APMA Announces Globes Finalists
Six U.S. entries were among the 51 campaigns chosen as finalists in judging for the Association of Promotion Marketing Agencies Worldwide’s second-annual Globe Awards for Excellence, held in Toronto last month.
The finalists were selected from 1,029 entries representing 24 countries in four regions: Asia-Pacific, Europe, Latin America, and North America. Sixteen Best of Category winners and a Gran Prix Best Campaign in the World will be announced during a black-tie dinner Nov. 12 at the Four Seasons Resort & Hotel in Palm Beach, FL. (For more information, visit apmaw.org.)
The six U.S. finalists were all winners in PROMO’s PRO Awards of Excellence, which serves as the exclusive U.S. entry point for the Globes. Because PRO Awards winners will not be announced until Oct. 23 at PROMO Expo in Chicago (visit promoexpo.com), their identities cannot be divulged here.
The following is a list of Globes finalists from other countries, listed by category.
Best Multidisciplined Campaign: Grimaldi S.A. Marketing Promocional (Argentina) for Cisneros Television Group; Rocha Azevedo Marketing Promocional (Brazil) for Fiat Automotives S.A.; Promarket-J.Saar Agency (Israel) for Cellcom; one U.S. entry.
Best Use of Advertising: F/Nazca Saatchi & Saatchi Publicidades Lyda (Brazil) for AMBEN; Lanyon Phillips Communication (Canada) for Boston Pizza; WOW Rapp Collins Ltd. (New Zealand) for Mobil Oil; Clarke Hooper Momentum (U.K.) for CITB.
Best Direct Marketing: Target Market (Israel) for YES Satellite Services; OgilvyOne Warsaw (Poland) for Michelin Polska; Swordfish (U.K.) for Channel 4.
Most Innovative Communication Strategy: The Media Edge, Mediavest Worldwide Toronto & YTV (Canada) for Kraft Canada; Promarket-J.Saar Agency (Israel) for Cellcom; WOW Rapp Collins Ltd. (New Zealand) for Challenger International; KLP Euro RSCG (U.K.) for Guinness Ireland Group.
Best Use of New Media: Rocha Azevedo Marketing Promocional (Brazil) for Cia De Saneamento Basico Do Estado De Sp; DBM (Israel) for Independent Entrepreneurship; Polkomtel S.A. (Poland), in-house; one U.S. entry.
Most Effective Long-Term Campaign: Stopromotion (Argentina) for Ledesma S.A.; Magnesium (Belguim) for Douwe Egberts Belgium; Perspectives (U.K.) for Carlsberg-Tetley.
Best Activity Generating Brand Awareness and Trial: WOW Rapp Collins Ltd. (New Zealand) for TAB New Zealand; Saatchi & Saatchi (U.K.) for COI/The British Army; two U.S. entries.
Best Activity Generating Brand Volume: Integrated Options (Australia) for Nestle Australia; Capital C Communications (Canada) for Frito-Lay; Lowe Porta & Partners (Chile) for Unilever.
Best Activity Generating Brand Loyalty: News Compa-Oa De Ideas (Argentina) for Open Sports; DBM (Israel) for Procter & Gamble; Clarke Hooper Momentum (U.K.) for Jet.
Best Business-to-Business Campaign: Promarket-J.Saar Agency (Israel) for Cellcom; The Sales Machine L&Z (Mexico) for Energizer; one U.S. entry.
Best Retail Account-Specific Activity: Integrated Options (Australia) for Combined Rural Traders; The Marketing Store (U.K.) for Mercedes-Benz UK; one U.S. entry.
Best Dealer/Sales Force Activity: Rocha Azevedo Marketing Promocional (Brazil) for Fiat Automotives; M Marketing Services (Canada) for Visa Canada Association; WOW Rapp Collins Ltd. (New Zealand) for Nokia Mobile Phones New Zealand.
Best Idea or Concept: Leo Burnett Co. Ltd. (Canada) for Kellogg Canada; Promarket-J.Saar Agency (Israel) for Nestle Ice Cream; Saatchi & Saatchi (U.K.) COI/The British Army.
Best Art Direction: PALM Publicite Marketing (Canada) Volkswagen Canada; 141 Singapore Pte Ltd. (Singapore) for Unilever Singapore; Momentum BCN (Spain) Coca-Cola; Biggart Donald Ltd. (U.K.) for Bacardi Martini.
Best Copywriting: Target Market (Israel) for Clal Credit Insurance Ltd.; Targeting (Spain) for ALTADIS; Saatchi & Saatchi (U.K.) for COI/The British Army.
Best Photography: Capital C Communications (Canada) for North York General Hospital Foundation; Target Market (Israel) for YES Satellite Services; IMP London (U.K.) for Rugby Football Union.
Best Illustration: The Marketing Store Worldwide (Australia) for Kraft Foods Australia; SD Comunicacao S/C LYDA (Brazil) for Elida Gibbs; Biggart Donald Ltd. (U.K.) for Bacardi Martini.
Account Action
Upshot, Chicago, named integrated promotion agency of record for Redmond, WA-based Microsoft Corp.’s Ultimate TV. … DraftWorldwide, Chicago, named by Singapore Airlines to handle the $10 million account for its frequent-flier and priority passenger services for two years. … Target Marketing & Promotions, Boston, named by New Balance Athletic Shoe, Inc., also Boston, to handle national promotion activity for the launch of a new product line.
