Bartle Bogle Hegarty London was named the Grand Prix winner of the 2007 American Association of Advertising Agencies Jay Chiat Planning Awards. BBH London was honored for its work on behalf of AXE/Lynx. The announcement was made by AAAA Jay Chiat Planning Awards co-chairs William Charnock, co-head of strategic planning, JWT, and Murray Hardie, director of planning, Fallon, today, the concluding day of the 2007 AAAA Account Planning Conference, held here at the Manchester Grand Hyatt.
This year, the AAAA Jay Chiat Planning Awards program introduced a new International category for brilliant strategic thinking that originated outside of North America, making it the first program of its kind to recognize the global scope of the planning discipline. BBH London's Grand Prix-winning case, "Click," also received a Gold award in the International category.
"'Click' was an idea that could only have happened by thinking differently about planning," said Hardie. "The winning brief addressed this by changing where the strategic thinking starts. The argument was made in the case that, 'the start point was not the brief [itself]. The start point was to be before product development.'"
Added Charnock, "'Click' was not simply an advertising idea. It wasn't even an integrated marketing idea. It was an idea that fused product and communications in a way that could not be separated."
BBH London was selected by a panel of judges to receive the Grand Prix following presentations by the three Gold award winners on Sunday, August 5.
This is the third time that an AAAA Jay Chiat Planning Awards Grand Prix has been awarded. The first time was in 2003, when Crispin Porter + Bogusky was honored for its work on Molson; in 2005 BBH New York won for its work on AXE "The Order of the Serpentine."
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)
RPA, Honda (Element)
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, Domino's 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
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, Unilever (AXE\Lynx)
BBH London, Unilever (Becel)
JWT London, Bayer (CalciAid)
JWT Brazil, Diageo Brazil LTDA (Smirnoff)
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. 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 wooden award; 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.