Whatever Works

"I know this campaign is old, but I still think it's great."

That's how one industry expert apologetically offered his nomination for Best Overall Promotion during judging for the PRO Awards 2001 last July in New York City.

The implication, of course, is that a dusty old campaign isn't very award-worthy, that a repeated promotion doesn't provide the attention-grabbing buzz so vital to successful marketing these days.

Despite all the calls for out-of-the-box thinking and break-through ideas, effectiveness is still what's most important. And the only attention a promotion needs to grab is that of its target audience.

Then again, innovation at the outset -- along with a deep understanding of the consumer -- is probably what gives campaigns their long-term potential. That's certainly the case with Camp Jeep (the aforementioned "old" campaign) which captured at least one PRO Awards category for the third straight year and was just one vote shy of earning Best Overall accolades as well.

Similarly, General Mills' Yoplait walked off with Best Long-Term Campaign honors with a straightforward on-pack cause tie-in that resonates with the brand's core customers. Innovative? Perhaps not. But effective, relevant to the brand and its audience, and award-worthy? Absolutely.

Not that this year's list of winning campaigns is short on innovation: DraftWorldwide turned candy marketing on its ear with an effort that sent Milky Way into nightlife hot spots on motorcycles. Brand Buzz linked up with local artists to create a new way of looking at Sony's WEGA television. And those seeking a truly break-through idea need look no further than Ryan Partnership's Tossed & Found campaign for GE Financial Assurance, which made an enviably strong impact on consumers, the media, and PRO Awards judges to be crowned Best Overall Campaign.

On the following pages, we'll give you a rundown of the winning campaigns (along with another nod to the runners-up). New or old, unique or borrowed, they all possess standards of excellence -- in customer insight, strategic acumen, tactical panache -- that are worthy of recognition.