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 PPMM journey.wsj.com/stevenlevitt © 2007 Dow Jones & Company. All Rights Reserved. © 2007 Dow Jones & Company. 2277157_L01_Cvrs.v1.indd77157_L01_Cvrs.v1.indd 2 55/9/07/9/07 55:19:18:19:18 PPMM 2007 Journal Sponsored by Advertising Age Printed by L.P. Thebault Company Fine Paper Supplied by Sappi 1 2277157_L01_P0177157_L01_P01 1 55/15/07/15/07 88:28:38:28:38 PMPM 2 2007 EFFIE AWARDS 2277157_L01_P0277157_L01_P02 2 55/15/07/15/07 88:28:41:28:41 PMPM Contents 3 Letter from the President 6–82 Winners 4 Thank You to Our Sponsors 84 Grand Jury 5 Creativity with a Purpose Is the Name of the Game 86–92 Judges Today By Jonah Bloom–Editor, Advertising Age 93 Moderators and Worldwide Effi e Programs 94–95 Acknowledgments Letter from the President This year, at the fi nal judging for the USA Effi e awards, our award winners will be the most successful, the most BusinessWeek conducted a survey. BusinessWeek creative,the most effective in the marketplace. This wrote on its website, “While 121 judges may make for year’s grand Effi e panel is a refl ection of the changing a small survey pool, the group is extremely infl uential” face of our industry. and the results “offer a valuable snapshot of what the leaders in the business are thinking.” Here are a few Most of the changes you have seen in Effi e – from nuggets from that survey: our new entry brief that drills down to reveal ideas that work to the redesigned Effi e trophy – have come • The judges predict that guerrilla marketing, PR, mobile, via suggestions from industry leaders. We continue search and “other” will see an increase in marketing to welcome ideas that will challenge and grow the spending this year, in some cases substantially. Effi e brand. • Agencies have publicized brands via YouTube (72%), Congratulations to all of our winners for a job well done. MySpace (51%), SecondLife (21%) and blogs (62%). Cordial regards, • Respondents were most confi dent in the ROI metrics for direct, online search, online brand and TV. Linda Cornelius Chair, Board of Directors New York AMA As our industry adapts to be more effective, Effi e Effi e Awards does as well. This year for the fi rst time, we opened the competition to any and all forms of consumer engagement across all categories. Guerrilla, word- of-mouth, product design, special events – as long it worked. This change required changes in our judging pool as well, and we reached out to include experts in all of these fi elds, who jumped right in alongside our veteran agency and client judges. As marketers and agencies continue to develop innovative ways to connect with consumers, Effi e will reach out to all segments of our industry to ensure that 3 2277157_L01_P0377157_L01_P03 3 55/15/07/15/07 88:28:45:28:45 PMPM Thank You to All the 2007 Effi e Program Sponsors Platinum Sponsors Sponsors Partners 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 5 2277157_L01_P0577157_L01_P05 5 55/15/07/15/07 88:28:54:28:54 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 con- sumers and showcase the shared values of modern, distinct and bold design. 6 2007 EFFIE AWARDS 277157_L01_P06 6 5/15/07 11:35:48 PM LLC. Communications, Burrell © 2007 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. 7 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.