Winners of the 2007 American Association of Advertising Agencies Jay Chiat Planning Awards were announced today at the 2007 AAAA Account Planning Conference, currently held at the Manchester Grand Hyatt, San Diego, through Wednesday, August 8.
AAAA Jay Chiat Planning Awards co-chairs William Charnock, co-head of strategic planning, JWT, and Murray Hardie, director of planning, Fallon, presented the awards during this morning's General Session.
The year's AAAA Jay Chiat Planning Awards program introduced two new elements:
- The creation of a new International category, in response to numerous requests from planners outside of North America who wanted to enter into the competition.
- Expansion of the criteria to encourage submissions from the full-spectrum of strategic and creative thought leaders. This expansion recognizes that planning has exploded in terms of the disciplines and skill sets of those who work within it, from media to connections planning to digital strategy to CRM to data strategy to business strategy, etc. Specific outreach was made to the media community.
Three Gold, five Silver, two Bronze and 12 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 ideas that win Gold awards are not simply advertising ideas, they are ideas that exist as content, new products and communications platforms of different forms," said Charnock. "These ideas are so brilliantly simple that they come to life in many guises. Both the International and the U.S. Gold winners are great proof of that fact."
"Brilliant strategic thinking is the very heart of what inspires the very best creative work across the communication industry," added Hardie. "As the planning discipline continues to evolve, we must encourage its application across all facets of the communication landscape. The Jay Chiat Planning Awards showcase the practical application of planning across all media channels."
Gold awards went to: BBH London for Unilever's AXE/Lynx fragrance launch; BBH New York for its work on behalf of Unilever's AXE "The Gamekillers"; and Cramer-Krasselt for Takeda Pharmaceuticals' introduction of Rozerem.
The five Silver awards went to: BBH London, Fallon, JWT, The Martin Agency and TBWA\Chiat\Day Los Angeles. Bronze was awarded to RPA and The Buntin Group. The 12 agencies cited for Honorable Mention were: Campbell-Ewald; Euro RSCG New York; Fallon; Grey San Francisco; JWT (five times, with two Honorable Mentions for International category entries); The Richards Group; SS+K; and TAXI.
The seven categories in the 2007 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.
- Fallon, Bahamas Ministry of Tourism
- Campbell-Ewald, Alltel (Wireless)
- TAXI, Blue Shield of California
No Gold or Bronze awards were given in this category.
Product Brand--Best contribution of planning to a product brand that has been in the marketplace for more than two years.
- BBH, Unilever (AXE, "The Gamekillers")
- JWT, Kimberly Clark (Kleenex)
- The Richards Group, Thomasville
Product/Service Introduction--Best contribution of planning to a brand that has been in the market for less than two years.
- Cramer-Krasselt, Takeda Pharmaceuticals (Rozerem)
- TBWA\Chiat\Day Los Angeles, Sony Computer Entertainment America (PlayStation 3)
- JWT, Dominos Pizza
- JWT, Unilever (Sunsilk)
No Bronze award was given in this category.
Pro Bono--Best contribution of planning to a pro bono brand.
- The Buntin Group, Partnership for a Drug-Free America (Infected by Meth)
- Fallon, Children's Defense Fund
- Grey San Francisco, Youth Leadership Institute
No Gold or Silver awards were given in this category.
Small Budget--Best contribution of planning to a small budget brand (under $5 million).
- The Martin Agency, Hanesbrands Inc. (Barely There)
- JWT, Tourism Ireland
- SS&K, msnbc.com
No Gold or Bronze awards were given in this category.
Global--Best contribution of planning to a global campaign originating from North American and running in at least three other countries.
- Euro RSCG, Novartis (Nicotinell)
No Gold, Silver or Bronze awards were given in this category.
International--Best contribution of planning for communications that ran in international markets (not originating in the United States).
- BBH London, Unilver (AXE\Lynx)
- BBH London, Unilever (Becel)
- JWT London, Bayer (CalciAid)
- JWT Brazil, Diageo Brazil LTDA (Smirnoff)
About the Jay Chiat Plannings Award
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. 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.