2007 Effie Awards

Home , Ad Age, DDB Worldwide, Eos (painting), GMR Marketing, Lou Romano, Marcio Moreira

2007

Presented by The New York American Marketing Association

Awards Journal Sponsored by

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4 2007 EFFIE AWARDS

277157_L01_P04 4 5/15/07 11:35:39 PM Creativity with a Purpose Is the Name of the Game Today

The marketing world is coming around to an Effi e way sit-back medium, is inevitably going to become an of thinking and waking up to the fact that effectiveness interactive channel – most predictions expect IPTV will take and creativity are inextricably linked. hold before the end of this decade. And at that point those who have relied on shouting loudest, rather than engaging While some award shows are gratuitous exercises in money- consumers with a relevant proposition, will truly be found out. making and artistic pretension, the Effi es have always been closer to celebrating the purpose of advertising – you know, And by the end of next year most TV advertising will be selling more stuff, building consumer loyalty and increasing bought and sold based on commercial ratings, which will profi t margins by adding brand value. Year after year, give the truest indication yet of how creativity infl uences they’ve drawn an impressive cast of judges and rewarded ad effectiveness. As I said in a recent column in Advertising reasonable campaigns for delivering tangible business Age, commercial ratings – especially once they measure results. But for some reason, up until now, they weren’t the audience for each spot on a second-by-second basis regarded in all quarters as the premier U.S. ad awards. – have the potential to reinvigorate creativity. Just as the TV buyer can call the seller after he or she receives the Why? Well, fi rst off the event was held at the Marriott in overnight ratings to discuss why a program isn’t pulling the Midtown Manhattan, a venue about as conducive to a promised numbers, commercial ratings will give marketers long night of celebrating as a double dose of Ambien. a real insight into whether people actually want to watch But, more importantly, the trouble with the Effi es was that, their commercials. Marketers and their agencies will be rightly or wrongly, they were too often perceived as the able to see the exact dropoff in viewers and compare un-creative awards. While the annual pilgrimage to the that across different types of creative. French Riviera was all about celebrating the art and craft of commercials, the Effi es were about being effective (the Failure to engage consumers will suddenly be transparent clue is in the name), which has been seen by some as in a way it’s never been before. What’s more, advertisers different from being creative. whose spots don’t win consumers over will end up paying dearly, because TV networks – anxious to show they can Nor was this just about the Effi es. Too many people in retain viewers through breaks – will likely end up charging the marketing world have believed that effective work more for spots that fail to keep audiences tuned in. That is about repeatedly bashing people over the head with or they’ll relegate those ads to the worst positions in pods. their messages – also known as churning out ads that Either way advertising that doesn’t engage will lose. score well in recall tests in which participants are forced to watch the ads and then asked if they can remember The bash-them-over-the-head ad club will eventually die them. Obviously the fl ip side of that thinking is that creative out. Those advertisers who give audiences something they work that draws in consumers with its quality storytelling is really want, something they’ll actually opt to engage with, somehow more about art than ROI. will thrive. The Effi es, as an awards that focuses on creativity with a purpose, will surely thrive along with them. Today, nothing could be further from the truth. A seemingly infi nite array of media and entertainment options for By Jonah Bloom consumers, together with a wealth of technology- Editor, Advertising Age enabled 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.

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

2277157_L01_P0577157_L01_P05 5 55/15/07/15/07 8:28:548:28:54 PMPM AFRICAN-AMERICAN GOLD WINNERS

Inﬁ niti Jordan Brand

INFINITI JORDAN BRAND Monica Smith Mgr.-Infi niti Mktg. Roman Vega Brand Mgr. Doug Ryan Sr. Mgr.-Infi niti Mktg. Scot Fessenden Dir. Infi niti Mktg. Jan Thompson VP-Nissan/Infi niti Mktg.

THE TRUE AGENCY WIEDEN+KENNEDY NEW YORK Valencia Gayles Pres. Caroline Hooper Acct. Dir. Perry Fair Assoc. Creative Dir. Daniel Cherry III Strategic Planner Daryll Merchant Exec. Bdcst. Producer Mark Adamson Acct. Exec. Christopher Davis Exec. Creative Dir. Todd Waterbury Creative Dir. Garlanda Freeze Mgmt. Super. Kevin Proudfoot Creative Dir. Regina Hinton Media Dir. Jesse Coulter Art Dir. Andy Ferguson Copywriter TDP Eric Bridge Assoc. Media Dir.

SAPIENT

INFINITI IN BLACK JORDAN BE LIFESTYLE CAMPAIGN This campaign was the fi rst African-American marketing effort The objective of this campaign was both to raise awareness and by Infi niti. The campaign married fi ve African-American visionary increase sales of Jordan Brand’s inaugural Jordan Lifestyle ap- artists with Infi niti vehicles. The campaign aimed to shape the parel collection, which hit the market in fall of 2005. Infi niti brand image among unaware African-American consumers and showcase the shared values of modern, distinct and bold design.

6 2007 EFFIE AWARDS

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.

277157_L01_P07 7 5/15/07 8:29:14 PM AFRICAN-AMERICANSILVER WINNER AFRICAN-AMERICAN BRONZE WINNER

Allstate Tyson Foods

ALLSTATE INSURANCE CO. TYSON FOODS Nancy Abraham Dir. Sue Quillin VP-Mktg. Services Steven White Sr. Mgr. Libby Lawson VP-Public & Community Relations

. BURRELL E. MORRIS COMMUNICATIONS Stephen French Sr. Acct. Planner Eugene Morris Chrmn. & CEO Toni Midderhoff VP-Acct. Dir. Yvette Fisher Sr. VP-Mgmt. Dir. Richard Lufrano Assoc. Creative Dir. Vickie Casanova Acct. Dir.-Client Services Lewis Williams Sr. VP-CCO Philip Salter VP-Creative Dir. Debra Amsden VP-Dir. Bdst. Production Kates Smiles VP-Dir. of Prod. & Creative Services Winston Chueng Art Dir. Deborah Easton Assoc. Creative Dir. Lucy Brown VP-Dir. of Rsch. & Planning Deborah Gray-Young VP-Dir. of Media

2006 YOUR CHOICE AUTO ONLY FROM ALLSTATE POWERED BY TYSON This campaign launched into the African-American market us- Tyson Foods’ mission is to proudly power the world with its chicken, ing television, radio, print and events and targeted creative. beef and pork products. This campaign leverages cultural cues, Goals included: increased awareness of product features and humor and love of family to demonstrate that Tyson’s multi-pro- beneﬁ ts, increased consideration of Allstate and a greater tein products provide the energy to power busy families through positive perception of Allstate. Third-party tracking results and busy days. The campaign connects on an emotional level and has in-market data show increased awareness, consideration, more helped establish Tyson as the multi-protein brand of choice among brand appeal and an increase in quotes after the launch. African-American consumers while generating some of the strongest business results in Tyson’s history: signiﬁ cant increases in awareness, purchase intent, brand image ratings and effectiveness scores.

8 2007 EFFIE AWARDS

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277157_L01_P09 9 5/15/07 8:29:23 PM AGRICULTURAL, INDUSTRIAL & BUILDING GOLD WINNER AGRICULTURAL, INDUSTRIAL & BUILDING SILVER WINNER WINNER OF THE SAPPI PRINT MEDIA EFFECTIVENESS AWARD

New Holland North America Beef

NEW HOLLAND NORTH AMERICA NATIONAL CATTLEMEN’S BEEF ASSOCIATION Dawn Fox Comm. Mgr. Mark Thomas VP-Consumer Mktg. Paige Miller Exec. Dir., Advt. Mary Young Exec. Dir., Nutrition

COLLE+McVOY LEO BURNETT USA Myrna Krueger VP-Acct. Dir. Ruthie Feinstein VP-Acct. Dir. Jamie Moran Acct. Super. Kerry Stranman VP-Planning Dir. Josette Hutchinson Acct. Exec. Katie Newman Acct. Exec. Dave Keepper Creative Dir. Julie Scelzo-Fitzpatrick VP-Creative Dir. Amy Myers Acct. Planning Dir. Desmond Lavelle VP-Creative Dir. Ryan Carlson Designer David Schermer Copywriter Teresa Demma Project Mgr. Anny Gary Sr. VP-Group Acct. Dir. Michael Opperman Sr. Strategist Laurie Christen Group Contact Strategist STARCOM WORLDWIDE

BRAVE NEW TRACTORS LEADER OF LEAN New Holland, a 111-year-old haytools company, faced the chal- Beef, once America’s favorite meal, faced dramatic consump- lenge of reinventing itself as a tractor brand in a category of tion erosion, due to chicken’s perceived nutritional and price ﬁ erce competition. With a limited budget, the company utilized a advantages. Targeting “skeptical” beef lovers, this campaign brand intrusion media strategy choreographed to launch during challenged beef’s unhealthy reputation while fueling passion for the peak of the purchase consideration period. This allowed New its superior taste. The big idea: Beef is a lean leader, and there are Holland to reverse years of sliding market share and post a 9% in- 29 low-fat cuts to prove it. Candid headlines, sumptuous imagery crease in overall tractor sales. The campaign, the company’s most and unabashed copy. The advertising reinforced beef’s position successful marketing program to date, also helped New Holland as a lean leader, igniting loyalty, inspiring sales and positively exceed its objective of increasing dealer satisfaction by 27%. changing consumer beliefs about its healthfulness.

10 2007 EFFIE AWARDS

2277157_L01_P1077157_L01_P10 1010 55/15/07/15/07 11:37:1111:37:11 PMPM 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

2277157_L01_P1177157_L01_P11 1111 55/15/07/15/07 88:29:58:29:58 PM AGRICULTURAL, INDUSTRIAL & BUILDING BRONZE WINNER AUTOMOTIVE – VEHICLES GOLD WINNER

Gold’n Plump Mini Cooper

GOLD’N PLUMP MINI USA Julie Berling Dir.-Mktg. Comm. Jim McDowell Pres. Rory Bidinger Asst. Mktg. Comm. Mgr. Trudy Hardy Mktg. Mgr.

GABRIEL deGROOD BENDT BUTLER, SHINE, STERN & PARTNERS Tom Gabriel Creative Dir. John Butler Creative Dir. Doug deGrood Creative Dir.-Copywriter Mike Shine Creative Dir. Wayne Thompson Sr. Art Dir. Ed Cotton Dir.-Strategy Jeff Schuller Sr. Copywriter Lyle Yetman Copywriter Jim Bendt Pres.–Acct. Dir. Mike Hughes Art Dir. Kris Fitzpatrick Acct. Super. JP Guiseppi Art Dir. Roxanne Richards Production Mgr. Charlie Gschwend Copywriter Hallee Conkey Trafﬁ c Mgr. Neil Smith Acct. Dir.

FAMILY FARM RAISED MINI COVERT Coming off a record sales year, Gold’n Plump Poultry was facing The big idea was to advertise to people who already bought a national oversupply of chicken due to widespread headlines a Mini to build evangelism for the brand through creating buzz, about avian inﬂ uenza, arsenic and salmonella. To combat con- deepening engagement and driving participation. Communica- sumer fears and differentiate the brand from larger competitors, tions were encrypted so that only Mini owners with spy-like tools the company launched a campaign centered around the fact could decode them. Thus the designation: Covert. Think “Mission that Gold’n Plump chickens are raised on local family farms by Impossible” meets James Bond meets advertising. Covert has people who know what’s best for chicken. Even in the face of achieved its goals of buzz (75%), engagement (21%) and partici- an organic chicken boom, this campaign helped Gold’n Plump pation. More than 3,500 owners joined for the ﬁ rst-ever Mini Takes achieve increased sales and record levels of advertising aware- the States coast-to-coast road rally in August. ness and loyalty.

12 2007 EFFIE AWARDS

2277157_L01_P1277157_L01_P12 1212 55/15/07/15/07 11:37:2211:37:22 PMPM N<ËM<>FKK?<8EK@;FK<kfkpg`ZXcdXib\kè^Zfe]\i\eZ\j%N`k_kfg`Zjc`b\k_\]lkli\f]J\Zfe[C`]\#_fnkf YiXe[XZflekip#kXbè^fek_\KMe\knfibj]ifdXY\[iffdXe[dfi\#pflcc^Xè]i\j_g\ijg\Zk`m\j]ifdjfd\ f]k_\dfjkle\og\Zk\[mf`Z\jèk_\Yljè\jj% ('%(0%'.sJ8E=I8E:@J:Fsè]clo`[\Xj'.%\m\ekYi`k\%Zfd

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277157_L01_P13 13 5/15/07 8:30:07 PM AUTOMOTIVE – VEHICLES SILVER WINNER AUTOMOTIVE – VEHICLES BRONZE WINNER

Saab Lexus

SAAB AUTOMOBILE USA LEXUS Jay Spenchian Genl. Mgr., Pres.-CCO Deborah Meyer VP-Mktg. Leslie Bublin Dir.-Mktg. & Advt. Ann Bybee Corp. Advt., Brand & Product Strategy Kimberly Gardiner Creative Mgr.

LOWE NEW YORK TEAM ONE Mark Wnek Chrmn.-COO Tanya Khuu Sr. Strategic Planner Simon Bowden Exec. VP-Creative Group Head Jon Pearce Group Creative Dir. Jonathan Disegi Sr. VP-Group Planning Dir. James Dalthorp Group Creative Dir. Jessica Thor VP-Mgmt. Super. Gabrielle Mayeur Interactive Creative Dir. Chris Soskin VP-Creative Super. Brian Sheehan CEO Michael DeRosa Acct. Exec. Mark Miller Dir.-Strategic Planning Aubree Nichols Asst. Planner Christie Clough Sr. Strategic Planner

BORN FROM JETS LEXUS IS LAUNCH: WHY LIVE IN ONE DIMENSION? Saab sales were ﬂ at and, in order to grow, the brand had to evolve Since its introduction in the U.S. in 1989, Lexus has dominated from niche to challenger. To increase brand awareness and con- in every segment except one: near-luxury performance. With sideration in the highly competitive luxury import market, Saab staunch competition from BMW, Acura, Inﬁ niti, Mercedes-Benz needed to own a unique performance claim. “Born from jets” cel- and Audi, Lexus had ambitious goals both in an unforgiving cate- ebrates Saab’s aircraft heritage to deliver a compelling, Saab- gory and among an entire generation of buyers who had ignored ownable performance message. Since the campaign launched the brand for decades. A literal transformation of the brand’s in October 2005, Saab sales, performance attributes and aware- relationship with near-luxury buyers was necessary to have a ness are up, and “Born from jets” is now the sixth most correctly chance to be recognized as a legitimate contender, let alone a recognized automotive tagline, out of 35. category leader.

14 2007 EFFIE AWARDS

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2277157_L01_P1577157_L01_P15 1515 55/15/07/15/07 8:30:158:30:15 PMPM BEAUTY PRODUCTS & SERVICES SILVER WINNER BEAUTY PRODUCTS & SERVICES BRONZE WINNER

Schick Quattro for Women Schick Quattro Power

SCHICK-WILKINSON SWORD SCHICK-WILKINSON SWORD Al Robertson CMO Adel Mekhail Sr. Dir.-U.S. Mktg. Adel Mekhail Sr. Dir.-U.S. Mktg. John Wergeles Group Brand Dir.-Men’s Systems Karen Hubbard Group Brand Dir.-Women’s Systems Wendy Salustro Sr. Brand Mgr. John Wergeles Group Brand Dir.-Men’s Systems Cindy Abella Sr. Brand Mgr.

JWT COLANGELO SYNERGY MARKETING Pat Chiono Creative Dir.-Art Dan Stevenson Exec. Creative Dir. Jeffrey Chapman Global Bus. Dir. Kelly Peraino VP Natalie Vander Vorst Acct. Dir. Susan D. Cocco Sr. VP Bob Whitmore Creative Dir. Ben Applebaum Copywriter

COLANGELO SYNERGY MARKETING VIZEUM Kelly Periano VP Dan Stevenson Exec. Creative Dir. JWT Jeffrey Chapman Global Bus. Dir. VIZEUM

HANDS OFF THE POWER OF FOUR Schick changed the way shaving was marketed to women with Schick needed to launch a new men’s razor - despite second-to- the introduction of Quattro for Women. Offering a humorous and market technology, despite 10% the budget of the competion and feminine take on technology, the advertising established Quattro despite low equity with young men. The goal was to engage the for Women as the ﬁ rst high-performance razor made for women. audience in the brand and drive sales. Looking past the “blade As a result, Quattro for Women became the No. 1 selling razor sku, wars,” the campaign focused on the conﬁ dent magnetism that helping Schick to achieve market leadership of women’s razors. 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%.

16 2007 EFFIE AWARDS

277157_L01_P16 16 5/15/07 8:30:19 PM Two Eff ies. Four Blades. Five Logos. Congratulations to JWT and Colangelo on our Efﬁ e wins for Quattro Power and Quattro for Women.™ And thank you for your contributions to our continued success. ©2007 Energizer, Schick, Quattro and other marks are trademarks of Energizer. ©2007 Energizer,

2277157_L01_P1777157_L01_P17 1717 55/15/07/15/07 8:30:298:30:29 PMPM BEVERAGES – ALCOHOL SILVER WINNER BEVERAGES – NON–ALCOHOL GOLD WINNER

Tanqueray Got Milk?

DIAGEO NORTH AMERICA CALIFORNIA MILK PROCESSOR BOARD Dana Yerid Sr. Brand Mgr.

GREY WORLDWIDE NEW YORK GOODBY, SILVERSTEIN & PARTNERS Tim Mellors Pres.-CCO Jeff Goodby Co-Chrmn.-Creative Dir. Glenn Porter VP-Creative Dir. Feh Tarty Art Dir. Conor Sheridan VP-Copywriter Pat McKay Copywriter Fred Liedtke VP-Art Dir. Cyndi Yee Planning Dr. Christine Parrino Exec. VP-Acct. Mgmt. Will McGinness Creative Dir. Brett Banker VP-Acct. Mgmt. Alex Lind Bdcst. Producer Paul Taylor VP-Planner Mike Geiger Dir.-Interactive Production Aaron Royer Sr. VP-Producer Ronny Northrup Copywriter Tyler DeAngelo Producer Paul Charney Copywriter Nat Lawlor Jr. Writer

READY TO TANQUERAY? (HOLIDAY) PLANET IN NEED In a white spirit category dominated by trendy vodkas, Tanqueray After 13 years of “got milk?” deprivation narratives, the long-es- leveraged recent successes of the “Ready to Tanqueray” (Tony tablished campaign took a new turn, creating news for the prod- Sinclair) campaign to accelerate well beyond the competition uct that everybody thought they already knew about. In 2005 during the cluttered holiday season. Utilizing mass and progressive “got milk?” recaptured relevance and began to reengineer the media channels, the brand successfully positioned Tony Sinclair beneﬁ ts of milk to reintroduce itself all over again – not just as a and Tanqueray as ambassadors of holiday cheer. Brand afﬁ nity good-for-you staple but as a new, natural wonder tonic that was climbed to new heights, and Tanqueray outpaced the entire gin truly out-of-this world. category after the holiday campaign launch.

18 2007 EFFIE AWARDS

2277157_L01_P1877157_L01_P18 1818 55/15/07/15/07 11:37:5911:37:59 PMPM 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

2277157_L01_P1977157_L01_P19 1919 55/15/07/15/07 8:30:468:30:46 PMPM BEVERAGES – NON-ALCOHOL SILVER WINNERS

Full Throttle Milk Processor Education Program

THE COCA-COLA CO. MILK PROCESSOR EDUCATION PROGRAM Rafael Acevedo Brand Mgr. Kurt Graetzer CEO Pete Callaro Dir.-Advt. Tom Nagle Sr. VP Pio Schunker Sr. VP-Advt. Victor Zaborsky Sr. Mgr.-Mktg. & Comm. Rachel Gaethers Advt. Mgr. II Mary Herrera Brand Dir.

MOTHER LOWE NEW YORK Rob Thorsen Strategist Sal Taibi Pres. Andrew Deitchman Part.-Strategist Jonathan Lange Sr. VP-Acct. Dir. Allon Tatarka Copywriter Laura Fisk Sr. Strategic Planner Rob Baird Art Dir. Bernie Hogya Exec. VP-Group Creative Dir. Linus Karlsson Part.-Creative Dir. Eddie Van Bloem Exec. VP-Group Creative Dir. Holly Zierk Sr. VP-Media Dir. CREATIVE PRESENCE PARTNERS

STARCOM MEDIAVEST GROUP

BIG SPACESHIP

FAST HORSE

PREPARE TO BE INITIATED MILK YOUR DIET Full Throttle is out to become the leading energy drink for hard work- As adults, people drink less than half the milk they did as a kid. ing guys who need energy most. In the last year the brand launched Women in particular stop drinking milk because it’s fattening. After its ﬁ rst national campaign to put the competition on warning and years of declining milk sales, MilkPEP was given news that helped let guys know Full Throttle, like them, is truly a force to be reckoned ﬁ nd a way to start consumers drinking milk again – the natural with. As a result the brand now has nearly 80% awareness, 40% trial ingredients in milk help towards weight loss. Milk was positioned as among the target and was growing at 70% over last year. 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.

20 2007 EFFIE AWARDS

277157_L01_P20 20 5/15/07 11:38:28 PM 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.

We’re pretty sure we’re the clown ﬁ sh, but we’re cool with that. To Clorox, McDonald’s, Philips Norelco and RememberSegregation.org: Thank you.

277157_L01_P21 21 5/15/07 8:30:54 PM BREAKFAST FOODS GOLD WINNER BREAKFAST FOODS SILVER WINNER

McDonald’s of Chicagoland Kellogg’s Frosted Mini & Northwest Indiana Wheats

McDONALD’S OF GREATER CHICAGO REGION KELLOGG CO. Rob Jackson Reg. Mktg. Dir. Mark Baynes Sr. VP-Mktg. Kim Miller VP-Ready-to-Eat Cereal Todd Smith Sr. Brand Mgr. Karen Neeley Mkt. Rsch.

LEO BURNETT USA LEO BURNETT USA John Condon CCO Steve Biddle Acct. Super. Mark Tuttsel Dep. CCO-U.S. Kim Tanner Acct. Dir. John Montgomery Exec. VP-Exec. Creative Dir. Dave Linne Exec. VP-Creative Dir. John Hansa Sr. VP-Creative Dir. Mark Oosthuizen Exec. VP-Creative Dir. Tony Katalinic Creative Dir. Jamie Van Dixhorn Acct. Super. Keith Hughes VP-Creative Dir. Bridget McHugh Producer Jennifer Kalseim Acct. Exec. David Brot VP-Advt. Dir.

OMD WORLDWIDE STARCOM WORLDWIDE Trina Potter Assoc. Media Dir. ARC WORLDWIDE

LAPÍZ USA

1-888-GOMcWAKEUP IT STAYS WITH YOU This program is a free, hotel-style wakeup call service which in- In 2006, Kellogg’s Frosted Mini Wheats realized that it had lost its vites Chicagoland consumers to be awakened for a delicious connection to consumers in a sea of dietary trends. Mini Wheats breakfast at McDonald’s by their favorite local celebrities. Upon understood that it needed an insight that ran deeper than basic calling the number, consumers are greeted with the current nutrition and into the hearts of consumers. By targeting Moms McDonald’s breakfast offering and are then invited to choose from a and tapping into their basic instinct to nurture their children, the list of celebrities to receive their free wakeup call from the next morning. campaign showed how Mini Wheats, with eight fi lling layers of As of September, call volume exceeded projections by 7.6 times. Chi- crunchy whole grain fi ber, can help keep children full throughout cagoland McDonald’s has also experienced the strongest sales growth the morning so that they can stay focused on the task at hand. in more than fi ve years at 8%, surpassing national sales growth.

22 2007 EFFIE AWARDS

277157_L01_P22 22 5/15/07 11:38:37 PM 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.

2277157_L01_P2377157_L01_P23 2323 55/15/07/15/07 8:31:028:31:02 PMPM BREAKFAST FOODS BRONZE WINNER COMPUTER HARDWARE GOLD WINNER

All-Bran Yogurt Bites Apple Mac

KELLOGG CO. APPLE COMPUTER Mark Baynes Sr. VP-Mktg.–Morning Foods Business Steve Jobs CEO Kim Miller VP-Ready-to-Eat Cereal Allison Johnson VP-WW Mktg. Comm. Matt Lindsay Brand Mgr.-All Bran Jeff Whipps Sr. Dir.-Europe Mktg. Comm. Karen Neeley Sr. Analyst-Morning Foods Mkt. Rsch. Tamara Whiteside Sr. WW Advt. Mgr. Sissie Twiggs Sr. WW Advt. Mgr.

LEO BURNETT USA MEDIA ARTS LAB\TBWA Dave Linne Exec. Creative Dir. Lee Clow Chrmn.-WW CCO Mark Oosthuizen Exec. Creative Dir. James Vincent Pres.-Media Arts Lab Nicole Laughlin Super. Duncan Milner Creative Dir. Annie Lenzke Acct. Exec. Eric Grunbaum Creative Dir. Kelli Knoble Super. Elena Hale Head of Planning

STARCOM WORLDWIDE OMD WORLDWIDE Trina Potter Assoc. Media Dir.

ARC TORONTO

STARCOM IP

FIBER EXPERTS GET A MAC The All-Bran cereal brand had nearly 90 years of serious taste Despite iPod’s staggering success, Mac remained a niche player and image baggage to overcome. Simply launching a tastier in the computer market. In January 2006, the new Intel-based version (All-Bran Yogurt Bites) wasn’t enough. The challenge was Macs were an opportunity to make Mac as culturally relevant as to transform this “cereal laxative” into a desirable food. By repo- iPod, but Mac didn’t translate to the PC world. The idea: Compare sitioning the brand’s effectiveness in relation to fi ber supplements the easy, fun Mac experience with PC’s frustrating complications. and emphasizing great taste, the messaging forced consumers This campaign personifi ed each, and the result was magic. A sim- to reevaluate their fi ber habits and give All-Bran Yogurt Bites a try. ple, charming metaphor with all the reasons to get a Mac. Market Base business sales soared, and the copy was dubbed the “most share grew by 42%; Apple had record sales; and the campaign persuasive ad” ever tested in the Millward Brown database. was culturally infl uential.

24 2007 EFFIE AWARDS

2277157_L01_P2477157_L01_P24 2424 55/15/07/15/07 11:38:4411:38:44 PMPM 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

277157_L01_P25 25 5/15/07 8:31:10 PM COMPUTER HARDWARE BRONZE WINNER CONSUMER ELECTRONICS BRONZE WINNER

IBM Corp. Canon Powershot

IBM SYSTEMS & TECHNOLOGY GROUP CANON USA Nancy Roath VP-Integrated Mktg. & Comm. Rick Booth Dir.-PR & Industry Analyst Relations Eric Andrews Dir.-IMC Tiger Ishii Sr. Mktg. Mgr. Paulette Stone Program Mgr. & Team Lead, STG Advt. Christopher Cesarini Advt. Mgr. Jean Gleason Program Mgr. & Team Lead, STG Advt. Michelle Fernandez Mktg. Mgr. Tammy Loh Product Mktg. Specialist

OGILVY & MATHER DENTSU AMERICA Chris Wall CCO Doug Fidoten Pres. Tom Godici Group Creative Dir. Ron Rosen Exec. VP-Exec. Creative Dir. Greg Ketchum Group Creative Dir. Steve Biegel Sr. VP-Group Creative Dir. Lisa Flattery Sr. Part.-Acct. Dir. Scott Daly Exec. VP-Exec. Media Dir. Bryan Yasko Part.-Mgmt. Super. Robert Pankuck Exec. VP-Client Services Dir. Chris Curry Creative Dir.

OGILVYONE WORLDWIDE

MINDSHARE

NEO@OGILVY

TAKE BACK CONTROL MAKE EVERY SHOT A POWERSHOT IBM could no longer effectively market hardware systems without Canon enjoyed a strong brand reputation in the analog camera acknowledging the elephant in the server room. To keep up with world; yet as the category moved digital, Canon’s competition growing business demands at the lowest possible cost, companies intensifi ed. Being a reliable, high-quality brand was no longer built Frankenstein infrastructures, patching cheap servers to their enough, particularly in a maturing category. Canon PowerShot systems to run individual applications. IT guys ran in circles just to had to transform from being a solid performer to become a star keep the business afl oat. They needed an advocate. IBM ac- brand. Canon PowerShot partnered with emerging tennis star knowledged the problem from IT’s perspective and empowered Maria Sharapova to add star power. Since the campaign launch, them toward a solution. Sales for advertised products spiked, and Canon has solidifi ed its status as the clear market leader. IBM made huge gains as category leader.

26 2007 EFFIE AWARDS

2277157_L01_P2677157_L01_P26 2626 55/15/07/15/07 11:38:5411:38:54 PMPM 27

2277157_L01_P2777157_L01_P27 2727 55/15/07/15/07 8:31:238:31:23 PMPM CORPORATE REPUTATION, IMAGE & IDENTITY SILVER WINNERS

SILVER WINNER

Allstate Chevron

ALLSTATE INSURANCE CO. CHEVRON Emily Wyner Mgr.-Brand Identity & Image Mgmt. Helen Clark Mgr.-Corp. Brand & Reputation Maria McNitt Asst. VP-Brand Identity & Image Mgmt. Rachel Setton Advt. Lead Lisa Cochrane VP-Integrated Mktg. Comm. Russell Yarrow Mgr.-External Relations Joseph Tripodi Sr. VP-CMO Nancy Ryan Dir.-Media Integration

LEO BURNETT USA Y&R NEW YORK Jeanie Caggiano Exec. Creative Dir. Darren Moran Creative Dir.-Copywriter Jerry Caggiano Exec. Creative Dir. Gabriel Hoskins Creative Dir.-Art Dir. Philip Heuring Sr. Planner Christian Barnett Exec. Dir.-Strategic Planning, Global Varsha Kaura Acct. Dir. Client Part. Jim Stallman Sr. VP-Creative Dir Gordon McLean Pres.-Global Client Services Mary Ellen Kenny Sr. VP-Mngng. Part. Mike Murphy Acct. Mngng. Dir. STARCOM MEDIAVEST GROUP WUNDERMAN NEW YORK Fernando Iglesias-Garcia Sr. Channel Strategist

MEDIAEDGE:CIA

PREPARE AND PROTECT AMERICA REAL ISSUES The devastating hurricane seasons of 2004 and 2005 left Americans To drive reputation and advocacy among global energy inﬂ uentials reeling. It became clear that the biggest catastrophe this nation – those who determine the exploration, extraction and delivery of faced was not being prepared for the next one. Yet no company energy around the world – Chevron successfully repositioned the was willing to publicly advocate a viable, long-term solution – ex- corporate brand as a forward-thinking and collaborative industry cept Allstate. The company led a public dialogue around a plan leader. The campaign did this by facing up to the real energy issues to better prepare and protect America from natural catastrophes. that concerned the audience, those being ducked by the com- Campaign results included: a signiﬁ cant increase in website visits, petition, and by encouraging a collaborative response. Research organizations embracing the cause and joining a coalition, and showed an increase in Chevron reputation metrics among those insurance industry press coverage visibility more balanced. who had seen the campaign. Chevron’s industry standing grew. Advocacy increased by 127%.

28 2007 EFFIE AWARDS

2277157_L01_P2877157_L01_P28 2828 55/15/07/15/07 111:39:131:39:13 PM

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277157_L01_P29 29 5/15/07 8:31:36 PM CULTURE & THE ARTS GOLD WINNER CULTURE & THE ARTS SILVER WINNER

Full Frame Documentary Basilica Block Party Film Festival

FULL FRAME DOCUMENTARY FILM FESTIVAL BASILICA OF ST. MARY Tammy Brown Exec. Dir. Emily Carlson-Hjelm Dir.-Devel. Nancy Buirski Artistic Dir. , Founder-CEO Father Michael O’Connell Helen Greenstein Mktg. Mgr.

McKINNEY OLSON David Baldwin Exec. Creative Dir. Katie Banﬁ eld Acct. Exec. Regina Brizzolara Dir.-Bdcst. Production Scott Dahl Writer-Creative Dir. Jonas Fortenberry Asst. Acct. Exec. Steve Knapp Media Dir. Lisa Hughes Group Acct. Dir. Steve Lynch Media Super. Meghan McCarthy Project Mgr. Jenny McDowell VP-Brand Design Dir. Eric Ranschau Sr. Back End Developer Clint Roberts PR Acct. Super.

REALITYWOOD MAKE THE PILGRIMAGE Building a core audience for a documentary fi lm festival among Aging and facing logistical challenges, the Basilica Block Party afi cionados is one thing; doubling the rate of ticket sales growth had lost the buzz it once held. This campaign served as a rally- by reaching an audience that believes documentaries are the ing cry that recognized and embraced the challenges faced by movies that put students to sleep in class is quite another. That concert-goers. The community was mobilized to turn the struggles was the challenge for the culturally rich, but fi nancially strapped into badges of honor. The response, and results, defi ed expecta- Full Frame Film Festival. This campaign played off Hollywood’s tions. penchant for melodramatic cliché by underscoring the honesty, importance and pure entertainment value of documentaries and in turn attracted a whole new audience.

30 2007 EFFIE AWARDS

2277157_L01_P3077157_L01_P30 3030 55/15/07/15/07 11:39:3111:39:31 PMPM CULTURE & THE ARTS BRONZE WINNER DAVID VS. GOLIATH SILVER WINNER

How The Grinch Stole Schell’s Dark Beer Christmas, The Musical

RUNNING SUBWAY PRODUCTIONS AUGUST SCHELL BREWING CO. Tomm Miller VP-Mktg James Sanna Exec. Producer

MARGEOTES FERTITTA POWELL COLLE+McVOY Josh Rogers Concept Dir. Jamie Moran Acct. Super. Neil Powell CCO Michael Morris Connection Strategist Chris Bradley Creative Dir. Eric Husband Assoc. Creative Dir. Mary Williams Copywriter Mike Fetrow Exec. Creative Dir. Ryan Carlson Designer Brian Ritchie Copywriter Teresa Demma Project Mgr. Tony Saucier Sr. Assoc. Ed Bennett Design Dir.

CATCH THE GRINCH SCHELL’S DARK. A BEER FACING EXTINCTION Most Broadway shows succeed in attracting an audience of tour- Despite its rich Minnesotan heritage, the August Schell Brewery ists by showcasing the production’s size and spectacle through was nearing extinction at bars in the Twin Cities. Perceived as conventional media. Without the beneﬁ t of noteworthy stars, “your father’s beer,” the brewery was outspent by macro-brews, fancy pyrotechnics or the ad budget that goes with it, this show whose million-dollar budgets helped them control bar tap lines. literally brought to life a Dr. Seuss classic through a holistic, uncon- The challenge was to establish a larger presence in a crowded ventional campaign that inspired a Broadway record number of market and stake the beer’s rightful claim as a cool, iconic local New Yorkers to “Catch the Grinch.” 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%.

2277157_L01_P3177157_L01_P31 3131 55/15/07/15/07 8:31:448:31:44 PMPM DAVID VS. GOLIATH BRONZE WINNER ENTERTAINMENT & SPORTING EVENTS GOLD WINNER

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 TBWA\CHIAT\DAY LOS ANGELES Steve Kolander Creative Dir. Carisa Bianchi Pres. David Cohen Copywriter Martin Ramos Acct. Planner John Gregory Art Dir. Scott MacMaster Planning Dir. Samantha Acct. Super. Stan Fiorito Group Acct. Dir. Skaggs-Bryan Julie Liss Dir.-Acct. Planning Brad Steinwede Producer Tony Accurso Co-Pres. TEQUILA LOS ANGELES Jim Caponigro Group Acct. Dir. Nick Davidge Assoc. Creative Dir. Glenn Sanders Assoc. Creative Dir.

OMD LOS ANGELES

TOBU SHADOW OF COLOSSUS “GIANTOLOGY” Bridgestone Golf wasn’t going to beat the likes of Titleist or Nike Armed with a meager advertising budget, Sony needed to make the with conventional weapons of TV dollars and print ads; at best campaign for an unwanted PlayStation videogame Shadow of the the company would be outspent 50-to-1. So it was important to Colossus monumental. The solution was to transform the campaign be viral, to be a part of the golf lexicon. Bridgestone changed into what the audience loved the most – one big game. Instead of the golf language by using the Japanese word “tobu” (roughly showing advertising, the audience could play with it. This campaign translated, “to ﬂ y far with emotion”). By standing out above com- was viewed by more than 25 million people, discussed and refer- petitors, this campaign produced record sales and the attention enced on millions of web addresses and featured in mainstream Bridgestone was hoping for. media. Above all, it led to sales that were 162.6% over goal.

32 2007 EFFIE AWARDS

2277157_L01_P3377157_L01_P33 3333 55/15/07/15/07 8:31:578:31:57 PMPM ENTERTAINMENT & SPORTING EVENTS SILVER WINNER FASHION & STYLE GOLD WINNER WINNER OF THE SAPPI PRINT MEDIA EFFECTIVENESS AWARD

ESPN Diamond Trading Co.

ESPN DIAMOND TRADING CO. Aaron Taylor VP-Brand Mgmt. David Lamb WW Mktg. Dir. Seth Ader Brand Dir. Dominic Brand Dep. Mktg. Dir. Richard Lennox Exec. VP- Global Mktg.

WIEDEN+KENNEDY JWT Paul Renner Assoc. Creative Dir. Sarah Fitzharding Acct. Planner Derek Barnes Assoc. Creative Dir. Angela Buck Producer Lisa Topol Copywriter Terry Brogan Producer Eric Stevens Art Dir. Chris D’Rozario Exec. Creative Dir. Andrew Loevenguth Bdcst. Producer Ed Evangelista Exec. Creative Dir. Neal Arthur Strategic Planner Howard Lenn Copywriter Rich Weinstein Acct. Dir. Glenn Price Art. Dir. Jessica O’Conor Acct. Exec.

ONE GAME CHANGES EVERYTHING WHAT WILL YOU DO FOR LOVE THIS CHRISTMAS? The challenge for this campaign was simple but daunting – to The Diamond Trading Co. faced a particularly tough 2005 Christ- make the World Cup relevant to American sports fans who con- mas season. Christmas diamond sales had declined the previous sider soccer to be a second-class sport not worth watching. To two years; the media budget was dramatically down; and men achieve this objective, it was necessary to demonstrate that the were distracted by deals on trendy electronics. In spite of these World Cup is much bigger than the sport of soccer itself. Instead, challenges, the agency developed a plan that grew diamond it’s the stage where the ultimate drama of sports unfolds. The sales 6%. The key: Appeal to men’s deep desires to be her hero. World Cup gives American sports fans the opportunity to witness This campaign traces one man’s arduous journey home to his wife what takes place when the fate of an entire nation is at stake. for Christmas, culminating with an emotional gift of diamonds.

34 2007 EFFIE AWARDS

2277157_L01_PALL.v2.indd77157_L01_PALL.v2.indd 3434 55/17/07/17/07 44:32:31:32:31 PM f_aa_EFFIEJournal_AD.indd 1 5/1/07 12:28:40 PM 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].

277157_L01_P35f_aa_EFFIEJournal_AD.indd 35 1 5/15/075/1/07 12:28:408:32:06 PM PM FASHION & STYLE SILVER WINNERS

Converse Jordan Brand

CONVERSE INC. JORDAN BRAND Erick Soderstrom Dir.-Global Comm. Roman Vega Brand Mgr. Paul Tew Global Creative Dir.

BUTLER, SHINE, STERN & PARTNERS WIEDEN+KENNEDY NEW YORK John Butler Creative Dir. Caroline Hooper Acct. Dir. Mike Shine Creative Dir. Daniel Cherry III Strategic Planner Tom Coates Assoc. Creative Dir. Todd Waterbury Creative Dir. John Sheehan Acct. Dir. Kevin Proudfoot Creative Dir. Lyle Yetman Writer Mark Adamson Acct. Exec. Josh Taft Dir.-HSI Productions Jesse Coulter Art Dir. Eric Bridge Assoc. Media Dir. SEDGWICK ROAD Andy Ferguson Copywriter

ZAAZ

WADE - FALL SEVEN TIMES. STAND UP EIGHT JORDAN BE LIFESTYLE CAMPAIGN Converse launched its ﬁ rst signature basketball shoe, the Wade, in This campaign was designed to raise awareness for the inaugural some 15 years. Designed and worn by the company’s marquee Jordan Lifestyle apparel collection, which hit the market in the fall athlete, Dwyane Wade, the shoe was primarily fueled by an in- of 2005, and to increase sales of the brand. tegrated 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

277157_L01_P36 36 5/15/07 11:40:07 PM FAST FOOD, CASUAL DINING & RESTAURANTS SILVER WINNER FAST FOOD, CASUAL DINING & RESTAURANTS BRONZE WINNER

McDonald’s of Chicagoland McDonald’s Restaurants & Northwest Indiana

McDONALD’S OF GREATER CHICAGO REGION McDONALD’S USA Rob Jackson Reg. Mktg. Dir.

LEO BURNETT USA DDB SEATTLE John Condon CCO John Livengood Exec. VP-Exec. Creative Dir. Mark Tutssel Dep. CCO Scott Manning Sr. VP-Acct. Group Dir. John Montgomery Exec. VP-Exec. Creative Dir. Shaun Stripling Assoc. Strategy Dir. John Hansa Sr.VP-Creative Dir. Eric Gutierrez Creative Dir. Tony Katalinic Creative Dir. Brett Siemen Sr. Art Dir. Keith Hughes VP-Creative Dir. Matt Gilmore Copywriter Bridget McHugh Producer Matt Grifﬁ n Acct. Super. Jennifer Kalseim Acct. Exec. Kelly Showalter Sr. Production Mgr. David Brot VP-Art. Dir. Lindsey Lower Project. Mgr.

OMD WORLDWIDE OMD SEATTLE Katie Bergerud Assoc. Dir.-Strategy ARC WORLDWIDE

LAPÍZ USA

1-888-GOMcWAKEUP WE’RE UP WHEN YOU’RE UP This is a free, hotel-style wakeup call service which allows Chica- The unusual affi nity between an “open 24 hours” promotion and goland consumers to be awakened for a delicious breakfast at “don’t drink and drive” message afforded McDonald’s an oppor- McDonald’s by their favorite local celebrities. Consumers calling the tunity to demonstrate community commitment while increasing number are greeted with the current McDonald’s breakfast offering, late-night store traffi c. Bar coasters, free rides home in a pimped- then invited to choose from a list of Chicago celebrities to receive out cab, even Ronald’s wallet as collateral provided multiple their free wakeup call from the next morning. As of September, call campaign touches in and around late night hot spots in order volume exceeded projections by 7.6 times. Chicagoland McDon- to reach young adults in their “I’m lovin’ it” moment. These ideas ald’s has also experienced the strongest sales growth in more than and environments were chosen because who needs McDonald’s fi ve years at 8%, surpassing national sales growth. more at 2 a.m. than people in need of sobering up?

277157_L01_PALL.v7.indd 37 6/20/07 3:28:55 PM FINANCIAL SERVICES - CARDS GOLD WINNER FINANCIAL SERVICES - CARDS SILVER WINNER

American Express American Express

AMERICAN EXPRESS AMERICAN EXPRESS John Hayes CMO John Hayes CMO Diego Scotti VP-Gobal Advt. Diego Scotti VP-Gobal Advt. Mike Aaron VP-Global Brand Cate Scaglione Dir.-Global Advt. Nancy Smith VP-Global Media & Partnership Peggy Maher Sr. VP-Charge Card Natasha Krinitzy Sr. Mgr. Simran Kalra VP-Charge Card

OGILVY & MATHER OGILVY & MATHER Simon Pearce Sr. Part.-Exec. Group Dir. Liz Oliveri Mgmt. Super. Chris Mitton Sr. Part.-Creative Dir. Joe Frydl Part. Planner Terry Finley Sr. Part.-Creative Dir. Andrea Scotting Copywriter Nancy Boyd Sr. Part.-Group Acct. Dir. Doreen Fox Art Dir. Jennifer Colman Sr. Part.-WW Planning Dir. Alice Mintzer Exec. Producer

MINDSHARE DIGITAS

MINDSHARE

ENDEAVOR

MOMENTUM

MY LIFE. MY CARD THE ONE WITH A SAVINGS ACCOUNT This campaign was created to modernize the American Express The agency identiﬁ ed a segment of high-value consumers who brand and stimulate card acquisition. The extraordinary inner should have been carrying the American Express card but weren’t. lives of a select group of cardmembers, such as Robert De Niro, Although they respected the American Express brand, it turned out Kate Winslet, Wes Anderson and the like, became the basis for that “classic” cues of success and what it means to live “the good the campaign. This straightforward autobiographical approach life” weren’t connecting. The solution: a product and communica- was remarkably fresh and extremely effective. “My life. My card” tions program built from the ground up, one that acknowledged strengthened the audience’s emotional afﬁ nity with the brand, the values of these consumers and the idea that “the good life” resulting in a direct and immediate lift to card acquisition. means many different things to different people.

38 2007 EFFIE AWARDS

2277157_L01_P3877157_L01_P38 3838 55/15/07/15/07 111:40:161:40:16 PM Side by side now for 44 years.

2277157_L01_P3977157_L01_P39 3939 55/15/07/15/07 8:32:248:32:24 PMPM FINANCIAL SERVICES - PRODUCTS & SERVICES SILVER WINNER FINANCIAL SERVICES - PRODUCTS & SERVICES BRONZE WINNER

Allstate Charles Schwab

ALLSTATE INSURANCE CO. CHARLES SCHWAB & CO. Joseph Tripodi Sr. VP-CMO Becky Saeger Exec. VP-CMO Lisa Cochrane VP-Integrated Mktg. Comm. Ben Stuart VP-Brand Strategy & Advt. Nancy Abraham Dir.-Integrated Mktg. Comm. Mike Naughton VP-Media Mgmt. Nancy Ryan Dir.-Media Integration Whitney Hayes Dir.-Brand Advt. Jennifer Egeland Sr. Mgr. Chris O’Neill Dir.-Media Mgmt.

LEO BURNETT USA EURO RSCG WORLDWIDE/NY Tim Pontarelli Exec. VP-Exec. Creative Dir. Israel Garber Creative Dir. Jeanie Caggiano Sr. VP-Exec. Creative Dir. Simon Nickson Assoc. Creative Dir.-Art Dir. Mike Siska VP-Planning Dir. Drummond Berman Assoc. Creative Dir.-Copywriter Marc Mason Acct. Super. Don Hogle Mngng. Dir.-Strategy Fred Saunders Group Acct. Dir.

STARCOM WORLDWIDE PHD Donna McLean Sr. VP-Media Dir.

WEBER SHANDWICK

BETTER PLACE TO DRIVE TALK TO CHUCK To get consumers to question if they have the right insurance, All- The objective was to reignite a once great American brand – Charles state took on a common enemy – car accidents. The chances of Schwab – and reclaim Schwab’s historical role as advocate of the having an accident within the next three years are one in eight: a individual investor. The message put real investor issues front and problem that affects everyone. Knowing this, Allstate positioned center and answered directly with “Talk To Chuck” – both as an its new auto features as the only insurance designed to actually invitation to a conversation and a strong call to action. The cam- reduce the number of accidents by providing real incentives for paign succeeded wildly. New to ﬁ rm assets rose 36% – an incremen- safe driving and better protection in the (likely) event of an ac- tal increase greater than many competitors annual revenue. And cident. The result was unprecedented growth despite a smaller Schwab gained ground and passed competitors in key success budget than competition. metrics – consideration, momentum, relevance and differentiation.

40 2007 EFFIE AWARDS

2277157_L01_P4077157_L01_P40 4040 55/15/07/15/07 111:40:251:40:25 PM REUTERSCOM #ONGRATULATIONSTOALL THE%&&)% NOMINEESANDWINNERS

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277157_L01_P41 41 5/15/07 8:32:32 PM GLOBAL GOLD WINNER GLOBAL BRONZE WINNER

Canon EOS 350D Digital Kraft Philadelphia SLR Camera

CANON EUROPE KRAFT FOODS Tobias Engel Consumer Comm. Mgr. Nick Shepherd VP-Global Brands Kevin Silva Consumer Comm. Christopher Miles Dir.-Advt. Anne Marie Splitstone Dir.-Mktg., U.S. Jan Strubel Mktg. Mgr.-Northern Europe Marjorie Castillo Mktg. Mgr.-Mexico Paul Rhodes Mktg. Mgr.-Australia

CAYENNE COMMUNICATIONS JWT Carsten Kinast Mngng. Dir. Jocelyn Horsfall Global Planning Dir. Andreas Möllmann Head of Strategy Bob Boxer Global Planning Part. David Moore Creative Dir. Ros King Global Bus. Dir. Richard Berney Art Dir. Jaspar Shelbourne Global Creative Dir. Anthony Underhill Copywriter Gareth Evans Strategic Planner

MEDIAEDGE:CIA

IT’S PLAYTIME PHILADELPHIA – A LITTLE TASTE OF HEAVEN Canon expected much when it launched in 2005 its digital sin- The brand’s “Heavenly Angel” campaign has been running in a gle-lens reﬂ ex camera, the EOS 350D: double volume sales and number of countries for several years. It provides a distinctive glo- a defense of its market share against Nikon. For that Canon had bal brand platform, with ﬂ exibility to be tailored to local cultural to change the mass market’s perception that SLR cameras are and marketing requirements. Here the challenge was to improve large, complicated and only for photo buffs. The campaign suc- and reinvigorate the campaign. The new look with young, dynam- ceeded beyond expectations: Canon raised the appeal of digital ic angels has succeeded in giving new impetus to the Philadel- SLR photography by 47%, grew its sales in the segment by 135%, phia brand – whether delivering growth in a very mature market, its market share by 9 percentage points – while Nikon’s share adding volume through new usage opportunities or launching a declined by 12 percentage points. completely new line to generate incremental sales.

42 2007 EFFIE AWARDS

277157_L01_P42 42 5/15/07 11:40:34 PM 43

277157_L01_P43 43 5/15/07 8:32:42 PM GOVERNMENT, INSTITUTIONAL & RECRUITMENT SILVER WINNER GOVERNMENT, INSTITUTIONAL & RECRUITMENT BRONZE WINNER

Washington’s Lottery U.S. Marine Corps

WASHINGTON’S LOTTERY MARINE CORPS RECRUITING COMMAND Michael Cousins Dir.-Mktg. Brig. Gen. Richard Julie Martin Dep. Dir. Tryon Commanding Gen. Chris Liu Dir. Lt. Col. Mike Zeliff Asst. Chief of Staff Liz Anderson Mktg. Mgr. Dan Weidensaul Dep. Asst. Chief of Staff Capt. Jan Zurlippe Paid Media Ofﬁ cer Capt. Chris Luciano Advt. Ofﬁ cer

PUBLICIS WEST JWT Jill Coffman Planning Dir. Jay Cronin Mngng. Dir. Ryan Stoner Jr. Planner Tony Accurso Co-Pres. Jennifer Blackwell Acct. Dir. Carl Warner Co-Pres. Kristin Mackay Mgmt. Super. Alan Whitley Group Creative Dir. Rob Rich Exec. Creative Dir. Randy Shepard Dir. -Strategic Planning

OPTIMEDIA MINDSHARE Erin Hauck Media Planner UNIWORLD GROUP

RMG CONNECT

SCRATCH GIFT GIVING U.S MARINE CORPS - INTEGRATED MARKETING Washington’s Lottery wanted to boost Scratch ticket sales by an- Military recruitment is facing its most competitive and challenging other $10 million. But where those extra sales were going to come landscape since the instatement of the all-volunteer force in 1974. from was not particularly obvious. There were no new games or Political, social and economic variables have worked to the detri- prizes to attract new players, and the core players’ spending ability ment of military enlistment goals. In order to recruit enough marines was maxed out. Rather than try to get people to play more Scratch, to sustain Congress’ expected level of readiness, the Marine Corps it was decided that the solution was to get them to give more had to surpass the other service branches and establish the highest Scratch. Thus the 2005 holiday gift-giving campaign was born. brand relevance among the youth audience from both a genera- tional and diversity perspective. Due to its successful integrated marketing efforts, the Marine Corps made its recruitment goals.

44 2007 EFFIE AWARDS

2277157_L01_P4477157_L01_P44 4444 55/15/07/15/07 8:32:468:32:46 PMPM HEALTHCARE - OVER-THE-COUNTERGOLD WINNER HEALTHCARE - OVER-THE-COUNTER SILVER WINNER

Always Tampax Pearl

PROCTER & GAMBLE PROCTER & GAMBLE Kevin Crociata Assoc. Mktg. Dir. Patricia Perez-Ayala N. Amer. Genl. Mgr. Ilonka Laviz Brand Mgr. Lela Coffey N. Amer. Assoc. Mktg. Dir. Ken Burkeen Brand Mgr. Sarah Hagopian Brand Mgr. Eduardo Souchon Asst. Brand Mgr. Michelle Robbins Brand Mgr. Sharon Cunliffe Mktg. Dir.-Advt. Devel. Dept Lindsey Herb Asst. Brand Mgr.

LEO BURNETT USA LEO BURNETT USA Cindy Blikre Sr. VP-Acct. Dir Becky Swanson Sr. VP-Exec. Creative Dir. Julia Melle Sr. VP-Creative Dir. Carol Balluf Sr. VP-Acct. Dir. Nic Fantl VP-Creative Dir. Robin Fisher VP-Sr. Planner Jennifer Boots Acct. Super. Heather Eatherton Acct. Super. Melanie McCord Acct. Super.

STARCOM MEDIAVEST GROUP SMG UNITED Lisa Richert Global Comm. Strategy Dir.

HAVE A HAPPY PERIOD. ALWAYS THE BRAID MAKES YOU BRAVE In a declining category fraught with blue goo demonstrations, In order to de-throne the 25-year incumbent and claim leadership functional product claims and increased competition, Always in the plastic category in four short years, P&G needed to cap- needed to break through and reinvigorate the brand to lure com- ture users at an early age and make them believers for life. The petitive users and reframe the way women view their periods. This creative strategy was to take the highly relevant, but commonly campaign highlights the role that Always’ products and women used, emotional benefi t of confi dence to the next level by linking themselves can play in making their periods happier – whether Pearl’s protection with period courage. Despite no news, near using a better product or eating all the chocolate they want. In impossible odds for growth and Playtex’s fi ercely defending its the fi rst year of the launch, Always’ share grew from 49.4% to 54.1% territory, Tampax increased its market share by 18% and crowned to achieve the most profi table year in Always’ history. Tampax Pearl queen of the plastic category.

2277157_L01_P4577157_L01_P45 4545 55/15/07/15/07 11:40:5311:40:53 PMPM HEALTHCARE – OVER-THE-COUNTER BRONZE WINNERS

NicodermCQ Tylenol PM

GLAXOSMITHKLINE CONSUMER HEALTHCARE McNEIL CONSUMER HEALTHCARE, DIVISION OF McNEIL PPC Amardeep Kahlon Brand Mgr. Trisha Smith Mktg. Mgr., Tylenol Sleep Brands Bill Slivka VP-Smoking Control & Strategic Devel.

ARNOLD DEUTSCH INC. John Staffen CCO Mike DePirro Group Creative Dir. Barry Silverstein Exec. VP-Group Dir. Lisa Garrone Group Creative Dir. Linda Watson Chris Chao Art. Dir. Rema Sr. VP-Acct. Dir. Betsy Mansﬁ eld Copywriter Chandramohan VP-Mgmt. Super. Anthony Alvarez Art. Dir. Cheryl Loo Acct. Super. Lea Platz Copywriter Julianna Bogdanski Sr. Brand Planner Guy Williams Producer Jessica Post Mgmt. Super. Alan Snitow VP-Acct. Planner Michele Gussman Copywriter Mary Kelly Acct. Planner

UNIVERSAL McCANN

CQ REAL PRACTICE SAFE SLEEP In April 2004, NicoDermCQ was faced with a signifi cant roadblock In the past year, Tylenol PM has been threatened by an onslaught to growth – sales at a record low and smokers jaded by communi- of new prescription sleep aids as well as the launch of Advil PM. cation featuring actors in slice-of-life situations touting health risks. Despite projections that the business would take a 12% hit in sales, This campaign redefi ned the playing fi eld, connecting smokers with two complementary Tylenol PM campaigns that launched in 2006 smokers, highlighting real battles to succeed and real everyday vic- not only effectively defended the business – but actually grew it tories such as skin looking better, increased energy, etc., instead of over the year prior when Advil PM was not even on the market. seemingly unattainable long-term health benefi ts. This campaign By leveraging the brand’s core safety heritage, Tylenol PM raised successfully achieved the objectives of re-engaging smokers and the bar for safe sleep. reviving the business with annual sales growth of over 12%.

46 2007 EFFIE AWARDS

2277157_L01_P4677157_L01_P46 4646 55/15/07/15/07 11:40:5911:40:59 PMPM HEALTHCARE - PRESCRIPTION SILVER WINNERS

Lantus Rozerem

SANOFI-AVENTIS TAKEDA PHARMACEUTICALS NORTH AMERICA Charlene Horvath Mark Booth Pres. Leitner Dir.-Consumer Mktg.,Diabetes Andy Hull Sr. VP-Mktg. Shashank Deshpande Sr. Product Mgr. Paul Boidy Dir. Neuroscience Mktg. Lorine Harr Product. Mgr Chris Benecchi Sr. Product Mgr. Neuroscience Mktg. David Nolan Dir.-U.S. Mkt. Rsch. Tim Rudolphi Dir.-Neuroscience Mktg.

EURO RSCG TONIC CRAMER-KRASSELT Peter Coutroulis Creative Dir. Marshall Ross CCO Dave Hubbert Sr. Copywriter Barbara Werner VP-Group Planning Dir. Paul Klein Mngng. Dir. Noel Ritter Sr. Art Dir. Valerie Wernick Acct. Dir. Marcia Selig VP-Group Media Dir. Bill Previdi Sr. Art Dir. Samantha Peluso Acct. Super.

EURO RSCG LIFE INTERACTION ABELSON-TAYLOR Jeanine Koch Acct. Dir.

RTC RELATIONSHIP MARKETING

PASSION/POWER YOUR DREAMS MISS YOU This campaign was developed to withstand the fi rst competitive This brand, the fi rst innovation in sleep medicines in nearly 35 years, threat in Lantus’ history: two revolutionary new entrants in the launched in a highly competitive environment. The goal was to diabetes category and a direct competitor, each challenging seed the idea that if sleep sufferers want help with insomnia, some- Lantus’ No. 1 position in a different way. Moreover, Lantus had very thing new was available. The breakthrough idea was not about low awareness among its core target. A strategy was devised using how people missed their dreams but rather how their dreams consumer insight about the emotional impact of diabetes and a missed them. By using traditional and emerging media, Rozerem core functional point of difference. While it would have been easy engaged people in places where they might experience stress to go the direct-to-consumer medical advertising route, Lantus and losing sleep. Reaction was immediate and positive, with an chose a more aspirational creative approach, which resulted in increase in traffi c to rozerem.com and in new prescriptions. meeting objectives.

2277157_L01_P4777157_L01_P47 4747 55/15/07/15/07 8:33:058:33:05 PMPM HEALTHCARE PRODUCTS & SERVICES SILVER WINNER HISPANIC GOLD WINNER

Cleveland Clinic Toyota

CLEVELAND CLINIC TOYOTA MOTOR SALES USA Marilyn Wilker Sr. Dir.-Comm. Jim Farley VP-Mktg. Jim Blazar CMO Kim McCullough Corp. Mgr.-Mktg. Comm. Caroline Emmet Advt. Program Mgr.

HILL HOLLIDAY NEW YORK CONILL ADVERTISING Stacia Goddard Exec. VP-Mngng. Dir. Carlos Martinez Exec. VP-Genl. Mgr Alon Shoval Exec. VP-Exec. Creative Dir. Pablo Buffagni VP-Creative Dir. Lesley Bielby Strategy-HHCC Network Sandy Mayer Interactive Dir. Lillian Kennedy Sr. VP-Media Dir. Ana Rodriguez Dir.-Client Services Kimberly Tebbs VP-Acct. Dir. Laura Semple Strategic Planning Dir. Simon Grendene Art Dir. Karen Treydte Exec. Media Dir. Rich Drouin Sr. Media Planner Cesar Sanchez Assoc. Creative Dir. Elizabeth Sanchez Promo. Acct. Super.

LETTERS TO TOMORROW MUNDO YARIS (YARIS WORLD) Cleveland Clinic is ranked the No. 3 hospital in the nation; yet Mundo Yaris is a world specifi cally designed for young, bi-cultural many Americans do not know this. By tapping into the insight Latinos. A world built on their core values of nontraditionalism, mul- that patients need confi dence at the moment of diagnosis not ticulturalism, experimentalism and creativity. There they could ex- six months later, the campaign spoke to the genuine hope that plore Toyota’s fresh new sub-compact, Yaris, as well as themselves. Cleveland Clinic instills in its patients. This campaign not only con- The hub of this campaign is MundoYaris.com, a micro-world where nects with consumers emotionally, it also offers participation in a each campaign element – from print to promotions to events growing community that has the confi dence to write letters and – could be accessed. Within the fi rst two months of launch, Yaris share their stories for a better tomorrow. went from a complete unknown to the most recognized entry- level sub-compact among the Hispanic community, with a No. 1 market share.

48 2007 EFFIE AWARDS

2277157_L01_P4877157_L01_P48 4848 55/15/07/15/07 111:41:091:41:09 PM 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: conﬁ dence.

So we’re looking forward to tomorrow. And the day after that.

And the day after that.

Thank you, Cleveland Clinic, for having the conﬁ dence in us.

And congratulations on winning an Efﬁ e.

622 Third Avenue New York, NY 10017

277157_L01_P49 49 5/15/07 8:33:23 PM HISPANIC SILVER WINNER HISPANIC BRONZE WINNER

California Milk Clorox Processor Board

THE CLOROX CO. CALIFORNIA MILK PROCESSOR BOARD Tarang Amin VP-Mktg. Steve James Pres. Beata Grabowski Mktg. Dir. Lynn Adachi Ofﬁ ce. Mgr. Lisa Hauswirth Mktg. Mgr. Kyra Zeroll Mktg. Mgr.

DIESTE HARMEL & PARTNERS GRUPO GALLEGOS Aldo Quevedo Pres.-CCO Favio Ucedo Prin.-Creative Dir. Carlos Tourne Exec. Creative Dir. Juan Oubina Creative Dir. Patricia Martinez Assoc. Creative Dir. Veronica Orosco Strategic Planner Diego Duprat Copywriter Arlin Morales Acct. Exec. Larissa Acosta Planning Dir. Ken Deutsch Media Dir. Pedro Mascaro Acct. Dir.

SWEET WORLD TOMA LECHE (DRINK MILK) The objective was to reduce brand gaps in the Hispanic market vs. The Califonia Milk Processor Board was facing negative to fl at general market in areas such as brand awareness, key attributes, sales. The challenge was to fi nd a different way of looking at milk category share. This campaign illustrates how to a toddler every- with an audience that felt there was nothing more to milk than day objects and surfaces can be as appealing as candy as they calcium. The Hispanic mom was introduced to the new “Toma explore their world. Clorox disinfecting products help mom keep Leche” campaign. The campaign showcased secret societies that her home healthy for her children by killing germs that cause illness. did extraordinary things thanks to the power of milk. The The brands featured in the campaign exceeded their category campaign resulted in halting the sales’ decline and reached the share goals and, in one year, made signifi cant progress against same awareness levels of the previous campaign of 11 years after their three-year awareness and key attributes goals. only three months.

50 2007 EFFIE AWARDS

2277157_L01_P5077157_L01_P50 5050 55/15/07/15/07 111:41:301:41:30 PM 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

2277157_L01_P5177157_L01_P51 5151 55/15/07/15/07 8:33:388:33:38 PMPM HISPANIC BRONZE WINNER HOUSEHOLD FURNISHINGS & APPLIANCES SILVER WINNER

McDonald’s of Chicagoland Ikea & Northwest Indiana

McDONALD’S OF GREATER CHICAGO REGION IKEA NORTH AMERICA Maria Lovera Dep. Mktg. Mgr. Michael Hay Creative Strategist

LEO BURNETT USA DEUTSCH INC. John Condon CCO Linda Sawyer CEO Mark Tutssel Dep. CCO Val DiFebo Pres. John Montgomery Exec. VP-Exec. Creative Dir. Matt Dowshen Sr. VP-Group Acct. Dir. John Hansa Sr. VP-Creative Dir. Eve Kornblum Sr. VP-Exec. Producer Tony Katalinic Creative Dir. Diana Hong VP-Assoc. Creative Dir. Bridget McHugh Producer Eric Rojas Art. Dir. Camille Beauﬁ ls Acct. Exec. Mike Leibowitz Copywriter Vanessa Carr Asst. Acct. Exec. Jason Ashlock Copywriter

OMD WORLDWIDE N’VISION

ARC WORLDWIDE

LAPÍZ USA Maru Bernal Art. Dir. Gloria Dusenberry Copywriter

COFFEE CUSTOMIZATION EVERYDAY FABULOUS McDonald’s launched its new coffee nationally in March. Stores Ikea decided to take a stand against the International Contem- serving Hispanics in Chicago knew this was a tough sell locally. porary Furniture Fair to boost awareness and brand perception Recently Starbucks and Dunkin’ Donuts doubled their outlets. Cof- in New York City. Using guerilla installations of furnishings around fee is very important to Hispanics, a growing segment in Chicago. the city, like couches in bus shelters, the campaign demonstrated The campaign objective was to increase Chicago Hispanic coffee how good design can make every day better. Mainstream press units and sustain them after the launch period. Creative high- and blogger mentions resulted in millions of positive consumer lighted a local initiative of adding cream and sugar. This resulted impressions for no media spend. in coffee units to Chicago Hispanics 19% higher than national comparable stores, and the competition has tried to counter.

52 2007 EFFIE AWARDS

2277157_L01_P5277157_L01_P52 5252 55/15/07/15/07 111:41:451:41:45 PM 53

277157_L01_P53 53 5/15/07 8:33:50 PM HOUSEHOLD SUPPLIES & SERVICES GOLD WINNER HOUSEHOLD SUPPLIES & SERVICES SILVER WINNER

Brawny Tide

GEORGIA PACIFIC PROCTER & GAMBLE Rob Lorys VP-Mktg. Services Kevin Burke Mktg. Dir.-Tide N. Amer. Steven Sage VP-Mktg.-Towel/Napkin Julie Wofﬁ ngton Assoc. Mktg. Dir. Derek Schwendinger Assoc. Mgr. Sally Sarratt Brand Mgr. Binoti Parmar Assoc. Mgr. Suzanne Watson Brand Mgr. Dan Dooley Sr. Mgr.-CRM/eMktg. Peter Carter Advt. Devel.

FALLON WORLDWIDE SAATCHI & SAATCHI Roger Camp Group Creative Dir. Barbara Boyle Sr. VP-Group Creative Dir. Brian DiLorenzo Dir.-Bdcst. Michael Vaughan VP-Assoc. Creative Dir., Art Lachlan Badenoch Group Planning Dir. Neil Levin VP-Assoc. Creative Dir., Copy Eric Frost Creative Dir. Lea Ladera Art Dir. Chris Lawrence Group Acct. Dir. Sara Rose Copywriter

EDELMAN PR

CRITICAL MASS

ASPEN MARKETING

ZENITH MEDIA

BRAWNY ACADEMY KNOWS FABRICS BEST Paper towels and Hollywood? Conventional thinking would have After ﬁ ve years without a campaign and with the brand facing you believe that the two simply don’t mix – especially in a low- increasing competition and a consumer value issue, Tide needed involvement and highly commoditized category such as paper to become more relevant in the hearts and minds of women. To towels. But challenging existing category conventions and engag- achieve objectives, the brand broke away from laundry-based ing consumers on a deeper level is exactly what Brawny set out conventions by showing women that Tide makes a difference in to do with Brawny Academy, an online reality series created to something they truly care about – the clothes and fabrics that help women by helping their men become better, more proactive, touch their lives. This campaign, based around insights about wom- more compassionate husbands. en and their fabrics, introduced a modern design for the brand and launched in TV, print, interactive and cause-related efforts.

54 2007 EFFIE AWARDS

2277157_L01_PALL.v2.indd77157_L01_PALL.v2.indd 5454 55/17/07/17/07 4:37:384:37:38 PMPM Before the Effie After the Effie

Saatchi & Saatchi congratulates Tide on another Effie win.

2277157_L01_P5577157_L01_P55 5555 55/15/07/15/07 88:33:59:33:59 PM INTERNET PRODUCTS & SERVICES GOLD WINNERINTERNET PRODUCTS & SERVICES BRONZE WINNER

Comcast CareerBuilder.com

COMCAST CAREERBUILDER.COM Marvin Davis CMO Matt Ferguson CEO John Young VP-Advt. Richard Castellini VP-Consumer Mktg. Dustin Hayes Dir.-Advt. Cynthia McIntyre Sr. Dir.-Advt. Sherri Davis Mgr. Chu Chang Mktg. Coord.

GOODBY, SILVERSTEIN & PARTNERS CRAMER-KRASSELT Hamish Chandra Planning Dir. Karen Seamen Exec. VP-Genl. Mgr. Claudine Murphy Group Planning Dir. Marshall Ross CCO Aaron Kennedy Acct. Mgr. Louis Slotkin VP-Group Acct. Dir. Brian McPherson Group Acct. Dir. Barb Werner VP-Group Planning Dir. Jamie Barrett Creative Dir. David Estoye Art Dir. John Reid Copywriter

THE SLOWSKYS STREET TEAMS The race to get high-speed internet subscribers was heating up; With the innovative use of street teams, CareerBuilder looked be- the category was full of mud-slinging messages; and Comcast’s yond traditional communications and created a highly engaging product was nearly three times the cost of the competition’s. This way for consumers to interact with the brand. Street team mem- is the story of how Comcast entered the fray and built value for its bers were dressed in ridiculous costumes such as giant plungers, high-speed internet offering with advertising that disarmed and giant tape dispensers and giant pairs of underpants. The teams endeared people. It not only prevented current customers from – designed to spark a brief empathetic connection with consumers leaving the brand but resulted in record growth in new subscribers. – 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.

56 2007 EFFIE AWARDS

2277157_L01_P5677157_L01_P56 5656 55/15/07/15/07 11:42:0511:42:05 PMPM LEISURE PRODUCTS GOLD WINNER LEISURE PRODUCTS SILVER WINNER

Nike Hallmark

NIKE USA HALLMARK CARDS Todd Pendleton U.S. Assoc. Advt. Dir. Jenny Lee Brand Mgr. Slate Olson U.S. Sr. Advt. Mgr. Ann Herrick Corp. Synergy Integrated Mktg. Mgr. Ira Stolzer VP-Integrated Consumer Mktg. Ellen Junger Sr. VP-Mktg.

WIEDEN+KENNEDY LEO BURNETT USA Katie Allen Acct. Exec. Tim Pontarelli Exec. Creative Dir. Karin Knutson Sr. Acct. Planner Pippa White Art Dir. Mira Kaddoura Art Dir. Karla Flannery Acct. Dir. Sheena Brady Copywriter Pinsuda Sagooleim Acct. Exec. Alberto Ponte Assoc. Creative Dir. Jim Stallman Sr. VP-Design Dir. Reme DeBisschop Assoc. Media Dir. Bob Harley VP-Exec. Producer Emily Leonard Media Super. Teri Fildey Acct. Super. STARCOM WORLDWIDE

I FEEL PRETTY USE MUSIC With women’s sports participation on the rise and increased com- Hallmark faced the daunting reality that the 15-year erosion of petitive pressures from Adidas and Under Armour, Nike wanted to the greeting card category was not going to turn around by itself. re-ignite its women’s business. Maria Sharapova’s appearance at Something needed to be done to resuscitate the greeting card the 2006 U.S. Open was a perfect platform for creating national category. The big idea: iTunes meets Hallmark. This campaign attention for Nike. “I Feel Pretty” struck a cord by championing an proved that a bit of entertainment, whether amp-ed up or offbeat attitude women could rally behind - the ability to ignore naysayers and goofy, can help you express yourself, something Hallmark has and critics and focus on goals. The campaign prompted increases always done but now with a voice from the 21st century. Song in web trafﬁ c, sales and brand involvement not to mention an cards fueled a 10% increase in sales of everyday cards compared article or two. to a year earlier.

2277157_L01_P5777157_L01_P57 5757 55/15/07/15/07 11:42:1011:42:10 PMPM LEISURE PRODUCTS SILVER WINNER MEDIA COMPANIES GOLD WINNER

Nike Bauer TLC

NIKE BAUER HOCKEY THE LEARNING CHANNEL Chris Zimmerman Pres.-CEO David Abraham Exec.VP-Genl. Mgr. Chris Lindner VP-Global Mktg. Derek Koenig Sr. VP-Mktg Ed Saunders U.S. Brand Mktg. Mgr. Neile Hartman Dir.-Mktg. Strategy Steve Jones Global Comm. Mgr. Doug Seybert Dir.-Mktg. Strategy Darryl Hughes Canadian Mktg. Mgr. Amy Winter Creative Dir.

OLSON THE MARTIN AGENCY Bob Molhoek VP-Bus. Strategy Ofﬁ cer Christopher Mumford VP-Mgmt. Super. Arturo Mendiola Sr. Acct. Exec. Sarah Burgess Acct. Super. Andrew Donlan Acct. Exec. Kathy Cho Acct. Coord. Steve Knapp Media Dir. Katherine Wintsch VP-Sr. Strategic Planner Jen Hale Media Strategist Mike Hughes Pres.-Mngng. Part. Creative Dir.

PHD

CREW CREATIVE AGENCY

BE THE ONE LIFE LESSONS To combat an all-out assault from Reebok, Nike made an TLC’s ad sales and ratings were down, and viewers were emotion- unprecedented move by creating the Nike Bauer brand. Bauer, ally disconnected from the network. With the heyday of “Trading a long–established hockey company, was the ﬁ rst brand to share Spaces” long gone, viewers and ad buyers weren’t sure what TLC the Nike name and logo. This campaign helped establish the new stood for any more. TLC needed a new identity. With this campaign, brand’s credibility among hockey–crazed kids. a new lifestage and strategic platform were created that would deﬁ ne 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.

58 2007 EFFIE AWARDS

2277157_L01_P5877157_L01_P58 5858 55/15/07/15/07 8:34:128:34:12 PMPM MEDIA IDEA SILVER WINNERS

KTRS McDonald’s Restaurants

KTRS McDONALD’S USA Tim Dorsey Pres. Craig Unger Station Mgr.

SCHUPP CO. DDB SEATTLE Corey Lawson Acct. Exec. John Livengood Exec. VP-Exec. Creative Dir. Anthony Simmons Sr. Writer Scott Manning Sr. VP-Acct. Group Dir. Mike Conway Assoc. Creative Dir. Eric Gutierrez Creative Dir. Jim Mayﬁ eld Sr. VP-Creative Dir. Shaun Stripling Assoc. Strategy Dir. Brett Siemen Sr. Art Dir. Matt Gilmore Copywriter Matt Grifﬁ n Acct. Super. Kelly Showalter Sr. Production Mgr.

OMD SEATTLE Teri Bauer Genl. Mgr. Katie Bergerud Assoc. Dir.-Strategy

ST. LOUIS CARDINALS – MISSING BIRDS WE’RE UP WHEN YOU’RE UP In an unusual use of outdoor, the St. Louis Cardinal/KTRS’ campaign The unusual afﬁ nity between an “open 24 hours” promotion and created a deafening buzz. After 52 years of being broadcast on “don’t drink and drive” message afforded an opportunity for Mc- KMOX, Cardinal’s games moved to 550 KTRS, a move the new Donald’s to demonstrate community commitment while increasing station wanted to communicate. To do so, six pairs of sequential late night store trafﬁ c. Bar coasters, free rides home in a pimped-out outdoor boards were secured throughout the city. The lead board cab, even Ronald’s wallet as collateral provided multiple campaign was a Cardinals’ board and the following board was a KTRS board. touches in and around late night hot spots in order to reach young The message evolved throughout the campaign to create one adults in their “I’m lovin’ it” moments. These ideas and environments cohesive message between the two boards. were chosen because who needs McDonald’s more at 2 a.m. than people in need of sobering up?

2277157_L01_P5977157_L01_P59 5959 55/15/07/15/07 8:34:188:34:18 PMPM NEW PRODUCT OR SERVICE GOLD WINNER NEW PRODUCT OR SERVICE SILVER WINNER

Philips Norelco Saturn

PHILIPS DAP NORTH AMERICA GENERAL MOTORS Bob Baird Pres.-CEO Dave Smidebush Dir.-Mktg. Arjen Linders VP-Mktg. David Kozaria Advt. Mgr. Elwin DeValk VP-Mktg. Scott McLaren Advt. Mgr. Zdenek Kratky Brand Mgr. Matt Armstrong Car Segment Mktg. Mgr. Michelle Schwartz Assoc. Brand Mgr.

DDB NEW YORK GOODBY, SILVERSTEIN & PARTNERS Catherine East Acct. Dir. Claudine Cheever Group Dir.-Brand Strategy Joanna Schwab Sr. Brand Planner Brian Dunbar Group Acct. Dir. Scott Ginsberg Copywriter Ted Florea Sr. Brand Strategist January Vernon Art Dir. Jennifer Fox Acct. Dir. Ted Manger Group Planning Dir. Dan Goldstein Dir-Planning

GM PLANWORKS Lisa Ann Rocha Media Dir.

TRIBAL DDB NEW YORK

CARAT USA

MANNING SELVAGE & LEE

BODYGROOM SATURN SKY LAUNCH To successfully launch its new electric razor, Bodygroom, designed The 2006 launch of the Sky roadster offered Saturn the chance to to shave and trim body hair, Philips Norelco had to get guys talking enter the sports car category and reenergize the Saturn brand about the uncomfortable subject of male body grooming. Without – without abandoning the core values that had made Saturn great. a budget to support traditional media, Philips Norelco needed a A combination of reﬁ ned targeting, innovative launch strategies big viral idea to take body grooming from a private act to a public and a powerful brand idea announced that Saturn had found topic. To meet aggressive sales goals with a budget under $375,000, a new path. The result was the fastest-selling car of 2006 and a Philips Norelco had to take body grooming out of the closet. launch campaign that exceeded ambitious goals, brought new people into the Saturn fold and reinvigorated the brand. “Like always. Like never before.”

60 2007 EFFIE AWARDS

277157_L01_P60 60 5/16/07 12:04:26 AM NON-PROFIT, PRO BONO & PUBLIC SERVICEGOLD WINNER NON-PROFIT, PRO BONO & PUBLIC SERVICE SILVER WINNER

Montana Meth Project Remember Segregation

MONTANA METH PROJECT REMEMBERSEGREGATION.ORG Tom Siebel Founder Peg Shea Exec. Dir.

VENABLES BELL & PARTNERS DDB SEATTLE Greg Bell Creative Dir. John Livengood Exec. VP-Exec. Creative Dir. Paul Venables Creative. Dir. Eric Gutierrez Creative Dir.-Copywriter Lucy Farey-Jones Dir.-Brand Strategy Jason Stanﬁ eld Assoc.Creative Dir.-Art Dir. Tavia Holmes Art Dir. Ray Page Assoc. Creative Dir.-Art Dir. Aaron Stern Copywriter Heather Long Art. Dir. Ray Andrade Art Dir. Keith Anderson Sr. Copywriter James Robinson Copywriter Matt Gilmore Copywriter Ashley Arrasmith Brand Strategist Kelly Showalter Sr. Production Mgr. Chris Garces Production Group Mgr. OMD WORLDWIDE Dan Miller Acct. Dir.

WIRESTONE

NOT EVEN ONCE REMEMBER SEGREGATION The Montana Meth Project serves one clear purpose: to discour- Memory of Dr. Martin Luther King Jr. and the civil rights struggle in age teens 12-17 in the state of Montana from trying meth even the U.S. has been fading. The goal was to revive a visceral con- once. The objectives were to help prevent fi rst-time use while also nection to the civil rights era and engage people in the reason spurring a dialogue among the community about a meth epi- for honoring the legacy of Dr. King. The solution, the world’s fi rst demic. The campaign resulted in unprecedented awareness, a segregated advertising campaign, allows the audience to ex- heightened education among teens about the dangers of trying perience discrimination fi rsthand and feel the sting of “separate meth even once and a dialogue that reached far beyond the but equal.” state of Montana. In fact, it has now been recognized by the White House as a model for the nation.

2277157_L01_P6177157_L01_P61 6161 55/15/07/15/07 8:34:298:34:29 PMPM NON-PROFIT, PRO BONO & PUBLIC SERVICE BRONZE WINNER PACKAGED FOOD SILVER WINNER

Ad Council Dropout Prevention Nature Valley

AD COUNCIL GENERAL MILLS Penny Schildkraut VP-Campaign Dir. Beth Brady VP-Dir. Heidi Arthur Sr. VP-Campaign Mgmt. Martin Abrams Mktg. Mgr. Amanda Samponaro Asst. Campaign Mgr. Clare Kanter Assoc. Mktg. Mgr. Kristin Hajinlian Campaign Mgr. Judy Bowman Dir. Sarah Turley CI Mgr. Rick Hosﬁ eld VP-Advt.

JWT CAMPBELL MITHUN Ed Evangelista Exec. Creative Dir. Mike Nelson Exec.VP-Global Acct. Dir. Chris D’Rozario Exec. Creative Dir. Shawne Murphy Robert Rasmussen Creative Dir. Johnson Sr. VP-Group Mgmt. Super. Kevin Wilson Producer Amy Rooker VP-Dir. of Integration Alison Hillhouse Acct. Mgr. Tom McCarthy Assoc. Media Dir.

MRM PARTNERS WORLDWIDE

BOOSTUP WHERE’S YOURS To tackle the issue of dropout prevention, students needed to be Nature Valley Granola Bars launched in 1975 inventing the “better- shown as potential graduates not potential dropouts. Ten at-risk for-you” snack category. By 2005, Kellogg’s was nipping at Nature kids were given cameras to document their experiences in strug- Valley’s heels, and Nature Valley had to ﬁ nd a way to deepen its gling to graduate as a tribute to their efforts to stay in school. The relationship with its consumers. That way was to go beyond the reality of their stories gave this cause a real voice and identity, functional, natural energy beneﬁ t that Kellogg’s was encroaching increasing the chances of media coverage. The campaign ex- upon and elevate the brand to an emotional level. This campaign ceeded its goals of generating a 400% increase in broadcast TV is an inspirational call-to-action to get consumers out into their media detections and tripling the amount of time teens across special place in nature. Through this campaign, Nature Valley be- America spent with the issue. comes the catalyst for these journeys.

62 2007 EFFIE AWARDS

2277157_L01_P6277157_L01_P62 6262 55/15/07/15/07 11:42:4311:42:43 PMPM PACKAGED FOODSILVER WINNER PACKAGED FOOD BRONZE WINNER

Slim–Fast Hebrew National

SLIM-FAST FOODS CO. CONAGRA FOODS Terry Olson VP-Genl. Mgr., Brand Devel. Tom Bartley Dir.-Mktg. Ginnie Blake West Brand Devel. Dir. Paula Ford Brand Mgr. Barry Schwartzblatt Dir.-Consumer & Mkt. Insights Robin Reeves Integrated Mktg. Mgr. Lisa Trombone Sr. Mgr.-Consumer & Mkt. Insight Donna Barker Mktg. Dir.

OGILVY & MATHER ONESEVEN Darren Kapelus Sr Part.-Exec. Group Dir. Leslie Goldman Creative Dir.-Writer Jackie Leak Sr. Part.-Creative Dir Enza Mullen Creative Dir.-Art Dir. Debra Fried Sr. Part.-Creative Dir. Ann Morton Group Acct. Dir. Melissa Schulz Sr. Part.-Acct. Dir. Sherri Levy Producer Joseph Frydl Part.-Planning Dir. Dave Maly Creative Dir.

MINDSHARE BRIDGE WORLDWIDE Jodi Schmidtgoesling Assoc. Acct. Dir. Randy Limes Acct. Exec.

MEDIACOM

BEYOND INTERACTIVE

TUMMIES NO IFS, ANDS OR BUTTS Having lost over 50% of its franchise from 2002 to 2005 and 29% of its In a world of increasing demand for purer, more organic foods, share of shelf, Slim-Fast wrote off approximately $1 billion. Aiming to hot dogs were losing their luster. All because of an (erroneous) prove the brand’s vitality to dieters, retailers and Unilever shareholders, consumer perception that hot dogs are made with mystery meat. this campaign broke from weight loss clichés, championing healthy, Hebrew National, a regional kosher brand, saw an opportunity to realistic weight and weight loss. Increasing brand credibility by 400%, expand the brand’s appeal to a broader audience by reassuring the campaign re-engaged customers and inspired the key distributor moms that Hebrew National kosher franks meet, even exceed, to keep Slim-Fast on shelf. Slim-Fast Optima became the best-selling their standards for better eating. The story was quite simple: Only new product of 2005; sales per sku increased; and Slim-Fast stemmed the best cuts of meat from the best parts of the cow - “No ifs, a sales decline by $81.4 million. ands or butts.”

2277157_L01_P6377157_L01_P63 6363 55/15/07/15/07 11:42:5211:42:52 PMPM PET CARE GOLD WINNER PET CARE SILVER WINNER

Pedigree Fresh Step

MARS PET CARE THE CLOROX CO. Rob Leibowitz VP-Mktg. Jon Balousek Dir.-Mktg. Chris Jones Genl. Mgr. Mira Kim Mktg. Dir. John Anton Brand Mgr. Tracey Lessin Mktg. Mgr.

TBWA\CHIAT\DAY DDB SAN FRANCISCO Corey Mitchell Mngng. Director.-Acct. Services Lisa Bennett CCO Margaret Keene Assoc. Creative Dir. Perry Portugal Creative Dir. Chris Adams Assoc. Creative Dir. Kelly Colchin Art Dir. Rob Schwartz Exec. Creative Dir. Brett Landry Copywriter Carisa Bianchi Pres. Stacey Grier Chief Strategy Ofﬁ cer Cathy Saidiner Masterfoods Acct. Dir. Dave Wolf Copywriter Brynn Bardacke Pedigree Acct. Dir. Dennis McVey Art Dir.

GREY INTERACTIVE TRIBAL DDB SAN FRANCISCO

CATAPULT MARKETING

WEBER SHANDWICK

PEDIGREE ADOPTION DRIVE LOST LITTER BOX Every year, three million dogs go into shelters but only 1.2 million To create distance from competition, Fresh Step was improved by of them ﬁ nd homes. This campaign raised awareness of dogs in adding carbon to enhance odor control. The campaign needed shelters and gave consumers a way to help them. When consum- to prove to cat owners, a skeptical target about odor control ers bought Pedigree products, Pedigree donated a percentage improvements in litter, that new Fresh Step eliminated odor better of proﬁ ts from every Pedigree product to dog shelters. As a result than any other litter. The idea was to demonstrate that with Fresh of the campaign, Pedigree was able to increase sales and share Step even cats can’t smell their litter box. “Lost Litter Box” was an of market despite the shrinking dog food category. 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.

64 2007 EFFIE AWARDS

2277157_L01_PALL.v3.indd77157_L01_PALL.v3.indd 6464 55/18/07/18/07 11:22:2511:22:25 AMAM 65

277157_L01_P65 65 5/15/07 8:34:56 PM PET CARE BRONZE WINNER REAL ESTATE SILVER WINNER

Cesar Century 21

MASTERFOODS CENTURY 21 Tom Kunz Pres.-CEO Nicole Menard Sr. Mgr.-Advt. & Promo Ken Toumey VP-Brand Mgmt.

BBDO WEST McGARRYBOWEN Crystal Roubadeaux Account Planner Gordon Bowen CCO Yuko Tsuchiya Acct. Dir. John McGarry CEO Nick Bartle Planning Dir. Tricia Defossey Acct. Mngng. Dir. Mike Barti Copywriter Stewart Owen Chief Strategic Ofﬁ cer Heward Jue Art Dir. John Kenney Creative Dir. Jim Lesser Creative Dir. Sid Brown Acct. Super. Rick Knief Dir.

MEDIACOM U.S.

WRITTEN PROMISES AGENTS OF CHANGE In 2006, Cesar faced increased competition within the single-serve As the housing market went from boom to a transition market, segment and negative consumer perceptions of wet feeding. Century 21 needed to break through the clutter, increase brand Aiming to own the small dog relationship, Cesar aimed to lever- awareness measures over Re/Max and boost the amount of traffi c age the consumer need to reciprocate the unconditional love to century21.com as well as increase consumer leads to its affi li- that small dogs give them. The campaign idea is “Love them back ated brokers. By presenting realistic and emotional situations, this with Cesar canine cuisine.” This provides a strong call to action campaign became a rallying cry. The campaign resulted in 46% and positions Cesar as a way to return love. Within three months of brand awareness increase, improved visitor traffi c to century21. launch, Cesar’s awareness had doubled (IPSOS) and sales share com and increased consumer leads ranging from 185% to 224% had reached an all–time high of 15.2% (IRI). for the entire system of brokers.

66 2007 EFFIE AWARDS

277157_L01_P66 66 5/15/07 11:43:11 PM THEMCGARRYBOWENFAMILY

THEMCGARRYBOWENFAMILY

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277157_L01_P67 67 5/15/07 8:35:05 PM REAL ESTATE BRONZE WINNER RENAISSANCE SILVER WINNER

Pointe West Klondike Bar

CENTEX DESTINATION PROPERTIES UNILEVER NORTH AMERICAN ICE CREAM Stacey Berndt VP-Mktg., Central Div. Dan Hammer VP-Mktg. Julio Del Cioppo Dir.-Novelties Shari Antonissen Brand Mgr.

FIREHOUSE CAMPBELL MITHUN Mark Hall Pres.-Founder Rick Gibson Exec. VP-Exec. Creative Dir. Greg Goyne Prin.-Acct. Mgmt. Craig Miller Sr. VP-Exec. Creative Dir. Steve Smith Prin.-Acct. Planning Shari Fineman VP-Assoc. Creative Dir.,Writer Kim Thornton Acct. Super. Kitty Thorne VP-Assoc. Creative Dir., Art James Helms Assoc. Creative Dir. Don Kvam Exec.VP-Group Mgmt. Super. Jason Fox Copywriter Talis Lin Acct. Exec. Nick Richman VP-Assoc. Dir., Acct. Planning

MINDSHARE

THE SECRET COAST WHAT WOULD YOU DO FOR A KLONDIKE BAR? This campaign was developed to reenergize consumer interest in Every day, people do little things in life that surprise and delight destination properties, speciﬁ cally Pointe West, as well as to neu- those around them. They deserve the big, satisfying everyday re- tralize low perceptions of this property’s location in Galveston, Tex. ward. They deserve the amazing taste of a Klondike bar. The ob- The campaign exceeded objectives in lead generation. jective 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.

68 2007 EFFIE AWARDS

2277157_L01_P6877157_L01_P68 6868 55/15/07/15/07 11:43:2011:43:20 PMPM Change has taken root.

When you’re printing with Th e L. P. Th ebault 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-certifi cation through Smartwood™, membership in Ceres, and signifi cant purchases of renewable energy to power our presses refl ect 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 Eﬃ e community for recognizing ideas that work.

2277157_L01_P69.v1.indd77157_L01_P69.v1.indd 1 55/16/07/16/07 11:51:5411:51:54 AMAM RENAISSANCE BRONZE WINNER RETAIL GOLD WINNER

NASDAQ eBay

NASDAQ EBAY John Jacobs Exec. VP-CMO Bill Cobb Pres.-eBay N. Amer. Kate Stonehouse VP-Mktg. Gary Briggs CMO Christine Lynn Dir.-Brand Advt. Kevin McSpadden Sr. Dir.-Brand Mktg. Mark Dillingham Interim Mktg. Mgr. Lisa Carey Sr. Mgr.-Advt.

McKINNEY BBDO Denis Budniewski Group Acct. Dir. David Lubars CCO-Chrmn., BBDO N. Amer. David Baldwin Exec. Creative Dir. Jeff Mordos COO-BBDO New York & N. Amer. Walker Teele Mgmt. Super. Jim Santora Sr. VP-Sr. Acct. Dir. Katie Beaudin Acct. Super. Greg Hahn Exec. Creative Dir. Jeremy Holden Dir.-Acct. Planning Nick Bartle Exec. VP-Dir. of Planning Liz Paradise Group Creative Dir. Kara Goodrich Sr. Creative Dir.

OMD WORLDWIDE

AGENCY.COM

LISTED ON NASDAQ IT It seemed that as quickly as NASDAQ’s growth fueled the dot- The very thing that made eBay famous was threatening its future boom, NASDAQ became the poster child for the dot-bust. By the success. People saw eBay as a great place to buy hard-to-fi nd, time this campaign launched, public companies had lost more collectible items but did not think of it for the more ordinary, eve- than half their value. And as a result, stock markets had lost sub- ryday items that represented the real growth in ecommerce. In- stantial credibility. In perhaps one of the most signifi cant brand cessant pop culture references merely amplifi ed this problem and transformations of all time, NASDAQ is back stronger than ever. presented a signifi cant perceptual hurdle for a very modest media Today it is perceived as the industry innovator and the better per- budget to overcome. This highly successful integrated campaign forming stock market for companies and investors alike. broadened perceptions of what could be bought on eBay and helped grow revenue twice as fast as ecommerce.

70 2007 EFFIE AWARDS

277157_L01_P70 70 5/15/07 11:43:28 PM 71

2277157_L01_P7177157_L01_P71 7171 55/15/07/15/07 8:35:328:35:32 PMPM RETAIL SILVER WINNER SMALL BUDGETS GOLD WINNER

Oasys Mobile Montana Meth Project

OASYS MOBILE MONTANA METH PROJECT Aaron Sheedy VP-Online Services Tom Siebel Founder Felicia Ramsey Dir.-Mktg. Peg Shea Exec. Dir.

McKINNEY VENABLES BELL & PARTNERS Rod Brown Mgmt. Super. Greg Bell Creative Dir. Jason Musante Assoc. Creative Dir. Paul Venables Creative. Dir. Matt Fischvogt Assoc. Creative Dir. Lucy Farey-Jones Dir.-Brand Strategy Justin Smith Art Dir. Tavia Holmes Art Dir. Dave Cook Group Creative Dir. Aaron Stern Copywriter Tom Hickey Media Dir. Ray Andrade Art Dir. Cathy Wilson Bdcst. Producer James Robinson Copywriter Lee Maschmeyer Acct. Planner Ashley Arrasmith Brand Strategist

OMD WORLDWIDE

WIRESTONE

PHEROTONES NOT EVEN ONCE The ringtone industry is laden with price-value discrepancies, qual- The Montana Meth Project serves one clear purpose: to discour- ity concerns and consumers who show a general distrust for the age teens 12-17 in the state of Montana from trying meth even companies involved. So how do you pit a little-known ringtone once. The objectives were to help prevent ﬁ rst-time use while also company against the giant telecom carriers and win over an ap- spurring a dialogue among the community about a meth epi- prehensive audience – in 12 weeks and while being outspent 200 demic. The campaign resulted in unprecedented awareness, a to 1? This campaign used pseudoscience, sexual attraction and heightened education among teens about the dangers of trying a Danish doctor to create a viral phenomenon that generated meth even once and a dialogue that reached far beyond the over six million PR impressions and led to a 90% increase in sales. state of Montana. In fact, it has now been recognized by the White All with only $100,000. House as a model for the nation.

72 2007 EFFIE AWARDS

2277157_L01_P7277157_L01_P72 7272 55/15/07/15/07 11:43:5011:43:50 PMPM SMALL BUDGETS SILVER WINNER SMALL BUDGETS BRONZE WINNER

Philips Norelco Oasys Mobile

PHILIPS DAP NORTH AMERICA OASYS MOBILE Bob Baird Pres.-CEO Aaron Sheedy VP-Online Services Arjen Linders VP-Mktg. Felicia Ramsey Dir.-Mktg. Elwin DeValk VP-Mktg. Zdenek Kratky Brand Mgr. Michelle Schwartz Assoc. Brand Mgr.

DDB NEW YORK McKINNEY Catherine East Acct. Dir. Rod Brown Mgmt. Super. Joanna Schwab Sr. Brand Planner Lee Maschmeyer Acct. Planner January Vernon Art Dir. Jason Musante Assoc. Creative Dir. Scott Ginsberg Copywriter Matt Fischvogt Assoc. Creative Dir. Jennifer Operowsky Acct. Super. Justin Smith Art Dir. Dave Cook Group Creative Dir. Christina Yarborough Acct. Exec. Julie Greehouse Media Super.

TRIBAL DDB NEW YORK

CARAT USA

MANNING SELVAGE & LEE

BODYGROOM PHEROTONES To successfully launch its new electric razor, Bodygroom, designed The ringtone industry is laden with price-value discrepancies, quality to shave and trim body hair, Philips Norelco had to get guys talk- concerns and consumers who show a general distrust for the coming about the uncomfortable subject of male body grooming. panies involved. So how do you pit a little-known ringtone company Without a budget to support traditional media, Philips Norelco against the giant telecom carriers and win over an apprehensive needed a big viral idea to take body grooming from a private act audience – in 12 weeks and while being outspent 200 to 1? This cam- to a public topic. To meet aggressive sales goals with a budget paign used pseudoscience, sexual attraction and a Danish doctor to under $375,000, Philips Norelco had to take body grooming out create a viral phenomenon that generated over six million PR impres- of the closet. sions and led to a 90% increase in sales. All with only $100,000.

2277157_L01_P7377157_L01_P73 7373 55/15/07/15/07 11:43:5511:43:55 PMPM SNACKS, DESSERTS & CONFECTIONS SILVER WINNERS

Goldﬁ sh Mayﬁ eld Dairy Farms

PEPPERIDGE FARM MAYFIELD DAIRY FARMS Michael Simon VP-Genl. Mgr.,Snacks Mary Williams Genl. Mgr., Dean Foods Southeast Stephen White VP-Youth Snacks Scottie Mayﬁ eld Pres. Patsy Fox Group Mktg. Mgr.-Snacks Innovation Alan Owen Mktg. Mgr. Olesia Matijcio Group Mgr.-Youthful Snacks Bridgett Raper PR Dir. Connie Olsen Dir.-Brand Devel. & Comm. Robbie Roberts VP-Sales Amy Sleep Sr. Group Mktg. Mgr. Paul Alexander VP-Global Advt. Services Campbell Soup Co. Kevin Parham Dir.-Global Advt. Services Campbell Soup Co.

Y&R THE JOHNSON GROUP Adam Konowitz Sr. VP-Acct. Dir. Roger Vaughn Creative Dir.-Part. Maria McHugh Exec. VP-Dir. of Insights & Planning Chris Jones Art Dir. Rachel Daigh Media Dir. Alice Ailey Acct. Super. Alana Stephenson Project Mgr.

MEDIAEDGE:CIA

FINN AND FRIENDS FLAVOR DECISION ‘06 Goldfi sh was a minnow in an ocean of snack brands. Outspent Into a fi ercely-competitive ice cream category known for aggressive 4-to-1 by competitors such as Frito-Lay, the brand had to fi nd a price promotions, Mayfi eld Ice Cream launched four new fl avors with- new way to punch above its weight. Not only did the new Goldfi sh out the benefi t of discounting – and into a freezer case fl ooded with campaign boost sales, but within just three months, the brand competing new fl avors. To meet the challenge, the agency created a outpaced competition by four times. Sales increased 31% vs. a coordinated “election” campaign of sampling, online voting and multi- year ago in July. The new communication model helped recon- media advertising. The campaign enabled Mayfi eld to post record sales nect with tweens and gain affi nity. of the new fl avors – enough to justify adding two as permanent SKUs while maintaining overall Mayfi eld Ice Cream sales in a down market.

74 2007 EFFIE AWARDS

2277157_L01_P7477157_L01_P74 7474 55/15/07/15/07 11:44:0211:44:02 PMPM SNACKS, DESSERTS & CONFECTIONSBRONZE WINNER SUSTAINED SUCCESS GOLD WINNER

Klondike Bar BP

UNILEVER NORTH AMERICAN ICE CREAM BP AMERICA Dan Hammer VP-Mktg. Dave Welch Dir.-BP Brand Comm.,Comm. & Julio Del Cioppo Dir.-Novelties Ext. Affairs Shari Antonissen Brand Mgr. Kathy Leech Dir.-U.S.Brand Comm.,Comm & Ext. Affairs Pat Wright VP-Govt. & Public Affairs David Bickerton Mgr.-Group Comm. Mark Ware Group VP-Comm. & Ext. Affairs CAMPBELL MITHUN OGILVY & MATHER Rick Gibson Exec. VP-Exec. Creative Dir. David Fowler Sr. Part.-WW Creative Dir. Craig Miller Sr. VP-Exec. Creative Dir. Ken Shuldman Sr. Part. Creative Dir. Shari Fineman VP-Assoc. Creative Dir.,Writer KJ Bowen Sr. Part.-Creative Dir. Kitty Thorne VP-Assoc. Creative Dir.,Art Patrick Collins Sr. Part.-WW Client Serv. Dir., BP N. Amer. Don Kvam Exec.VP-Group Mgmt. Super. Lily Pu Sr. Part.-WW Planning Dir. Talis Lin Acct. Exec. Nick Richman VP-Assoc. Dir., Acct. Planning

MINDSHARE MINDSHARE

WHAT WOULD YOU DO FOR A KLONDIKE BAR? BEYOND PETROLEUM Everyday people do little things in life that surprise and delight Against a backdrop of skepticism, the world’s second largest those around them. They deserve the big, satisfying everyday re- energy company wanted to be different. This campaign com- ward. They deserve the amazing taste of a Klondike bar. The ob- municates the company’s progressive values in a distinctive, jective was to revitalize the old campaign by moving away from non-glossy way. The campaign asks difﬁ cult questions, invites focusing on celebrities and their quirky behavior and instead to customers into the dialogue, relies on facts instead of hot air, position Klondike as an everyday reward for everyday people. 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.

2277157_L01_P7577157_L01_P75 7575 55/15/07/15/07 11:44:0611:44:06 PMPM SUSTAINED SUCCESS GOLD WINNER SUSTAINED SUCCESS SILVER WINNER

MasterCard Detroit Pistons

MASTERCARD INTERNATIONAL DETROIT PISTONS Larry Flanagan CMO Tom Wilson Pres.-CEO Amy Fuller Group Head-Americas Mktg. Craig Turnbull VP-Brand Mgmt. Chris Jogis VP-U.S. Brand Devel. Marilyn Hauser Sr. VP John Ciszewski Exec. VP-Sales Dan Hauser VP-Corp. Mktg.

McCANN ERICKSON OLSON Richard O’Leary Exec. VP-WW Acct. Dir. Craig Bagno Sr. VP- Group Acct. Dir. Joyce King Thomas Exec. VP-CCO John Kottman Exec. VP Co-Dir. Strategic Planning ToniAnn Bonade Sr. VP-Mgmt. Rep. Pete Jones Sr. VP-Group Creative Dir.

MRM WORLDWIDE Matt O’Rourke Creative Dir.

PRICELESS GOIN’ TO WORK In 1997 when the strategic idea for MasterCard was born, no one Winning back the hearts of disheartened Pistons fans and getting could have predicted how unendingly successful the strategy them back in the seats seemed insurmountable after not deliver- would be. But two critical events in the spring of 2006 are the most ing on promises of victories and all-star players. In this campaign, credible evidence that “Priceless” works not only as a sustained fans were given active role to tie the team back to the city by success of advertising excellence but also as a business tool. A rich asking fans to go to work for their team. “Goin’ to work. Every night” list of business uses shows how “Priceless” has become instrumental became a social contract with the fans. And the fans went to work, to the company, an asset that helped value the company’s initial helping the Pistons lead the NBA in attendance the last three years, public offering and garnered the respect and admiration of both with 136 consecutive sellouts. a corporate and consumer generation.

76 2007 EFFIE AWARDS

Only one word can capture the feeling of winning an Efﬁ e.® MasterCard® is proud to accept

the Sustained Success award and would like to thank everyone who helped make it happen. ®

277157_L01_P77 77 5/15/07 8:36:03 PM SUSTAINED SUCCESSBRONZE WINNER TELECOM SERVICES GOLD WINNER

Diamond Trading Co. Cingular GoPhone

DIAMOND TRADING CO. CINGULAR WIRELESS David Lamb WW Mktg. Dir. Marc Lefar CMO Dominic Brand Dep. Mktg. Dir. Daryl Evans VP-Advt. & Mktg. Comm. Richard Lennox Exec. VP-Global Mktg. Vance Overbey Exec. Dir.-Advt. Colby Shergalis Core Program Mgr. Chad Harris Dir.-B2B Segments Judy Cavalieri VP-Alternative Payment Products

JWT BBDO Claudia Rose Industry Strategy Dir. Mike Teasdale Exec. VP-Exec. Planning Dir. Ty Montague Co-Pres.-CCO Susan Credle Exec. VP-Exec. Creative Dir. Rosemarie Ryan Co-Pres. Rich Wakeﬁ eld Exec. VP-Exec. Creative Dir.-Art Dir. David Sisson Dir.-Mkt. Intelligence Doug Walker Exec. VP-Mgmt. Dir. Kajsa McLaren Acct. Planner Debra von Kutzleben Sr. VP-Group Acct. Dir. Ed Evangelista Senior Part.-Group Creative Dir.

PAST, PRESENT, FUTURE HOW GOPHONE CHANGED THE PARENT-TEEN DYNAMIC To fuel growth in a mature market after 2000, Diamond Trading ON CELL PHONES launched a new product wrapped in a concept that radiated In the powder keg of parent-teen relations, cell phones have signiﬁ cance for all couples: Three diamonds for their past, present become a modern-day ﬂ ashpoint. This campaign shows how and future. This campaign, combining TV to ignite desire and print Cingular GoPhone sales exploded after the phone was posi- to reinforce the product symbolism, exceeded its goal with a 27% tioned as the way to defuse parent-teen tension. growth rate (compounded annually) over six years to take three- stone 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 2007 EFFIE AWARDS

2277157_L01_P7877157_L01_P78 7878 55/15/07/15/07 11:44:2111:44:21 PMPM TELECOM SERVICES SILVER WINNERTELECOM SERVICES BRONZE WINNER

Verizon Wireless Nokia

VERIZON WIRELESS NOKIA MOBILE PHONES John Harrobin VP-Advt. & Digital Media Jo Harlow Sr. VP-Mobile Phones Mktg. Cathie McCloskey Assoc. Dir.-Brand Mktg. Bridget Ahr Dir. Brand Devel. John Stratton CMO-VP Mktg. Corrine Cuthbertson Dir.-Mobile Phones N. Amer. Christine Curtin Mktg. Mgr.-Brand Devel. Angela Solk Dir. Consumer Rsch. & Insights

McCANN ERICKSON GREY WORLDWIDE Stevie Ohler Exec. VP-Exec. Creative Dir. Scott Elser Exec. VP George Dewey Sr. VP-Group Creative Dir. David Low Sr. VP Chris Quillen Sr. VP-Group Creative Dir. Ben Tauber VP-Group Mgmt. Super. Barbara Resua Sr. VP-Exec. Producer Tim Mellors Pres.-CCO, N. Amer. Thom Gruhler Exec. VP-Group Mngng. Dir Bruce Arendash Sr. VP-Creative Dir. Amy Mitchell Sr. VP-Group Dir. Joan Titens Sr. VP-Mgmt. Rep.

MEDIACOM

IT’S THE NETWORK IT’S YOUR LIFE IN THERE After years of exponential growth, the wireless category reached While Nokia had a high level of awareness, over time the brand maturation. While Verizon Wireless and its iconic “can you hear me began to lose momentum, experiencing declining sales and now” message secured brand leadership in voice reliability, com- lost meaning with consumers. The challenge was to create a petitors were encroaching on this positioning. Verizon upped the brand platform that would change the dialogue in the category ante from voice reliability to network superiority, extending the role and reverse the downward trend. This campaign did just that. of the “test man” character to the “leader of the network”– a per- It brought to life a new consumer truth and was delivered in a soniﬁ cation of the company’s technological expertise and breadth way that consumers could connect with. The result: dramatic of capabilities. Communications extended the company’s leader- changes in brand perception and an immediate share lift after ship beyond coverage, and the brand outperformed the competi- seven down quarters. tion, setting historic records in subscriber growth and loyalty.

2277157_L01_P7977157_L01_P79 7979 55/15/07/15/07 11:44:2711:44:27 PMPM TRANSPORTATION SILVER WINNERS

Frontier National Car Rental

FRONTIER AIRLINES NATIONAL CAR RENTAL Diane Willmann Dir.-Advt. Jerry Dow Exec. VP-CMO Susan Madigan Dir.-Advt. Patsy Rey Dir.-Corp. Mktg.

GREY WORLDWIDE FALLON WORLDWIDE Gary Ennis VP-Creative Dir.-Art Dir. Dave Chafﬁ n Acct. Dir. Shawn Couzens VP-Creative Dir.-Copywriter Stuart D’Rozario Creative Dir. Shannon Turner VP-Group Mgmt. Super. Ritchie Emslie Planning Dir. Matthew Flaherty Assoc. Producer Keith Faust Media Services. Dir. Aaron Royer Sr. VP- Assoc. Dir. of Content Production Jenny Grifﬁ th Media Planner Robert Baiocco Exec. VP-Sr. Creative Dir. Alex Leikikh Group Acct. Dir. David Freilicher Exec. VP-Acct. Dir. Samantha Schmitt Acct. Super. THE LACEK GROUP Dan Knudsen Exec. VP-WW Client Service Dir.

FLIP TO MEXICO GREEN MEANS GO For years, Flip the dolphin (one of the talking animals on Frontier’s In a word, this campaign is about speed. The brand embodies plane tails) was sent to frigid Chicago. But all that changed when it. The creative expresses it. And the choice in media reinforces it. Flip publicly declared: “I either go to Mexico, or I quit!” The ensuing This single-mindedness has helped rejuvenate a brand that had four-week campaign (which ended during Superbowl XL) showed suffered through bankruptcy proceedings, declining share and all of Colorado rallying for Flip – with mock newscasts, staged revenue, and attrition in The Emerald Club over the past three protests, 18 TV spots, podcasts, an underground website, online years. Since the campaign started, share is up for the ﬁ rst time in petition and blog. The campaign turned fake news into real news, seven years. Revenue is up. And more than 300,000 new members creating a groundswell of support for Flip, while blurring the line have joined The Emerald Club. between reality and ﬁ ction.

80 2007 EFFIE AWARDS

2277157_L01_P8077157_L01_P80 8080 55/15/07/15/07 11:44:3111:44:31 PMPM TRANSPORTATION BRONZE WINNER TRAVEL, TOURISM & DESTINATION SILVER WINNER

JetBlue Hotels.com

JETBLUE AIRWAYS HOTELS.COM Andrea Spiegel Sr. VP-Mktg. James Crolley Sr. Dir.-Mktg. Jenny Lang Sr. Brand Mgr.

JWT DONER Rosemarie Ryan Co-Pres. John Parlato Exec. VP-Exec. Creative Dir. Ty Montague Co-Pres. Grady Winch Creative Dir. Pilar Cortizo Planning Dir. Ron Harper Creative Dir. Sophie Kelly Bus. Dir. Judy Ratcliffe VP-Acct. Dir. Peter Nicholson Exec. Creative Dir. Kara Slatin Acct. Dir. Jeremy Postaer Exec. Creative Dir. Angie Karpathios Acct. Mgr. Kristina Lenz Acct. Dir. Stephen Hahn-Grifﬁ ths Sr. VP-Strategic Planning & Rsch. Robert Rasmussen Creative Dir. Kevin Weinman Exec.VP-Acct. Mgmt. Dir. Andrew Ault Creative Dir.

MEDIACOM

AMPLIFICATION THE HOTEL EXPERT As JetBlue continues to grow aggressively, the airline’s key chal- As a brand under siege and losing momentum, hotels.com had lenge is to get bigger without becoming “jet big.” The campaign lost its competitive edge as the “cheapest place to book online.” needed to restore JetBlue’s sense of momentum and leadership The big idea was to reposition hotels.com as the only online travel (internally and externally) and support exponential growth without brand truly expert in booking the best hotel room. This overarch- a signifi cant increase in budget, while adhering to JetBlue’s sense ing idea became part of an integrated campaign that helped of value. The campaign not only supported record traffi c at launch increase traffi c to the site by 16% and gross bookings by 33%. and reversed declines in momentum and leadership, it created an invaluable pool of re-useable brand assets that continue to be deployed to date.

2277157_L01_P8177157_L01_P81 8181 55/15/07/15/07 11:44:3511:44:35 PMPM TRAVEL, TOURISM & DESTINATION SILVER WINNER TRAVEL, TOURISM & DESTINATION BRONZE WINNER

Royal Caribbean International Tourism Ireland

ROYAL CARIBBEAN INTERNATIONAL TOURISM IRELAND Matt Cohen Dir.-Mktg. Comm. Fiona Monaghan Mgr.-Advt. & Strategic Planning Kiela Bennett Advt. & Strategic Planning

ARNOLD WORLDWIDE JWT Ron Lawner CCO Jonathan Daly Sr. Part. Global Planning. Dir. (New York) Jay Williams Exec. Creative Dir. Nicolas Piris Acct. Planner (New York) Stephen Potter Creative Dir. Ceara Duffy Acct. Dir. (New York) Caryl Capeci Exec. VP-Group Acct. Dir. Sarah Cochran Acct. Assoc. (New York) Melanie Seaborn VP-Mgmt. Super. Dave Woodall Creative Dir. (London) Kate Walters Acct. Super. Matt Lloyd Creative DIr. (London) Doris Chung Creative Dir. Andy Smith Creative Dir. (London) Ryan Lawson Creative Dir. (London) WEBER SHANDWICK Rene Mack Pres. MINDSHARE MPG

IQ INTERACTIVE Adam Boozer Exec. Creative Dir.

POINTROLL

FREEDOM OF THE SEAS DISCOVER YOUR VERY OWN IRELAND In an effort to dispel consumers’ misperceptions about what Although Ireland historically had attracted more than its fair share cruising is like, this campaign used an upcoming launch of Royal of U.S. tourists, the country’s booming economy had put costs Caribbean’s newest and most innovative ship, Freedom of the on par with major destinations and prospective tourists were Seas, to help consumers understand that cruising is not just for the concerned there was not enough to do. Also, there were fewer newlywed, over-fed and nearly dead. The campaign to support Americans with a direct Irish connection to be leveraged. This the ship’s launch leveraged multiple ofﬂ ine and online channels campaign promoted unexpected activities, with a personal touch, to bring the news of this innovative ship to consumers. Results were that contributed to 650,000 people visiting Ireland in the ﬁ rst eight beyond expectations, making this the most successful ship launch months of 2006, 9% more than the previous year and twice the in Royal Caribbean’s 38-year history. number for the rest of the European Union.

82 2007 EFFIE AWARDS

2277157_L01_P8277157_L01_P82 8282 55/15/07/15/07 111:44:431:44:43 PM 83

277157_L01_P83 83 5/15/07 8:36:31 PM Grand Efﬁ e Judges

JUDGING CHAIR John Butler Nick Brien Mark D’Arcy Alan Dye Co-Creative Director CEO CCO Creative Director Butler Shine Stern & Partners Universal McCann Time Warner Global Marketing Apple Group

Sam Ewen David Hackworthy Stephanie Kugelman Christina Norman CEO Partner Chairman President Interference The Red Brick Road A Second Opinion – MTV Strategic Consulting Group

Benjamin Palmer Eric Ryan Verchele Wiggins CEO-CCO Co-Founder VP-Brand Managment The Barbarian Group Method Holiday Inn Express

84 2007 EFFIE AWARDS

2277157_L01_P8477157_L01_P84 8484 55/15/07/15/07 88:36:34:36:34 PM 85

2277157_L01_P8577157_L01_P85 8585 55/15/07/15/07 8:36:418:36:41 PMPM Judges

ROUND ONE JUDGES Liz Bigham Rick Corteville Suzanne Ebner VP-Dir., Brand Mktg. Exec.Dir.-Media Group Acct. Dir. Roger Adams Jack Morton Worldwide Organic Inc. Mendelsohn|Zien Advertising CMO The Home Depot Norma Birnbaum Ed Cotton Javier Escobedo Sr. VP-Dir., Strategic Planning Dir.-Strategy Managing Part. Beverly Andersen Medicus Butler Shine Stern & Partners Ole Exec. VP-Strategic Planning Fletcher Martin Chris Blaine Sam Craig Joe Feldman Dir.-Advt. & Brand Mgmt. Professor of Mktg. VP-Group Planning Dir. Richard Anderson TD Ameritrade Stern School of Business RPA Exec. VP-Managing Dir. New York University Universal McCann Stuart Bogaty Danny Fellin Exec.VP-Global Managing Part. Joseph Crump Sr. VP-Planning Dir. Michael Angelovich Universal McCann Exec. Creative Dir. Doner Advertising Sr. VP-Global Planning Dir. Avenue A/Razorﬁ sh Publicis New York Elissa Booth Sanford Fink Sr. Mktg. Mgr. Jeremy Davids Brand Mgr.-Planters Tesa Aragones Ocean Spray Group Dir.-Mktg. Kraft Foods Managing Dir.-Digital Branding Visa David & Goliath John Bowman Laura Follo Exec. VP-Strategic Planning Linden Davis VP-Creative Dir. Matthew Arm Saatchi & Saatchi VP-Group Dir. of Strategy Marketing Drive Worldwide Mktg. Dir. Draft New York Merck/Schering-Plough Amanda Brinkman Jason Gaboriau Pharmaceuticals Dir.-Business Devel. Nikki Davis Creative Dir. Fallon VP-Acct. Dir. Amalgamated M’lou Arnett Burrell Sr. VP-Mktg. Pablo Buffagni Gay Gaddis Adams Respiratory Theraputics VP-Creative Dir. Jeanine Debar Pres.-CEO Conill Dir.-Mktg. T3 Megan Bafford Gentiva Corp. Mktg. Mgr. David Burrows Jackie Gagne Sony Electronics Brand Devel. Dir. Norman de Greve Dir.-Direct Mktg. Unilever Sr. VP Six Flags Jane Bailey Digitas Dir.-Information & Insights Steve Calder Adam Gargani True Value Co. Exec. VP-Exec. Media Dir. Christine Dennis Exec.VP-Dir., Acct. Planning Mullen Group Acct. Dir. Ogilvy Action Lisa Baird Fallon Sr. VP-Mktg. & Consumer Products Luis Camano Peter Geary NFL Sr. VP-Creative Dir. Jim Deveau Exec. VP-Sr. Acct. Dir. Alcone Marketing Pres. BBDO Dan Baldino The Catalyst Consortium Sr. VP-Dir. Marcus Casey Bob Gerstley Leo Burnett Dir.-Mktg. & Customer Relations Deborah Diers Sr.VP-Part. Lufthansa Sr. VP-Group Media Dir. Eric Mower Associates Frank Ballabio Campbell-Ewald Sr. Brand Mgr.-New Products Wanla Cheng Paul Gilberto Colgate-Palmolive Co. Pres. Kevin DiLorenzo Exec. VP-Chief Brand Asia Link Consulting Group Pres. Devel. Ofﬁ cer Sara Bamber Olson Fitzgerald+Co Dir.-Strategic Planning Rob Cherof Anomaly Exec. VP-CMO Marty Donohue Andrew Glaser BBDO Atlanta Part. Brand Dir. Christian Barnett Full Contact Advertising Heineken USA Exec. Dir.-Strategic Planning Barbara Cipolla BrandBuzz Managing Part. Michael Doody Leslie Goldman Mediaedge:cia Brand Strategy Dir. Creative Dir. Eric Berger Kirshenbaum Bond+Partners Oneseven M&M’s Brand Mgr. Sean Clarkin Mars Inc. Exec. VP-Dir., Strategy Jim Dreesen Jeannie Goldstein Partnership for a Drug-Free Dir.-Strategy & Advt. Exec. VP-Managing Part. Hank Bernstein America PBS Ogilvy Action Exec. VP-Dir., Consumer Insights Starcom MediaVest Group Meg Columbia-Walsh Trish Drueke Linda Gonzalez Managing Part. VP-Brand Mktg. Pres.-CEO Pres. Consumer & E-Business Domino’s Pizza ViVa Partnership CommonHealth

86 2007 EFFIE AWARDS

2277157_L01_P8677157_L01_P86 8686 55/15/07/15/07 8:36:458:36:45 PMPM Judges

Taylor Gray Sonia Hounsell Jim Kite Jane Mackie WW Assoc. Publisher & Mktg. Dir. Sr. Brand Mgr. Exec. VP-Insight Research VP-Mktg. & Brand Strategy Time Cadbury Adams & Accountability Loews Hotels MediaVest Dan Greenwald Brett Howlett Beatriz Mallory Pres.-Creative Dir. Exec. Creative Dir. Ted Klauber CEO-Chief Strategist White Rhino M&C Saatchi Sr. VP-Dir. , Chevrolet HispanAmerica Acct. Planning David Grifﬁ th Chip Hoyt Campbell-Ewald Nancy Mammana Dir.-Acct. Planning Exec. VP-Shopper Mktg. VP-Davie Brown Entertainment, McKinney Ogilvy Action Jason Kolinsky The Marketing Arm Acct. Super. Deborah Grossman Lisa Hughes McCann Erickson Suzanne Mammes-Santiago VP-Group Dir. Sr. VP-Group Acct. Dir. VP-Mgmt. Dir. The Gem Group McKinney Joe Konietzko Draft FCB Planning Dir. Loren Grossman DeLu Jackson TBWA\Chiat\Day Chris Marshall Exec VP-CMO Mktg. Strategy Mgr. VP-Acct. Dir. Rapp Collins Worldwide Subaru of America Adam Konowitz Rapp Collins Worldwide Sr. VP-Acct. Dir. Dana Haase Kristi James Young & Rubicam Rob Master Dir.-Consumer Mktg. Mgr.-Sports & Mktg. Dir. Coldwell Banker Real Estate Corp. Entertainment Mktg. Jonathan Lange Unilever DHL Sr. VP-Acct. Dir. Catherine Hall Lowe Worldwide Jane Matthews VP-Mktg. Steve Jekogian VP-Dir., Business Devel. Midas International Sr. Mgr.-Mktg. Research Leeann Leahy WestWayne Schering-Plough Consumer Exec. VP-Global Planning Dir. Mary Harte Healthcare Lowe Worldwide Gabe Mattingly Strategic Mktg. Interactive & Direct Super. Active International Jennifer Johnson Tracey Lee Gabriel deGrood Bendt Exec. VP-Managing Part., Group Planning Dir. Jim Hartrich N. Amer. Bartle Bogle Hegarty Timothy Mauery Managing Part. 141XM Sr. Part.-Global Planning Dir. Mullen Matthew Lenig JWT Chicago Greg Johnson Creative Dir. Robert Haverback Exec. VP-Dir., Arnold One Marketing Drive Pete Maulik VP-Advt. & Brand Mgmt. Arnold Worldwide Part. TD Ameritrade Lynn Lewis Fahrenheit212 Melanie Jones Exec. VP-Global Vicky Hayes Worldwide Segment Mgr. Managing Part. Fiona McBride VP-Dir., Mktg. Eastman Kodak Co. Universal McCann Exec. VP-Sr. Acct. Dir. Goldman Sachs Asset BBDO Management Gary Kagawa Scott Lewis Exec. VP-Dir., Exec. Creative Dir. Tom McCarthy Jennifer Healy Media Relationships RMG Connect Sr. VP-Dir., Media Operations Sr. Brand Devel. Mgr.-Axe RTC Relationship Marketing Campbell Mithum Unilever Mathieu Lignel C.J. Kaplan Sr. VP-Group Mgmt. Dir. Kathleen McGraw Philip Herr Creative Dir. Draft FCB VP-Client Services Dir. Sr. VP Marketing Drive Worldwide Emanate PR Millward Brown Matt Lindley Tim Kelsall Exec. VP-Exec. Creative Dir. Patrick McHugh Matt Hofherr VP Arnold Worldwide VP-Assoc. Creative Dir. Pres. Millward Brown McCann Worldgroup Swirl John Lisko Rick Kendall Exec. VP-Exec. Comm. Dir. Ruben Medina Erica Hoholick VP-Research Saatchi & Saatchi Los Angeles Sr. VP-Group Acct. Dir. Group Acct. Dir. MedMeme LLC Y&R Chicago TBWA\Chiat\Day David Lockwood Michael King Sr. VP-Group Acct. Planning Dir. Bruce Meyers Jeremy Holden Group VP Campbell-Ewald Pres. Dir.-Acct. Planning Grizzard Performance Group Bruce Meyers Marketing/ McKinney Antonio Lopez Advertising Consulting Kim Kiriazidis Exec. Creative Dir. Bob Horne Dir. Conill Jamie Michelson CMO Byte Interactive Pres. Cheil Communications SMZ Advertising

2277157_L01_P8777157_L01_P87 8787 55/15/07/15/07 8:36:488:36:48 PMPM Judges

Christopher Miles Amy O’Kane Joe Reinstein Matt Seiler Dir.-Global Advt. VP-Mktg. Comm. Sr. VP-Sr. Acct. Dir. Pres. Kraft Foods British Airways Energy BBDO PHD US

Peter Mitchell William Ortiz Beth Rice Don Sexton Pres.-COO Pres. Exec. VP Professor of Business Woodbine HispanWorks Arnold Worldwide Columbia University

Richard Moore Vance Overbey Diane Ridgway-Cross Doug Seybert Managing Part.-COO Exec. Dir.-Advt. Sr. VP-Sr. Strategic Planner Dir.-Mktg. Strategy Roska Direct Advertising Cingular Frank About Women Discovery Communications

Valerie Morel Alex Pallete Stone Roberts Chris Sheehy Exec. VP-Mktg.,Intl. Devel. Managing Part.-Dir., Pres.-CEO Strategic Dir.-InCulture Mktg. XA, The Experiential Agency Acct. Planning Roberts & Tarlow Faith Popcorn’s BrainReserve The Vidal Partnership Ann Morton Josh Rogers Stuart Sheldon Sr. VP-Group Acct. Dir. Robert Passikoff Concept Dir. Dir.-Brand Activation Oneseven Founder-Pres. Margeotes Fertitta Powell Coca-Cola Brand Keys Scott Mueller Lou Romano Jerry Shereshewsky Mgmt. Dir. Veronica Payan Sr. VP-Group Dir. Ambassador Plenipotentiary to Brushﬁ re Marketing Managing Part. Universal McCann Los Angeles Madison Ave. D’Expósito & Partners Yahoo! Tom Murcott Anna Ross Sr. Part.-Group Dir. Charlie Payne VP-Acct. Dir. Jim Silburn Renegade Marketing Group Media Dir. Young & Rubicam Group Acct. Dir.-Part. Cingular Wireless Carmichael Lynch Jennifer Neal Jim Russell Sr. VP-Managing Dir. Nancy Pendas-Smith Interactive Practice Dir. Jonathan Silverstein PHD Sr. VP-Multicultural Connection McKinney VP-Acct. Dir. Saatchi & Saatchi GSD&M Christine Neff Doug Ryan Dir.-Media Strategy Kelley Peters Sr. Mgr.-Mktg. Comm. David Simpson Best Buy Sr. Category Insights Mgr. Inﬁ niti Genl. Mgr. Kraft Foods Duval Guillaume John Newall Kathryn Ryan Acct. Mgr.-Group Acct. Dir. Jörg Pierach Co-Founder, Strategic Planning Greg Smith McKinney Pres.-Creative Dir. Oneseven CCO Fast Horse The Via Group Brian Newberry Angela Salomon VP-Genl. Mgr. Pam Piligian Dir.-Mktg. & Publicity Trisha Smith Northlich Sr. VP-Group Acct. Dir. Sony BMG Music Entertainment Mktg. Mgr.-Tylenol Fitzgerald+Co McNeil Consumer Healthcare Peter Nicholson Paul Sanders Exec. Creative Dir. Elias Plishner Mgr.-Interactive Production Jim Spaeth JWT Sr. VP-Group Dir., Digital Comm. Fallon Sequent Partners Universal McCann Los Angeles John Nitti Tracy Sandford Srini Sripada Dir.-U.S. Media & Sponsorships Lance Porigow Dir.-Advt. & Promo. Mktg. Dir.-Skin Care N. Amer. American Express VP-Group Business Dir. JetBlue Airways Unilever Kirshenbaum Bond+Partners Janet Northen Patrick Sarkissian Doria Steedman Sr. VP-Dir., Comm. Eric Rand Pres. Exec. VP-Creative Dir. McKinney VP-Managing Super. Sarkissian Mason Partnership for a Drug-Free Dentsu America America Esther Novak Jonathan Schoenberg Founder-CEO Dave Rasmussen Creative Dir.-Part. VanguardComm Sr. Part.-Strategic Planning Dir. TDA Advertising & Design Tim Stock MindShare Part.-Managing Dir. ScenarioDNA Tom Nowak Mark Schupp Group Acct. Dir. Mitch Ratliff Pres. Fallon Worldwide Sr. VP-Group Acct. Dir. Schupp Co. Michael Styles G2 Direct & Digital Managing Dir. MindShare Patricia O’Callaghan Tim Scott VP-PR Katherine Ravenhall Sr. VP-Group Mgmt. Dir. The Ad*itive Planning Dir. Draft FCB JWT

88 2007 EFFIE AWARDS

2277157_L01_P8877157_L01_P88 8888 55/15/07/15/07 8:36:528:36:52 PMPM Judges

Marian Succoso KJ Weir Laurence Horner ROUND ONE JUDGES VP-Advt. & Creative Dir.-Business Devel. Strategic Planner GLOBAL EFFIE - SINGAPORE Loews Hotels Wieden+Kennedy New York Wieden+Kennedy Amsterdam David Black Andrea Sullivan Elizabeth Weisser Gurdeep Puri Managing Dir. Exec. Dir.-Client Services Prin.-Relationship Mktg. Head of Effectiveness Black Box Interbrand British Airways Leo Burnett Subodh Deshpande Joe Sutter Reaves West Michael Trautmann Strategic Planning Dir. Sr. VP-Creative Sr. Mktg. Mgr. Managing Part. McCann Erickson GMR Marketing Merck Schering-Plough Kempertrautmann Alan Fairnington Lara Tennison Sandy Willats ROUND ONE JUDGES Managing Dir. Sr. VP-Energy BBDO VP-Planning Dir. GLOBAL EFFIE - CHILE Batey Brand Experience Martin/Williams Energy BBDO Patricio Badinella Martyn Ferguson Matt Wilson Creative Dir. Genl. (World) Regional Mktg. Mgr. Micaela Tiffen Genl. Mgr. Y&R/Colgate Heineken Asia Pacifi c Global Consumer Insights Mgr. SBC Advertising Schick Wilkinson Sword, Gustavo Colossi Andy Greenaway an Energizer Co. Renee Wilson Sales & Mktg. Dir.-Chile Regional Exec. Creative Dir. Sr. VP-Dir., Strategy General Motors Saatchi & Saatchi Ann Toca & Innovation Dir.-Advt. & Consumer MS&L PR Eduardo Fernandez Sarah Koh Promotions Exec. Pres. Genl. Mgr. The Dial Corp. Katherine Wintsch DDB Chile Asia Pacifi c Breweries VP-Sr. Strategic Planner Tom Troja The Martin Agency Jaime Greene Michelle Kristula-Green VP-Mktg. Exec. Dir. Pres.-Asia Pacifi c Pajamas Media Allison Womack JWT Chile Leo Burnett Dir.-Client Services Adam Turinas Doremus Margaret Grigsby Judd Labarthe Sr. VP-Managing Dir. Past Exec. Pres.-Argentina Chief Strategy Offi cer Organic Erica Yahr-Radar McCann Erickson BatesAsia & 141 Sr. VP Group Eric van den Heuvel Dir.-Strategic Planner Javier Irarrazabal Stephen Mangham Dir.-Media Solutions McCann Erickson Regional Exec. Dir. Group Chairman The Gate Worldwide Walt Disney Co. Ogilvy & Mather Singapore Steve Zaroff Roger Vaughn Head-Brand Strategy Claudio Licci Darren Marshall Creative Dir.-Part. Nitro Mktg. Dir.-Chile Asia Pacifi c Mktg. Dir. The Johnson Group Bimbo Ideal Coca-Cola Lori Zoppel Roman Vega Dir.-Mktg. Roberto Massiff Jayant Murty Brand Mgr.-Jordan Brand Unilever Dir.-Commercial Asia Pacifi c Dir.-Corp. Brand Nike Terra Chile Strategy & Advt. ROUND ONE JUDGES Intel HK Loretta Volpe GLOBAL EFFIE - BELGIUM Martin Pico-Estrada Pres.-CFO Mktg. Dir.-Chile Karen Ngui Media Marketing Solutions Hervé Brossard Clorox Managing Dir. WW Chief Client Offi cer Group Strategic Mktg. & Comm. Vic Walia DDB Agathe Porte DBS Sr. Mktg. Mgr. Exec. Dir. Mars Inc. Tim Browne Axis Proximity Gwen Raillard Global Planning Dir. Head of Planning Ted Washburne Euro RSCG Benoit Rabourdin Bartle Bogle Hegarty Asia Pacifi c VP Country Mgr.-Chile Citigroup Pele Cortizo-Burgess Purina Nestlé Bruce Rosengarten Head of ITV Imagine Global VP-Retail Mktg. Deacon Webster ITV Ranjiv Ramgolam Shell Eastern Petroleum CCO Planning Dir.-Chile Walrus Carolyn Dateo Ogilvy & Mather Chris Thomas Sr. VP-Strategic Planning Dir. CEO Kevin Weinman Saatchi & Saatchi Simko Felipe Vial BBDO Asia Pacifi c Exec. VP-Acct. Mgmt. Dir. Former Mktg. Dir.-Chile Doner Hervé de Clerck Unilever Kim Walker Dream Leader Pres.-CEO Asia AdForum M&C Saatchi

2277157_L01_P8977157_L01_P89 8989 55/15/07/15/07 8:36:558:36:55 PMPM Judges

ROUND ONE JUDGES Nicole O’Rourke David W. May Monroe Blakes GLOBAL EFFIE - USA VP-Advt. & Brand Managment VP-Dir., Global Mktg. Chairman Aetna Goldman Sachs The Ad*itive Kelly Andrews VP-Research & Accountability Christopher Parsons David Murphy Michelle Bottomley Starcom MediaVest Group VP-Mktg. Pres. Co-Managing Dir. Diageo Saatchi & Saatchi Los Angeles Ogilvy & Mather Mike Byrne Exec. Creative Dir. Marci Raible Steve Nesle John Bowman Anomaly Exec. Dir.-Media Exec. Creative Dir. Exec. VP-Strategic Planning AT&T Tribal DDB Saatchi & Saatchi Maurice Coffey Assoc. Mktg. Dir. Matt Ross Bill Ogle Chris Bradley Procter & Gamble Pres. CMO Creative Dir. McCann San Francisco Pizza Hut Margeotes Fertitta Powell Peggy Fincher Winters VP-Creative Dir. Victor Ruvolo Robert Painter Howard Brandeisky TFI Geomarketing Sr. VP-Managing Dir. VP-Mktg. VP-Strategic Mktg. Initiatives Universal McCann IBM Global Business Services Kraft Foods Hildie Neuman Global Business Dir.-Kimberly- Mike Sheehen Keith D. Smith Mariana Brashnarova Clark Acct. CEO Pres.-International Dir. Genl. JWT Hill, Holliday TBWA Group ARA Bulgaria, Assn. of Advertising Agencies Arthur Winters Jon Soto FINAL ROUND JUDGES Pres. Exec. Creative Dir. Geralyn Breig TFI Geomarketing Publicis & Hal Riney Roger Adams Sr. VP-Brand Pres. CMO Avon Products FINAL ROUND JUDGES FINAL ROUND JUDGES The Home Depot BUSINESS CHALLENGE GLOBAL EFFIE Brad Brinegar Jeff Adelson-Yan Pres.-CEO Scott Baker Larry Bloomenkranz Co-Founder & Managing Part. McKinney Mgr.-Mktg. Comm. VP-Brand Mgmt. & Comm. Levelwing Media Porsche Cars North America UPS Keith Butters Bob Albitz Part.-Creative Dir. Andy Berndt Lynne Boles Sr. VP-WW Creative The Barbarian Group Managing Dir. VP-Global Advt. The George P. Johnson Co. Ogilvy & Mather New York Procter & Gamble Blake Callaway Tarang Amin VP-Brand Mktg. Deirdre Bigley John Brodeur VP-Mktg.-Clorox Global NBC Universal/Sci-Fi Channel VP-WW Advt. & Interactive Chairman Franchise IBM Brodeur/Pleon Worldwide The Clorox Co. Scott Campbell Genl. Mgr., Integrated Jason DeLand Tania Collingwood Dave Balter Mktg. Comm. Part. Dir.-Mktg. CEO Colgate-Palmolive Co. Anomaly Citigroup BzzAgent Jeffrey Chapman Louise Fischer David Jones Stephen Beck Global Dir.-Brand Comm. Sr. VP Global CEO Pres.-Chief Strategy Ofﬁ cer Schick Wilkinson Sword SS+K Euro RSCG Worldwide FutureBrand Sean Clarkin Barbara Glasser Louis Jones John Beitter Exec. VP-Dir., Strategy Head of Mktg. Exec. VP-Dir., Global Principal Partnership for a Drug-Free Smith Barney Service Devel. The Richards Group America Media Contacts Lisa Hughes Jim Bendt David Cohen Sr. VP-Group Acct. Dir. Kimberly Kadlec Pres. Exec. VP-U.S. Dir., Digital Comm. McKinney VP-WW Media Gabriel deGrood Bendt Universal McCann Johnson & Johnson Margaret Lewis Anne Benvenuto Linda Cornelius Exec. VP-U.S. Dir., Cleve Langton Exec. VP-Strategic Services Sr. Part. Comm. Planning Corp. Exec. VP-Dir. R/GA Ogilvy & Mather Universal McCann Business Devel. WW DDB Worldwide Jason Binn Sam Craig Tim Mapes CEO Professor of Mktg. VP-Mktg. Alina Kessel Niche Media Stern School of Business Delta Air Lines CEO-Germany New York University Grey Worldwide

90 2007 EFFIE AWARDS

2277157_L01_P9077157_L01_P90 9090 55/15/07/15/07 8:36:598:36:59 PMPM Judges

Laurence Croneen Diane Fannon Jason Harris Marta LaRock Exec. VP-Managing Dir. Principal Part.-Exec. Producer Exec. VP Jack Morton Worldwide The Richards Group Mekanism TracyLocke

Joseph Crump Pete Favat John Harrobin Nick Law Exec. Creative Dir. CCO-Managing Part. Sr. VP-Mktg. & Digital Media CCO-N. Amer. Avenue A/Razorﬁ sh Arnold Worldwide Verizon Wireless R/GA

Lee Ann Daly Rob Feakins Michael Hendrix Chris Lawrence CMO Pres.-CCO Chief Brand Ofﬁ cer Group Acct. Dir. Reuters Publicis Tricycle Inc. Fallon

Jeremy Davids Brett Featherston Helen Hibbott Simon Little Group Dir.-Mktg. VP-Sales Devel. Managing Dir.-New York Part. Visa Catalina Marketing Rapp Collins Berlin Cameron

Michael Davis Fay Ferguson Nancy Hill Antonio Lopez Sr. VP-Broadcast Production & Co-CEO CEO Exec. Creative Dir. Emerging Content Burrell Lowe New York Conill Draft FCB Steven Feuling Brad Jakeman Jane Mackie Al Dejewski Pres.-CCO Exec. VP-Creative Stategies VP-Mktg. & Brand Strategy Dir.-Global Mktg. Starcom Worldwide Federated Department Stores Loews Hotels Pepsi-Cola Co. Judy Franks Eric Johnson David Maddocks Jason DeLand Exec. VP-Dir, Brand Behavior Pres. CMO Part. Energy BBDO Ignited Minds Converse Inc. Anomaly Beau Fraser Jeff Jones Debra Mager Andrew Delbridge Managing Dir. Pres. Sr. VP-National Advt. Chief Strategy Ofﬁ cer The Gate Worldwide McKinney Arby’s Restaurants McKinney Jeff Freedman Greg Joumas Sam Mancuso Barbara Delia Mktg. Principal VP-Advt. & Mktg. Comm. Genl. Mgr.-GM Brand VP-Consumer Insights Small Army Jack in the Box General Motors Colgate-Palmolive Co. Amy Fuller Tom Jump Dan Mannix Val DiFebo Group Exec.-Americas Mktg. Exec. VP-Managing Part. Pres.-CEO Pres. MasterCard Mullen Advertising LeadDog Marketing Group Deutsch Inc. Alex Gellert Bill Kahl Jon Maron Pat Doody CEO Exec. VP-Mktg. Sr. Dir.-Mktg., LG MobileComm USA Pres. Merkley+Partners Henkel Corp. LG Electronics Wongdoody Matthew Glass Michael Kantrow Cal McAllister Steve Druckman Chairman Pres.-CEO Part. CMO Grand Central Marketing Margeotes Fertitta Powell Wexley School for Girls FreshDirect Bruce Goerlich Rick Kendall Jeffrey McClelland Gill Duff Exec. VP-Strategic Resources VP-Research CEO CEO Zenith Optimedia MedMeme LLC Cliff Freeman+Partners Publicis New York Jill Goldring Michelle Kessler Nadine McHugh Gene Dunkin Dir.-Mktg. Services VP-Mktg., Snack Foods Strategic Planning Dir. Pres. The Wall Street Journal Masterfoods USA Mindshare Godiva North America Mark Goldstein Harvey Kipnis Kevin McLaughlin Glenn Eisen Vice Chairman-CMO Co-Managing Dir. VP-Mktg. Sr. VP-Mktg. BBDO North America Ogilvy & Mather Mike’s Hard Lemonade Vonage Taylor Gray Jeff Kling Paul McLean Jim Elms WW Assoc. Publisher-Mktg. Dir. Exec. Creative Dir. Sr. VP Sr. VP-Media Time Inc. Euro RSCG Millward Brown Barkley Jim Harman Teresa Kroll Angus McQueen Jim Ensign VP-Advt. & Branding CMO CEO VP-Mktg. Comm. Tyco International Build-A-Bear Ackerman McQueen Papa John’s International

2277157_L01_P9177157_L01_P91 9191 55/15/07/15/07 8:37:038:37:03 PMPM Judges

Greg Messerle Rita Rodriguez Cary Siegel Geoff Vuleta Co-Founder-Pres. CEO USA Exec. VP-Chief Devel. Ofﬁ cer CEO Gotham Direct Enterprise IG Catalina Marketing Fahrenheit 212

Luis Messianu Josh Rogers David Sigel David Wachtel CCO Concept Dir. Dir.-Acct. Service VP-Mktg. & Bus. Devel. Del River Messianu DDB Margeotes Fertitta Powell Fallon The Wall Street Journal

Anthony Michelini Humphry Rolleston Larry Spiegel Steve Wax VP-Consumer Insights Independent Mktg. Consultant Principal Part. Citigroup The Richards Group Campﬁ re Ron Rolleston Bruce Miller Exec. VP-Global Mktg. & Stephen Squire Nancy Weber CEO Creative Devel. Crest Global Franchise Dir. CMO Dailey & Associates Elizabeth Arden Procter & Gamble Meredith Corp.

Debbie Millman Kenneth Romanzi David Srere Ben Wiener Pres.-New York Sr. VP-CCO, Domestic Co-Pres. CEO Sterling Brands Ocean Spray Cranberries Siegel+Gale Wongdoody

Dave Moore Charles Rosen John Staffen Mark Wnek Exec. VP-CCO Founding Part. CCO Chairman-CCO McCann Erickson Amalgamated Arnold Worldwide Lowe New York

Mary Moudry Rick Roth Jeffrey Steinhour Paul Woolmington Pres.-CEO CEO Mngng. Part.-Dir., Acct. Mgmt. Part. DDB Worldwide Ogilvy Action Crispin Porter+Bogusky Naked Communications

Mario Natarelli Dennis Ryan Greg Stern Tony Wright Chief Brand Experience Ofﬁ cer CCO CEO CEO Futurebrand Element 79 Butler, Shine, Stern & Partners Lowe Worldwide

Drew Neisser Neal Ryan Marty Susz Kaining Xiao Pres. Sr. Dir.-Advt. Managing Dir. Pres. Renegade Marketing Group Catalina Marketing Euro RSCG Tonic Kaining Investing Group

Mary Ann Packo Becky Saeger Michael Tang Antony Young CEO Exec. VP-CMO Pres. Pres. Millward Brown Charles Schwab HDT Inc. Optimedia

Scott Parker Marianne Samenko Frank Thometz Joanne Zaiac VP-Mktg. VP-Brand Comm., VP-Mktg. Pres. Jenny Craig VP-Consumer Digital Group ACH Food Cos. Digitas Eastman Kodak Co. Jay Parsons Charlie Thurston Rick Zimmerman Exec. VP Gary Scheiner Pres. CMO-Sr. VP, Mktg. & Innovation Catalina Marketing Exec. VP-Creative Dir. Comcast Sunny Delight Beverages Co. Rivet Holly Pavlika Adam Turinas Exec. VP-CCO Grant Schneider Sr. VP-Managing Dir. G2 Direct & Digital CMO Organic Time Inc. Jim Poh Graham Turner VP-Media Dir. Bill Schumacher Exec. Creative Dir. Crispin Porter+Bogusky Pres. BrandBuzz Barnhart Communications Jan Potter Tony Tyree VP-U.S. Media & Sponsorship Diego Scotti VP-Mktg. American Express VP-Global Advt. Kraft Foods American Express David Rich Domenico Vitale VP-Strategic Mktg. WW Alon Shoval Mngng Part.-Head, The George P. Johnson Co. Exec. VP-Exec. Creative Dir. Brand Strategy Hill Holliday Kirshenbaum Bond+Partners Nancy Roath VP-Integrated Mktg. Laura Shuler IBM Chief Strategy Ofﬁ cer Jack Morton Worldwide

92 2007 EFFIE AWARDS

2277157_L01_P9277157_L01_P92 9292 55/15/07/15/07 8:37:078:37:07 PMPM Moderators and Worldwide Efﬁ e Programs

FINAL ROUND MODERATORS Belgium Iceland Turkey l’ASBL EFFIE Award Belgium Society of Icelandic Advertising Turkish Association of Nina Abnee Bob de Paepe Agencies Advertising Agencies – Exec. VP-Acct. Mgmt. Ingolfur Hjorleifsson Reklamcilar Dernegi Leo Burnett Bulgaria Hulya Olgun Association of Advertising India Dan Baldino Agencies – Bulgaria The Advertising Club Bombay Ukraine Sr. VP-Dir. Mariana Brashnarova Bipin Pandit All-Ukrainian Advertising Coalition Leo Burnett Kazbek Bektursunov and Chile Israel Maxim Lazebnyk Doug Bell CONEP Latinoamerica The Israel Management Center Pres. Hector Hermosilla Tami Baratz United States Douglas Bell Advertising New York American Marketing China Mexico Association Hank Bernstein China Advertising Association Asociación Mexicana de Erica Stoppenbach Exec. VP-Dir., Consumer Insights Shi Xuezhi Agencias de Publicidad Starcom MediaVest Group Sergio A. López Zepeda Colombia Linden Davis CONEP Colombia Netherlands Draft FCB Gonzalo Antequera Dutch Association of Communication Agencies Elicia Greenberg Czech Republic Frans Blanchard Dir.-Bus Devel. Association of Communication The Effi e Awards Agencies New Zealand Marketa Utipilova Communication Agencies Erica Herman Association of New Zealand Planning Dir. Ecuador Mark Champion Lowe Worldwide CONEP Ecuador Ivan Correa Peru Daryl Lee CONEP Peru Sr. VP-Global Head of El Salvador Flavia Maggi Comm. Planning CONEP El Salvador Universal McCann Rafael Parada Poland Advertising Agencies Janet Northen Finland Association in Poland Sr. VP-Dir., Comm. Finnish Association of Pawel Tyszkiewicz McKinney Marketing Communication Agencies, MTL Romania Barbara Reilly Markus Leikola IAA Romania and Romanian Managing Part. Advertising Agencies Arnold Worldwide France Association Association des Agences Irina Iliescu and Radu Florescu Tea Romano Conseils en Communication Global Mktg. Dir. Françoise Asséré Russian Federation Universal McCann The Best Brand Organizing Germany Committee WORLDWIDE EFFIE PROGRAMS Gesamtverband Elena Beryukova Kommunikationsagenturen GWA Effi e Conferences Henning von Vieregge Singapore Eesti Konverentsikeksus Institute of Advertising Ou/Best Marketing Guatemala Singapore Hando Sinisalu CONEP Guatemala Patrick Mowe Fernando Bolaños Euro Effi e Slovak Republic European Association of Hellas Klub reklamnych Communications Agencies Hellenic Association of agentur Slovenska Dominic Lyle Communications Agencies Martin Smatlak Nikos Kakoliris Argentina Slovenia CONEP Argentina Hong Kong Slovenian Association of Rosario Galeano The Association of Accredited Advertising Agencies Advertising Agents of Hong Ana Predovic Austria Kong IAA – Austrian Chapter Angela Ng Switzerland Hans-Jorgen Manstein bsw leading swiss agencies Hungary Walter Merz MaKSZ and IAA Hungary Gábor Récsán and Adrienne Kaminszky

2277157_L01_PALL.v2.indd77157_L01_PALL.v2.indd 9393 55/17/07/17/07 4:46:594:46:59 PMPM Acknowledgments

BOARD OF DIRECTORS Matt Seiler Carisa Bianchi Elicia Greenberg President President Director-New Business President PHD US TBWA\Chiat\Day (Los Angeles) Development Linda Cornelius Sr. Partner-Managing Director Jerry Shereshewsky Jeffrey Chapman Bruce Meyers Ogilvy & Mather New York Ambassador Plenipotentiary Global Director of Brand Marketing/Advertising to Madison Ave. Communications Consultant Past President Yahoo! Schick Wilkinson Sword Gary Steele Rebecca Sullivan Exec.VP Jim Spaeth Simon Marlow Public Relations McCann WorldGroup Founding Partner Exec. VP-Managing Director Sequent Partners Multinational Client Services LittleFamily President Elect BBDO Effi e Collateral Designer Taylor Gray Marty Susz Worldwide Associate Publisher Managing Director Marcio Moreira GLOBAL ADVISORY BOARD & Marketing Director Euro RSCG Tonic Vice Chairman, Global Prof. Time Inc. Management Deirdre Bigley USA EFFIE COMMITTEE McCann WorldGroup VP-Worldwide Advertising First Vice President IBM Corp. Carl Johnson Gary Steele (Chair) STAFF Co-Founder Exec.VP Geralyn Breig Anomaly McCann WorldGroup Mary Lee Keane Sr. VP-Brand President (Global) Exec. Director Avon Products Treasurer Ellen Hyde Pace (Chair) Rick Kendall, PhD Exec. VP-Account Managing Denise McDevitt Jeff Carl VP-Research Director/North America Associate Director VP-Global Marketing MedMeme LLC Young & Rubicam Brands McDonald’s Corp. Cathy Davis Asst. Treasurer Nina Abnee Director of Finance & Simon Clift Vicky Vitarelli Exec. VP-Managing Director Administration Chief Marketing Offi cer Director of Marketing Leo Burnett USA Unilever New York Jets Nancy Cardenas Group VP-Personal Care Stanley Becker Account Manager Unilever PLC Secretary Greenbook Edward Dandridge Hank Bernstein Shawn Dennis Managing Partner Exec. VP Elizabeth Hammel VP-Global Brand Strategy BrandSphere Partners Director of Consumer Insights Effi e International Coord. Dell Inc. Starcom MediaVest Group Lisa Baird Cheenekie Hickmon Barbara Ford Sr. VP John Colasanti Effi e Administrative Asst. VP-Global Advertising National Football League President-Managing Partner Resources & Global Carmichael Lynch Candace Komand Marketing Training Brian Collins Marketing & Communications Kraft Foods Sr. Partner-Exec. Carl Johnson Manager Creative Director Co-Founder Amy Fuller Brand Integration Group Anomaly Vincent Mesolella Group Head-Americas Ogilvy & Mather Effi e Production Coord. Marketing Jim Kite MasterCard International Sam Craig Exec. VP Morgan Oaks Professor of Marketing Director of Research, Effi e Awards Program Coord. Scott Fuson Catherine & Peter Kellner Insight & Accountability Global Exec. Director-Life Stern School of Business MediaVest Worldwide Lukas Pospichal Science Industry & VP-Specialty New York University Managing Director Chemical Business Unit Neil Powell Greenbook Dow Corning Corp. Kendall Crolius Exec. Creative Director VP-General Manager Margeotes Fertitta Powell Nisha Stephen Lisa Halprin Forbes Inc. Effi e Awards Program Coord. Director-Global Barbara Reilly Strategy Initiatives Jane Mackie Managing Partner Erica Stoppenbach Bayer HealthCare VP-Mktg. & Brand Strategy Group Account Director Director Loews Hotels Arnold Worldwide Effi e Standards & Guidelines Michael Johnson Marketing Humphry Rolleston PROGRAM CONSULTANTS Director-Global Impact Consultant GLOBAL EFFIE COMMITTEE Burger King Corp. Nancy Giges Cleve Langton (Chair) Copy Corporate Exec. VP-Director Brookdale Associates Business Development WW DDB Worldwide

94 2007 EFFIE AWARDS

2277157_L01_PALL.v3.indd77157_L01_PALL.v3.indd 9494 55/18/07/18/07 12:03:1412:03:14 PMPM Acknowledgments

Kip Knight VP-Marketing eBay

Jane Mackie VP-Mktg. & Brand Strategy 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 Ofﬁ cer Pitney Bowes

Peter Stringham Chief Executive Ofﬁ cer 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 Efﬁ e’s new graphic identity www.anomalynyc.com

2277157_L01_P9577157_L01_P95 9595 55/15/07/15/07 8:37:188:37:18 PMPM 96 2007 EFFIE AWARDS

2277157_L01_Cvrs.v1.indd77157_L01_Cvrs.v1.indd 2 55/9/07/9/07 55:19:18:19:18 PMPM 2007

Presented by The New York American Marketing Association

Awards Journal Sponsored by

2277157_L01_Cvrs.v1.indd77157_L01_Cvrs.v1.indd 1 55/9/07/9/07 55:19:03:19:03 PMPM