A Winning Season

Posted on December 1, 2004 by Chief Marketer Staff

LOOK WHAT’S HAPPENED to the promotion calendar: Guinness made St. Patrick’s Day a month-long holiday. Fisher-Price parlayed its one day in Toys ‘R’ Us stores into an eight-month talent search. Frito-Lay turned back the clock for Baby Horton, The History Channel secured the future for landmarks and Victoria’s Secret/ The Limited sparked national word-of-mouth by spending five days with Spring Breakers. Consumers drove on racetracks, gave athletes their autographs, voted to name an airplane and elect a pirate, solved accounting crimes and preserved local historic sites. Not bad for one calendar year.

Best Multi-Discipline

(National)

FIRST PLACE

St. Patrick’s Holiday

Client: Guinness Brewing

Agency: Colangelo Synergy Marketing

Everyone is Irish on St. Patrick’s Day. Guinness, accustomed to having that holiday to itself, met competitors’ increased activity by flexing its St. Patrick’s Day strength with a parody of the Christmas season. The pitch, “Treat St. Patrick’s Day like a real holiday,” prompted a month’s worth of on-premise sampling (begun Feb. 15 at the annual Great Guinness Toast) and fundraising for Lance Armstrong Foundation; e-mail to members of Guinness’ 1759 Society; direct mail with coupons; radio; and a $4 million tongue-in-cheek TV campaign. Bottle and can volume grew 8%, three times faster than usual; kegs’ volume growth quadrupled. Top growth came in 12-packs, up 82%. Off-premise displays hit 16.7% ACV, up from 2.2% the year before.

What the judges said: “The TV spots were phenomenal.” “It’s hard to get better each year when you have that right of ownership [for a holiday].”

FINALISTS

Pure Luck! Get Spotted Drinking & Win

Client: Pepsi-Cola Co.

Agency: TracyLocke

America, How Do You Eat Your Oreo?

Client: Kraft Foods

Agency: In-house

Angel Soft — Angels in Action

Client: Georgia-Pacific

Agency: DVC Worldwide

Best Multi-Discipline

(Regional)

FIRST PLACE

AOL Concert for Schools

Client: America Online

Agency: Momentum Worldwide

AOL pinpointed its biggest market, New York City, for its crucial 9.0 launch, then drafted Dave Matthews Band for a free Central Park concert to benefit NYC schools.

AOL-branded street teams trolled the five boroughs in branded Chevy Tahoes and on Segway transporters, distributing CD-ROMs with Matthews videos and 9.0 trial. One in four CDs won two concert tickets when scanned by street teams; non-winner CDs sent users online for a second-chance sweeps awarding 250 more pairs of tickets. Paid VIP tickets helped raise $2 million for schools (including donations from ticket winners). A tie-in with The New York Post put AOL’s concert in 900,000 newspapers with 9.0 CDs and donated $50 to schools for every registration through Post-distributed CDs. Infinity Radio stations carried live remotes from AOL’s street teams ticket giveaway on-air. Eighty-five thousand attended the concert on the Great Lawn (591,000 via streaming at AOL); 60,000 CDs were distributed, 60% of them taken home.

What the judges said: “Slickly done.” “AOL’s power of multidiscipline marketing goes beyond anything else.”

FINALISTS

Say Hello to Ted

Client: United Airlines

Agency: Arc Worldwide

What’s Brewing

Client: Chock Full o’Nuts

Agency: The Integer Group

Phaeton Test Drive at W Hotels

Client: Volkswagen of America

Agency: Arnold Brand Promotions

Best Use of Promotional Advertising

FIRST PLACE

NewBeetle/Apple iPod “Pods Unite”

Client: Volkswagen of America

Agency: Arnold Brand Promotions

Volkswagen’s New Beetle, now five years old, wasn’t so new anymore and sales were slowing. Rather than slash prices, VW found a novel soulmate, Apple’s sleek iPod, and touted similarities in design, function and technology. TV ads titled “Pods Unite” and print ads headlined “Volkswagen + Apple. Duh” dangled the value-added offer: Beetle buyers got a free iPod and a kit to plug it into the dashboard. An owner’s kit included VW-branded music CDs, a co-branded sticker and an interactive ‘zine touting VW’s taste in music. Direct mail to 110,000 prospects (from VW’s database) supported. The July-August push beat aggressive sales goals (5,200 cars sold) by 14%, reversing a May-June decline of 10%. Test drives hit 3,500 (the goal was 1,100). The two peas in a pod expect to promote together again.

What the judges said: “A beautiful marriage of brand equity.” “Car dealers have to go beyond rebates. This is the way to do it.” “It’s a real tribute to VW that they got Apple to do a tie-in.”

FINALISTS

SouperStar Mansion

Client: Campbell Soup Co.

Agency: Ryan Partnership

It’s All About Isaac

Client: Oxygen

Agency: The GEM Group

Cocina En Un Minuto

Client: Knorr USA

Agency: MASS Promotions

Event Marketing

(5 venues or less)

FIRST PLACE

Pink Miami Launch

Client: Limited Brands

Agency: Mr. Youth

Victoria’s Secret unwrapped its young-adult brand, Pink, during Spring Break to reach as many 18- to 24-year-old women as possible with a single-market event that vacationers would talk about back home. A three-story pink box appeared on a Miami beach; ads, postings, street teams, aerial signs, hotel collateral and p.r. hyped a five-day countdown. (The Miami Herald leaked Victoria’s Secret’s involvement the day of the unveiling.) Five thousand Spring Breakers showed up on March 17 for a surprise fashion show and live concert by No Mercy. Afterwards, Pink passed out gift cards; branded hotel lobbies; and hosted nightclub parties. Pink brand sales jumped triple-digits at Victoria’s Secret’s Miami stores; Victoria’s Secret brand sales rose double digits. The event immediately branded Pink — which sells in branded departments inside Victoria’s Secret stores — as a fun, irreverent brand.

What the judges said: “They had a captive crowd at Spring Break. Those kids went home and brought the message along. They made it viral.” “This was tied to [Victoria’s Secret] stores very well.”

FINALISTS

Catch the Captain

Client: Diageo (Captain Morgan)

Agency: BFG Communications

Yahoo Personals Billboard Dating

Client: Yahoo

Agency: In-house

Camp Jeep

Client: DaimlerChrysler

Agency: BBDO Detroit

Event Marketing

(More than 5 venues)

FIRST PLACE

Mazda Rev It Up

Client: Mazda Motor Corp.

Agency: AMCI

Mazda’s share (1.8%) and brand recognition are small, and its ad budget too limited to compete with bigger rivals. So the underdog created a racing-school tour to get prospects behind the wheel. “Students” in 15 markets paid $39 each (compared to $1,000 at racing schools) for a full day of courses. Instructional courses — videotaped lessons from pros such as Johnny Rutherford and John Andretti — prepped attendees before they hit the racecourse for individual time trials. (The nominal fee covered some costs and insured that reservation holders would show up.) Live concerts, an Xbox arcade, a go-kart track, ESPN’s own tour vehicle, race gear displays and a more sedate street test-drive option rounded out the event. More than 22,000 matriculated during the March-August tour; Mazda hosted 37,000 test drives in all.

What the judges said: “Beautiful choreography.” “To get 22,000 people through at $40 a head blew me away.” “That’s a lot of bodies, vehicles and venues.”

FINALISTS

Reel Moms

Client: Loews Cineplex

Agency: Marinelli Communications

VERB Extra Hour for Extra Action

Client: Centers for Disease Control

Agency: Frankel

Mobile Marketing

FIRST PLACE

Sharpie H2 MobileTour/Autographs for Education

Client: Sharpie

Agency: Pro Sports Management & Marketing

Sharpie markers suit sports celebrities for autographing. That fit Sharpie’s game plan to reinforce its lead (with a 74% market share) and tout metallic pens, which have more competition than Sharpie’s flagship markers. Four Sharpie-branded Hummers sampled 400,000 new Sharpie Metallic markers and brought Sharpie’s “Write out loud” ad campaign to life with demos and contests at tour stops. Sharpie donated $30,000 in school supplies in exchange for signatures from local NFL stars and school kids in Pittsburgh, St. Louis, San Francisco, Atlanta and Denver, where kids autographed a display board to earn supplies for their schools. A Sharpie H24U retail sweeps at Office Depot dangled a Hummer as grand prize (shoppers entered online or in-store). Tour vehicles visited 45 high-traffic Office Depots. The July-December tour completed 113 events in 25 states. Sharpie sales jumped 60%; incremental sales in Office Depot alone were $1.5 million for third-quarter 2003.

What the judges said: “They leveraged every component.” “Their results are very quantifiable. They moved a lot of tonnage.”

FINALISTS

Ride Safe Tour

Client: Tenneco Automotive (Monroe Shocks)

Agency: Three Wide, LLC

Mobile Investigation Unit 2003

Client: Court TV

Agency: In-house

Marshmallow Peeps Fun Bus

Client: Just Born

Agency: Marketing Werks

Sponsorship or Tie-in

FIRST PLACE

Most Reliable Playerin the Game

Client: FedEx

Agency: Velocity Sports & Entertainment

FedEx drove home its “reliability” message with a PGA Tour sponsorship that compared FedEx’s service to top players’ consistent play on the course. Branded content aired during the PGA’s weekly TV coverage and season-end TV special. A Swing for the Green retail sweeps awarded golf prizes. A booklet of tips from top PGA pros was distributed in magazines, FedEx stores and at events. Fans voted for the FedEx-sponsored “most reliable player in the game” at sports Web sites. Business customers played Pro-Am events with PGA pros and attended Tour events; a FedEx Invitational incentive program targeted 50,000 B2B accounts. FedEx designed a joint FedEx/PGA logo for all activities and to put on FedEx packages (a first). The PGA sponsorship increased Tour spectators’ intent to use FedEx; the B2B FedEx Invitational incentive program drove incremental revenue.

What the judges said: “FedEx made it part of their culture.” “They activated this all the way through for a first-class sponsorship deal.”

FINALISTS:

Win the Sword of Aragorn

Client: Hasbro, Inc.

Agency: Alcone Marketing

Snickers Hungriest Player

Client: Masterfoods USA

Agency: Draft

Heineken Presents the Latin Grammys

Client: Heineken USA

Agency: The Vidal Partnership

Direct Marketing

FIRST PLACE

Catch Me if You Can

Client: American Institute of CPAs

Agency: Wunderman

The CPA association is three years into a five-year plan to woo high school and college students to consider a career in accounting. Its challenge: to show accounting as creative, lucrative and people-oriented. An online gaming contest let students solve 12 forensic accounting mysteries to vie for cash prizes. (Games followed the exploits of fictitious rock stars, Wall Street traders, computer geeks.) Contestants earned points for solving each case (tougher cases awarded more points); after three weeks, the top 20% went into a random drawing for 17 cash prizes (from a total prize pool of $10,000). The random drawing (rather than cash prizes to top scorers) encouraged all players to complete the game, and discouraged high-level cheating. Off- and online direct marketing targeted professors and 900,000 business, accounting, IT and economics majors. More than 10,000 students registered, three times 2003 participation levels. More than 6,000 opted for more info; 81% had never expressed interest in accounting before. Total budget for the effort: $170,000.

What the judges said: “Very clever work in a boring field.” “It was ‘Revenge of the Nerds’ — it added drama to a dry profession.” “They reached out to professors, and closed the loop very well.”

FINALISTS

Commitment Challenged

Client: Metro Chicago YMCA

Agency: Arc Worldwide

The Home Depot New Mover Campaign

Client: The Home Depot

Agency: DDB Chicago

Priority Mail Starter Kit

Client: U.S. Postal Service

Agency: Draft

Innovative Communication Strategy

FIRST PLACE

YahooPersonals Billboard Dating

Client: Yahoo

Agency: In-house (see “Getting Personal” on p. 28)

FINALISTS

Song in the City

Client: Delta Air Lines

Agency: LIME P.R. & Promotion

Say Hello to Ted

Client: United Airlines

Agency: Frankel

T-Mobile All Access

Client: T-Mobile USA

Agency: AOL Media Networks

Interactive Media

FIRST PLACE

Boeing Name Your PlaneSweepstakes

Client: Boeing Co.

Agency: Seismicom

Boeing Co. accounts for 70% of the world’s airplane fleet, but competitor Airbus gained altitude in 2003 with 76% of orders for new planes. (That’s worth $26.7 billion, compared to Boeing’s $8.2 billion in 2003 orders.) So Boeing sought consumer buzz for its pending 7E7 plane (due in 2008) to build anticipation, leverage the 100th anniversary of the Wright brothers’ first flight, and counteract consumer reluctance to fly post-Sept. 11. The campaign, themed “A new dream takes wing,” centered on a global online sweeps: Those who voted for their fave name for the plane were automatically entered to vie for a flight in a 737 simulator. (The winning name: Dreamliner.) Aviation buffs joined the online World Design Team to follow 7E7 design and construction. A dedicated site, newairplane.com, offered a 360-degree “tour” of the plane. Time for Kids brought the sweeps to classrooms for 2 million students grades four to six. Ads and links ran on AOL, Time.com, CNN.com and more. Nearly 400,000 U.S. consumers voted; 91,879 joined the World Design Team. A parallel sweeps for Boeing employees and families dangled a simulator flight as grand prize; 8,000 entered.

What the judges said: “This is a tough category, and their numbers were huge.” “They really tapped aviation enthusiasts’ passion.”

FINALISTS

Catch Me if You Can

Client: American Institute of CPAs

Agency: Wunderman

Ben & Jerry’s Take the Oath to Vote

Client: Ben & Jerry’s Homemade

Agency: Hawkeye|FFWD

Snickers Hungriest Player

Client: Masterfoods USA

Agency: Draft

Long-Term Campaign

FIRST PLACE

Kellogg’s AmericanAAdvantage Miles

Client: Kellogg Co.

Agency: Draft

Kellogg tweaks its on-pack miles offer each year (now in Year Five) while keeping the solid foundation: 100 AAdvantage miles per box. Adult cereals — which get little ad support — needed to counteract sales slippage and build brand loyalty. Year Two overlaid a Win a Million Miles instant-win sweeps, added Eggo, Nutri-Grain brands; Year Three fielded a Mystery Miles sweeps with bonus miles (up to 25,000) in some packages. Year Four (2003) tied to tourism bureaus for America’s Greatest Cities sweeps awarding trips to seven cities (Boston, Chicago, Los Angeles, New York, Philadelphia, San Francisco, Seattle) and packing in travel guides to top cities. Annual run is 50 million to 70 million packages; redemption rate is 7.1%, a total 2 billion miles.

What the judges said: “They stuck with something and made it work.” “This shows steady — but not sexy — build year to year.” “Good block and tackle work.”

FINALISTS

FedEx Ultimate Air & Ground

Client: FedEx

Agency: Velocity Sports & Entertainment

Visa Merchant Premiums

Client: Visa USA

Agency: Carlson Marketing Group

EET and ERN

Client: Kellogg Co.

Agency: Draft

Building Brand Awareness/Trial

FIRST PLACE

YahooPersonals Billboard Dating

Client: Yahoo

Agency: In-house

(see “Getting Personal” on p. 28)

FINALISTS

Say Hello to Ted

Client: United Airlines

Agency: Frankel

Shower, Sing & Win

Client: Old Spice High Endurance

Agency: FOX Sports Net/TeamWorks Media

Marshmallow Peeps Fun Bus

Client: Just Born

Agency: Marketing Werks

Building Volume

FIRST PLACE

Would You Name Your BabyHorton?

Client: Frito-Lay

Agency: Marketing Resources and Ketchum Entertainment Marketing

Ruffles was losing its edge, with sales declines over three years and household penetration down 25%. So Frito-Lay staged a rebirth, bringing back its classic Baby Horton character (after 10 years in retirement) with an unusual offer: The first parents to name their baby Horton won a $50,000 college-savings account (and $15,000 to defray taxes.) Babies born between May 13 and 20 were registered at Babyhorton.com for naming rights. Forty-nine families complied (but only the first got cash). A $10 million ad campaign and p.r. revived the old “R-R-Ruffles have r-r-ridges” tagline. Ruffles sales rose 5.9% to $338 million; market share rose eight percentage points.

What the judges said: “Ruffles finally embraced its heritage and used its original artwork.” “It’s scary that so many people were willing to name their baby ‘Horton.’”

FINALISTS

Picture the Ultimate Vacation

Client: Eastman Kodak Co.

Agency: Eric Mower & Associates

The Marketing of No Marketing

Client: Pabst Brewing Co.

Agency: Liquid Intelligence

Find Major Money

Client: Burger King Corp.

Agency: Draft

Building Loyalty

FIRST PLACE

EET and ERN

Client: Kellogg Co.

Agency: Draft

Kellogg overhauled its EET and ERN kids’ loyalty site in 2002, because kids weren’t visiting the two-year-old site despite an initial burst of registration in 2000. Kellogg revamped the rewards structure and added downloadable prizes for instant gratification, spiffed up its games and strengthened ties to on-pack promos. Kids still collect on-pack points to bank online for prizes, but now they earn goodies faster — and each code triggers a small prize when it’s entered. Quarterly updates and partnerships (Cartoon Network, Disney, Skechers, Sony, K2, Hamtaro) freshen content. Over 850,000 kids registered by the end of 2003; goal was 800,000. A June Finding Nemo tie-in brought a record 58,080 registrations. Active accounts (one code per quarter) are up. Kellogg converses with active members via e-mail.

What the judges said: “They recognized a problem and didn’t walk away from it.”

FINALISTS

Slim-Fast Challenge

Client: Slim-Fast Foods Co.

Agency: J. Brown Agency

Instant Visa Rewards

Client: Visa USA

Agency: Marketing Drive Worldwide

Camp Jeep

Client: DaimlerChrysler

Agency: BBDO Detroit

Business to Business, Sales Force, Dealer

FIRST PLACE

For Leaders Only

Client: Welch Allyn

Agency: Eric Mower & Associates

Independent sales reps were reluctant to pitch unfamiliar high-tech medical equipment to doctors. So Welch Allyn — whose flagship ear, nose and throat scopes get high marks from the 90% of docs who use them — paid cash incentives to those sales reps for sharing leads with Welch Allyn’s own sales force. Independent reps, who frequent doctors’ offices and have established relationships with office staff, open the door for Welch Allyn reps to demo high-tech gear, answer doctors’ questions and close the sale. Indy sales reps get an incentive credited to their American Express Incentive Funds Card after a Welch Allyn rep conducts a product demonstration. The program grew to 14,000 leads in 2003 from 4,133 in 1999; 46% of 2003 leads led to demos and 23% led to sales.

What the judges said: “They recognized that sales reps alone wouldn’t sell their products.” “The creative says exactly what this audience wants to hear.”

FINALISTS

Upfront Bus

Client: Court TV

Agency: In-house

Great Shots

Client: Callaway Golf

Agency: 141 Worldwide

Pool Tools Hardware Loyalty Program

Client: HTH

Agency: Harwood Marketing Group

Account-Specific

FIRST PLACE

Stars on Broadway

Client: Fisher-Price

Agency: Eric Mower & Associates

Toys ‘R’ Us asked for a one-day activity for its Camp Geoffrey in-store program. Fisher-Price gave it an eight-month, multi-market event and eight new stars for TRU’s Times Square store. Fisher-Price staged a talent search for kids: Moms brought their kids (ages three to eight) to have a picture taken during Fisher-Price day at Camp Geoffrey. Eight finalists won a trip to Fisher-Price’s East Aurora, NY headquarters for a photo shoot, play session with soon-to-be-released toys and the company’s annual ToyFest Parade. Fisher-Price planned to choose five photos for the storefront billboards on Toys ‘R’ Us’ Times Square store; all eight were so cute, Toys ‘R’ Us used them all. Each winner also gota $500 Toys ‘R’ Us shopping spree. The promo garnered 7,500 entries and extended Fisher-Price’s exposure in Toys ‘R’ Us stores and built its umbrella brand, rather than an individual toy brand.

What the judges said: “Fisher-Price made the most of its time in Toys ‘R’ Us, and got its own products featured on those billboards.” “This campaign just feels nice.”

FINALISTS

Slim-Fast Challenge

Client: Slim-Fast Foods Co.

Agency: J. Brown Agency

Go for the Green!

Client: The Scotts Co.

Agency: Saatchi & Saatchi X

Make Your School Really Cool

Client: Campbell Soup Co.

Agency: Ryan Partnership

Small-Budget

FIRST PLACE

Californians for theCaptain

Client: Diageo (Captain Morgan)

Agency: BFG Communications

With 2,000 candidates in California’s 2003 gubernatorial race, Captain Morgan’s faux-candidacy “put the party back into politics” with guerilla tactics statewide. High-profile political advisor James Carville was the Captain’s campaign manager. The Captain threw a party in the ballroom next to the national pressroom during the official debate: the sexy Morganettes served cocktails; reporters on deadline got high-speed Internet access to file their stories. Consumers saw on-premise ballots and sampling; a slate of new cocktails to woo fickle 21- to 24-year-olds; wild postings; flash mobs in party districts; and a “Californians for the Captain” vehicle touring high-traffic zones. The Captain had a full array of yard signs, bumper stickers, campaign buttons and handbills. He didn’t sweep the election, but the brand’s statewide volume sales (on- and off-premise) jumped 68% for three months, then stayed up 17.8% in the first half of 2004. Brand awareness hit 84% with men 21-24 and 76% with women 21-24 — key constituents in this highly competitive state.

What the judges said: “It was the right time and the right place. They nailed it.” “The Captain was almost a legitimate candidate.”

FINALISTS

Pair-a-Day Instant Giveaway

Client: Bluefly

Agency: ePrize

Mad Chickens

Client: Gazebo Room

Agency: Pavone

I Love the 70s

Client: VH-1

Agency: Universal Consulting Group

Best Idea

FIRST PLACE

Save Our History

Client: The History Channel

Agency: Civic Entertainment Group

The History Channel extended its Emmy-winning Save Our History program with a national campaign to preserve historic sites. It signed First Lady Laura Bush as spokesperson by partnering with the White House’s “Preserve America” initiative, and giving that effort visibility on-air and through local events. The History Channel hosted 48 preservation projects in 22 states, registering 55,000 students to participate in local restoration: Tampa kids preserved parts of their own school; Chicagoans set up an architecture tour with kids as guides. Curriculum materials reached students in 100 markets. The program awarded $10,000 grants to communities with the best preservation projects, and brought local leaders (mayors teachers, students) to Washington, DC, for workshops and an awards ceremony at The Smithsonian. Cable affliates helped host kick-off events in 10 markets; affiliates liked standing with mayors, school officials and local preservationists to show their commitment to community. All History Channel affiliates ran a total of 25,000 promotional spots, unusual for a non-programming effort. (PSAs starred Mrs. Bush, Rudy Giuliani and actors George Lopez and Mekhi Phifer.) Bank of America’s title sponsorship yielded $5 million in incremental ad revenue; partners USA Today and Fairmount Hotels helped fund the campaign.

What the judges said: “This is a big idea.” “What a great way to extend the brand. It’s not just The Hitler Channel anymore.”

FINALISTS

HSBC Bankcab

Client: HSBC

Agency: Renegade Marketing

Song in the City

Client: Delta Air Lines

Agency: LIME P.R. & Promotion

Scion Behind the Wheel

Client: Toyota Motor Sales USA

Agency: AMCI

Best Creative

FIRST PLACE

The Lord of the RingsAdventure Card

Client: New Line Cinema

Agency: EastWest Creative

New Line Cinema simultaneously hyped its DVD of The Lord of the Rings: The Two Towers and kept LOTR fans pumped for the theatrical premiere of its sequel Return of the King. A six-month in-pack/ online effort put LOTR Adventure Cards in 10 million DVDs and VHS tapes. Each card had its own self-destruct PIN code that fans used to access special content and offers at a dedicated Web site (lotradventurecard.com). Content (exclusive downloads, film clips) and promo offers — 70 in all — were periodically refreshed. Partners Chrysler, Duracell, 7UP, Verizon, Air New Zealand and more kicked in special offers. Retailers Best Buy, Circuit City and Target distributed their own co-branded cards that sent fans to retailers’ own Adventure Card sites. New Line’s monthly e-mail blasts and partners’ periodic TV, print and circular ads kept Adventure Card offers top of mind. More than 25 partners and licensees pitched in; 800,000-plus fans participated — four times the goal. New Line (and a key retailer) tracked fan activity in real time, including sweeps entries, opt-ins, tell-a-friend and click-through on links. New Line plans to do similar cards again.

What the judges said: “The agency made good use of the graphics the studio gave them.” “Nice balance between selling the DVD and keeping interest high for the next theatrical release.”

FINALISTS:

Marvel Comics Back to School

Client: Master Lock

Agency: Cramer-Krasselt

PT Block Party

Client: DaimleyChrysler

Agency: BBDO Detroit

The Judges

THIS YEAR, the entries were judged by a superb panel of industry experts, from both the brand and agency sides of marketing. The judges gave very generously of their time and knowledge, flying in from all around the country to participate in an intensive two-day review. These awards are the result of their high standards and professional commitment.

ROBERT BALICK
Strottman International

VIRGINIA BATES
Eric Mower & Assoc.

BETSY BERMAN
DVC Worldwide

MARTIN BIHL
Renegade Marketing

STEVE BOXBAUM
CoActive Marketing

CHRIS CANCILLA
Frankel

STEVE CAPUTO
Marden Kane

LORIN CIPOLLA
PROMO

DAVID COHN
Civic Entertainment

DUKE DELLAROCCO
Colangelo Synergy Group

ELIZABETH DILULLO
Momentum Marketing

DAVID FLAHERTY
Seismicom