Winners of the 2008 American Association of Advertising Agencies Jay Chiat Planning Awards were at the 2008 AAAA Account Planning Conference, held Monday, July 21 through Wednesday July 23.
AAAA Jay Chiat Planning Awards co-chairs William Charnock, co-head of strategic planning, JWT, and Murray Hardie, evp, chief planning officer, Energy BBDO, presented the awards.
One Grand Prix, two Gold, five Silver, six Bronze and eight Honorable Mention awards were given in seven categories of the AAAA Jay Chiat Planning Awards, which celebrate brilliant strategic thinking that clearly leads to a powerful creative expression.
“The papers this year were submitted from an amazing spectrum of brands, agencies and countries,” said Charnock. “More than any previous year, this year’s top entries showcased the wide variety of different types of idea that planners and strategic thinkers are imagining.
“That the quality of the thinking gets better every year was reflected in the intensity of the debate that took place at each stage of judging,” added Hardie. “We’re particularly pleased to have such a strong batch of Gold Winners representing the significant contribution from account planning in India, France and the United States.”
The Grand Prix went to JWT Mumbai for De Beers Group Marketing (Diamond Bride). The other Gold awards went to BETC Euro RSCG Paris for eBay France, and Goodby, Silverstein & Partners, for Anheuser-Busch (Rolling Rock.
In discussing the Grand Prix, Charnock said, “It takes a very brave planner to decide to challenge a cultural ideal, in this case the cultural ideal of a dutiful and self-sacrificing Indian bride. It’s hard to think of any cases in the advertising world that demonstrate this degree of marketing courage.”
Added Hardie, “This is a wonderful example of how brilliant strategic thinking can leverage seismic cultural shifts to create a new reality that deliver astonishing business success. It’s exactly the kind of thinking that should inspire us all.”
The five Silver awards went to: BBH London, Campbell Mithun, Draftfcb Toronto, The Martin Agency and TBWA\Chiat\Day & Starcom Worldwide. Bronze was awarded to: Deutsch; Littlefield Inc.; M&C Saatchi Los Angeles; McCann Erickson; Publicis; TBWA Chiat\Day, Tequila & OMD. The five Honorable Mention went to: BBDO West; DDB San Francisco; DDB San Francisco & Tribal DDB; Euro RSCG Worldwide, New York; Goodby, Silverstein & Partners, OMD & TMA; Goodby, Silverstein & Partners; McCann Erickson; and McKinney.
The seven categories in the 2008 AAAA Jay Chiat Planning Awards competition are:
Service Brand—Best contribution of planning to a service brand that has been in the marketplace for more than two years.
Silver:
Campbell Mithun—H&R Block
Bronze:
McCann Erickson—Weight Watchers
No Gold or Honorable Mention was awarded in this category.
Product Brand—Best contribution of planning to a product brand that has been in the marketplace for more than two years.
Gold:
Goodby, Silverstein & Partners—Anheuser-Busch (Rolling Rock)
Silver:
TBWA\Chiat\Day; Starcom Worldwide—Sara Lee (Ball Park)
Bronze:
Deutsch—McNeil Consumer Healthcare (Tylenol)
Publicis—P&G (Metamucil) (Product Brand)
TBWA\Chiat\Day; Tequila; OMD—Sony Playstation (NBA ‘07)
Honorable Mention:
DDB San Francisco—Clorox (Kingsford)
DDB San Francisco; Tribal DDB—Clorox (bathroom products)
EURO RSCG Worldwide, New York—Heineken USA (Dos Equis)
McCann Erickson—Nikon (D40) (Product Brand)
McKinney—Virgin Mobile USA (Product Brand)
Product/Service Introduction—Best contribution of planning to a brand that has been in the market for less than two years.
Silver:
The Martin Agency—Wal-Mart (Sustainability)
Honorable Mention:
Goodby, Silverstein & Partners; OMD; TMA—Frito-Lay (Doritos)
No Gold or Bronze was awarded in this category.
Pro Bono—Best contribution of planning to a pro bono brand.
Honorable Mention:
BBDO West—SF Zoo
No Gold, Silver or Bronze was awarded in this category.
Small Budget—Best contribution of planning to a small budget brand (under $5 million).
Bronze:
Littlefield Inc.—Tulsa World
M&C Saatchi Los Angeles—The J. Paul Getty Trust (The Getty)
No Gold or Silver was awarded in this category.
Global—Best contribution of planning to a global campaign originating from North American and running in at least three other countries.
Honorable Mention:
Goodby, Silverstein & Partners—HP PSG (Personal Systems Group)
No Gold, Silver or Bronze was awarded in this category.
International—Best contribution of planning for communications that ran in international markets (not originating in the United States).
Gold:
BETC Euro RSCG—eBay France
JWT Mumbai—De Beers Group Marketing (Diamond Bride)
Silver:
BBH London—Barnardo’s
Draftfcb Toronto—Workplace Safety and Insurance Board
No Bronze or Honorable Mention was awarded in this category.
About the Jay Chiat Planning Awards
Previously called the AAAA Awards for Account Planning, the awards were renamed in 2004 in honor of advertising legend Jay Chiat, who is credited with introducing the discipline of planning to the United States. In 2007, a new International category was established to recognize the best contribution of planning for communications that ran in international markets.
The Awards are presented each year at the AAAA Account Planning Conference in recognition of planners who have developed strong and innovative insights and seen their work evolve through creative that affects both the consumer and the business.
The Grand Prix, Gold, Silver and Bronze winners receive an award in the shape of a building block, symbolizing the discipline of planning as it relates to the advertising process. Gold, Silver and Bronze winners each receive a wood statuette; the Grand Prix award is created in stone. Honorable Mentions receive certificates.
About the AAAA
The American Association of Advertising Agencies is the national trade association of the advertising agency business. The 1,196 member agency offices it serves in the United States employ 65,000 people, offer a wide range of marketing communications services, and place 80 percent of all national advertising. The management-oriented association helps its members build their businesses, and acts as the industry’s spokesman with government, media, and the public sector. For more information visit our Web site at www.aaaa.org.