Arnold Worldwide Drives Away With $100,000 MPA Kelly Award for Its Volkswagen Beetle Campaign
BEVERLY HILLS, Calif.-- May 23, 2001--Carmichael Lynch wins "Best Headline and Copy" and
Goodby, Silverstein & Partners wins "Best Design and Graphics"
Arnold Worldwide of Boston has won the $100,000 MPA Kelly Awards Grand Prize for its Volkswagen of America "Hey, There's A..." campaign for the New Beetle.
The winners were announced tonight at a black-tie gala attended by more than 450 magazine and advertising industry leaders at the Regent Beverly Wilshire. The Kelly Awards, sponsored by Magazine Publishers of America (MPA), are given annually to the creative team that produces the best advertising campaign to appear in American consumer magazines.
In addition to the $100,000 Grand Prize, Arnold Worldwide also received the "Best at Meeting Campaign Objectives" and "Best Idea/Concept" awards. Two other awards were presented. Carmichael Lynch was awarded the "Best Headline and Copy" distinction for the second year running for its Harley-Davidson "Brand" campaign, and Goodby, Silverstein & Partners was awarded the prize for "Best Design and Graphics" for its Nike "Nike Women's Shoes" campaign.
Arnold Worldwide's work, which virtually swept the Kelly Awards in 1999 for Volkswagen of America, was selected from among 25 finalists by a panel of distinguished judges that included creative directors from the nation's top advertising agencies. The winning creative team consists of chief creative officer Ron Lawner, creative director Alan Pafenbach, art director Don Shelford, copywriter David Weist, and photographers Bill Cash, Jeff Mermelstein, Joanna B. Pinneo, Gary Rosenquist, and Christopher Morris.
"The Kelly Awards demonstrate the power of magazine advertising, which is truly something to celebrate," said Ellen Oppenheim, Executive Vice President/Chief Marketing Officer for Magazine Publishers of America. "All of these winners prove that great print creative helps build a great brand."
The Carmichael Lynch Harley-Davidson "Brand" campaign's winning team consists of creative director and copywriter Jim Nelson, art director Paul Asao, and photographers Paul Wakefield and Chris Wimpey.
Goodby, Silverstein & Partners "Nike Women's Shoes" team consists of creative directors Jeffrey Goodby and Rich Silverstein, art directors Sean Farrell and Phil Covitz, and copywriter Maya Rao.
Presenters of the 20th annual Kelly Awards were the father-son team consisting of Larry Postaer, executive vice president and director of creative services, Rubin Postaer and Associates, and his son Steffan, executive vice president, Leo Burnett USA, who created the Grand Prize-winning Altoids ad at the 18th annual Kelly Awards. Gregory J. Osberg, executive vice president/worldwide publisher, Newsweek, and Fabio Freyre, publisher, Sports Illustrated presented the video, which features the work of the 25 finalists and commentary from the top creative directors who serve as Kelly judges.
The 25 campaigns nominated were the finalists in a process that began late in 2000 with a call for entries to the nation's ad agencies. Seventeen creative directors came together in New York City on March 29th to review and rate the entries. PricewaterhouseCoopers tabulated the judges' evaluations to determine the finalists and winners. The judges do not discuss the campaigns with one another, and the names of all award winners remain confidential until they are revealed during the program.
A Kelly "Hall of Fame," consisting of Grand Prize winners over the past 17 years, was established in 1994. All campaigns in the "Hall of Fame" are retired from future MPA Kelly Award competitions.
The MPA Kelly Awards are named for Stephen E. Kelly, a former MPA president who devoted his career to magazine publishing. He promoted the concept that creative magazine advertising made the difference in sales results - a concept that became the guiding principle for the MPA Kelly Awards.
Magazine Publishers of America is the industry association for the consumer magazine business. Established in 1919, the MPA represents more than 240 domestic publishing companies with approximately 1,400 titles, more than 80 international companies and more than 100 associate service providers. Staffed by magazine industry specialists, the MPA's headquarters are in New York City, with an office of government affairs based in Washington, D.C.