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2009 4A’s Jay Chiat Awards for Strategic Excellence: Winners Announced 

Jay Chiat AwardsThe winners of the 2009 Jay Chiat Awards for Strategic Excellence were announced last night at B.B. King Blues Club & Grill. The awards presentation, held during Advertising Week 2009, was led by Suzanne Powers, global strategy director, TBWA Worldwide, and chair of 4A’s Planning Committee, and William Charnock, director, strategic innovation, JWT, and chair of the 2009 Jay Chiat Awards program. Category winners were announced by team leaders of judging category panels. The Yahoo!-sponsored event, was the first time that Planning took place during Advertising Week.

Judging chairs who announced their category winners during the evening included: Carol L. Cone, Cone (Social Strategy); Marta LaRock, Ogilvy New York (Campaign for Existing Brand); Barry Lowenthal, The Media Kitchen (Media Communications), Ben Malbon, BBH Labs (New Product or Content); and Mark Truss, JWT (Research Innovation). Anne Benvenuto, R/GA, New York (Brand Experience & Innovative Design) was unable to present in the evening, allowing Ben Malbon the honor. Unable to attend in person, Gareth Kay, Goodby, Silverstein & Partners (Campaign for New Brand), presented via a video. 

 Visit the complete list of judges

BBH, New York was named winner of the 2009 Grand Prix for its work on behalf of Vaseline (“Vaseline Clinical Therapy: Prescribe the Nation”). The Grand Prix judging panel comprised members of the 4A’s Planning Committee, who convened on Monday, Sept. 21, to pick the best of show from the 10 Gold winners. This marks the third Grand Prix for BBH; the agency took home Grand Prix in 2006 and 2007 for its work on behalf of Unilever.

Gold winners included: BBH, New York, The Commission on Presidential Debates Online; COLLINS: and Civic Entertainment Group, New York, CNN; Euro RSCG, New York, The Atlantic; Goodby, Silverstein & Partners, San Francisco, Häagen-Dazs; JWT, New York, for both Schick and JetBlue; JWT, Mumbai, The Times of India; MotiveQuest, Evanston, IL, Toyota Prius; MRM Worldwide, New York, U.S. Army; and TBWA\Chiat\Day, Los Angeles, Pepsi.

The 2009 Jay Chiat Awards were marked by a record-breaking 187 entries, of which 46 were short listed. Of the eight categories in the awards program, only two—Campaign for Existing Brand and Campaign for New Brand—were given solely for advertising. The other non-advertising categories—Brand Experience, Idea for New Product or Content, Innovative Design, Media Communications, Research Innovations and Social Strategy― demonstrate how strategic thinking has impacted more than just advertising. Additionally, for the first time, all categories in the awards program were open to international entrants, a departure from previous years when international was a distinct category.

“We set out to inspire, provoke and celebrate strategic brilliance,” said Powers. “What we found was a variety of stories that epitomize a shifting industry, and more importantly a shift in the way we think about culture and brands and the impact we can all have.”

“The winners of the 2009 Jay Chiat Awards represent the best strategic thinking around the world,” said Nancy Hill, president and CEO, 4A’s. “I’m pleased that planning, such an important industry discipline, was celebrated during Advertising Week, for the first time.”

“The Jay Chiats have really benefited from the new categories we added this year,” added Charnock, “With better, more interesting papers across the board, the judges really had something to debate. But, in the end the Grand Prix rightly went to a packaged goods brand that would have withered on the shelf without a great idea behind it.”


The 2009 Jay Chiat Award for Strategic Excellence Winners

Grand Prix:
• BBH, New York: Vaseline (“Vaseline Clinical Therapy: Prescribe the Nation”)

Brand Experience & Innovative Design
Gold:
• COLLINS: and Civic Entertainment Group, New York: CNN (“Fingerlicking and Politicking”)

Silver:
• SapientNitro, South Brisbane, Australia: Tourism Queensland (“The Best Job in the World”)

Bronze:
• Ignited LLC, El Segundo, CA: U.S. Army (“Virtual Army Experience: The U.S. Army’s Potent New Recruiting Tool”)
• JWT, London: Wilkinson Sword (“Going With the Mo, Not With the Flow”)
• TBWA\Chiat\Day, Los Angeles: Gatorade (“Packaging Re-Design”)

Honorable Mention:
• Goodby, Silverstein & Partners, San Francisco: Doritos (“The Scariest Place on the Web: Hotel 626”)
• JWT Brasil: Coca-Cola (“Who was Better: Maradona or Biro-Biro?”)

Campaign for Existing Brand
Gold:
• BBH, New York: Vaseline (“Vaseline Clinical Therapy: Prescribe the Nation”)
• Euro RSCG, New York: The Atlantic (“Is The Atlantic Doomed?”)
• TBWA\Chiat\Day, Los Angeles: Pepsi (“Refreshing an Icon”)
• JWT, New York: JetBlue (Bigwigs: Making Jetting Newsworthy”)

Silver:
• DDB West, San Francisco: Brita (“Filter for Good”)
• Goodby, Silverstein & Partners, San Francisco: Cheetos (“WTF Happened to Chester?”)
• McCann, New York: Dentyne (“Making Face Time With Dentyne”)

Bronze:
• DDB, New York: United Technologies (“Cross Section”)
• The Escape Pod, Chicago: OfficeMax (“Power to the Penny”)
• JWT, New York: Cadbury (“Stride: Enough Is Enough!”)

Honorable Mention:
• JWT, New York: Microsoft (“Because It’s Everybody’s Business to Take It Personally”)
• JWT, New York: Stouffers (“Reigniting Stouffer’s Iconic Status”)
• Ogilvy & Mather, New York: Post Shredded Wheat (“Progress Is Overrated”)
• Team One, El Segundo, CA: The 2010 Lexus RX (“Making Change Matter”)

Campaign for a New Brand
Silver:
• JWT, New York: Schick (“Making a Private Buzz Public”)
• M&C Saatchi, London: Ladbrokes (“Forward Accountability”)

Bronze:
• Bates141, Mumbai: Virgin Mobile (“Building a Youth Brand in a Youthful Country”)
• Olson, Minneapolis: Nike (“Nike Bauer Hockey”)
• SapientNitro, South Brisbane, Australia: Tourism Queensland (“The Best Job in the World”)
 
(No Gold or Honorable Mention was awarded in this category.)

Idea for New Product or Content
Gold:
• MRM Worldwide, New York: U.S. Army (“Straight From Iraq”)

Silver:
• Anomaly, New York: By Lauren Luke (“Lauren Luke”)
• JWT Brasil: Johnson & Johnson (“Band-Aid by Alexandre Herchcovitch—Reinventing One of the World’s Greatest Product Inventions”)
• BBH, New York: Mrs-O.org (“Mrs. O: From Blog to Brand in Under Six Months”)

Bronze:
• Cutwater, San Francisco: Ray-Ban (“Never Hide Films”)

(No Honorable Mention was awarded in this category.)

Media Communications
Gold:
• BBH, New York: The Commission on Presidential Debates Online (“Tearing Down the Spectacle & the Spin”)

Silver:
• Fallon, Minneapolis: Syfy/NBC Universal (“How Battlestar Galactica Learned to Stop Worrying and Love the DVR”)
• SapientNitro, South Brisbane, Australia: Tourism Queensland (“The Best Job in the World”)

Bronze:
• Anomaly, New York: Converse (“Domaination”)

Honorable Mention:
• Goodby, Silverstein & Partners, San Francisco: Adobe (“Layer Tennis: Season One”)
• Goodby, Silverstein & Partners, San Francisco: California Milk Processor Board (“You Really Can’t Lose With Gold Spandex”)

Research
Gold:
• MotiveQuest, Evanston, IL: Toyota Prius (“Selling a Car by Not Selling a Car”)

Silver:
• The Martin Agency, Richmond, VA: Wal-Mart (“Rediscovering the Soul of Wal-Mart”)

Bronze:
• DCSNET Comunicações, Brasil: Group2 (“The Group That Analyzes a Group is a Group2”)

(No Honorable Mention was awarded in this category.)

Social Strategy
Gold:
• Goodby, Silverstein & Partners, San Francisco: Häagen-Dazs (“Where My Bees At?”)
• JWT, Mumbai: The Times of India (“Teach India: When Over Two Million Unlettered Indian Kids Said ‘Jai Ho’ ”)

Silver:
• M&C Saatchi, London: Change4Life (“How Open Source Marketing is Helping Us Change4Life”)
• Neiman Group, Philadelphia: Coalition to Stop Pennsylvania Teens From Drinking and Driving (“Full Apologies”)

Honorable Mention:
• Grey London: Women’s Aid (“Calling ‘Cut!’ on Domestic Violence: How Women’s Aid Used Celebrity to Change People’s Minds”)
• R/GA, New York, Ad Council: That’s Not Cool (“Helping Teens Draw Their Own Digital Line”)
 
(No Bronze was awarded in this category.)

About the Jay Chiat Planning Awards
Previously called the 4A’s 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, the awards began to accept international entries in an international category. In 2009, all categories were opened to international entries.

The awards are presented 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 4A’s
The 4A’s 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 spokesperson with government, media, and the public sector. For more information, visit our Web site at www.aaaa.org

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