4A’s announces 2012 Winners of Jay Chiat Awards for Strategic Excellence in Advertising; Ogilvy Sydney scores 2 Silvers for ‘Share a Coke’
The 4A’s, the leading trade association for the US advertising industry, has just wound up its third annual Strategy Festival, 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 global Jay Chiat Awards for Strategic Excellence, following a record number of submissions in 10 categories ranging from creative technology and social media to brand experience.
Ogilvy Sydney was the only Australian agency to score metal, winning two Silver awards for its multi-awarded Coca-Cola ‘Share a Coke’ campaign – one for Innovative Design, the other for Social Strategy.
“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: Interpublic’s R/GA New York, CP+B; 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.
11 Comments
It’s interesting to note that whenever Share a Coke wins an award for the other agencies (Naked and Wunderman), they share the creds with the others but when Ogilvy claims a win they claim it on their own. Is there a brat amongst the pigeons?
Quite right, 1:51PM. Doesn’t endear agencies to their working partners when that happens.
Couldn’t agree more.
One Green Bean and Urban also cop the short end of the stick. The ATL advertising was actually the weakest part of the campaign.
The packaging/digital/PR/experiential is what really delivered.
Do we not all agree that the lion’s share of the credit must go to the organisation and individual that thought up the idea of printing the names on the labels?
From what I hear it was the former ECD who mentioned it at a staff meeting.
I think this is common knowledge.
Whose idea is it anyway?
Considering the idea originated with Ogilvy i don’t see a problem with it
One Green Bean, Naked and Urban wouldn’t claim this as their idea, they’ve made it known whose idea it really was previously. It didn’t even come from the creative department at Ogilvy, but it came from them.
And who cares whose idea it was, the people that actually worked on it have been credited, although everyone from the guy who did a flyer for it to the receptionist are claiming it as their own. We know who really did the hard yards on the project and they’ve all been listed as creatives on it, sadly they’ve all left Ogilvy for greener pastures.
Well done Alex, Omid, Luke, Liam, Jakub and Chris. It was a cracker of a campaign.
it came out of ogilvy. more specifically, chris ford and a few creatives.
even the experimentation ideas (coke stands, kings cross outdoor) was out of ogilvy. one green bean, urban and so on just executed them.
oh, and naked did nothing. they’re just part of the roster so they get credited.
It was the planner – definitely not the PR agency, the receptionist, or the 35 people who said they worked on it but didn’t receive a credit.
@observer. It’s widely acknowledged that the idea came from Ogilvy. And I don’t recall Naked crediting Ogilvy when they accepted the Spikes trophies for the campaign?
Yes it was a simple yet effective campaign.