Magazine Publishers of America - MPA Unveils Top Magazine Advertising Campaigns of the Year

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MPA Unveils Top Magazine Advertising Campaigns of the Year

April 14, 2009

Goodby Silverstein & Partners Leads This Year’s
Pack of Kelly Award Finalists with Four Nominations

New York, NY (April 14, 2009) — The finalists for the 2009 Kelly Awards for outstanding magazine advertising were announced today by Ellen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America (MPA). The Kelly Awards, now in its 28th year, are bestowed annually to agency creative teams and advertising clients whose magazine campaigns demonstrate both creative excellence and effectiveness in meeting campaign objectives.

A total of 27 finalists, representing campaigns that ran in 2008, are eligible to win the Grand Prize, Gold Kelly or Silver Kelly for general excellence. The finalists may also be recognized for Best Magazine Ads by Size, which includes “Full Page” and “Spread.” In addition, the Best Integrated Campaign and Best Public Service Campaign will be named. And for the first time, The Effectiveness Award will be brought to you by MRI Starch. The winners will be announced mid-June.

Goodby Silverstein and Partners leads the finalist agencies with four nominations. GSD&M follows with three, and BBDO NY, Crispin Porter + Bogusky and Ogilvy NY follow with two apiece.

More than half the finalists are represented in three areas:

Automotive

BMW North America, for three different GSD&M Idea City campaigns
MINI, for a Butler, Shine Stern & Partners campaign
Hyundai, for a Goodby, Silverstein & Partners’ campaign
Audi North America, for a Venables Bell & Partners campaign
Harley-Davidson, for a Carmichael Lynch campaign

Sports/Sporting

NBA, for a Goodby Silverstein & Partners campaign
Giro, for a Crispin Porter + Bogusky campaign
Adidas, for a 180 LA campaign
Titus, for a TDA Advertising campaign
R. L. Winston Rod Co., for a Mullen campaign
ESPN, for an Arnold campaign

Home Furnishings & Supplies

Valspar (paint), for a Euro RSCG Chicago campaign
Mrs. Meyer's Clean Day (household cleaner), for a mono’s campaign
Armstrong (flooring), for a BBDO NY campaign

“Every year, the Kelly Awards finalists raise the bar, showing that magazine advertising remains vital, brilliantly creative and most importantly, highly effective in delivering marketing results,” said Ms. Oppenheim. “It’s interesting to see the categories represented by these year’s finalist campaigns, especially automotive, which continues to produce some of the strongest magazine ads despite economic challenges within the sector.”

Ms. Oppenheim added, “Trends we’ve noticed in this year’s submissions include a higher level of sophistication in the ads, where the designs boast lush, vibrant colors and copy treated is as a design element. We also saw an uptick in integrated versus single-media campaigns, along with more magazine ads that drive consumers to the web.”

The 2009 Kelly Award Finalist Campaigns
View the finalist gallery at www.KellyAwards.org

	AGENCY / CITY: 180LA / Santa Monica, CA CLIENT: adidas CAMPAIGN: The Ultimate Stage Arnold for ESPN Fantasy Football Hall of Fame campaign
	AGENCY / CITY: Arnold / Boston, MA CLIENT: ESPN CAMPAIGN: Fantasy Football Hall of Fame
	AGENCY / CITY: BBDO NY / New York, NY CLIENT: Armstrong CAMPAIGN: It Only Looks Like the Real Thing
	AGENCY / CITY: BBDO NY / New York, NY CLIENT: AT&T CAMPAIGN: Hands
	AGENCY / CITY: Butler, Shine, Stern & Partners / Sausalito, CA CLIENT: MINI CAMPAIGN: Carfun
	AGENCY / CITY: Carmichael Lynch / Minneapolis, MN CLIENT: Harley-Davidson CAMPAIGN: Dark Custom
	AGENCY / CITY: Crispin Porter + Bogusky / Miami, FL CLIENT: Giro CAMPAIGN: They Come for Our Air
	AGENCY / CITY: Crispin Porter + Bogusky / Miami, FL CLIENT: Jawbone CAMPAIGN: People Will Talk
	AGENCY / CITY: Energy BBDO / Chicago, IL CLIENT: Canadian Club CAMPAIGN: Damn Right Your Dad Drank It
	AGENCY / CITY: Euro RSCG Chicago / Chicago, IL CLIENT: Valspar CAMPAIGN: Missing Chip
	AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA CLIENT: California Milk Processor Board CAMPAIGN: White Gold
	AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA CLIENT: Häagen-Dazs CAMPAIGN: Haagan-Dazs Loves Honey Bees
	AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA CLIENT: Hyundai CAMPAIGN: Genesis "Details"
	AGENCY / CITY: Goodby Silverstein & Partners / San Francisco, CA CLIENT: NBA CAMPAIGN: There Can Olnly Be One
	AGENCY / CITY: GSD&M Idea City / Austin, TX CLIENT: BMW North America CAMPAIGN: "No" Booklet
	AGENCY / CITY: GSD&M Idea City / Austin, TX CLIENT: BMW North America CAMPAIGN: Crafted at M
	AGENCY / CITY: GSD&M Idea City / Austin, TX CLIENT: BMW North America CAMPAIGN: One Series Launch Campaign
	AGENCY / CITY: Leo Burnett Chicago / Chicago, IL CLIENT: Caesars CAMPAIGN: The Life You Were Meant to Live
	AGENCY / CITY: McCann Erickson New York / New York, NY CLIENT: MasterCard Worldwide CAMPAIGN: The Life You Were Meant to Live
	AGENCY / CITY: mono / Minneapolis, MN CLIENT: Mrs. Meyer's Clean Day CAMPAIGN: Good Clean Sense.
	AGENCY / CITY: Mullen / Wenham, MA CLIENT: R.L. Winston Rod Co. CAMPAIGN: Uncompromising
	AGENCY / CITY: Ogilvy NY / New York, NY CLIENT: American Express CAMPAIGN: Are You a Cardmember?
	AGENCY / CITY: Ogilvy NY / New York, NY CLIENT: Perrier CAMPAIGN: IER
	AGENCY / CITY: TBWA\Chiat\Day / Los Angeles, CA CLIENT: US Olympic Committee CAMPAIGN: Don't Be an Asterisk
	AGENCY / CITY: TDA Advertising & Design CLIENT: Titus CAMPAIGN: It's Worth a Second Job
	AGENCY / CITY: Venables Bell & Partners / San Francisco, CA CLIENT: Audi of America CAMPAIGN: A5 Launch
	AGENCY / CITY: VITRO / San Diego, CA CLIENT: Taylor Guitars CAMPAIGN: All Original

Senior-level magazine advertising clients as well as creative directors from leading advertising agencies evaluated the entries, and Condon O’Meara McGinty & Donnelly, LLP tabulated the judges’ scores to determine the finalists. For more information on the Kelly Awards, please visit http://www.kellyawards.org/.

Sponsors for the 28th Annual MPA Kelly Awards include Adweek Media, Facebook and Mediamark Research & Intelligence (MRI).

The MPA Kelly Awards were established in 1980 by the MPA to honor Stephen E. Kelly, a man who devoted his career to magazine publishing. As a former president of the MPA, Mr. Kelly promoted the concept that creative magazine advertising made the difference in sales results—a concept that became the guiding principle for the MPA Kelly Awards.

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