JWT Mumbai’s “Diamond Bride,” on behalf of De Beers, was named the Grand Prix winner of the 2008 AAAA Jay Chiat Planning Awards. The announcement was made during the final day of the AAAA 2008 Account Planning Conference at the Loews Miami Beach. Jay Chiat Planning Awards co-chairs William Charnock, planning director, JWT, and Murray Hardie, evp, chief planning officer, Energy BBDO, presented the Grand Prix to Shaziya Khan, vp, strategic planning director, JWT Mumbai.
“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,” said Charnock. “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.”
A panel of judges convened on Sunday, July 23, when three Gold winners presented their cases. The two other Gold winners were BETC Euro RSCG Paris for eBay France, and Goodby, Silverstein & Partners, for Anheuser-Busch (Rolling Rock).
This marks the second year that the Jay Chiat Planning Awards Grand Prix was awarded to an International entry. Last year’s Grand Prix was awarded to BBH London for Unilever’s AXE/Lynx fragrance launch, an entry in the newly established International category. The first time a Grand Prix was awarded was in 2003, when Crispin Porter + Bogusky was honored for its work on Molson; in 2006, BBH New York won the Grand Prix for its work for AXE.
» Download 2008 Gold, Silver, Bronze and Honorable Mention
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.