Vincent
Pres.-Media Arts Lab
Duncan Milner
Creative Dir.
Eric Grunbaum
Creative Dir.
Elena Hale
Head of Planning
OMD WORLDWIDE
ARC TORONTO
STARCOM IP
FIBER EXPERTS
The All-Bran cereal brand had nearly 90 years of serious taste
and image baggage to overcome. Simply launching a tastier
version (All-Bran Yogurt Bites) wasn’t enough. The challenge was
to transform this “cereal laxative” into a desirable food. By repositioning the brand’s effectiveness in relation to fiber supplements
and emphasizing great taste, the messaging forced consumers
to reevaluate their fiber habits and give All-Bran Yogurt Bites a try.
Base business sales soared, and the copy was dubbed the “most
persuasive ad” ever tested in the Millward Brown database.
24
2007 EFFIE AWARDS
GET A MAC
Despite iPod’s staggering success, Mac remained a niche player
in the computer market. In January 2006, the new Intel-based
Macs were an opportunity to make Mac as culturally relevant as
iPod, but Mac didn’t translate to the PC world. The idea: Compare
the easy, fun Mac experience with PC’s frustrating complications.
This campaign personified each, and the result was magic. A simple, charming metaphor with all the reasons to get a Mac. Market
share grew by 42%; Apple had record sales; and the campaign
was culturally influential.
The Evolution of Media
has Begun
Brands Utilizing
Catalina Targeted Advertising
• Increased awareness +16% points*
• Improved recall +24% points*
• Drove volume lift as high as +35%
To experience the evolution, call (888)798-2106 or visit www.catalinamarketing.com/advertising.
*Test results of six advertising pilots. Statistically significant difference between test and control at 90% confidence level. Results represent the weighted average performance across all
tested executions within each Brand Pilot
25
COMPUTER HARDWARE
BRONZE WINNER
CONSUMER ELECTRONICS
BRONZE WINNER
IBM Corp.
Canon Powershot
IBM SYSTEMS & TECHNOLOGY GROUP
Nancy Roath
VP-Integrated Mktg. & Comm.
Eric Andrews
Dir.-IMC
Paulette Stone
Program Mgr. & Team Lead, STG Advt.
Jean Gleason
Program Mgr. & Team Lead, STG Advt.
CANON USA
Rick Booth
Tiger Ishii
Christopher Cesarini
Michelle Fernandez
Tammy Loh
Dir.-PR & Industry Analyst Relations
Sr. Mktg. Mgr.
Advt. Mgr.
Mktg. Mgr.
Product Mktg. Specialist
OGILVY & MATHER
Chris Wall
Tom Godici
Greg Ketchum
Lisa Flattery
Bryan Yasko
Chris Curry
DENTSU AMERICA
Doug Fidoten
Ron Rosen
Steve Biegel
Scott Daly
Robert Pankuck
Pres.
Sr. VP-Group Creative Dir.
Exec. VP-Exec. Media Dir.
Exec. VP-Client Services Dir.
CCO
Group Creative Dir.
Group Creative Dir.
Sr. Part.-Acct. Dir.
Part.-Mgmt. Super.
Creative Dir.
OGILVYONE WORLDWIDE
MINDSHARE
NEO@OGILVY
TAKE BACK CONTROL
IBM could no longer effectively market hardware systems without
acknowledging the elephant in the server room. To keep up with
growing business demands at the lowest possible cost, companies
built Frankenstein infrastructures, patching cheap servers to their
systems to run individual applications. IT guys ran in circles just to
keep the business afloat. They needed an advocate. IBM acknowledged the problem from IT’s perspective and empowered
them toward a solution. Sales for advertised products spiked, and
IBM made huge gains as category leader.
26
2007 EFFIE AWARDS
MAKE EVERY SHOT A POWERSHOT
Canon enjoyed a strong brand reputation in the analog camera
world; yet as the category moved digital, Canon’s competition
intensified. Being a reliable, high-quality brand was no longer
enough, particularly in a maturing category. Canon PowerShot
had to transform from being a solid performer to become a star
brand. Canon PowerShot partnered with emerging tennis star
Maria Sharapova to add star power. Since the campaign launch,
Canon has solidified its status as the clear market leader.
27
CORPORATE REPUTATION, IMAGE & IDENTITY
SILVER WINNERS
SILVER WINNER
Allstate
Chevron
ALLSTATE INSURANCE
Emily Wyner
Maria McNitt
Lisa Cochrane
Joseph Tripodi
Nancy Ryan
CO.
Mgr.-Brand Identity & Image Mgmt.
Asst. VP-Brand Identity & Image Mgmt.
VP-Integrated Mktg. Comm.
Sr. VP-CMO
Dir.-Media Integration
LEO BURNETT USA
Jeanie Caggiano
Jerry Caggiano
Philip Heuring
Varsha Kaura
Jim Stallman
Exec. Creative Dir.
Exec. Creative Dir.
Sr. Planner
Acct. Dir.
Sr. VP-Creative Dir
CHEVRON
Helen Clark
Rachel Setton
Russell Yarrow
Y&R NEW YORK
Darren Moran
Gabriel Hoskins
Christian Barnett
Gordon McLean
Mary Ellen Kenny
Mike Murphy
Mgr.-Corp. Brand & Reputation
Advt. Lead
Mgr.-External Relations
Creative Dir.-Art Dir.
Exec. Dir.-Strategic Planning, Global
Client Part.
Pres.-Global Client Services
Sr. VP-Mngng. Part.
Acct. Mngng. Dir.
WUNDERMAN NEW YORK
Fernando
Iglesias-Garcia
Sr. Channel Strategist
MEDIAEDGE:CIA
PREPARE AND PROTECT AMERICA
The devastating hurricane seasons of 2004 and 2005 left Americans
reeling. It became clear that the biggest catastrophe this nation
faced was not being prepared for the next one. Yet no company
was willing to publicly advocate a viable, long-term solution – except Allstate. The company led a public dialogue around a plan
to better prepare and protect America from natural catastrophes.
Campaign results included: a significant increase in website visits,
organizations embracing the cause and joining a coalition, and
insurance industry press coverage visibility more balanced.
28
2007 EFFIE AWARDS
REAL ISSUES
To drive reputation and advocacy among global energy influentials
– those who determine the exploration, extraction and delivery of
energy around the world – Chevron successfully repositioned the
corporate brand as a forward-thinking and collaborative industry
leader. The campaign did this by facing up to the real energy issues
that concerned the audience, those being ducked by the competition, and by encouraging a collaborative response. Research
showed an increase in Chevron reputation metrics among those
who had seen the campaign. Chevron’s industry standing grew.
Advocacy increased by 127%.
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29
CULTURE & THE ARTS
GOLD WINNER
SILVER WINNER
Full Frame Documentary
Film Festival
Basilica Block Party
FULL FRAME DOCUMENTARY FILM FESTIVAL
Tammy Brown
Exec. Dir.
Nancy Buirski
Artistic Dir. , Founder-CEO
Helen Greenstein
Mktg. Mgr.
BASILICA OF ST. MARY
Emily Carlson-Hjelm
Dir.-Devel.
Father Michael O’Connell
McKINNEY
David Baldwin
Regina Brizzolara
Jonas Fortenberry
Lisa Hughes
OLSON
Katie Banfield
Scott Dahl
Steve Knapp
Steve Lynch
Meghan McCarthy
Jenny McDowell
Eric Ranschau
Clint Roberts
Exec. Creative Dir.
Dir.-Bdcst. Production
Asst. Acct. Exec.
Group Acct. Dir.
REALITYWOOD
Building a core audience for a documentary film festival among
aficionados is one thing; doubling the rate of ticket sales growth
by reaching an audience that believes documentaries are the
movies that put students to sleep in class is quite another. That
was the challenge for the culturally rich, but financially strapped
Full Frame Film Festival. This campaign played off Hollywood’s
penchant for melodramatic cliché by underscoring the honesty,
importance and pure entertainment value of documentaries and
in turn attracted a whole new audience.
30
CULTURE & THE ARTS
2007 EFFIE AWARDS
Acct. Exec.
Writer-Creative Dir.
Media Dir.
Media Super.
Project Mgr.
VP-Brand Design Dir.
Sr. Back End Developer
PR Acct. Super.
MAKE THE PILGRIMAGE
Aging and facing logistical challenges, the Basilica Block Party
had lost the buzz it once held. This campaign served as a rallying cry that recognized and embraced the challenges faced by
concert-goers. The community was mobilized to turn the struggles
into badges of honor. The response, and results, defied expectations.
CULTURE & THE ARTS
BRONZE WINNER
SILVER WINNER
DAVID VS. GOLIATH
How The Grinch Stole
Christmas, The Musical
Schell’s Dark Beer
RUNNING SUBWAY PRODUCTIONS
Tomm Miller
VP-Mktg
James Sanna
Exec. Producer
AUGUST SCHELL BREWING CO.
MARGEOTES FERTITTA
Josh Rogers
Neil Powell
Chris Bradley
Mary Williams
COLLE+McVOY
Jamie Moran
Michael Morris
Eric Husband
Mike Fetrow
Ryan Carlson
Brian Ritchie
Teresa Demma
Tony Saucier
Ed Bennett
POWELL
Concept Dir.
CCO
Creative Dir.
Copywriter
CATCH THE GRINCH
Most Broadway shows succeed in attracting an audience of tourists by showcasing the production’s size and spectacle through
conventional media. Without the benefit of noteworthy stars,
fancy pyrotechnics or the ad budget that goes with it, this show
literally brought to life a Dr. Seuss classic through a holistic, unconventional campaign that inspired a Broadway record number of
New Yorkers to “Catch the Grinch.”
Acct. Super.
Connection Strategist
Exec. Creative Dir.
Designer
Copywriter
Project Mgr.
Sr. Assoc.
Design Dir.
SCHELL’S DARK. A BEER FACING EXTINCTION
Despite its rich Minnesotan heritage, the August Schell Brewery
was nearing extinction at bars in the Twin Cities. Perceived as
“your father’s beer,” the brewery was outspent by macro-brews,
whose million-dollar budgets helped them control bar tap lines.
The challenge was to establish a larger presence in a crowded
market and stake the beer’s rightful claim as a cool, iconic local
beer–on a micro budget. With an unusual concert–series promotion and new branding campaign, tap line penetration increased
by 500% and sales by 30%.
31
DAVID VS. GOLIATH
BRONZE WINNER
ENTERTAINMENT & SPORTING EVENTS
Bridgestone Golf
Sony PlayStation
BRIDGESTONE GOLF
SONY COMPUTER ENTERTAINMENT AMERICA
Peter Dille
Sr. VP-Mktg.
Susan Nourai
Dir. Product & Online Mktg.
Jeff Reese
Sr. Mgr.-Product Mktg.
JWT ATLANTA
Steve Kolander
David Cohen
John Gregory
Samantha
Skaggs-Bryan
Brad Steinwede
Tony Accurso
Jim Caponigro
Creative Dir.
Copywriter
Art Dir.
Acct. Super.
Producer
Co-Pres.
Group Acct. Dir.
GOLD WINNER
TBWA\CHIAT\DAY LOS ANGELES
Carisa Bianchi
Pres.
Martin Ramos
Acct. Planner
Scott MacMaster
Planning Dir.
Stan Fiorito
Group Acct. Dir.
Julie Liss
Dir.-Acct. Planning
TEQUILA LOS ANGELES
Nick Davidge
Glenn Sanders
OMD LOS ANGELES
TOBU
Bridgestone Golf wasn’t going to beat the likes of Titleist or Nike
with conventional weapons of TV dollars and print ads; at best
the company would be outspent 50-to-1. So it was important to
be viral, to be a part of the golf lexicon. Bridgestone changed
the golf language by using the Japanese word “tobu” (roughly
translated, “to fly far with emotion”). By standing out above competitors, this campaign produced record sales and the attention
Bridgestone was hoping for.
32
2007 EFFIE AWARDS
SHADOW OF COLOSSUS “GIANTOLOGY”
Armed with a meager advertising budget, Sony needed to make the
campaign for an unwanted PlayStation videogame Shadow of the
Colossus monumental. The solution was to transform the campaign
into what the audience loved the most – one big game. Instead of
showing advertising, the audience could play with it. This campaign
was viewed by more than 25 million people, discussed and referenced on millions of web addresses and featured in mainstream
media. Above all, it led to sales that were 162.6% over goal.
33
32355 © 2007 Best Buy
ENTERTAINMENT & SPORTING EVENTS
SILVER WINNER
GOLD WINNER
FASHION & STYLE
WINNER OF THE SAPPI PRINT MEDIA EFFECTIVENESS AWARD
ESPN
Diamond Trading Co.
ESPN
Aaron Taylor
Seth Ader
VP-Brand Mgmt.
Brand Dir.
WIEDEN+KENNEDY
Paul Renner
Derek Barnes
Lisa Topol
Eric Stevens
Andrew Loevenguth
Neal Arthur
Rich Weinstein
Jessica O’Conor
Copywriter
Art Dir.
Bdcst. Producer
Strategic Planner
Acct. Dir.
Acct. Exec.
ONE GAME CHANGES EVERYTHING
The challenge for this campaign was simple but daunting – to
make the World Cup relevant to American sports fans who consider soccer to be a second-class sport not worth watching. To
achieve this objective, it was necessary to demonstrate that the
World Cup is much bigger than the sport of soccer itself. Instead,
it’s the stage where the ultimate drama of sports unfolds. The
World Cup gives American sports fans the opportunity to witness
what takes place when the fate of an entire nation is at stake.
34
2007 EFFIE AWARDS
DIAMOND TRADING CO.
David Lamb
WW Mktg. Dir.
Dominic Brand
Dep. Mktg. Dir.
Richard Lennox
Exec. VP- Global Mktg.
JWT
Sarah Fitzharding
Angela Buck
Terry Brogan
Chris D’Rozario
Ed Evangelista
Howard Lenn
Glenn Price
Acct. Planner
Producer
Producer
Exec. Creative Dir.
Exec. Creative Dir.
Copywriter
Art. Dir.
WHAT WILL YOU DO FOR LOVE THIS CHRISTMAS?
The Diamond Trading Co. faced a particularly tough 2005 Christmas season. Christmas diamond sales had declined the previous
two years; the media budget was dramatically down; and men
were distracted by deals on trendy electronics. In spite of these
challenges, the agency developed a plan that grew diamond
sales 6%. The key: Appeal to men’s deep desires to be her hero.
This campaign traces one man’s arduous journey home to his wife
for Christmas, culminating with an emotional gift of diamonds.
Marketing Intelligence…Wherever, Whenever You Need It
Wherever marketing executives go to get their industry news - print, online, streaming video, podcasts, webinars, e-mail
newsletters, blogs, mobile - Advertising Age is there. Distinguished by the highest level of journalistic standards, Ad Age
offers its audience multi-layered access to the marketing intelligence they need to succeed in today’s ever-shifting
marketing and media landscape. Give us a call to discuss the many ways we can develop an integrated, cross-platform
program to deliver your brand message to Ad Age’s audience of leading marketing, agency and media professionals.
To advertise, contact Jackie Ghedine, National Sales Manager, at 212.210.0725 or [email protected].
© 2007 Crain Communications Inc.
35
SILVER WINNERS
FASHION & STYLE
Converse
Jordan Brand
CONVERSE INC.
Erick Soderstrom
Paul Tew
Dir.-Global Comm.
Global Creative Dir.
BUTLER, SHINE, STERN
John Butler
Mike Shine
Tom Coates
John Sheehan
Lyle Yetman
Josh Taft
& PARTNERS
Creative Dir.
Creative Dir.
Acct. Dir.
Writer
Dir.-HSI Productions
SEDGWICK ROAD
JORDAN BRAND
Roman Vega
Brand Mgr.
WIEDEN+KENNEDY NEW YORK
Caroline Hooper
Acct. Dir.
Daniel Cherry III
Strategic Planner
Todd Waterbury
Creative Dir.
Kevin Proudfoot
Creative Dir.
Mark Adamson
Acct. Exec.
Jesse Coulter
Art Dir.
Eric Bridge
Assoc. Media Dir.
Andy Ferguson
Copywriter
ZAAZ
WADE - FALL SEVEN TIMES. STAND UP EIGHT
Converse launched its first signature basketball shoe, the Wade, in
some 15 years. Designed and worn by the company’s marquee
athlete, Dwyane Wade, the shoe was primarily fueled by an integrated campaign that looks back to understand the athlete’s
journey - to reveal how much his past will now shape his future. The
campaign, launched in November 2005, has shown tremendous
results for 12 months, results that have re-established Converse in
the basketball segment with consumers and retailers.
36
2007 EFFIE AWARDS
JORDAN BE LIFESTYLE CAMPAIGN
This campaign was designed to raise awareness for the inaugural
Jordan Lifestyle apparel collection, which hit the market in the fall
of 2005, and to increase sales of the brand.
FAST FOOD, CASUAL DINING & RESTAURANTS
SILVER WINNER
FAST FOOD, CASUAL DINING & RESTAURANTS
BRONZE WINNER
& Northwest Indiana
McDonald’s Restaurants
Rob Jackson
Reg. Mktg. Dir.
McDONALD’S USA
LEO BURNETT USA
John Condon
Mark Tutssel
John Montgomery
John Hansa
Tony Katalinic
Keith Hughes
Bridget McHugh
Jennifer Kalseim
David Brot
DDB SEATTLE
John Livengood
Scott Manning
Shaun Stripling
Eric Gutierrez
Brett Siemen
Matt Gilmore
Matt Griffin
Kelly Showalter
Lindsey Lower
Sr. VP-Acct. Group Dir.
Assoc. Strategy Dir.
Creative Dir.
Sr. Art Dir.
Copywriter
Acct. Super.
Sr. Production Mgr.
Project. Mgr.
OMD SEATTLE
Katie Bergerud
Assoc. Dir.-Strategy
CCO
Dep. CCO
Creative Dir.
VP-Creative Dir.
Producer
Acct. Exec.
VP-Art. Dir.
OMD WORLDWIDE
ARC WORLDWIDE
LAPÍZ USA
1-888-GOMcWAKEUP
This is a free, hotel-style wakeup call service which allows Chicagoland consumers to be awakened for a delicious breakfast at
McDonald’s by their favorite local celebrities. Consumers calling the
number are greeted with the current McDonald’s breakfast offering,
then invited to choose from a list of Chicago celebrities to receive
their free wakeup call from the next morning. As of September, call
volume exceeded projections by 7.6 times. Chicagoland McDonald’s has also experienced the strongest sales growth in more than
five years at 8%, surpassing national sales growth.
WE’RE UP WHEN YOU’RE UP
The unusual affinity between an “open 24 hours” promotion and
“don’t drink and drive” message afforded McDonald’s an opportunity to demonstrate community commitment while increasing
late-night store traffic. Bar coasters, free rides home in a pimpedout cab, even Ronald’s wallet as collateral provided multiple
campaign touches in and around late night hot spots in order
to reach young adults in their “I’m lovin’ it” moment. These ideas
and environments were chosen because who needs McDonald’s
more at 2 a.m. than people in need of sobering up?
37
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FINANCIAL SERVICES - CARDS
GOLD WINNER
FINANCIAL SERVICES - CARDS
American Express
American Express
AMERICAN EXPRESS
John Hayes
Diego Scotti
Mike Aaron
Nancy Smith
Natasha Krinitzy
CMO
VP-Gobal Advt.
VP-Global Brand
VP-Global Media & Partnership
Sr. Mgr.
AMERICAN EXPRESS
John Hayes
Diego Scotti
Cate Scaglione
Peggy Maher
Simran Kalra
CMO
VP-Gobal Advt.
Dir.-Global Advt.
Sr. VP-Charge Card
VP-Charge Card
OGILVY & MATHER
Simon Pearce
Chris Mitton
Terry Finley
Nancy Boyd
Jennifer Colman
Sr. Part.-Exec. Group Dir.
Sr. Part.-Creative Dir.
Sr. Part.-Group Acct. Dir.
Sr. Part.-WW Planning Dir.
OGILVY & MATHER
Liz Oliveri
Joe Frydl
Andrea Scotting
Doreen Fox
Alice Mintzer
Mgmt. Super.
Part. Planner
Copywriter
Art Dir.
Exec. Producer
MINDSHARE
SILVER WINNER
DIGITAS
MINDSHARE
ENDEAVOR
MOMENTUM
MY LIFE. MY CARD
This campaign was created to modernize the American Express
brand and stimulate card acquisition. The extraordinary inner
lives of a select group of cardmembers, such as Robert De Niro,
Kate Winslet, Wes Anderson and the like, became the basis for
the campaign. This straightforward autobiographical approach
was remarkably fresh and extremely effective. “My life. My card”
strengthened the audience’s emotional affinity with the brand,
resulting in a direct and immediate lift to card acquisition.
38
2007 EFFIE AWARDS
THE ONE WITH A SAVINGS ACCOUNT
The agency identified a segment of high-value consumers who
should have been carrying the American Express card but weren’t.
Although they respected the American Express brand, it turned out
that “classic” cues of success and what it means to live “the good
life” weren’t connecting. The solution: a product and communications program built from the ground up, one that acknowledged
the values of these consumers and the idea that “the good life”
means many different things to different people.
Side by side now for 44 years.
39
FINANCIAL SERVICES - PRODUCTS & SERVICES
SILVER WINNER
Allstate
FINANCIAL SERVICES - PRODUCTS & SERVICES
BRONZE WINNER
Charles Schwab
ALLSTATE INSURANCE
Joseph Tripodi
Lisa Cochrane
Nancy Abraham
Nancy Ryan
Jennifer Egeland
CO.
Sr. VP-CMO
VP-Integrated Mktg. Comm.
Dir.-Integrated Mktg. Comm.
Dir.-Media Integration
Sr. Mgr.
CHARLES SCHWAB & CO.
Becky Saeger
Exec. VP-CMO
Ben Stuart
VP-Brand Strategy & Advt.
Mike Naughton
VP-Media Mgmt.
Whitney Hayes
Dir.-Brand Advt.
Chris O’Neill
Dir.-Media Mgmt.
LEO BURNETT USA
Tim Pontarelli
Jeanie Caggiano
Mike Siska
Marc Mason
Sr. VP-Exec. Creative Dir.
VP-Planning Dir.
Acct. Super.
EURO RSCG WORLDWIDE/NY
Israel Garber
Creative Dir.
Simon Nickson
Assoc. Creative Dir.-Art Dir.
Drummond Berman Assoc. Creative Dir.-Copywriter
Don Hogle
Mngng. Dir.-Strategy
Fred Saunders
Group Acct. Dir.
STARCOM WORLDWIDE
Donna McLean
Sr. VP-Media Dir.
PHD
WEBER SHANDWICK
BETTER PLACE TO DRIVE
To get consumers to question if they have the right insurance, Allstate took on a common enemy – car accidents. The chances of
having an accident within the next three years are one in eight: a
problem that affects everyone. Knowing this, Allstate positioned
its new auto features as the only insurance designed to actually
reduce the number of accidents by providing real incentives for
safe driving and better protection in the (likely) event of an accident. The result was unprecedented growth despite a smaller
budget than competition.
40
2007 EFFIE AWARDS
TALK TO CHUCK
The objective was to reignite a once great American brand – Charles
Schwab – and reclaim Schwab’s historical role as advocate of the
individual investor. The message put real investor issues front and
center and answered directly with “Talk To Chuck” – both as an
invitation to a conversation and a strong call to action. The campaign succeeded wildly. New to firm assets rose 36% – an incremental increase greater than many competitors annual revenue. And
Schwab gained ground and passed competitors in key success
metrics – consideration, momentum, relevance and differentiation.
REUTERSCOM
#ONGRATULATIONSTOALL
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41
GOLD WINNER
GLOBAL
BRONZE WINNER
GLOBAL
Canon EOS 350D Digital
SLR Camera
Kraft Philadelphia
CANON EUROPE
Tobias Engel
Kevin Silva
KRAFT FOODS
Nick Shepherd
Christopher Miles
Anne Marie Splitstone
Jan Strubel
Marjorie Castillo
Paul Rhodes
VP-Global Brands
Dir.-Advt.
Dir.-Mktg., U.S.
Mktg. Mgr.-Northern Europe
Mktg. Mgr.-Mexico
Mktg. Mgr.-Australia
JWT
Jocelyn Horsfall
Bob Boxer
Ros King
Jaspar Shelbourne
Global Planning Dir.
Global Planning Part.
Global Bus. Dir.
Global Creative Dir.
Consumer Comm. Mgr.
Consumer Comm.
CAYENNE COMMUNICATIONS
Carsten Kinast
Mngng. Dir.
Andreas Möllmann
Head of Strategy
David Moore
Creative Dir.
Richard Berney
Art Dir.
Anthony Underhill
Copywriter
Gareth Evans
Strategic Planner
MEDIAEDGE:CIA
IT’S PLAYTIME
Canon expected much when it launched in 2005 its digital single-lens reflex camera, the EOS 350D: double volume sales and
a defense of its market share against Nikon. For that Canon had
to change the mass market’s perception that SLR cameras are
large, complicated and only for photo buffs. The campaign succeeded beyond expectations: Canon raised the appeal of digital
SLR photography by 47%, grew its sales in the segment by 135%,
its market share by 9 percentage points – while Nikon’s share
declined by 12 percentage points.
42
2007 EFFIE AWARDS
PHILADELPHIA – A LITTLE TASTE OF HEAVEN
The brand’s “Heavenly Angel” campaign has been running in a
number of countries for several years. It provides a distinctive global brand platform, with flexibility to be tailored to local cultural
and marketing requirements. Here the challenge was to improve
and reinvigorate the campaign. The new look with young, dynamic angels has succeeded in giving new impetus to the Philadelphia brand – whether delivering growth in a very mature market,
adding volume through new usage opportunities or launching a
completely new line to generate incremental sales.
43
GOVERNMENT, INSTITUTIONAL & RECRUITMENT
SILVER WINNER
GOVERNMENT, INSTITUTIONAL & RECRUITMENT
Washington’s Lottery
U.S. Marine Corps
WASHINGTON’S LOTTERY
Michael Cousins
Dir.-Mktg.
Julie Martin
Dep. Dir.
Chris Liu
Dir.
Liz Anderson
Mktg. Mgr.
MARINE CORPS RECRUITING COMMAND
Brig. Gen. Richard
Tryon
Commanding Gen.
Lt. Col. Mike Zeliff
Asst. Chief of Staff
Dan Weidensaul
Dep. Asst. Chief of Staff
Capt. Jan Zurlippe
Paid Media Officer
Capt. Chris Luciano
Advt. Officer
PUBLICIS WEST
Jill Coffman
Ryan Stoner
Jennifer Blackwell
Kristin Mackay
Rob Rich
Planning Dir.
Jr. Planner
Acct. Dir.
Mgmt. Super.
Exec. Creative Dir.
JWT
Jay Cronin
Tony Accurso
Carl Warner
Alan Whitley
Randy Shepard
OPTIMEDIA
Erin Hauck
Media Planner
BRONZE WINNER
Mngng. Dir.
Co-Pres.
Co-Pres.
Group Creative Dir.
Dir. -Strategic Planning
MINDSHARE
UNIWORLD GROUP
RMG CONNECT
SCRATCH GIFT GIVING
Washington’s Lottery wanted to boost Scratch ticket sales by another $10 million. But where those extra sales were going to come
from was not particularly obvious. There were no new games or
prizes to attract new players, and the core players’ spending ability
was maxed out. Rather than try to get people to play more Scratch,
it was decided that the solution was to get them to give more
Scratch. Thus the 2005 holiday gift-giving campaign was born.
44
2007 EFFIE AWARDS
U.S MARINE CORPS - INTEGRATED MARKETING
Military recruitment is facing its most competitive and challenging
landscape since the instatement of the all-volunteer force in 1974.
Political, social and economic variables have worked to the detriment of military enlistment goals. In order to recruit enough marines
to sustain Congress’ expected level of readiness, the Marine Corps
had to surpass the other service branches and establish the highest
brand relevance among the youth audience from both a generational and diversity perspective. Due to its successful integrated
marketing efforts, the Marine Corps made its recruitment goals.
HEALTHCARE - OVER-THE-COUNTER
GOLD WINNER
Always
HEALTHCARE - OVER-THE-COUNTER
SILVER WINNER
Tampax Pearl
PROCTER & GAMBLE
Kevin Crociata
Ilonka Laviz
Ken Burkeen
Eduardo Souchon
Assoc. Mktg. Dir.
Brand Mgr.
Brand Mgr.
Asst. Brand Mgr.
LEO BURNETT USA
Cindy Blikre
Julia Melle
Nic Fantl
Jennifer Boots
Melanie McCord
Sr. VP-Acct. Dir
VP-Creative Dir.
Acct. Super.
Acct. Super.
PROCTER & GAMBLE
Patricia Perez-Ayala
Lela Coffey
Sarah Hagopian
Michelle Robbins
Sharon Cunliffe
Lindsey Herb
N. Amer. Genl. Mgr.
N. Amer. Assoc. Mktg. Dir.
Brand Mgr.
Brand Mgr.
Mktg. Dir.-Advt. Devel. Dept
Asst. Brand Mgr.
LEO BURNETT USA
Becky Swanson
Carol Balluf
Robin Fisher
Heather Eatherton
Sr. VP-Acct. Dir.
VP-Sr. Planner
Acct. Super.
Lisa Richert
Global Comm. Strategy Dir.
SMG UNITED
HAVE A HAPPY PERIOD. ALWAYS
In a declining category fraught with blue goo demonstrations,
functional product claims and increased competition, Always
needed to break through and reinvigorate the brand to lure competitive users and reframe the way women view their periods. This
campaign highlights the role that Always’ products and women
themselves can play in making their periods happier – whether
using a better product or eating all the chocolate they want. In
the first year of the launch, Always’ share grew from 49.4% to 54.1%
to achieve the most profitable year in Always’ history.
THE BRAID MAKES YOU BRAVE
In order to de-throne the 25-year incumbent and claim leadership
in the plastic category in four short years, P&G needed to capture users at an early age and make them believers for life. The
creative strategy was to take the highly relevant, but commonly
used, emotional benefit of confidence to the next level by linking
Pearl’s protection with period courage. Despite no news, near
impossible odds for growth and Playtex’s fiercely defending its
territory, Tampax increased its market share by 18% and crowned
Tampax Pearl queen of the plastic category.
45
BRONZE WINNERS
HEALTHCARE – OVER-THE-COUNTER
NicodermCQ
Tylenol PM
GLAXOSMITHKLINE CONSUMER HEALTHCARE
Amardeep Kahlon
Brand Mgr.
Bill Slivka
VP-Smoking Control & Strategic Devel.
McNEIL CONSUMER HEALTHCARE, DIVISION OF McNEIL PPC
Trisha Smith
Mktg. Mgr., Tylenol Sleep Brands
ARNOLD
John Staffen
Barry Silverstein
Linda Watson
Rema
Chandramohan
Cheryl Loo
Julianna Bogdanski
Jessica Post
Michele Gussman
DEUTSCH INC.
Mike DePirro
Lisa Garrone
Chris Chao
Betsy Mansfield
Anthony Alvarez
Lea Platz
Guy Williams
Alan Snitow
Mary Kelly
CCO
Exec. VP-Group Dir.
Sr. VP-Acct. Dir.
VP-Mgmt. Super.
Acct. Super.
Sr. Brand Planner
Mgmt. Super.
Copywriter
Group Creative Dir.
Group Creative Dir.
Art. Dir.
Copywriter
Art. Dir.
Copywriter
Producer
VP-Acct. Planner
Acct. Planner
UNIVERSAL McCANN
CQ REAL
In April 2004, NicoDermCQ was faced with a significant roadblock
to growth – sales at a record low and smokers jaded by communication featuring actors in slice-of-life situations touting health risks.
This campaign redefined the playing field, connecting smokers with
smokers, highlighting real battles to succeed and real everyday victories such as skin looking better, increased energy, etc., instead of
seemingly unattainable long-term health benefits. This campaign
successfully achieved the objectives of re-engaging smokers and
reviving the business with annual sales growth of over 12%.
46
2007 EFFIE AWARDS
PRACTICE SAFE SLEEP
In the past year, Tylenol PM has been threatened by an onslaught
of new prescription sleep aids as well as the launch of Advil PM.
Despite projections that the business would take a 12% hit in sales,
two complementary Tylenol PM campaigns that launched in 2006
not only effectively defended the business – but actually grew it
over the year prior when Advil PM was not even on the market.
By leveraging the brand’s core safety heritage, Tylenol PM raised
the bar for safe sleep.
SILVER WINNERS
HEALTHCARE - PRESCRIPTION
Lantus
Rozerem
SANOFI-AVENTIS
Charlene Horvath
Leitner
Shashank Deshpande
Lorine Harr
David Nolan
Dir.-Consumer Mktg.,Diabetes
Sr. Product Mgr.
Product. Mgr
Dir.-U.S. Mkt. Rsch.
TAKEDA PHARMACEUTICALS NORTH AMERICA
Mark Booth
Pres.
Andy Hull
Sr. VP-Mktg.
Paul Boidy
Dir. Neuroscience Mktg.
Chris Benecchi
Sr. Product Mgr. Neuroscience Mktg.
Tim Rudolphi
Dir.-Neuroscience Mktg.
EURO RSCG TONIC
Peter Coutroulis
Dave Hubbert
Paul Klein
Valerie Wernick
Bill Previdi
Samantha Peluso
Creative Dir.
Sr. Copywriter
Mngng. Dir.
Acct. Dir.
Sr. Art Dir.
Acct. Super.
EURO RSCG LIFE INTERACTION
CRAMER-KRASSELT
Marshall Ross
Barbara Werner
Noel Ritter
Marcia Selig
CCO
VP-Group Planning Dir.
Sr. Art Dir.
VP-Group Media Dir.
ABELSON-TAYLOR
Jeanine Koch
Acct. Dir.
RTC RELATIONSHIP MARKETING
PASSION/POWER
This campaign was developed to withstand the first competitive
threat in Lantus’ history: two revolutionary new entrants in the
diabetes category and a direct competitor, each challenging
Lantus’ No. 1 position in a different way. Moreover, Lantus had very
low awareness among its core target. A strategy was devised using
consumer insight about the emotional impact of diabetes and a
core functional point of difference. While it would have been easy
to go the direct-to-consumer medical advertising route, Lantus
chose a more aspirational creative approach, which resulted in
meeting objectives.
YOUR DREAMS MISS YOU
This brand, the first innovation in sleep medicines in nearly 35 years,
launched in a highly competitive environment. The goal was to
seed the idea that if sleep sufferers want help with insomnia, something new was available. The breakthrough idea was not about
how people missed their dreams but rather how their dreams
missed them. By using traditional and emerging media, Rozerem
engaged people in places where they might experience stress
and losing sleep. Reaction was immediate and positive, with an
increase in traffic to rozerem.com and in new prescriptions.
47
HEALTHCARE PRODUCTS & SERVICES
48
SILVER WINNER
HISPANIC
GOLD WINNER
Cleveland Clinic
Toyota
CLEVELAND CLINIC
Marilyn Wilker
Jim Blazar
Caroline Emmet
TOYOTA MOTOR SALES USA
Jim Farley
VP-Mktg.
Kim McCullough
Corp. Mgr.-Mktg. Comm.
Sr. Dir.-Comm.
CMO
Advt. Program Mgr.
HILL HOLLIDAY NEW YORK
Stacia Goddard
Exec. VP-Mngng. Dir.
Alon Shoval
Lesley Bielby
Strategy-HHCC Network
Lillian Kennedy
Sr. VP-Media Dir.
Kimberly Tebbs
VP-Acct. Dir.
Simon Grendene
Art Dir.
Rich Drouin
Sr. Media Planner
CONILL ADVERTISING
Carlos Martinez
Pablo Buffagni
Sandy Mayer
Ana Rodriguez
Laura Semple
Karen Treydte
Cesar Sanchez
Elizabeth Sanchez
LETTERS TO TOMORROW
Cleveland Clinic is ranked the No. 3 hospital in the nation; yet
many Americans do not know this. By tapping into the insight
that patients need confidence at the moment of diagnosis not
six months later, the campaign spoke to the genuine hope that
Cleveland Clinic instills in its patients. This campaign not only connects with consumers emotionally, it also offers participation in a
growing community that has the confidence to write letters and
share their stories for a better tomorrow.
MUNDO YARIS (YARIS WORLD)
Mundo Yaris is a world specifically designed for young, bi-cultural
Latinos. A world built on their core values of nontraditionalism, multiculturalism, experimentalism and creativity. There they could explore Toyota’s fresh new sub-compact, Yaris, as well as themselves.
The hub of this campaign is MundoYaris.com, a micro-world where
each campaign element – from print to promotions to events
– could be accessed. Within the first two months of launch, Yaris
went from a complete unknown to the most recognized entrylevel sub-compact among the Hispanic community, with a No. 1
market share.
2007 EFFIE AWARDS
Exec. VP-Genl. Mgr
VP-Creative Dir.
Interactive Dir.
Dir.-Client Services
Strategic Planning Dir.
Exec. Media Dir.
Promo. Acct. Super.
To: Cleveland Clinic
From: Hill Holliday New York
They say: “It’s just advertising. It’s not like we’re saving lives.”
It isn’t often we get the chance to work on both.
And rarer still to be rewarded for it.
We’ve come a long way, but there’s even more to be done.
There are so many people in need of that most precious of
resources: confidence.
So we’re looking forward to tomorrow. And the day after that.
And the day after that.
Thank you, Cleveland Clinic, for having the confidence in us.
And congratulations on winning an Effie.
622 Third Avenue New York, NY 10017
49
HISPANIC
SILVER WINNER
50
BRONZE WINNER
California Milk
Processor Board
Clorox
THE CLOROX CO.
Tarang Amin
Beata Grabowski
Lisa Hauswirth
Kyra Zeroll
HISPANIC
VP-Mktg.
Mktg. Dir.
Mktg. Mgr.
Mktg. Mgr.
CALIFORNIA MILK PROCESSOR BOARD
Steve James
Pres.
Lynn Adachi
Office. Mgr.
DIESTE HARMEL & PARTNERS
Aldo Quevedo
Pres.-CCO
Carlos Tourne
Exec. Creative Dir.
Patricia Martinez
Diego Duprat
Copywriter
Larissa Acosta
Planning Dir.
Pedro Mascaro
Acct. Dir.
GRUPO GALLEGOS
Favio Ucedo
Juan Oubina
Veronica Orosco
Arlin Morales
Ken Deutsch
SWEET WORLD
The objective was to reduce brand gaps in the Hispanic market vs.
general market in areas such as brand awareness, key attributes,
category share. This campaign illustrates how to a toddler everyday objects and surfaces can be as appealing as candy as they
explore their world. Clorox disinfecting products help mom keep
her home healthy for her children by killing germs that cause illness.
The brands featured in the campaign exceeded their category
share goals and, in one year, made significant progress against
their three-year awareness and key attributes goals.
TOMA LECHE (DRINK MILK)
The Califonia Milk Processor Board was facing negative to flat
sales. The challenge was to find a different way of looking at milk
with an audience that felt there was nothing more to milk than
calcium. The Hispanic mom was introduced to the new “Toma
Leche” campaign. The campaign showcased secret societies that
did extraordinary things thanks to the power of milk. The
campaign resulted in halting the sales’ decline and reached the
same awareness levels of the previous campaign of 11 years after
only three months.
2007 EFFIE AWARDS
Prin.-Creative Dir.
Creative Dir.
Strategic Planner
Acct. Exec.
Media Dir.
When client and agency believe in the power of creativity, great things happen.
Congratulations to The Clorox Company. 2007 Effie Award for the “Sweet World” campaign.
51
HISPANIC
BRONZE WINNER
HOUSEHOLD FURNISHINGS & APPLIANCES
& Northwest Indiana
Ikea
IKEA NORTH AMERICA
Maria Lovera
Dep. Mktg. Mgr.
Michael Hay
Creative Strategist
LEO BURNETT USA
John Condon
Mark Tutssel
John Montgomery
John Hansa
Tony Katalinic
Bridget McHugh
Camille Beaufils
Vanessa Carr
DEUTSCH INC.
Linda Sawyer
Val DiFebo
Matt Dowshen
Eve Kornblum
Diana Hong
Eric Rojas
Mike Leibowitz
Jason Ashlock
CCO
Dep. CCO
Creative Dir.
Producer
Acct. Exec.
Asst. Acct. Exec.
OMD WORLDWIDE
SILVER WINNER
CEO
Pres.
Sr. VP-Exec. Producer
VP-Assoc. Creative Dir.
Art. Dir.
Copywriter
Copywriter
N’VISION
ARC WORLDWIDE
LAPÍZ USA
Maru Bernal
Gloria Dusenberry
Art. Dir.
Copywriter
COFFEE CUSTOMIZATION
McDonald’s launched its new coffee nationally in March. Stores
serving Hispanics in Chicago knew this was a tough sell locally.
Recently Starbucks and Dunkin’ Donuts doubled their outlets. Coffee is very important to Hispanics, a growing segment in Chicago.
The campaign objective was to increase Chicago Hispanic coffee
units and sustain them after the launch period. Creative highlighted a local initiative of adding cream and sugar. This resulted
in coffee units to Chicago Hispanics 19% higher than national
comparable stores, and the competition has tried to counter.
52
2007 EFFIE AWARDS
EVERYDAY FABULOUS
Ikea decided to take a stand against the International Contemporary Furniture Fair to boost awareness and brand perception
in New York City. Using guerilla installations of furnishings around
the city, like couches in bus shelters, the campaign demonstrated
how good design can make every day better. Mainstream press
and blogger mentions resulted in millions of positive consumer
impressions for no media spend.
53
HOUSEHOLD SUPPLIES & SERVICES
GOLD WINNER
Brawny
HOUSEHOLD SUPPLIES & SERVICES
SILVER WINNER
Tide
GEORGIA PACIFIC
Rob Lorys
Steven Sage
Derek Schwendinger
Binoti Parmar
Dan Dooley
VP-Mktg. Services
VP-Mktg.-Towel/Napkin
Assoc. Mgr.
Assoc. Mgr.
Sr. Mgr.-CRM/eMktg.
PROCTER & GAMBLE
Kevin Burke
Julie Woffington
Sally Sarratt
Suzanne Watson
Peter Carter
Mktg. Dir.-Tide N. Amer.
Assoc. Mktg. Dir.
Brand Mgr.
Brand Mgr.
Advt. Devel.
FALLON WORLDWIDE
Roger Camp
Brian DiLorenzo
Lachlan Badenoch
Eric Frost
Chris Lawrence
Group Creative Dir.
Dir.-Bdcst.
Group Planning Dir.
Creative Dir.
Group Acct. Dir.
SAATCHI & SAATCHI
Barbara Boyle
Michael Vaughan
Neil Levin
Lea Ladera
Sara Rose
VP-Assoc. Creative Dir., Art
VP-Assoc. Creative Dir., Copy
Art Dir.
Copywriter
EDELMAN PR
CRITICAL MASS
ASPEN MARKETING
ZENITH MEDIA
BRAWNY ACADEMY
Paper towels and Hollywood? Conventional thinking would have
you believe that the two simply don’t mix – especially in a lowinvolvement and highly commoditized category such as paper
towels. But challenging existing category conventions and engaging consumers on a deeper level is exactly what Brawny set out
to do with Brawny Academy, an online reality series created to
help women by helping their men become better, more proactive,
more compassionate husbands.
54
2007 EFFIE AWARDS
KNOWS FABRICS BEST
After five years without a campaign and with the brand facing
increasing competition and a consumer value issue, Tide needed
to become more relevant in the hearts and minds of women. To
achieve objectives, the brand broke away from laundry-based
conventions by showing women that Tide makes a difference in
something they truly care about – the clothes and fabrics that
touch their lives. This campaign, based around insights about women and their fabrics, introduced a modern design for the brand
and launched in TV, print, interactive and cause-related efforts.
Before the Effie
After the Effie
Saatchi & Saatchi congratulates Tide on another Effie win.
55
INTERNET PRODUCTS & SERVICES
GOLD WINNER
Comcast
COMCAST
Marvin Davis
John Young
Dustin Hayes
Sherri Davis
CMO
VP-Advt.
Dir.-Advt.
Mgr.
GOODBY, SILVERSTEIN
Hamish Chandra
Claudine Murphy
Aaron Kennedy
Brian McPherson
Jamie Barrett
& PARTNERS
Planning Dir.
Group Planning Dir.
Acct. Mgr.
Group Acct. Dir.
Creative Dir.
2007 EFFIE AWARDS
BRONZE WINNER
CareerBuilder.com
THE SLOWSKYS
The race to get high-speed internet subscribers was heating up;
the category was full of mud-slinging messages; and Comcast’s
product was nearly three times the cost of the competition’s. This
is the story of how Comcast entered the fray and built value for its
high-speed internet offering with advertising that disarmed and
endeared people. It not only prevented current customers from
leaving the brand but resulted in record growth in new subscribers.
56
INTERNET PRODUCTS & SERVICES
CAREERBUILDER.COM
Matt Ferguson
Richard Castellini
Cynthia McIntyre
Chu Chang
CEO
VP-Consumer Mktg.
Sr. Dir.-Advt.
Mktg. Coord.
CRAMER-KRASSELT
Karen Seamen
Marshall Ross
Louis Slotkin
Barb Werner
David Estoye
John Reid
Exec. VP-Genl. Mgr.
CCO
VP-Group Acct. Dir.
Art Dir.
Copywriter
STREET TEAMS
With the innovative use of street teams, CareerBuilder looked beyond traditional communications and created a highly engaging
way for consumers to interact with the brand. Street team members were dressed in ridiculous costumes such as giant plungers,
giant tape dispensers and giant pairs of underpants. The teams
– designed to spark a brief empathetic connection with consumers
– passed out postcards that read, “Is your job worse than mine?
Check out CareerBuilder.com.” With a limited budget, the objective was to build awareness for CareerBuilder by generating media
coverage of the program.
LEISURE PRODUCTS
GOLD WINNER
Nike
LEISURE PRODUCTS
SILVER WINNER
Hallmark
NIKE USA
Todd Pendleton
Slate Olson
U.S. Assoc. Advt. Dir.
U.S. Sr. Advt. Mgr.
WIEDEN+KENNEDY
Katie Allen
Karin Knutson
Mira Kaddoura
Sheena Brady
Alberto Ponte
Reme DeBisschop
Emily Leonard
Teri Fildey
Acct. Exec.
Sr. Acct. Planner
Art Dir.
Copywriter
Assoc. Media Dir.
Media Super.
Acct. Super.
I FEEL PRETTY
With women’s sports participation on the rise and increased competitive pressures from Adidas and Under Armour, Nike wanted to
re-ignite its women’s business. Maria Sharapova’s appearance at
the 2006 U.S. Open was a perfect platform for creating national
attention for Nike.“I Feel Pretty” struck a cord by championing an
attitude women could rally behind - the ability to ignore naysayers
and critics and focus on goals. The campaign prompted increases
in web traffic, sales and brand involvement not to mention an
article or two.
HALLMARK CARDS
Jenny Lee
Ann Herrick
Ira Stolzer
Ellen Junger
Brand Mgr.
Corp. Synergy Integrated Mktg. Mgr.
VP-Integrated Consumer Mktg.
Sr. VP-Mktg.
LEO BURNETT USA
Tim Pontarelli
Pippa White
Karla Flannery
Pinsuda Sagooleim
Jim Stallman
Bob Harley
Exec. Creative Dir.
Art Dir.
Acct. Dir.
Acct. Exec.
Sr. VP-Design Dir.
VP-Exec. Producer
STARCOM WORLDWIDE
USE MUSIC
Hallmark faced the daunting reality that the 15-year erosion of
the greeting card category was not going to turn around by itself.
Something needed to be done to resuscitate the greeting card
category. The big idea: iTunes meets Hallmark. This campaign
proved that a bit of entertainment, whether amp-ed up or offbeat
and goofy, can help you express yourself, something Hallmark has
always done but now with a voice from the 21st century. Song
cards fueled a 10% increase in sales of everyday cards compared
to a year earlier.
57
LEISURE PRODUCTS
SILVER WINNER
MEDIA COMPANIES
GOLD WINNER
Nike Bauer
TLC
NIKE BAUER HOCKEY
Chris Zimmerman
Chris Lindner
Ed Saunders
Steve Jones
Darryl Hughes
Pres.-CEO
VP-Global Mktg.
U.S. Brand Mktg. Mgr.
Global Comm. Mgr.
Canadian Mktg. Mgr.
THE LEARNING CHANNEL
David Abraham
Exec.VP-Genl. Mgr.
Derek Koenig
Sr. VP-Mktg
Neile Hartman
Dir.-Mktg. Strategy
Doug Seybert
Dir.-Mktg. Strategy
Amy Winter
Creative Dir.
OLSON
Bob Molhoek
Arturo Mendiola
Andrew Donlan
Steve Knapp
Jen Hale
VP-Bus. Strategy Officer
Sr. Acct. Exec.
Acct. Exec.
Media Dir.
Media Strategist
THE MARTIN AGENCY
Christopher Mumford
Sarah Burgess
Kathy Cho
Katherine Wintsch
Mike Hughes
VP-Mgmt. Super.
Acct. Super.
Acct. Coord.
VP-Sr. Strategic Planner
Pres.-Mngng. Part. Creative Dir.
PHD
CREW CREATIVE AGENCY
BE THE ONE
To combat an all-out assault from Reebok, Nike made an
unprecedented move by creating the Nike Bauer brand. Bauer,
a long–established hockey company, was the first brand to share
the Nike name and logo. This campaign helped establish the new
brand’s credibility among hockey–crazed kids.
58
2007 EFFIE AWARDS
LIFE LESSONS
TLC’s ad sales and ratings were down, and viewers were emotionally disconnected from the network. With the heyday of “Trading
Spaces” long gone, viewers and ad buyers weren’t sure what TLC
stood for any more. TLC needed a new identity. With this campaign,
a new lifestage and strategic platform were created that would
define the network as something more than just a TV channel.
Based on human truths, this campaign took TLC in a new direction,
revitalized the network, increased ratings and engaged viewers.
MEDIA IDEA
SILVER WINNERS
KTRS
McDonald’s Restaurants
KTRS
Tim Dorsey
Craig Unger
Pres.
Station Mgr.
McDONALD’S USA
SCHUPP CO.
Corey Lawson
Anthony Simmons
Mike Conway
Jim Mayfield
Acct. Exec.
Sr. Writer
ST. LOUIS CARDINALS – MISSING BIRDS
In an unusual use of outdoor, the St. Louis Cardinal/KTRS’ campaign
created a deafening buzz. After 52 years of being broadcast on
KMOX, Cardinal’s games moved to 550 KTRS, a move the new
station wanted to communicate. To do so, six pairs of sequential
outdoor boards were secured throughout the city. The lead board
was a Cardinals’ board and the following board was a KTRS board.
The message evolved throughout the campaign to create one
cohesive message between the two boards.
DDB SEATTLE
John Livengood
Scott Manning
Eric Gutierrez
Shaun Stripling
Brett Siemen
Matt Gilmore
Matt Griffin
Kelly Showalter
Sr. VP-Acct. Group Dir.
Creative Dir.
Assoc. Strategy Dir.
Sr. Art Dir.
Copywriter
Acct. Super.
Sr. Production Mgr.
OMD SEATTLE
Teri Bauer
Katie Bergerud
Genl. Mgr.
Assoc. Dir.-Strategy
WE’RE UP WHEN YOU’RE UP
The unusual affinity between an “open 24 hours” promotion and
“don’t drink and drive” message afforded an opportunity for McDonald’s to demonstrate community commitment while increasing
late night store traffic. Bar coasters, free rides home in a pimped-out
cab, even Ronald’s wallet as collateral provided multiple campaign
touches in and around late night hot spots in order to reach young
adults in their “I’m lovin’ it” moments. These ideas and environments
were chosen because who needs McDonald’s more at 2 a.m. than
people in need of sobering up?
59
NEW PRODUCT OR SERVICE
GOLD WINNER
NEW PRODUCT OR SERVICE
Philips Norelco
Saturn
PHILIPS DAP NORTH AMERICA
Bob Baird
Pres.-CEO
Arjen Linders
VP-Mktg.
Elwin DeValk
VP-Mktg.
Zdenek Kratky
Brand Mgr.
Michelle Schwartz
Assoc. Brand Mgr.
GENERAL MOTORS
Dave Smidebush
David Kozaria
Scott McLaren
Matt Armstrong
Dir.-Mktg.
Advt. Mgr.
Advt. Mgr.
Car Segment Mktg. Mgr.
DDB NEW YORK
Catherine East
Joanna Schwab
Scott Ginsberg
January Vernon
Ted Manger
GOODBY, SILVERSTEIN
Claudine Cheever
Brian Dunbar
Ted Florea
Jennifer Fox
Dan Goldstein
& PARTNERS
Group Dir.-Brand Strategy
Group Acct. Dir.
Sr. Brand Strategist
Acct. Dir.
Dir-Planning
GM PLANWORKS
Lisa Ann Rocha
Media Dir.
Acct. Dir.
Sr. Brand Planner
Copywriter
Art Dir.
Group Planning Dir.
SILVER WINNER
TRIBAL DDB NEW YORK
CARAT USA
MANNING SELVAGE & LEE
BODYGROOM
To successfully launch its new electric razor, Bodygroom, designed
to shave and trim body hair, Philips Norelco had to get guys talking
about the uncomfortable subject of male body grooming. Without
a budget to support traditional media, Philips Norelco needed a
big viral idea to take body grooming from a private act to a public
topic. To meet aggressive sales goals with a budget under $375,000,
Philips Norelco had to take body grooming out of the closet.
60
2007 EFFIE AWARDS
SATURN SKY LAUNCH
The 2006 launch of the Sky roadster offered Saturn the chance to
enter the sports car category and reenergize the Saturn brand
– without abandoning the core values that had made Saturn great.
A combination of refined targeting, innovative launch strategies
and a powerful brand idea announced that Saturn had found
a new path. The result was the fastest-selling car of 2006 and a
launch campaign that exceeded ambitious goals, brought new
people into the Saturn fold and reinvigorated the brand. “Like
always. Like never before.”
NON-PROFIT, PRO BONO & PUBLIC SERVICE
GOLD WINNER
SILVER WINNER
Montana Meth Project
Remember Segregation
MONTANA METH PROJECT
Tom Siebel
Founder
Peg Shea
Exec. Dir.
REMEMBERSEGREGATION.ORG
VENABLES BELL & PARTNERS
Greg Bell
Creative Dir.
Paul Venables
Creative. Dir.
Lucy Farey-Jones
Dir.-Brand Strategy
Tavia Holmes
Art Dir.
Aaron Stern
Copywriter
Ray Andrade
Art Dir.
James Robinson
Copywriter
Ashley Arrasmith
Brand Strategist
DDB SEATTLE
John Livengood
Eric Gutierrez
Jason Stanfield
Ray Page
Heather Long
Keith Anderson
Matt Gilmore
Kelly Showalter
Chris Garces
Dan Miller
OMD WORLDWIDE
Assoc.Creative Dir.-Art Dir.
Assoc. Creative Dir.-Art Dir.
Art. Dir.
Sr. Copywriter
Copywriter
Sr. Production Mgr.
Production Group Mgr.
Acct. Dir.
WIRESTONE
NOT EVEN ONCE
The Montana Meth Project serves one clear purpose: to discourage teens 12-17 in the state of Montana from trying meth even
once. The objectives were to help prevent first-time use while also
spurring a dialogue among the community about a meth epidemic. The campaign resulted in unprecedented awareness, a
heightened education among teens about the dangers of trying
meth even once and a dialogue that reached far beyond the
state of Montana. In fact, it has now been recognized by the White
House as a model for the nation.
REMEMBER SEGREGATION
Memory of Dr. Martin Luther King Jr. and the civil rights struggle in
the U.S. has been fading. The goal was to revive a visceral connection to the civil rights era and engage people in the reason
for honoring the legacy of Dr. King. The solution, the world’s first
segregated advertising campaign, allows the audience to experience discrimination firsthand and feel the sting of “separate
but equal.”
61
BRONZE WINNER
PACKAGED FOOD
SILVER WINNER
Ad Council Dropout Prevention
Nature Valley
AD COUNCIL
Penny Schildkraut
Heidi Arthur
Amanda Samponaro
Kristin Hajinlian
VP-Campaign Dir.
Sr. VP-Campaign Mgmt.
Asst. Campaign Mgr.
Campaign Mgr.
GENERAL MILLS
Beth Brady
Martin Abrams
Clare Kanter
Judy Bowman
Sarah Turley
Rick Hosfield
JWT
Ed Evangelista
Chris D’Rozario
Robert Rasmussen
Kevin Wilson
Alison Hillhouse
Exec. Creative Dir.
Exec. Creative Dir.
Creative Dir.
Producer
Acct. Mgr.
CAMPBELL MITHUN
Mike Nelson
Shawne Murphy
Johnson
Amy Rooker
Tom McCarthy
VP-Dir.
Mktg. Mgr.
Assoc. Mktg. Mgr.
Dir.
CI Mgr.
VP-Advt.
Exec.VP-Global Acct. Dir.
Sr. VP-Group Mgmt. Super.
VP-Dir. of Integration
Assoc. Media Dir.
MRM PARTNERS WORLDWIDE
BOOSTUP
To tackle the issue of dropout prevention, students needed to be
shown as potential graduates not potential dropouts. Ten at-risk
kids were given cameras to document their experiences in struggling to graduate as a tribute to their efforts to stay in school. The
reality of their stories gave this cause a real voice and identity,
increasing the chances of media coverage. The campaign exceeded its goals of generating a 400% increase in broadcast TV
media detections and tripling the amount of time teens across
America spent with the issue.
62
2007 EFFIE AWARDS
WHERE’S YOURS
Nature Valley Granola Bars launched in 1975 inventing the “betterfor-you” snack category. By 2005, Kellogg’s was nipping at Nature
Valley’s heels, and Nature Valley had to find a way to deepen its
relationship with its consumers. That way was to go beyond the
functional, natural energy benefit that Kellogg’s was encroaching
upon and elevate the brand to an emotional level. This campaign
is an inspirational call-to-action to get consumers out into their
special place in nature. Through this campaign, Nature Valley becomes the catalyst for these journeys.
PACKAGED FOOD
SILVER WINNER
PACKAGED FOOD
BRONZE WINNER
Slim–Fast
Hebrew National
SLIM-FAST FOODS CO.
Terry Olson
VP-Genl. Mgr., Brand Devel.
Ginnie Blake West
Brand Devel. Dir.
Barry Schwartzblatt
Dir.-Consumer & Mkt. Insights
Lisa Trombone
Sr. Mgr.-Consumer & Mkt. Insight
Donna Barker
Mktg. Dir.
CONAGRA FOODS
Tom Bartley
Paula Ford
Robin Reeves
Dir.-Mktg.
Brand Mgr.
Integrated Mktg. Mgr.
OGILVY & MATHER
Darren Kapelus
Jackie Leak
Debra Fried
Melissa Schulz
Joseph Frydl
ONESEVEN
Leslie Goldman
Enza Mullen
Ann Morton
Sherri Levy
Dave Maly
Creative Dir.-Writer
Creative Dir.-Art Dir.
Group Acct. Dir.
Producer
Creative Dir.
Sr Part.-Exec. Group Dir.
Sr. Part.-Creative Dir
Sr. Part.-Acct. Dir.
Part.-Planning Dir.
MINDSHARE
BRIDGE WORLDWIDE
Jodi Schmidtgoesling Assoc. Acct. Dir.
Randy Limes
Acct. Exec.
MEDIACOM
BEYOND INTERACTIVE
TUMMIES
Having lost over 50% of its franchise from 2002 to 2005 and 29% of its
share of shelf, Slim-Fast wrote off approximately $1 billion. Aiming to
prove the brand’s vitality to dieters, retailers and Unilever shareholders,
this campaign broke from weight loss clichés, championing healthy,
realistic weight and weight loss. Increasing brand credibility by 400%,
the campaign re-engaged customers and inspired the key distributor
to keep Slim-Fast on shelf. Slim-Fast Optima became the best-selling
new product of 2005; sales per sku increased; and Slim-Fast stemmed
a sales decline by $81.4 million.
NO IFS, ANDS OR BUTTS
In a world of increasing demand for purer, more organic foods,
hot dogs were losing their luster. All because of an (erroneous)
consumer perception that hot dogs are made with mystery meat.
Hebrew National, a regional kosher brand, saw an opportunity to
expand the brand’s appeal to a broader audience by reassuring
moms that Hebrew National kosher franks meet, even exceed,
their standards for better eating. The story was quite simple: Only
the best cuts of meat from the best parts of the cow - “No ifs,
ands or butts.”
63
PET CARE
GOLD WINNER
Pedigree
PET CARE
SILVER WINNER
Fresh Step
MARS PET CARE
Rob Leibowitz
Chris Jones
John Anton
VP-Mktg.
Genl. Mgr.
Brand Mgr.
THE CLOROX CO.
Jon Balousek
Mira Kim
Tracey Lessin
TBWA\CHIAT\DAY
Corey Mitchell
Margaret Keene
Chris Adams
Rob Schwartz
Carisa Bianchi
Cathy Saidiner
Brynn Bardacke
Mngng. Director.-Acct. Services
Exec. Creative Dir.
Pres.
Masterfoods Acct. Dir.
Pedigree Acct. Dir.
DDB SAN FRANCISCO
Lisa Bennett
CCO
Perry Portugal
Creative Dir.
Kelly Colchin
Art Dir.
Brett Landry
Copywriter
Stacey Grier
Chief Strategy Officer
Dave Wolf
Copywriter
Dennis McVey
Art Dir.
GREY INTERACTIVE
Dir.-Mktg.
Mktg. Dir.
Mktg. Mgr.
TRIBAL DDB SAN FRANCISCO
CATAPULT MARKETING
WEBER SHANDWICK
PEDIGREE ADOPTION DRIVE
Every year, three million dogs go into shelters but only 1.2 million
of them find homes. This campaign raised awareness of dogs in
shelters and gave consumers a way to help them. When consumers bought Pedigree products, Pedigree donated a percentage
of profits from every Pedigree product to dog shelters. As a result
of the campaign, Pedigree was able to increase sales and share
of market despite the shrinking dog food category.
64
2007 EFFIE AWARDS
LOST LITTER BOX
To create distance from competition, Fresh Step was improved by
adding carbon to enhance odor control. The campaign needed
to prove to cat owners, a skeptical target about odor control
improvements in litter, that new Fresh Step eliminated odor better
than any other litter. The idea was to demonstrate that with Fresh
Step even cats can’t smell their litter box. “Lost Litter Box” was an
unexpected way to emphasize effectiveness. Campaign results
more than doubled objectives, growing Fresh Step sales by 29%
and category share by 18% in six months.
65
PET CARE
BRONZE WINNER
REAL ESTATE
SILVER WINNER
Cesar
Century 21
MASTERFOODS
CENTURY 21
Tom Kunz
Nicole Menard
Ken Toumey
Pres.-CEO
Sr. Mgr.-Advt. & Promo
VP-Brand Mgmt.
McGARRYBOWEN
Gordon Bowen
John McGarry
Tricia Defossey
Stewart Owen
John Kenney
Sid Brown
Rick Knief
CCO
CEO
Acct. Mngng. Dir.
Chief Strategic Officer
Creative Dir.
Acct. Super.
Dir.
BBDO WEST
Crystal Roubadeaux
Yuko Tsuchiya
Nick Bartle
Mike Barti
Heward Jue
Jim Lesser
Account Planner
Acct. Dir.
Planning Dir.
Copywriter
Art Dir.
Creative Dir.
MEDIACOM U.S.
WRITTEN PROMISES
In 2006, Cesar faced increased competition within the single-serve
segment and negative consumer perceptions of wet feeding.
Aiming to own the small dog relationship, Cesar aimed to leverage the consumer need to reciprocate the unconditional love
that small dogs give them. The campaign idea is “Love them back
with Cesar canine cuisine.” This provides a strong call to action
and positions Cesar as a way to return love. Within three months of
launch, Cesar’s awareness had doubled (IPSOS) and sales share
had reached an all–time high of 15.2% (IRI).
66
2007 EFFIE AWARDS
AGENTS OF CHANGE
As the housing market went from boom to a transition market,
Century 21 needed to break through the clutter, increase brand
awareness measures over Re/Max and boost the amount of traffic
to century21.com as well as increase consumer leads to its affiliated brokers. By presenting realistic and emotional situations, this
campaign became a rallying cry. The campaign resulted in 46%
brand awareness increase, improved visitor traffic to century21.
com and increased consumer leads ranging from 185% to 224%
for the entire system of brokers.
THEMCGARRYBOWENFAMILY
THEMCGARRYBOWENFAMILY
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TOTHELARGESTINDEPENDENTAGENCYIN.9
4HANKSTOALLTHEWONDERFULCLIENTSWHOPARTNERWITHUS
EVERYDAYTOCREATEGREATIDEASTHATGETRESULTS
VERIZONMARRIOTTPFIZERCRAYOLABRAHMACHASEREEBOKCENTURYKRAFTWALLSTREETJOURNALDISNEY53/#
67
REAL ESTATE
BRONZE WINNER
RENAISSANCE
SILVER WINNER
Pointe West
Klondike Bar
CENTEX DESTINATION PROPERTIES
Stacey Berndt
VP-Mktg., Central Div.
UNILEVER NORTH AMERICAN ICE CREAM
Dan Hammer
VP-Mktg.
Julio Del Cioppo
Dir.-Novelties
Shari Antonissen
Brand Mgr.
FIREHOUSE
Mark Hall
Greg Goyne
Steve Smith
Kim Thornton
James Helms
Jason Fox
CAMPBELL MITHUN
Rick Gibson
Craig Miller
Shari Fineman
Kitty Thorne
Don Kvam
Talis Lin
Nick Richman
Pres.-Founder
Prin.-Acct. Mgmt.
Prin.-Acct. Planning
Acct. Super.
Copywriter
VP-Assoc. Creative Dir.,Writer
VP-Assoc. Creative Dir., Art
Exec.VP-Group Mgmt. Super.
Acct. Exec.
VP-Assoc. Dir., Acct. Planning
MINDSHARE
THE SECRET COAST
This campaign was developed to reenergize consumer interest in
destination properties, specifically Pointe West, as well as to neutralize low perceptions of this property’s location in Galveston, Tex.
The campaign exceeded objectives in lead generation.
68
2007 EFFIE AWARDS
WHAT WOULD YOU DO FOR A KLONDIKE BAR?
Every day, people do little things in life that surprise and delight
those around them. They deserve the big, satisfying everyday reward. They deserve the amazing taste of a Klondike bar. The objective was to revitalize the old campaign by moving away from
focusing on celebrities and their quirky behavior and instead to
position Klondike as an everyday reward for everyday people.
Change has taken root.
When you’re printing with The L. P. Thebault Company, you’re partnering with a team that is leading the graphic arts
industry in environmental stewardship. Every day, our experienced professionals are consulting with our customers in
designing and creating innovative, responsible print messages with less waste and more focus on brand.
Programs like FSC-certification through Smartwood™, membership in Ceres, and significant purchases of renewable
energy to power our presses reflect just some of the many ways in which LPT is changing, from the roots up.
LPT congratulates all of tonight’s award winners.
We salute the Effie community for recognizing ideas that work.
RENAISSANCE
BRONZE WINNER
NASDAQ
RETAIL
GOLD WINNER
eBay
NASDAQ
John Jacobs
Kate Stonehouse
Christine Lynn
Mark Dillingham
Exec. VP-CMO
VP-Mktg.
Dir.-Brand Advt.
Interim Mktg. Mgr.
EBAY
Bill Cobb
Gary Briggs
Kevin McSpadden
Lisa Carey
Pres.-eBay N. Amer.
CMO
Sr. Dir.-Brand Mktg.
Sr. Mgr.-Advt.
McKINNEY
Denis Budniewski
David Baldwin
Walker Teele
Katie Beaudin
Jeremy Holden
Liz Paradise
Group Acct. Dir.
Exec. Creative Dir.
Mgmt. Super.
Acct. Super.
Dir.-Acct. Planning
Group Creative Dir.
BBDO
David Lubars
Jeff Mordos
Jim Santora
Greg Hahn
Nick Bartle
Kara Goodrich
CCO-Chrmn., BBDO N. Amer.
COO-BBDO New York & N. Amer.
Sr. VP-Sr. Acct. Dir.
Exec. Creative Dir.
Exec. VP-Dir. of Planning
Sr. Creative Dir.
OMD WORLDWIDE
AGENCY.COM
LISTED ON NASDAQ
It seemed that as quickly as NASDAQ’s growth fueled the dotboom, NASDAQ became the poster child for the dot-bust. By the
time this campaign launched, public companies had lost more
than half their value. And as a result, stock markets had lost substantial credibility. In perhaps one of the most significant brand
transformations of all time, NASDAQ is back stronger than ever.
Today it is perceived as the industry innovator and the better performing stock market for companies and investors alike.
70
2007 EFFIE AWARDS
IT
The very thing that made eBay famous was threatening its future
success. People saw eBay as a great place to buy hard-to-find,
collectible items but did not think of it for the more ordinary, everyday items that represented the real growth in ecommerce. Incessant pop culture references merely amplified this problem and
presented a significant perceptual hurdle for a very modest media
budget to overcome. This highly successful integrated campaign
broadened perceptions of what could be bought on eBay and
helped grow revenue twice as fast as ecommerce.
71
RETAIL
SILVER WINNER
SMALL BUDGETS
Oasys Mobile
Montana Meth Project
OASYS MOBILE
Aaron Sheedy
Felicia Ramsey
VP-Online Services
Dir.-Mktg.
MONTANA METH PROJECT
Tom Siebel
Founder
Peg Shea
Exec. Dir.
McKINNEY
Rod Brown
Jason Musante
Matt Fischvogt
Justin Smith
Dave Cook
Tom Hickey
Cathy Wilson
Lee Maschmeyer
Mgmt. Super.
Art Dir.
Group Creative Dir.
Media Dir.
Bdcst. Producer
Acct. Planner
VENABLES BELL & PARTNERS
Greg Bell
Creative Dir.
Paul Venables
Creative. Dir.
Lucy Farey-Jones
Dir.-Brand Strategy
Tavia Holmes
Art Dir.
Aaron Stern
Copywriter
Ray Andrade
Art Dir.
James Robinson
Copywriter
Ashley Arrasmith
Brand Strategist
GOLD WINNER
OMD WORLDWIDE
WIRESTONE
PHEROTONES
The ringtone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the
companies involved. So how do you pit a little-known ringtone
company against the giant telecom carriers and win over an apprehensive audience – in 12 weeks and while being outspent 200
to 1? This campaign used pseudoscience, sexual attraction and
a Danish doctor to create a viral phenomenon that generated
over six million PR impressions and led to a 90% increase in sales.
All with only $100,000.
72
2007 EFFIE AWARDS
NOT EVEN ONCE
The Montana Meth Project serves one clear purpose: to discourage teens 12-17 in the state of Montana from trying meth even
once. The objectives were to help prevent first-time use while also
spurring a dialogue among the community about a meth epidemic. The campaign resulted in unprecedented awareness, a
heightened education among teens about the dangers of trying
meth even once and a dialogue that reached far beyond the
state of Montana. In fact, it has now been recognized by the White
House as a model for the nation.
SMALL BUDGETS
SILVER WINNER
SMALL BUDGETS
BRONZE WINNER
Philips Norelco
Oasys Mobile
PHILIPS DAP NORTH AMERICA
Bob Baird
Pres.-CEO
Arjen Linders
VP-Mktg.
Elwin DeValk
VP-Mktg.
Zdenek Kratky
Brand Mgr.
Michelle Schwartz
Assoc. Brand Mgr.
OASYS MOBILE
Aaron Sheedy
Felicia Ramsey
VP-Online Services
Dir.-Mktg.
DDB NEW YORK
Catherine East
Joanna Schwab
January Vernon
Scott Ginsberg
Jennifer Operowsky
McKINNEY
Rod Brown
Lee Maschmeyer
Jason Musante
Matt Fischvogt
Justin Smith
Dave Cook
Christina Yarborough
Julie Greehouse
Mgmt. Super.
Acct. Planner
Art Dir.
Group Creative Dir.
Acct. Exec.
Media Super.
Acct. Dir.
Sr. Brand Planner
Art Dir.
Copywriter
Acct. Super.
TRIBAL DDB NEW YORK
CARAT USA
MANNING SELVAGE & LEE
BODYGROOM
To successfully launch its new electric razor, Bodygroom, designed
to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming.
Without a budget to support traditional media, Philips Norelco
needed a big viral idea to take body grooming from a private act
to a public topic. To meet aggressive sales goals with a budget
under $375,000, Philips Norelco had to take body grooming out
of the closet.
PHEROTONES
The ringtone industry is laden with price-value discrepancies, quality
concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ringtone company
against the giant telecom carriers and win over an apprehensive
audience – in 12 weeks and while being outspent 200 to 1? This campaign used pseudoscience, sexual attraction and a Danish doctor to
create a viral phenomenon that generated over six million PR impressions and led to a 90% increase in sales. All with only $100,000.
73
SNACKS, DESSERTS & CONFECTIONS
Goldfish
PEPPERIDGE FARM
Michael Simon
Stephen White
Patsy Fox
Olesia Matijcio
Connie Olsen
Amy Sleep
Paul Alexander
Kevin Parham
Y&R
Adam Konowitz
Maria McHugh
SILVER WINNERS
Mayfield Dairy Farms
VP-Genl. Mgr.,Snacks
VP-Youth Snacks
Group Mktg. Mgr.-Snacks Innovation
Group Mgr.-Youthful Snacks
Dir.-Brand Devel. & Comm.
Sr. Group Mktg. Mgr.
VP-Global Advt. Services
Campbell Soup Co.
Dir.-Global Advt. Services
Campbell Soup Co.
Sr. VP-Acct. Dir.
Exec. VP-Dir. of Insights & Planning
MAYFIELD DAIRY FARMS
Mary Williams
Genl. Mgr., Dean Foods Southeast
Scottie Mayfield
Pres.
Alan Owen
Mktg. Mgr.
Bridgett Raper
PR Dir.
Robbie Roberts
VP-Sales
THE JOHNSON GROUP
Roger Vaughn
Creative Dir.-Part.
Chris Jones
Art Dir.
Rachel Daigh
Media Dir.
Alice Ailey
Acct. Super.
Alana Stephenson
Project Mgr.
MEDIAEDGE:CIA
FINN AND FRIENDS
Goldfish was a minnow in an ocean of snack brands. Outspent
4-to-1 by competitors such as Frito-Lay, the brand had to find a
new way to punch above its weight. Not only did the new Goldfish
campaign boost sales, but within just three months, the brand
outpaced competition by four times. Sales increased 31% vs. a
year ago in July. The new communication model helped reconnect with tweens and gain affinity.
74
2007 EFFIE AWARDS
FLAVOR DECISION ‘06
Into a fiercely-competitive ice cream category known for aggressive
price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting – and into a freezer case flooded with
competing new flavors. To meet the challenge, the agency created a
coordinated “election” campaign of sampling, online voting and multimedia advertising.The campaign enabled Mayfield to post record sales
of the new flavors – enough to justify adding two as permanent SKUs
while maintaining overall Mayfield Ice Cream sales in a down market.
SNACKS, DESSERTS & CONFECTIONS
BRONZE WINNER
SUSTAINED SUCCESS
Klondike Bar
BP
UNILEVER NORTH AMERICAN ICE CREAM
Dan Hammer
VP-Mktg.
Julio Del Cioppo
Dir.-Novelties
Shari Antonissen
Brand Mgr.
BP AMERICA
Dave Welch
CAMPBELL MITHUN
Rick Gibson
Craig Miller
Shari Fineman
Kitty Thorne
Don Kvam
Talis Lin
Nick Richman
VP-Assoc. Creative Dir.,Writer
VP-Assoc. Creative Dir.,Art
Exec.VP-Group Mgmt. Super.
Acct. Exec.
VP-Assoc. Dir., Acct. Planning
GOLD WINNER
Pat Wright
David Bickerton
Mark Ware
Dir.-BP Brand Comm.,Comm. &
Ext. Affairs
Dir.-U.S.Brand Comm.,Comm &
Ext. Affairs
VP-Govt. & Public Affairs
Mgr.-Group Comm.
Group VP-Comm. & Ext. Affairs
OGILVY & MATHER
David Fowler
Ken Shuldman
KJ Bowen
Patrick Collins
Lily Pu
Sr. Part.-WW Creative Dir.
Sr. Part. Creative Dir.
Sr. Part.-WW Client Serv. Dir., BP N. Amer.
Sr. Part.-WW Planning Dir.
Kathy Leech
MINDSHARE
MINDSHARE
WHAT WOULD YOU DO FOR A KLONDIKE BAR?
Everyday people do little things in life that surprise and delight
those around them. They deserve the big, satisfying everyday reward. They deserve the amazing taste of a Klondike bar. The objective was to revitalize the old campaign by moving away from
focusing on celebrities and their quirky behavior and instead to
position Klondike as an everyday reward for everyday people.
BEYOND PETROLEUM
Against a backdrop of skepticism, the world’s second largest
energy company wanted to be different. This campaign communicates the company’s progressive values in a distinctive,
non-glossy way. The campaign asks difficult questions, invites
customers into the dialogue, relies on facts instead of hot air,
stakes bold turf, accepts criticism and does not hide from failure.
The campaign is a landmark platform for a company trying to
change the way the world uses, and thinks about, the fuels that
are vital to human progress.
75
GOLD WINNER
SUSTAINED SUCCESS
MasterCard
Detroit Pistons
MASTERCARD INTERNATIONAL
Larry Flanagan
CMO
Amy Fuller
Group Head-Americas Mktg.
Chris Jogis
VP-U.S. Brand Devel.
DETROIT PISTONS
Tom Wilson
Craig Turnbull
Marilyn Hauser
John Ciszewski
Dan Hauser
McCANN ERICKSON
Richard O’Leary
Craig Bagno
Joyce King Thomas
John Kottman
ToniAnn Bonade
Pete Jones
OLSON
Exec. VP-WW Acct. Dir.
Sr. VP- Group Acct. Dir.
Exec. VP-CCO
Exec. VP Co-Dir. Strategic Planning
Sr. VP-Mgmt. Rep.
MRM WORLDWIDE
Matt O’Rourke
Creative Dir.
PRICELESS
In 1997 when the strategic idea for MasterCard was born, no one
could have predicted how unendingly successful the strategy
would be. But two critical events in the spring of 2006 are the most
credible evidence that “Priceless” works not only as a sustained
success of advertising excellence but also as a business tool. A rich
list of business uses shows how “Priceless” has become instrumental
to the company, an asset that helped value the company’s initial
public offering and garnered the respect and admiration of both
a corporate and consumer generation.
76
SILVER WINNER
SUSTAINED SUCCESS
2007 EFFIE AWARDS
Pres.-CEO
VP-Brand Mgmt.
Sr. VP
Exec. VP-Sales
VP-Corp. Mktg.
GOIN’ TO WORK
Winning back the hearts of disheartened Pistons fans and getting
them back in the seats seemed insurmountable after not delivering on promises of victories and all-star players. In this campaign,
fans were given active role to tie the team back to the city by
asking fans to go to work for their team.“Goin’ to work. Every night”
became a social contract with the fans. And the fans went to work,
helping the Pistons lead the NBA in attendance the last three years,
with 136 consecutive sellouts.
©2007 MasterCard
Only one word can capture the feeling of winning an Effie.® MasterCard® is proud to accept
the Sustained Success award and would like to thank everyone who helped make it happen.
®
77
SUSTAINED SUCCESS
BRONZE WINNER
GOLD WINNER
Diamond Trading Co.
Cingular GoPhone
DIAMOND TRADING CO.
David Lamb
WW Mktg. Dir.
Dominic Brand
Dep. Mktg. Dir.
Richard Lennox
Exec. VP-Global Mktg.
Colby Shergalis
Core Program Mgr.
CINGULAR WIRELESS
Marc Lefar
Daryl Evans
Vance Overbey
Chad Harris
Judy Cavalieri
CMO
VP-Advt. & Mktg. Comm.
Exec. Dir.-Advt.
Dir.-B2B Segments
VP-Alternative Payment Products
JWT
Claudia Rose
Ty Montague
Rosemarie Ryan
David Sisson
Kajsa McLaren
Ed Evangelista
BBDO
Mike Teasdale
Susan Credle
Rich Wakefield
Doug Walker
Debra von Kutzleben
Exec. VP-Exec. Planning Dir.
Exec. VP-Exec. Creative Dir.-Art Dir.
Exec. VP-Mgmt. Dir.
Industry Strategy Dir.
Co-Pres.-CCO
Co-Pres.
Dir.-Mkt. Intelligence
Acct. Planner
Senior Part.-Group Creative Dir.
PAST, PRESENT, FUTURE
To fuel growth in a mature market after 2000, Diamond Trading
launched a new product wrapped in a concept that radiated
significance for all couples: Three diamonds for their past, present
and future. This campaign, combining TV to ignite desire and print
to reinforce the product symbolism, exceeded its goal with a 27%
growth rate (compounded annually) over six years to take threestone diamond jewelry from $500 million to $3.8 billion - 410% over
target. Over six years, it grew the total diamond jewelry market
26%, adding an incremental $8.2 billion.
78
TELECOM SERVICES
2007 EFFIE AWARDS
HOW GOPHONE CHANGED THE PARENT-TEEN DYNAMIC
ON CELL PHONES
In the powder keg of parent-teen relations, cell phones have
become a modern-day flashpoint. This campaign shows how
Cingular GoPhone sales exploded after the phone was positioned as the way to defuse parent-teen tension.
TELECOM SERVICES
SILVER WINNER
Verizon Wireless
VERIZON WIRELESS
John Harrobin
Cathie McCloskey
John Stratton
VP-Advt. & Digital Media
Assoc. Dir.-Brand Mktg.
CMO-VP Mktg.
McCANN ERICKSON
Stevie Ohler
George Dewey
Chris Quillen
Barbara Resua
Thom Gruhler
Amy Mitchell
Joan Titens
Sr. VP-Exec. Producer
Exec. VP-Group Mngng. Dir
Sr. VP-Group Dir.
Sr. VP-Mgmt. Rep.
TELECOM SERVICES
BRONZE WINNER
Nokia
NOKIA MOBILE PHONES
Jo Harlow
Bridget Ahr
Corrine Cuthbertson
Christine Curtin
Angela Solk
Sr. VP-Mobile Phones Mktg.
Dir. Brand Devel.
Dir.-Mobile Phones N. Amer.
Mktg. Mgr.-Brand Devel.
Dir. Consumer Rsch. & Insights
GREY WORLDWIDE
Scott Elser
David Low
Ben Tauber
Tim Mellors
Bruce Arendash
Exec. VP
Sr. VP
VP-Group Mgmt. Super.
Pres.-CCO, N. Amer.
MEDIACOM
IT’S THE NETWORK
After years of exponential growth, the wireless category reached
maturation. While Verizon Wireless and its iconic “can you hear me
now” message secured brand leadership in voice reliability, competitors were encroaching on this positioning. Verizon upped the
ante from voice reliability to network superiority, extending the role
of the “test man” character to the “leader of the network”– a personification of the company’s technological expertise and breadth
of capabilities. Communications extended the company’s leadership beyond coverage, and the brand outperformed the competition, setting historic records in subscriber growth and loyalty.
IT’S YOUR LIFE IN THERE
While Nokia had a high level of awareness, over time the brand
began to lose momentum, experiencing declining sales and
lost meaning with consumers. The challenge was to create a
brand platform that would change the dialogue in the category
and reverse the downward trend. This campaign did just that.
It brought to life a new consumer truth and was delivered in a
way that consumers could connect with. The result: dramatic
changes in brand perception and an immediate share lift after
seven down quarters.
79
TRANSPORTATION
SILVER WINNERS
Frontier
National Car Rental
FRONTIER AIRLINES
Diane Willmann
Dir.-Advt.
GREY WORLDWIDE
Gary Ennis
Shawn Couzens
Shannon Turner
Matthew Flaherty
Aaron Royer
Robert Baiocco
David Freilicher
Samantha Schmitt
VP-Creative Dir.-Art Dir.
VP-Creative Dir.-Copywriter
VP-Group Mgmt. Super.
Assoc. Producer
Sr. VP- Assoc. Dir. of Content Production
Exec. VP-Sr. Creative Dir.
Exec. VP-Acct. Dir.
Acct. Super.
FLIP TO MEXICO
For years, Flip the dolphin (one of the talking animals on Frontier’s
plane tails) was sent to frigid Chicago. But all that changed when
Flip publicly declared: “I either go to Mexico, or I quit!” The ensuing
four-week campaign (which ended during Superbowl XL) showed
all of Colorado rallying for Flip – with mock newscasts, staged
protests, 18 TV spots, podcasts, an underground website, online
petition and blog. The campaign turned fake news into real news,
creating a groundswell of support for Flip, while blurring the line
between reality and fiction.
80
2007 EFFIE AWARDS
NATIONAL CAR RENTAL
Jerry Dow
Exec. VP-CMO
Susan Madigan
Dir.-Advt.
Patsy Rey
Dir.-Corp. Mktg.
FALLON WORLDWIDE
Dave Chaffin
Stuart D’Rozario
Ritchie Emslie
Keith Faust
Jenny Griffith
Alex Leikikh
Acct. Dir.
Creative Dir.
Planning Dir.
Media Services. Dir.
Media Planner
Group Acct. Dir.
THE LACEK GROUP
Dan Knudsen
Exec. VP-WW Client Service Dir.
GREEN MEANS GO
In a word, this campaign is about speed. The brand embodies
it. The creative expresses it. And the choice in media reinforces it.
This single-mindedness has helped rejuvenate a brand that had
suffered through bankruptcy proceedings, declining share and
revenue, and attrition in The Emerald Club over the past three
years. Since the campaign started, share is up for the first time in
seven years. Revenue is up. And more than 300,000 new members
have joined The Emerald Club.
TRANSPORTATION
BRONZE WINNER
JetBlue
TRAVEL, TOURISM & DESTINATION
SILVER WINNER
Hotels.com
JETBLUE AIRWAYS
Andrea Spiegel
Sr. VP-Mktg.
JWT
Rosemarie Ryan
Ty Montague
Pilar Cortizo
Sophie Kelly
Peter Nicholson
Jeremy Postaer
Kristina Lenz
Robert Rasmussen
Andrew Ault
Co-Pres.
Co-Pres.
Planning Dir.
Bus. Dir.
Exec. Creative Dir.
Exec. Creative Dir.
Acct. Dir.
Creative Dir.
Creative Dir.
HOTELS.COM
James Crolley
Jenny Lang
Sr. Dir.-Mktg.
Sr. Brand Mgr.
DONER
John Parlato
Grady Winch
Ron Harper
Judy Ratcliffe
Kara Slatin
Angie Karpathios
Stephen Hahn-Griffiths
Kevin Weinman
Creative Dir.
Creative Dir.
VP-Acct. Dir.
Acct. Dir.
Acct. Mgr.
Sr. VP-Strategic Planning & Rsch.
Exec.VP-Acct. Mgmt. Dir.
MEDIACOM
AMPLIFICATION
As JetBlue continues to grow aggressively, the airline’s key challenge is to get bigger without becoming “jet big.” The campaign
needed to restore JetBlue’s sense of momentum and leadership
(internally and externally) and support exponential growth without
a significant increase in budget, while adhering to JetBlue’s sense
of value. The campaign not only supported record traffic at launch
and reversed declines in momentum and leadership, it created
an invaluable pool of re-useable brand assets that continue to
be deployed to date.
THE HOTEL EXPERT
As a brand under siege and losing momentum, hotels.com had
lost its competitive edge as the “cheapest place to book online.”
The big idea was to reposition hotels.com as the only online travel
brand truly expert in booking the best hotel room. This overarching idea became part of an integrated campaign that helped
increase traffic to the site by 16% and gross bookings by 33%.
81
SILVER WINNER
BRONZE WINNER
Royal Caribbean International
Tourism Ireland
ROYAL CARIBBEAN INTERNATIONAL
Matt Cohen
Dir.-Mktg. Comm.
TOURISM IRELAND
Fiona Monaghan
Kiela Bennett
Mgr.-Advt. & Strategic Planning
Advt. & Strategic Planning
ARNOLD WORLDWIDE
Ron Lawner
Jay Williams
Stephen Potter
Caryl Capeci
Melanie Seaborn
Kate Walters
Doris Chung
CCO
Exec. Creative Dir.
Creative Dir.
Exec. VP-Group Acct. Dir.
VP-Mgmt. Super.
Acct. Super.
Creative Dir.
JWT
Jonathan Daly
Nicolas Piris
Ceara Duffy
Sarah Cochran
Dave Woodall
Matt Lloyd
Andy Smith
Ryan Lawson
Sr. Part. Global Planning. Dir. (New York)
Acct. Planner (New York)
Acct. Dir. (New York)
Acct. Assoc. (New York)
Creative Dir. (London)
Creative DIr. (London)
WEBER SHANDWICK
Rene Mack
Pres.
MINDSHARE
MPG
IQ INTERACTIVE
Adam Boozer
Exec. Creative Dir.
POINTROLL
FREEDOM OF THE SEAS
In an effort to dispel consumers’ misperceptions about what
cruising is like, this campaign used an upcoming launch of Royal
Caribbean’s newest and most innovative ship, Freedom of the
Seas, to help consumers understand that cruising is not just for the
newlywed, over-fed and nearly dead. The campaign to support
the ship’s launch leveraged multiple offline and online channels
to bring the news of this innovative ship to consumers. Results were
beyond expectations, making this the most successful ship launch
in Royal Caribbean’s 38-year history.
82
2007 EFFIE AWARDS
DISCOVER YOUR VERY OWN IRELAND
Although Ireland historically had attracted more than its fair share
of U.S. tourists, the country’s booming economy had put costs
on par with major destinations and prospective tourists were
concerned there was not enough to do. Also, there were fewer
Americans with a direct Irish connection to be leveraged. This
campaign promoted unexpected activities, with a personal touch,
that contributed to 650,000 people visiting Ireland in the first eight
months of 2006, 9% more than the previous year and twice the
number for the rest of the European Union.
83
Grand Effie Judges
84
JUDGING CHAIR
John Butler
Co-Creative Director
Butler Shine Stern & Partners
Nick Brien
CEO
Universal McCann
Mark D’Arcy
CCO
Time Warner Global Marketing
Group
Alan Dye
Creative Director
Apple
Sam Ewen
CEO
Interference
David Hackworthy
Partner
The Red Brick Road
Stephanie Kugelman
Chairman
A Second Opinion –
Strategic Consulting Group
Christina Norman
President
MTV
Benjamin Palmer
CEO-CCO
The Barbarian Group
Eric Ryan
Co-Founder
Method
Verchele Wiggins
VP-Brand Managment
Holiday Inn Express
2007 EFFIE AWARDS
85
Judges
ROUND ONE JUDGES
Roger Adams
CMO
The Home Depot
Beverly Andersen
Exec. VP-Strategic Planning
Fletcher Martin
Richard Anderson
Exec. VP-Managing Dir.
Universal McCann
Michael Angelovich
Sr. VP-Global Planning Dir.
Publicis New York
Tesa Aragones
Managing Dir.-Digital Branding
David & Goliath
Matthew Arm
Mktg. Dir.
Merck/Schering-Plough
Pharmaceuticals
M’lou Arnett
Sr. VP-Mktg.
Adams Respiratory Theraputics
Megan Bafford
Corp. Mktg. Mgr.
Sony Electronics
Jane Bailey
Dir.-Information & Insights
True Value Co.
Lisa Baird
Sr. VP-Mktg. & Consumer Products
NFL
Dan Baldino
Sr. VP-Dir.
Leo Burnett
Frank Ballabio
Sr. Brand Mgr.-New Products
Colgate-Palmolive Co.
Sara Bamber
Dir.-Strategic Planning
Anomaly
Christian Barnett
Exec. Dir.-Strategic Planning
BrandBuzz
Eric Berger
M&M’s Brand Mgr.
Mars Inc.
Hank Bernstein
Exec. VP-Dir., Consumer Insights
Starcom MediaVest Group
86
2007 EFFIE AWARDS
Liz Bigham
VP-Dir., Brand Mktg.
Jack Morton Worldwide
Rick Corteville
Exec.Dir.-Media
Organic Inc.
Suzanne Ebner
Group Acct. Dir.
Mendelsohn|Zien Advertising
Norma Birnbaum
Sr. VP-Dir., Strategic Planning
Medicus
Ed Cotton
Dir.-Strategy
Butler Shine Stern & Partners
Javier Escobedo
Managing Part.
Ole
Chris Blaine
Dir.-Advt. & Brand Mgmt.
TD Ameritrade
Sam Craig
Professor of Mktg.
Stern School of Business
New York University
Joe Feldman
RPA
Stuart Bogaty
Exec.VP-Global Managing Part.
Universal McCann
Elissa Booth
Sr. Mktg. Mgr.
Ocean Spray
John Bowman
Saatchi & Saatchi
Amanda Brinkman
Dir.-Business Devel.
Fallon
Pablo Buffagni
VP-Creative Dir.
Conill
David Burrows
Brand Devel. Dir.
Unilever
Steve Calder
Exec. VP-Exec. Media Dir.
Mullen
Luis Camano
Alcone Marketing
Marcus Casey
Dir.-Mktg. & Customer Relations
Lufthansa
Wanla Cheng
Pres.
Asia Link Consulting Group
Rob Cherof
Exec. VP-CMO
BBDO Atlanta
Barbara Cipolla
Managing Part.
Mediaedge:cia
Sean Clarkin
Exec. VP-Dir., Strategy
Partnership for a Drug-Free
America
Meg Columbia-Walsh
Managing Part.
Pres. Consumer & E-Business
CommonHealth
Joseph Crump
Exec. Creative Dir.
Avenue A/Razorfish
Jeremy Davids
Group Dir.-Mktg.
Visa
Linden Davis
VP-Group Dir. of Strategy
Draft New York
Nikki Davis
VP-Acct. Dir.
Burrell
Jeanine Debar
Dir.-Mktg.
Gentiva
Norman de Greve
Sr. VP
Digitas
Christine Dennis
Group Acct. Dir.
Fallon
Jim Deveau
Pres.
The Catalyst Consortium
Deborah Diers
Sr. VP-Group Media Dir.
Campbell-Ewald
Danny Fellin
Sr. VP-Planning Dir.
Doner Advertising
Sanford Fink
Brand Mgr.-Planters
Kraft Foods
Laura Follo
VP-Creative Dir.
Marketing Drive Worldwide
Jason Gaboriau
Creative Dir.
Amalgamated
Gay Gaddis
Pres.-CEO
T3
Jackie Gagne
Dir.-Direct Mktg.
Six Flags
Adam Gargani
Exec.VP-Dir., Acct. Planning
Ogilvy Action
Peter Geary
Exec. VP-Sr. Acct. Dir.
BBDO
Bob Gerstley
Sr.VP-Part.
Eric Mower Associates
Kevin DiLorenzo
Pres.
Olson
Paul Gilberto
Exec. VP-Chief Brand
Devel. Officer
Fitzgerald+Co
Marty Donohue
Part.
Full Contact Advertising
Andrew Glaser
Brand Dir.
Heineken USA
Michael Doody
Brand Strategy Dir.
Kirshenbaum Bond+Partners
Leslie Goldman
Creative Dir.
Oneseven
Jim Dreesen
Dir.-Strategy & Advt.
PBS
Jeannie Goldstein
Exec. VP-Managing Part.
Ogilvy Action
Trish Drueke
VP-Brand Mktg.
Domino’s Pizza
Linda Gonzalez
Pres.-CEO
ViVa Partnership
Judges
Taylor Gray
WW Assoc. Publisher & Mktg. Dir.
Time
Sonia Hounsell
Sr. Brand Mgr.
Cadbury Adams
Dan Greenwald
Pres.-Creative Dir.
White Rhino
Brett Howlett
Exec. Creative Dir.
M&C Saatchi
David Griffith
Dir.-Acct. Planning
McKinney
Chip Hoyt
Exec. VP-Shopper Mktg.
Ogilvy Action
Deborah Grossman
VP-Group Dir.
The Gem Group
Lisa Hughes
McKinney
Loren Grossman
Exec VP-CMO
Rapp Collins Worldwide
DeLu Jackson
Mktg. Strategy Mgr.
Subaru of America
Dana Haase
Dir.-Consumer Mktg.
Coldwell Banker Real Estate Corp.
Kristi James
Mgr.-Sports &
Entertainment Mktg.
DHL
Catherine Hall
VP-Mktg.
Midas International
Mary Harte
Strategic Mktg.
Active International
Jim Hartrich
Managing Part.
Mullen
Robert Haverback
VP-Advt. & Brand Mgmt.
TD Ameritrade
Vicky Hayes
VP-Dir., Mktg.
Goldman Sachs Asset
Management
Jennifer Healy
Sr. Brand Devel. Mgr.-Axe
Unilever
Philip Herr
Sr. VP
Millward Brown
Matt Hofherr
Pres.
Swirl
Erica Hoholick
Group Acct. Dir.
TBWA\Chiat\Day
Jeremy Holden
Dir.-Acct. Planning
McKinney
Bob Horne
CMO
Cheil Communications
Steve Jekogian
Sr. Mgr.-Mktg. Research
Schering-Plough Consumer
Healthcare
Jennifer Johnson
Exec. VP-Managing Part.,
N. Amer.
141XM
Greg Johnson
Exec. VP-Dir., Arnold One
Arnold Worldwide
Melanie Jones
Worldwide Segment Mgr.
Eastman Kodak Co.
Gary Kagawa
Exec. VP-Dir.,
Media Relationships
RTC Relationship Marketing
C.J. Kaplan
Creative Dir.
Marketing Drive Worldwide
Tim Kelsall
VP
Millward Brown
Rick Kendall
VP-Research
MedMeme LLC
Michael King
Group VP
Grizzard Performance Group
Kim Kiriazidis
Dir.
Byte Interactive
Jim Kite
Exec. VP-Insight Research
& Accountability
MediaVest
Ted Klauber
Sr. VP-Dir. , Chevrolet
Acct. Planning
Campbell-Ewald
Jason Kolinsky
Acct. Super.
McCann Erickson
Joe Konietzko
Planning Dir.
TBWA\Chiat\Day
Adam Konowitz
Sr. VP-Acct. Dir.
Young & Rubicam
Jonathan Lange
Sr. VP-Acct. Dir.
Lowe Worldwide
Leeann Leahy
Exec. VP-Global Planning Dir.
Lowe Worldwide
Tracey Lee
Group Planning Dir.
Bartle Bogle Hegarty
Matthew Lenig
Creative Dir.
Marketing Drive
Lynn Lewis
Exec. VP-Global
Managing Part.
Universal McCann
Scott Lewis
Exec. Creative Dir.
RMG Connect
Mathieu Lignel
Sr. VP-Group Mgmt. Dir.
Draft FCB
Matt Lindley
Arnold Worldwide
John Lisko
Exec. VP-Exec. Comm. Dir.
Saatchi & Saatchi Los Angeles
David Lockwood
Sr. VP-Group Acct. Planning Dir.
Campbell-Ewald
Antonio Lopez
Exec. Creative Dir.
Conill
Jane Mackie
VP-Mktg. & Brand Strategy
Loews Hotels
Beatriz Mallory
CEO-Chief Strategist
HispanAmerica
Nancy Mammana
VP-Davie Brown Entertainment,
The Marketing Arm
Suzanne Mammes-Santiago
VP-Mgmt. Dir.
Draft FCB
Chris Marshall
VP-Acct. Dir.
Rapp Collins Worldwide
Rob Master
Mktg. Dir.
Unilever
Jane Matthews
VP-Dir., Business Devel.
WestWayne
Gabe Mattingly
Interactive & Direct Super.
Gabriel deGrood Bendt
Timothy Mauery
Sr. Part.-Global Planning Dir.
JWT Chicago
Pete Maulik
Part.
Fahrenheit212
Fiona McBride
Exec. VP-Sr. Acct. Dir.
BBDO
Tom McCarthy
Sr. VP-Dir., Media Operations
Campbell Mithum
Kathleen McGraw
VP-Client Services Dir.
Emanate PR
Patrick McHugh
VP-Assoc. Creative Dir.
McCann Worldgroup
Ruben Medina
Y&R Chicago
Bruce Meyers
Pres.
Bruce Meyers Marketing/
Advertising Consulting
Jamie Michelson
Pres.
SMZ Advertising
87
Judges
Christopher Miles
Dir.-Global Advt.
Kraft Foods
Amy O’Kane
VP-Mktg. Comm.
British Airways
Joe Reinstein
Sr. VP-Sr. Acct. Dir.
Energy BBDO
Matt Seiler
Pres.
PHD US
Peter Mitchell
Pres.-COO
Woodbine
William Ortiz
Pres.
HispanWorks
Beth Rice
Exec. VP
Arnold Worldwide
Don Sexton
Professor of Business
Columbia University
Richard Moore
Managing Part.-COO
Roska Direct Advertising
Vance Overbey
Exec. Dir.-Advt.
Cingular
Diane Ridgway-Cross
Sr. VP-Sr. Strategic Planner
Frank About Women
Doug Seybert
Dir.-Mktg. Strategy
Discovery Communications
Valerie Morel
Exec. VP-Mktg.,Intl. Devel.
XA, The Experiential Agency
Alex Pallete
Managing Part.-Dir.,
Acct. Planning
The Vidal Partnership
Stone Roberts
Pres.-CEO
Roberts & Tarlow
Chris Sheehy
Strategic Dir.-InCulture Mktg.
Faith Popcorn’s BrainReserve
Josh Rogers
Concept Dir.
Margeotes Fertitta Powell
Stuart Sheldon
Dir.-Brand Activation
Coca-Cola
Lou Romano
Sr. VP-Group Dir.
Universal McCann Los Angeles
Jerry Shereshewsky
Ambassador Plenipotentiary to
Madison Ave.
Yahoo!
Ann Morton
Oneseven
Scott Mueller
Mgmt. Dir.
Brushfire Marketing
Tom Murcott
Sr. Part.-Group Dir.
Renegade Marketing Group
Jennifer Neal
Sr. VP-Managing Dir.
PHD
Christine Neff
Dir.-Media Strategy
Best Buy
John Newall
Acct. Mgr.-Group Acct. Dir.
McKinney
Brian Newberry
VP-Genl. Mgr.
Northlich
Peter Nicholson
Exec. Creative Dir.
JWT
John Nitti
Dir.-U.S. Media & Sponsorships
American Express
Janet Northen
Sr. VP-Dir., Comm.
McKinney
Esther Novak
Founder-CEO
VanguardComm
Tom Nowak
Group Acct. Dir.
Fallon Worldwide
Patricia O’Callaghan
VP-PR
The Ad*itive
88
2007 EFFIE AWARDS
Robert Passikoff
Founder-Pres.
Brand Keys
Veronica Payan
Managing Part.
D’Expósito & Partners
Charlie Payne
Media Dir.
Cingular Wireless
Nancy Pendas-Smith
Sr. VP-Multicultural Connection
Saatchi & Saatchi
Kelley Peters
Sr. Category Insights Mgr.
Kraft Foods
Jörg Pierach
Pres.-Creative Dir.
Fast Horse
Pam Piligian
Fitzgerald+Co
Elias Plishner
Sr. VP-Group Dir., Digital Comm.
Universal McCann Los Angeles
Lance Porigow
VP-Group Business Dir.
Eric Rand
VP-Managing Super.
Dentsu America
Dave Rasmussen
Sr. Part.-Strategic Planning Dir.
MindShare
Mitch Ratliff
G2 Direct & Digital
Katherine Ravenhall
Planning Dir.
JWT
Anna Ross
VP-Acct. Dir.
Young & Rubicam
Jim Russell
Interactive Practice Dir.
McKinney
Doug Ryan
Sr. Mgr.-Mktg. Comm.
Infiniti
Kathryn Ryan
Co-Founder, Strategic Planning
Oneseven
Angela Salomon
Dir.-Mktg. & Publicity
Sony BMG Music Entertainment
Jim Silburn
Group Acct. Dir.-Part.
Carmichael Lynch
Jonathan Silverstein
VP-Acct. Dir.
GSD&M
David Simpson
Genl. Mgr.
Duval Guillaume
Greg Smith
CCO
The Via Group
Trisha Smith
Mktg. Mgr.-Tylenol
McNeil Consumer Healthcare
Paul Sanders
Mgr.-Interactive Production
Fallon
Jim Spaeth
Sequent Partners
Tracy Sandford
Dir.-Advt. & Promo.
JetBlue Airways
Srini Sripada
Mktg. Dir.-Skin Care N. Amer.
Unilever
Patrick Sarkissian
Pres.
Sarkissian Mason
Doria Steedman
America
Jonathan Schoenberg
Creative Dir.-Part.
TDA Advertising & Design
Mark Schupp
Pres.
Schupp Co.
Tim Scott
Sr. VP-Group Mgmt. Dir.
Draft FCB
Tim Stock
Part.-Managing Dir.
ScenarioDNA
Michael Styles
Managing Dir.
MindShare
Judges
Marian Succoso
VP-Advt. & Creative
Loews Hotels
KJ Weir
Dir.-Business Devel.
Wieden+Kennedy New York
Laurence Horner
Strategic Planner
Wieden+Kennedy Amsterdam
Andrea Sullivan
Exec. Dir.-Client Services
Interbrand
Elizabeth Weisser
Prin.-Relationship Mktg.
British Airways
Gurdeep Puri
Head of Effectiveness
Leo Burnett
Joe Sutter
Sr. VP-Creative
GMR Marketing
Reaves West
Sr. Mktg. Mgr.
Merck Schering-Plough
Michael Trautmann
Managing Part.
Kempertrautmann
Lara Tennison
Sr. VP-Energy BBDO
Brand Experience
Energy BBDO
Sandy Willats
VP-Planning Dir.
Martin/Williams
Micaela Tiffen
Global Consumer Insights Mgr.
Schick Wilkinson Sword,
an Energizer Co.
Ann Toca
Dir.-Advt. & Consumer
Promotions
The Dial Corp.
Tom Troja
VP-Mktg.
Pajamas Media
Adam Turinas
Organic
Eric van den Heuvel
Dir.-Media Solutions
The Gate Worldwide
Roger Vaughn
Creative Dir.-Part.
The Johnson Group
Roman Vega
Brand Mgr.-Jordan Brand
Nike
Loretta Volpe
Pres.-CFO
Media Marketing Solutions
Vic Walia
Sr. Mktg. Mgr.
Mars Inc.
Ted Washburne
VP
Citigroup
Deacon Webster
CCO
Walrus
Kevin Weinman
Exec. VP-Acct. Mgmt. Dir.
Doner
Matt Wilson
Genl. Mgr.
SBC Advertising
Renee Wilson
Sr. VP-Dir., Strategy
& Innovation
MS&L PR
Katherine Wintsch
VP-Sr. Strategic Planner
The Martin Agency
Allison Womack
Dir.-Client Services
Doremus
Erica Yahr-Radar
Sr. VP Group
Dir.-Strategic Planner
McCann Erickson
Steve Zaroff
Head-Brand Strategy
Nitro
Lori Zoppel
Dir.-Mktg.
Unilever
ROUND ONE JUDGES
GLOBAL EFFIE - BELGIUM
Hervé Brossard
WW Chief Client Officer
DDB
Tim Browne
Global Planning Dir.
Euro RSCG
Pele Cortizo-Burgess
Head of ITV Imagine
ITV
Carolyn Dateo
Sr. VP-Strategic Planning Dir.
Saatchi & Saatchi Simko
Hervé de Clerck
Dream Leader
AdForum
ROUND ONE JUDGES
GLOBAL EFFIE - CHILE
ROUND ONE JUDGES
GLOBAL EFFIE - SINGAPORE
David Black
Managing Dir.
Black Box
Subodh Deshpande
McCann Erickson
Alan Fairnington
Managing Dir.
Batey
Patricio Badinella
Creative Dir. Genl. (World)
Y&R/Colgate
Martyn Ferguson
Regional Mktg. Mgr.
Heineken Asia Pacific
Gustavo Colossi
Sales & Mktg. Dir.-Chile
General Motors
Andy Greenaway
Regional Exec. Creative Dir.
Saatchi & Saatchi
Eduardo Fernandez
Exec. Pres.
DDB Chile
Sarah Koh
Genl. Mgr.
Asia Pacific Breweries
Jaime Greene
Exec. Dir.
JWT Chile
Michelle Kristula-Green
Pres.-Asia Pacific
Leo Burnett
Margaret Grigsby
Past Exec. Pres.-Argentina
McCann Erickson
Judd Labarthe
BatesAsia & 141
Javier Irarrazabal
Regional Exec. Dir.
Walt Disney Co.
Stephen Mangham
Group Chairman
Ogilvy & Mather Singapore
Claudio Licci
Mktg. Dir.-Chile
Bimbo Ideal
Darren Marshall
Asia Pacific Mktg. Dir.
Coca-Cola
Roberto Massiff
Dir.-Commercial
Terra Chile
Jayant Murty
Asia Pacific Dir.-Corp. Brand
Strategy & Advt.
Intel HK
Martin Pico-Estrada
Mktg. Dir.-Chile
Clorox
Agathe Porte
Exec. Dir.
Axis Proximity
Benoit Rabourdin
Country Mgr.-Chile
Purina Nestlé
Ranjiv Ramgolam
Planning Dir.-Chile
Ogilvy & Mather
Felipe Vial
Former Mktg. Dir.-Chile
Unilever
Karen Ngui
Managing Dir.
Group Strategic Mktg. & Comm.
DBS
Gwen Raillard
Head of Planning
Bartle Bogle Hegarty Asia Pacific
Bruce Rosengarten
Global VP-Retail Mktg.
Shell Eastern Petroleum
Chris Thomas
CEO
BBDO Asia Pacific
Kim Walker
Pres.-CEO Asia
M&C Saatchi
89
Judges
ROUND ONE JUDGES
GLOBAL EFFIE - USA
Nicole O’Rourke
VP-Advt. & Brand Managment
Aetna
David W. May
VP-Dir., Global Mktg.
Goldman Sachs
Monroe Blakes
Chairman
The Ad*itive
Christopher Parsons
VP-Mktg.
Diageo
David Murphy
Pres.
Saatchi & Saatchi Los Angeles
Michelle Bottomley
Co-Managing Dir.
Ogilvy & Mather
Marci Raible
Exec. Dir.-Media
AT&T
Steve Nesle
Exec. Creative Dir.
Tribal DDB
John Bowman
Saatchi & Saatchi
Matt Ross
Pres.
McCann San Francisco
Bill Ogle
CMO
Pizza Hut
Chris Bradley
Creative Dir.
Victor Ruvolo
Universal McCann
Robert Painter
VP-Mktg.
IBM Global Business Services
Howard Brandeisky
VP-Strategic Mktg. Initiatives
Kraft Foods
Hildie Neuman
Global Business Dir.-KimberlyClark Acct.
JWT
Mike Sheehen
CEO
Hill, Holliday
Keith D. Smith
Pres.-International
TBWA Group
Mariana Brashnarova
Dir. Genl.
ARA Bulgaria, Assn. of
Advertising Agencies
Arthur Winters
Pres.
TFI Geomarketing
Jon Soto
Exec. Creative Dir.
Publicis & Hal Riney
Kelly Andrews
VP-Research & Accountability
Mike Byrne
Exec. Creative Dir.
Anomaly
Maurice Coffey
Assoc. Mktg. Dir.
Procter & Gamble
Peggy Fincher Winters
VP-Creative Dir.
TFI Geomarketing
FINAL ROUND JUDGES
BUSINESS CHALLENGE
Scott Baker
Mgr.-Mktg. Comm.
Porsche Cars North America
Andy Berndt
Managing Dir.
Ogilvy & Mather New York
Larry Bloomenkranz
VP-Brand Mgmt. & Comm.
UPS
Lynne Boles
VP-Global Advt.
Procter & Gamble
Roger Adams
CMO
The Home Depot
Jeff Adelson-Yan
Co-Founder & Managing Part.
Levelwing Media
Bob Albitz
Sr. VP-WW Creative
The George P. Johnson Co.
Geralyn Breig
Sr. VP-Brand Pres.
Avon Products
Brad Brinegar
Pres.-CEO
McKinney
Keith Butters
Part.-Creative Dir.
The Barbarian Group
Blake Callaway
VP-Brand Mktg.
NBC Universal/Sci-Fi Channel
Deirdre Bigley
VP-WW Advt. & Interactive
IBM
John Brodeur
Chairman
Brodeur/Pleon Worldwide
Tarang Amin
VP-Mktg.-Clorox Global
Franchise
The Clorox Co.
Jason DeLand
Part.
Anomaly
Tania Collingwood
Dir.-Mktg.
Citigroup
Dave Balter
CEO
BzzAgent
Louise Fischer
Sr. VP
SS+K
David Jones
Global CEO
Euro RSCG Worldwide
Stephen Beck
Pres.-Chief Strategy Officer
FutureBrand
Barbara Glasser
Head of Mktg.
Smith Barney
Louis Jones
Exec. VP-Dir., Global
Service Devel.
Media Contacts
John Beitter
Principal
The Richards Group
Sean Clarkin
Exec. VP-Dir., Strategy
America
Jim Bendt
Pres.
Gabriel deGrood Bendt
David Cohen
Exec. VP-U.S. Dir., Digital Comm.
Universal McCann
Anne Benvenuto
Exec. VP-Strategic Services
R/GA
Linda Cornelius
Sr. Part.
Ogilvy & Mather
Jason Binn
CEO
Niche Media
Sam Craig
Professor of Mktg.
New York University
Lisa Hughes
McKinney
Margaret Lewis
Exec. VP-U.S. Dir.,
Comm. Planning
Universal McCann
Tim Mapes
VP-Mktg.
Delta Air Lines
90
FINAL ROUND JUDGES
GLOBAL EFFIE
FINAL ROUND JUDGES
2007 EFFIE AWARDS
Kimberly Kadlec
VP-WW Media
Johnson & Johnson
Cleve Langton
Corp. Exec. VP-Dir.
Business Devel. WW
DDB Worldwide
Alina Kessel
CEO-Germany
Grey Worldwide
Scott Campbell
Genl. Mgr., Integrated
Mktg. Comm.
Jeffrey Chapman
Global Dir.-Brand Comm.
Schick Wilkinson Sword
Judges
Laurence Croneen
Exec. VP-Managing Dir.
Diane Fannon
Principal
The Richards Group
Jason Harris
Part.-Exec. Producer
Mekanism
Marta LaRock
Exec. VP
TracyLocke
Joseph Crump
Exec. Creative Dir.
Avenue A/Razorfish
Pete Favat
CCO-Managing Part.
Arnold Worldwide
John Harrobin
Sr. VP-Mktg. & Digital Media
Verizon Wireless
Nick Law
CCO-N. Amer.
R/GA
Lee Ann Daly
CMO
Reuters
Rob Feakins
Pres.-CCO
Publicis
Michael Hendrix
Chief Brand Officer
Tricycle Inc.
Chris Lawrence
Group Acct. Dir.
Fallon
Jeremy Davids
Group Dir.-Mktg.
Visa
Brett Featherston
VP-Sales Devel.
Catalina Marketing
Helen Hibbott
Managing Dir.-New York
Rapp Collins
Simon Little
Part.
Berlin Cameron
Michael Davis
Sr. VP-Broadcast Production &
Emerging Content
Draft FCB
Fay Ferguson
Co-CEO
Burrell
Nancy Hill
CEO
Lowe New York
Antonio Lopez
Exec. Creative Dir.
Conill
Steven Feuling
Pres.-CCO
Starcom Worldwide
Brad Jakeman
Exec. VP-Creative Stategies
Federated Department Stores
Jane Mackie
Loews Hotels
Judy Franks
Exec. VP-Dir, Brand Behavior
Energy BBDO
Eric Johnson
Pres.
Ignited Minds
David Maddocks
CMO
Converse Inc.
Beau Fraser
Managing Dir.
The Gate Worldwide
Jeff Jones
Pres.
McKinney
Debra Mager
Sr. VP-National Advt.
Arby’s Restaurants
Jeff Freedman
Mktg. Principal
Small Army
Greg Joumas
VP-Advt. & Mktg. Comm.
Jack in the Box
Sam Mancuso
Genl. Mgr.-GM Brand
General Motors
Amy Fuller
Group Exec.-Americas Mktg.
MasterCard
Tom Jump
Exec. VP-Managing Part.
Mullen Advertising
Dan Mannix
Pres.-CEO
LeadDog Marketing Group
Alex Gellert
CEO
Merkley+Partners
Bill Kahl
Exec. VP-Mktg.
Henkel Corp.
Jon Maron
Sr. Dir.-Mktg., LG MobileComm USA
LG Electronics
Matthew Glass
Chairman
Grand Central Marketing
Michael Kantrow
Pres.-CEO
Cal McAllister
Part.
Wexley School for Girls
Bruce Goerlich
Exec. VP-Strategic Resources
Zenith Optimedia
Rick Kendall
VP-Research
MedMeme LLC
Jeffrey McClelland
CEO
Cliff Freeman+Partners
Jill Goldring
Dir.-Mktg. Services
The Wall Street Journal
Michelle Kessler
VP-Mktg., Snack Foods
Masterfoods USA
Nadine McHugh
Mindshare
Mark Goldstein
Vice Chairman-CMO
BBDO North America
Harvey Kipnis
Co-Managing Dir.
Ogilvy & Mather
Kevin McLaughlin
VP-Mktg.
Mike’s Hard Lemonade
Taylor Gray
WW Assoc. Publisher-Mktg. Dir.
Time Inc.
Jeff Kling
Exec. Creative Dir.
Euro RSCG
Paul McLean
Sr. VP
Millward Brown
Jim Harman
VP-Advt. & Branding
Tyco International
Teresa Kroll
CMO
Build-A-Bear
Angus McQueen
CEO
Ackerman McQueen
Al Dejewski
Dir.-Global Mktg.
Pepsi-Cola Co.
Jason DeLand
Part.
Anomaly
Andrew Delbridge
McKinney
Barbara Delia
VP-Consumer Insights
Val DiFebo
Pres.
Deutsch Inc.
Pat Doody
Pres.
Wongdoody
Steve Druckman
CMO
FreshDirect
Gill Duff
CEO
Publicis New York
Gene Dunkin
Pres.
Godiva North America
Glenn Eisen
Sr. VP-Mktg.
Vonage
Jim Elms
Sr. VP-Media
Barkley
Jim Ensign
VP-Mktg. Comm.
Papa John’s International
91
Judges
Greg Messerle
Co-Founder-Pres.
Gotham Direct
Rita Rodriguez
CEO USA
Enterprise IG
Cary Siegel
Exec. VP-Chief Devel. Officer
Catalina Marketing
Geoff Vuleta
CEO
Fahrenheit 212
Luis Messianu
CCO
Del River Messianu DDB
Josh Rogers
Concept Dir.
David Sigel
Dir.-Acct. Service
Fallon
David Wachtel
VP-Mktg. & Bus. Devel.
The Wall Street Journal
Anthony Michelini
VP-Consumer Insights
Citigroup
Humphry Rolleston
Independent Mktg. Consultant
Larry Spiegel
Principal
The Richards Group
Steve Wax
Part.
Campfire
Bruce Miller
CEO
Dailey & Associates
Ron Rolleston
Exec. VP-Global Mktg. &
Creative Devel.
Elizabeth Arden
Stephen Squire
Crest Global Franchise Dir.
Procter & Gamble
Nancy Weber
CMO
Meredith Corp.
Debbie Millman
Pres.-New York
Sterling Brands
Kenneth Romanzi
Sr. VP-CCO, Domestic
Ocean Spray Cranberries
David Srere
Co-Pres.
Siegel+Gale
Ben Wiener
CEO
Wongdoody
Dave Moore
Exec. VP-CCO
McCann Erickson
Charles Rosen
Founding Part.
Amalgamated
John Staffen
CCO
Arnold Worldwide
Mark Wnek
Chairman-CCO
Lowe New York
Mary Moudry
Pres.-CEO
DDB Worldwide
Rick Roth
CEO
Ogilvy Action
Jeffrey Steinhour
Mngng. Part.-Dir., Acct. Mgmt.
Crispin Porter+Bogusky
Paul Woolmington
Part.
Naked Communications
Mario Natarelli
Chief Brand Experience Officer
Futurebrand
Dennis Ryan
CCO
Element 79
Greg Stern
CEO
Butler, Shine, Stern & Partners
Tony Wright
CEO
Lowe Worldwide
Drew Neisser
Pres.
Renegade Marketing Group
Neal Ryan
Sr. Dir.-Advt.
Catalina Marketing
Marty Susz
Managing Dir.
Euro RSCG Tonic
Kaining Xiao
Pres.
Kaining Investing Group
Mary Ann Packo
CEO
Millward Brown
Becky Saeger
Exec. VP-CMO
Charles Schwab
Michael Tang
Pres.
HDT Inc.
Antony Young
Pres.
Optimedia
Scott Parker
VP-Mktg.
Jenny Craig
Marianne Samenko
VP-Brand Comm.,
VP-Consumer Digital Group
Eastman Kodak Co.
Frank Thometz
VP-Mktg.
ACH Food Cos.
Joanne Zaiac
Pres.
Digitas
Charlie Thurston
Pres.
Comcast
Rick Zimmerman
CMO-Sr. VP, Mktg. & Innovation
Sunny Delight Beverages Co.
Jay Parsons
Exec. VP
Catalina Marketing
Holly Pavlika
Exec. VP-CCO
G2 Direct & Digital
Jim Poh
VP-Media Dir.
Crispin Porter+Bogusky
Jan Potter
VP-U.S. Media & Sponsorship
American Express
David Rich
VP-Strategic Mktg. WW
The George P. Johnson Co.
Nancy Roath
VP-Integrated Mktg.
IBM
92
2007 EFFIE AWARDS
Gary Scheiner
Rivet
Grant Schneider
CMO
Time Inc.
Bill Schumacher
Pres.
Barnhart Communications
Diego Scotti
VP-Global Advt.
American Express
Alon Shoval
Hill Holliday
Laura Shuler
Adam Turinas
Organic
Graham Turner
Exec. Creative Dir.
BrandBuzz
Tony Tyree
VP-Mktg.
Kraft Foods
Domenico Vitale
Mngng Part.-Head,
Brand Strategy
Moderators and Worldwide Effie Programs
FINAL ROUND MODERATORS
Nina Abnee
Exec. VP-Acct. Mgmt.
Leo Burnett
Dan Baldino
Sr. VP-Dir.
Leo Burnett
Doug Bell
Pres.
Douglas Bell Advertising
Hank Bernstein
Exec. VP-Dir., Consumer Insights
Linden Davis
Draft FCB
Elicia Greenberg
Dir.-Bus Devel.
The Effie Awards
Erica Herman
Planning Dir.
Lowe Worldwide
Daryl Lee
Sr. VP-Global Head of
Comm. Planning
Universal McCann
Janet Northen
Sr. VP-Dir., Comm.
McKinney
Barbara Reilly
Managing Part.
Arnold Worldwide
Tea Romano
Global Mktg. Dir.
Universal McCann
WORLDWIDE EFFIE PROGRAMS
Effie Conferences
Eesti Konverentsikeksus
Ou/Best Marketing
Hando Sinisalu
Euro Effie
European Association of
Communications Agencies
Dominic Lyle
Argentina
CONEP Argentina
Rosario Galeano
Austria
IAA – Austrian Chapter
Hans-Jorgen Manstein
Belgium
l’ASBL EFFIE Award Belgium
Bob de Paepe
Iceland
Society of Icelandic Advertising
Agencies
Ingolfur Hjorleifsson
Bulgaria
Association of Advertising
Agencies – Bulgaria
Mariana Brashnarova
India
The Advertising Club Bombay
Bipin Pandit
Chile
CONEP Latinoamerica
Hector Hermosilla
Israel
The Israel Management Center
Tami Baratz
China
China Advertising Association
Shi Xuezhi
Mexico
Asociación Mexicana de
Agencias de Publicidad
Sergio A. López Zepeda
Colombia
CONEP Colombia
Gonzalo Antequera
Czech Republic
Association of Communication
Agencies
Marketa Utipilova
Ecuador
CONEP Ecuador
Ivan Correa
El Salvador
CONEP El Salvador
Rafael Parada
Finland
Finnish Association of
Marketing Communication
Agencies, MTL
Markus Leikola
France
Association des Agences
Conseils en Communication
Françoise Asséré
Germany
Gesamtverband
Kommunikationsagenturen GWA
Henning von Vieregge
Guatemala
CONEP Guatemala
Fernando Bolaños
Hellas
Hellenic Association of
Communications Agencies
Nikos Kakoliris
Hong Kong
The Association of Accredited
Advertising Agents of Hong
Kong
Angela Ng
Hungary
MaKSZ and IAA Hungary
Gábor Récsán and Adrienne
Kaminszky
Turkey
Turkish Association of
Advertising Agencies –
Reklamcilar Dernegi
Hulya Olgun
Ukraine
All-Ukrainian Advertising Coalition
Kazbek Bektursunov and
Maxim Lazebnyk
United States
New York American Marketing
Association
Erica Stoppenbach
Netherlands
Dutch Association of
Communication Agencies
Frans Blanchard
New Zealand
Communication Agencies
Association of New Zealand
Mark Champion
Peru
CONEP Peru
Flavia Maggi
Poland
Association in Poland
Pawel Tyszkiewicz
Romania
IAA Romania and Romanian
Association
Irina Iliescu and Radu Florescu
Russian Federation
The Best Brand Organizing
Committee
Elena Beryukova
Singapore
Institute of Advertising
Singapore
Patrick Mowe
Slovak Republic
Klub reklamnych
agentur Slovenska
Martin Smatlak
Slovenia
Slovenian Association of
Ana Predovic
Switzerland
bsw leading swiss agencies
Walter Merz
93
Acknowledgments
BOARD OF DIRECTORS
President
Linda Cornelius
Sr. Partner-Managing Director
Ogilvy & Mather New York
Past President
Gary Steele
Exec.VP
McCann WorldGroup
President Elect
Taylor Gray
Worldwide Associate Publisher
& Marketing Director
Time Inc.
Matt Seiler
President
PHD US
Carisa Bianchi
President
TBWA\Chiat\Day (Los Angeles)
Elicia Greenberg
Director-New Business
Development
Jerry Shereshewsky
Ambassador Plenipotentiary
to Madison Ave.
Yahoo!
Jeffrey Chapman
Global Director of Brand
Communications
Schick Wilkinson Sword
Bruce Meyers
Marketing/Advertising
Consultant
Jim Spaeth
Founding Partner
Sequent Partners
Simon Marlow
Exec. VP-Managing Director
Multinational Client Services
BBDO
Marty Susz
Managing Director
Euro RSCG Tonic
USA EFFIE COMMITTEE
First Vice President
Carl Johnson
Co-Founder
Anomaly
Gary Steele (Chair)
Exec.VP
McCann WorldGroup
Treasurer
Rick Kendall, PhD
VP-Research
MedMeme LLC
Ellen Hyde Pace (Chair)
Exec. VP-Account Managing
Director/North America
Young & Rubicam Brands
Asst. Treasurer
Vicky Vitarelli
Director of Marketing
New York Jets
Nina Abnee
Exec. VP-Managing Director
Leo Burnett USA
Secretary
Edward Dandridge
Managing Partner
BrandSphere Partners
Lisa Baird
Sr. VP
National Football League
Brian Collins
Sr. Partner-Exec.
Creative Director
Brand Integration Group
Ogilvy & Mather
Sam Craig
Professor of Marketing
Catherine & Peter Kellner
New York University
Kendall Crolius
VP-General Manager
Forbes Inc.
Jane Mackie
Loews Hotels
Humphry Rolleston
Consultant
2007 EFFIE AWARDS
Mary Lee Keane
Exec. Director
Denise McDevitt
Associate Director
Cathy Davis
Director of Finance &
Administration
Nancy Cardenas
Account Manager
Greenbook
Hank Bernstein
Exec. VP
Director of Consumer Insights
Elizabeth Hammel
Effie International Coord.
John Colasanti
President-Managing Partner
Carmichael Lynch
Carl Johnson
Co-Founder
Anomaly
Jim Kite
Exec. VP
Director of Research,
Insight & Accountability
MediaVest Worldwide
Neil Powell
Exec. Creative Director
Barbara Reilly
Managing Partner
Group Account Director
Arnold Worldwide
LittleFamily
Effie Collateral Designer
GLOBAL ADVISORY BOARD
Deirdre Bigley
VP-Worldwide Advertising
IBM Corp.
STAFF
Stanley Becker
Cheenekie Hickmon
Effie Administrative Asst.
Candace Komand
Marketing & Communications
Manager
Vincent Mesolella
Effie Production Coord.
Morgan Oaks
Effie Awards Program Coord.
Lukas Pospichal
Managing Director
Greenbook
Nisha Stephen
Effie Awards Program Coord.
Erica Stoppenbach
Director
Effie Standards & Guidelines
PROGRAM CONSULTANTS
GLOBAL EFFIE COMMITTEE
Cleve Langton (Chair)
Corporate Exec. VP-Director
Business Development WW
DDB Worldwide
94
Marcio Moreira
Vice Chairman, Global Prof.
Management
McCann WorldGroup
Rebecca Sullivan
Public Relations
Nancy Giges
Copy
Brookdale Associates
Geralyn Breig
Sr. VP-Brand President (Global)
Avon Products
Jeff Carl
VP-Global Marketing
McDonald’s Corp.
Simon Clift
Chief Marketing Officer
Unilever
Group VP-Personal Care
Unilever PLC
Shawn Dennis
VP-Global Brand Strategy
Dell Inc.
Barbara Ford
VP-Global Advertising
Resources & Global
Marketing Training
Kraft Foods
Amy Fuller
Group Head-Americas
Marketing
MasterCard International
Scott Fuson
Global Exec. Director-Life
Science Industry & VP-Specialty
Chemical Business Unit
Dow Corning Corp.
Lisa Halprin
Director-Global
Strategy Initiatives
Bayer HealthCare
Michael Johnson
Marketing
Director-Global Impact
Burger King Corp.
Acknowledgments
Kip Knight
VP-Marketing
eBay
Jane Mackie
Loews Hotels
Stew McHie
Global Brand Manager
ExxonMobil
Richard Meyer
Director-Global
Advertising Services
The Gillette Co.
John Middlebrook
General Manager, VP-Global
Sales, Service & Marketing
Operations
General Motors
Robert Painter
VP-Marketing
IBM Global Business Services
Steven Robins
General Manager
Canadian Consumer
Healthcare Business Unit
Johnson & Johnson
Arun Sinha
Chief Marketing Officer
Pitney Bowes
Peter Stringham
Chief Executive Officer
Young & Rubicam Brands
Steven Wilhite
COO
Hyundai Motor America
Tom Young
Director Brand
Management & Advertising
Boeing
EFFIE AWARDS PRODUCED BY
Legend Productions
Ardsley, NY
www.legendproductionsinc.com
WEBSITE DESIGNED BY
Intersect
www.intersectnyc.com
SPECIAL THANKS
Anomaly
Creators of Effie’s new
graphic identity
www.anomalynyc.com
95
96
2007 EFFIE AWARDS
© 2007 Dow Jones & Company. All Rights Reserved.
journey.wsj.com/stevenlevitt
2007
Presented by
The New York American Marketing Association
Awards Journal Sponsored by

Judges - Effie

Transcription

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