New York, NY (June 10, 2004) TBWA\Chiat\Day of Los Angeles, CA has won the $100,000 Grand Prize Kelly Award from Magazine Publishers of America (MPA) for the Apple Silhouettes campaign promoting the iPod. In addition, Fallon of Minneapolis, MN received the Gold Kelly Award for the Citigroup Inc. Identity Theft campaign for Citi, and DDB Dallas of Dallas, TX was awarded the Silver Kelly for the McIlhenny Company 2003 Labels campaign for TABASCO. The Kelly Awards are awarded annually to advertising agency teams whose magazine campaigns demonstrate both creative excellence and effectiveness.
The Kelly Awards pay tribute to magazine campaigns with arresting visuals, captivating copy and exemplary marketplace results. This years winners certainly delivered the goods in all these ways and more, said Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, MPA. The extraordinary success of the iPod, Citi and TABASCO campaigns again proves that magazine advertising provides a direct and powerful connection to the consumer and helps boost awareness and sales.
Grand Prize Kelly Winner: TBWA\Chiat\Day for Apple iPod Silhouette
Apple sought to move iPod sales using fresh, visually charged magazine ads targeting music lovers. The result the iPod became the number one MP3 player, with sales increasing more than 50%. The TBWA\Chiat\Day team included: Lee Clow, Worldwide Creative Director; Eric Grunbaum and Duncan Milner, Creative Directors; Susan Alinsangan, Art Director; Tom Kraemer, Copywriter; and Mathew Welch, Photographer.
Gold Kelly Winner: Fallon for Citigroup Inc. Citi Identity Theft
By using four consecutive right-hand magazine pages for maximum impact, Citigroup sought to generate consumer interest and increase credit card applications. The result the campaign is credited with getting nearly 10,000 applications and more than 2,100 new accounts. The Fallon team included: David Lubars, Creative Director; Steve Driggs and John Matejczyk, Group Creative Directors; Steve Sage, Art Director; John Matejczyk, Copywriter; and Stephanie Rau, Photographer.
Silver Kelly Winner: DDB Dallass for McIlhenny Company TABASCO 2003 Labels
By maintaining a presence in magazines throughout the year, McIlhenny sought to generate even more TABASCO sales over the previous years success. The result sales grew 3.7% over the preceding years 11% surge. The DDB Dallas team included: Carl Warner; Group Creative Director; Kathleen Larkin Redick, Art Director/Associate Creative Director; Julie Bowman, Copywriter/Associate Creative Director; and Phillip Esparza, Photographer.
The winners of the 22nd Annual Kelly Awards were announced during the luncheon of the Association of National Advertisers Print Advertising Forum in New York City. The Grand Prize Kelly was presented to TBWA\Chiat\Day by MPA Chairman Thomas O. Ryder, Chairman & CEO, The Readers Digest Association, Inc. Nina Link, President & CEO, MPA, awarded the Gold Kelly to Fallon, and Jill Manee, Vice President/Publisher, The Ad Age Group, gave DDB Dallas the Silver Kelly.
More information on Kelly Award winners and photos.
For more on the MPA Kelly Awards, and to view the images and campaign results of the winning campaigns, please visit www.kellyawards.com
