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4A's Announces 2012 Winners of Jay Chiat Awards For Strategic Excellence in Advertising 

-- Interpublic's R/GA breaks record, winning gold in three categories --

NEW YORK — October 26, 2012 — The 4A’s, the leading trade association for the advertising industry, held its third annual Strategy Festival from Oct. 24-26, where some of the most innovative and effective case studies were presented and awarded.

During the festival, the 4A’s also announced this year’s recipients of the Jay Chiat Awards for Strategic Excellence (Oct. 25), following a record number of submissions in 10 categories ranging from creative technology and social media to brand experience.

“Competition to win these awards gets more intense every year,” said Nancy Hill, President-CEO of the 4A’s. “We are continually looking to raise the bar in defining what represents great strategic thinking and have been very pleased by the reaction from the advertising community.”

Attendees heard presentations and ideas from brand marketers such as, Cole Haan and Mondelez International, and from account planning gold winners about how they delivered best-in-class campaigns using social media and technology.

 Additionally, some 350 attendees, many of whom were account-planning professionals, agreed to take part in a workshop that will add real-life value to Code for America, a  non profit that uses technology to help government work better.

“Citizens have a tendency to confuse politics with government, which detracts from their appreciation of what government does, particularly at the local level,” said Jennifer Seidel, EVP, Agency Relations and Education at the 4A’s.  “We wanted to harness the collective brainpower of our conference to figure out how we can improve the relationships between local governments and their constituents.”

On Thursday, attendees broke into teams to work on Code for America’s brief in which they had only a few hours to work together to provide strategic ideas to a panel of judges including Tim O'Reilly, O'Reilly Media, Beth Noveck, former Deputy CTO of the United States,Anne Milgram, former Attorney General of New Jersey, Kevin Slavin, founder of Area/Code, Tim Dierks, former Google engineering lead, and Owen Washburn, Brookings Institution. Meanwhile, from a record number of short-listed entries for the Jay Chiat Awards, the 4A’s gave out 47 medals in all. Gold winners included: Ogilvy & Mather, London; Leo Burnett; McCann New York; BBDO New York; DDB Brasil; Cramer-Krasselt; Mindshare and JWT Atlanta.

These global advertising awards honor strategic thinking and recognize professionals who have developed strong, innovative insights and initiated their work through creative campaigns that inspire both consumers and business.  The judging panels were comprised of top industry thought leaders.

The complete list of medal winners for the 2012 Jay Chiat competition were as follows:

Brand Experience

Silver

  • CP+B — American Express “Nextpedition”
  • Ogilvy & Mather, Shanghai — The North Face “Finding True North”

Bronze

  • JWT —Johnson & Johnson/Band-Aid® Brand “BAND-AID® Magic Vision Augmented Reality App”
  • Ogilvy & Mather, London — Unilever, Dove Masterbrand “Unlocking the Social Power of the Dove Brand”

*No Gold was awarded in this category.

Campaign for Existing Brand

Gold

  • Leo Burnett — Allstate “Mayhem is Everywhere”

Silver

  • TBWA\Chiat\Day — Nissan North America “Gas Powered Everything”

Bronze

  • Droga5 — Newcastle Brown Ale” No Bollocks”
  • RPA — Honda “Honda CR-V: The Social Activity Vehicle”

Campaign for New Brand

Bronze

  • Goodby Silverstein and Partners  — Chevrolet Sonic “Let's Do This”

*No Gold or Silver was awarded in this category.

Creative Technology

Gold

  • McCann New York — General Mills International “Trail View by Nature Valley”
  • R/GA — Nike+” FuelBand”

Silver

  • Goodby Silverstein and Partners  — Chevrolet “Game Time App”
  • JWT — Johnson & Johnson/Band-Aid® Brand “BAND-AID® Magic Vision Augmented Reality APP”
  • Ogilvy & Mather, London — Unilever, Dove Masterbrand “The Dove AdMakeover | Unlocking the Social Power of the Dove Brand”

Bronze

  • DDB Brasil — C&A “Fashion Like”
  • Lowe Thailand — Mercedes Benz “Saying No to Sleaze”
  • OMD — H&R Block “Digital Attribution Pricing”

For Good Strategy

Gold

  • BBDO New York — AT&T “The Last Text”

Silver

  • Ogilvy & Mather, London — Unilever, Dove Masterbrand “Unlocking the Social Power of the Dove Brand”

Bronze

  • Cramer-Krasselt — COA Youth & Family Centers “Having Involved Parents”
  • Ogilvy & Mather, Mumbai — Breakthrough “Saving Women From Domestic Violence”

Idea for New Product/Content

Gold

  • R/GA — Nike+ “FuelBand”

Silver

  • Creative Artists Agency — Chipotle “Cultivate Campaign”

Bronze

  • DDB Brasil — Telhanorte “Personal Wall”
  • F/Nazca Saatchi & Saatchi, Brasil — ABInvev – Skol “Skol Roundy”
  • JWT, Puerto Rico — Banco Popular “The Most Popular Song”
  • Loducca, Brasil — Ambev “CYAN BANK: The bank of water”

Innovative Design

Gold

  • R/GA — Nike+” FuelBand”

Silver

  • Ogilvy Sydney — Coca-Cola South Pacific "Share a Coke"

Media/Communications Strategy

Gold

  • Cramer-Krasselt — COA Youth & Family Centers “Having Involved Parents”
  • Mindshare — American Express Open “Small Business Saturday”

*Bronze

  • Leo Burnett, Toronto — IKEA “Moving Day”
  • Y&R Sao Paulo — Telefonica “Fiber-Optic”

*No Silver was awarded in this category.

Research Innovation

Gold

  • JWT Atlanta — “How the U.S. Marines Brought Rambo and Bono Together Through Research (and why)

Silver

  • Arc Worldwide/Leo Burnett Chicago — “ShopperScopeSM: Revolutionizing the Shopper's Path to Purchase”

Bronze

  • Leo Burnett — “SocialShop”
  • Starcom MediaVest Group — “Sensing Investigations”

 

Social Media Strategy

Gold

  • DDB Brasil — Estrela Ferrorama “Volta Ferrorama”
  • Lew'Lara\TBWA, Brasil — Nissan Frontier “Damn Ponies”
  • Ogilvy & Mather, London — Unilever, Dove Masterbrand “The Dove AdMakeover | Unlocking the Social Power of the Dove Brand”

Silver

  • Heat — EA Sports/Madden NFL 12 Football “Madden Smack Shack |Harnessing the Power of Smack”
  • JWT New York — Kraft Foods/Stride “Be Ridiculously Long Lasting”
  • Ogilvy & Mather — Fanta “Lost in Time”
  • Ogilvy Sydney — Coca-Cola South Pacific “Share a Coke”
  • R/GA — Nike “Social Response Lab”

Bronze

  • DDB Brasil — Intel “Human Processor”
  • Etco/Ogilvy, Brasil — Magazine Luiza “Magazine You”
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