New York Ad Agency Named Finalist For Six Different Clients; Garners The Highest Total Of Nominations Of Any Agency In The Retail Industry’s Most Prestigious Awards Show
Whether it’s healthcare or horseracing, pest control or prescriptions, the New York advertising agency DeVito/Verdi showed why it is one of the industry’s most creative shops by being named a finalist in 10 categories for six different clients at the 2010 Racie Awards conducted by the advertising and marketing arm of the National Retail Federation.
DeVito/Verdi, which garnered more nominations than any other agency, was nominated for commercials and ad campaigns on behalf of clients that span the retailing spectrum. The agency was honored for its creative ads for Rentokil (Ehrlich Pest Control); Duane Reade, the New York drugstore chain; Legal Sea Foods, the Boston-based restaurant group; the National Thoroughbred Racing Association; Mount Sinai Medical Center in New York; and Abington Memorial Hospital in Pennsylvania.
The 2010 Racie Awards honor the best advertising campaigns in the retail industry. This year’s awards will be bestowed March 3 in San Francisco during the Retail Innovation and Marketing Conference hosted by the NRF. The annual advertising competition is conducted by the Retail Advertising & Marketing Association (RAMA), a division of the NRF. RAMA is a trade association of more than 1,500 retail, marketing and advertising executives, plus supporting partners from the advertising agency, media and service-provider areas.
“In what is arguably the toughest retail environment in recent history, there has never been a greater need to create breakthrough creative concepts,” said Ellis Verdi, president of DeVito/Verdi. “It’s an honor to be recognized for so many different ads from a wide range of clients. The judges recognized our serious side and our humorous side in equal measure.”
The Duane Reade campaign speaks directly to shoppers in a way that only a fellow New Yorker can. The Gotham-inspired black-and-white ads convey the fact that New York’s hometown drug store understands the unique nature of life here and what it takes to survive day in and day out. This campaign will compete in the Outdoor category.
The Legal Sea Foods radio commercial, “Aqua Blue,” takes a humorous, yet barbed, look at how other restaurants fall short in offering fresh fish. The spot effectively communicates the value of Legal Sea Foods to diners who are trading down from overpriced offerings, while maintaining the Boston-based restaurant group’s quality positioning.
The Rentokil campaign communicates the need to employ a professional when handling the task of pest extermination. With this campaign, the agency successfully created cost-effective communications solutions for the pest control company in its battle against large national competitors, such as Terminix and Orkin. The work was named a finalist in the Television, Newspaper and Radio categories.
The NTRA radio ads are part of a long-running campaign of award-winning commercials that feature a horse-race announcer calling the mundane details of everyday life as he would a thrilling day at the track. The spots show how everything else pales in comparison to a day at the track.
The agency’s ads for two hospital clients, Abington Memorial and Mount Sinai Medical Center, take a serious tone in addressing the real-life stories of patients overcoming odds after being treated at the respective hospitals. Mount Sinai is up for Racie awards in the Magazine and Print Campaign categories. Abington is a finalist in the Newspaper category.
Final judging for the Radio and Outdoor categories will be conducted live during the awards event, March 3, as audience members will decide the winners in both those categories.
DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. DeVito/Verdi is a medium-sized, full-service advertising agency that continues to win accolades for its work in all departments, including creative, strategic planning, media buying and planning, public relations, promotions, guerilla tactics and digital solutions, the fastest-growing department within the agency.
DeVito/Verdi, which has been voted “Best Agency” six times over the last 12 years by the 4A’s, has created some of the most memorable ad campaigns of the past 15 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Duane Reade, Rentokil, (Ehrlich Pest Control), Appleton Rum, EPC Cigar Co., The National Association of Broadcasters, Sony, Canon, BMW, Circuit City, Daffy’s, Esquire Magazine, Men’s Wearhouse, TimeOut Magazine, Grey Goose Vodka, SteinMart, Reebok, Massachusetts General Hospital, Hotwire.com, Office Depot, Legal Sea Foods, Mount Sinai Medical Center, North Shore/LIJ Hospital, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, CarMax, Sports Authority and others.