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Goodby, Silverstein Wins Top MPA Prizes For Outstanding Magazine Advertising

kelly2.pngAdvertising may not be enough to keep the magazine industry alive anymore, but that doesn’t mean that there isn’t still great work being done.

Yesterday, the Magazine Publishers of America celebrated outstanding work in magazine advertising with the announcement of the winners of its Kelly Awards. Goodby, Silverstein & Partners in San Francisco won the top prize — the Grand Prize Kelly — for its “There Can Only Be One” ads developed for the National Basketball Association. The ads, which promoted basketball games on ESPN, ABC and TNT, helped increase television ratings by 61 percent, the MPA said.

The agency also snagged the second place Gold Kelly for its work with ice cream maker Haagen Dazs and its “Haagen Dazs Loves Honey Bees” magazine ad campaign. The third place Silver Kelly went to Energy BBDO’s Canadian Club campaign, “Damn Right Your Dad Drank It.”

This was also the first year in the 28-year history of the Kelly Awards that the MPA allowed consumers to vote on their favorite ads. The results provided a list of “America’s Favorite Magazine Ads,” with BBDO NY’s “Hands” campaign for AT&T taking the top spot.

A full list of winners is after the jump


Overall Excellence Winners

Grand Prize Kelly

AGENCY/CITY: Goodby Silverstein & Partners / San Francisco, CA
CLIENT: National Basketball Association ESPN/ABC/TNT
CAMPAIGN: There Can Only Be One
EFFECTIVENESS: Boosted TV ratings by 61%

Gold Kelly

AGENCY/CITY: Goodby Silverstein & Partners / San Francisco, CA
CLIENT: Haagen-Dazs
CAMPAIGN: Haagen-Dazs Loves Honey Bees
EFFECTIVENESS: Grew revenue by +7%

Silver Kelly

AGENCY/CITY: Energy BBDO / Chicago, IL
CLIENT: Canadian Club
CAMPAIGN: Damn Right Your Dad Drank It
EFFECTIVENESS: Outpaced category leader with a +4% sales increase in the first three months of the campaign

Individual Award Categories

The Effectiveness Award, brought to you by MRI Starch

AGENCY/CITY: BBDO NY / New York, NY
CLIENT: Armstrong
CAMPAIGN: Laminate Flooring Print Campaign
EFFECTIVENESS: Generated a +64% spike in brand awareness

Best Integrated Campaign

AGENCY/CITY: McCann Erickson New York / New York, NY
CLIENT: MasterCard Worldwide
CAMPAIGN: Priceless Search
EFFECTIVENESS: Increased brand awareness with key their target by +10%

Best Public Service Campaign

AGENCY/CITY: TBWA\Chiat\Day / New York, NY
CLIENT: Ad Council/U.S. Olympic Committee
CAMPAIGN: Don’t Be an Asterisk
EFFECTIVENESS: Increased web traffic by +1,200%

Best Magazine Ads by Size

SPREAD WINNER
AGENCY/CITY: Carmichael Lynch / Minneapolis, MN
CLIENT: Harley-Davidson
CAMPAIGN: Dark Custom
EFFECTIVENESS: Revved up sales among young adults by +24%

FULL-PAGE WINNER
AGENCY/CITY: Ogilvy NY / New York, NY
CLIENT: Perrier
CAMPAIGN: IER
EFFECTIVENESS: Lifted sales by +11%, beating a 15-year record

INSERT/OUTSERT WINNER
AGENCY/CITY: GSD&M Idea City / Austin, TX
CLIENT: BMW North America
CAMPAIGN: “No” Booklet
EFFECTIVENESS: Inspired 67,360 new vehicle sales—exceeding their goal by +6%

WINNERS OF “AMERICA’S FAVORITE MAGAZINE ADS”

1. AT&T “Hands” by BBDO NY
2. “Haagen Dazs Loves Honey Bees” by Goodby Silverstein & Partners
3. Perrier “IER” by Ogilvy NY
4. Armstrong “Laminate Flooring Print Campaign” by BBDO NY
5. Canadian Club “Damn Right Your Dad Drank It” by Energy BBDO
6. National Basketball Association ESPN/ABC/TNT “There Can Only Be One” by Goodby Silverstein & Partners
7. MINI “Carfun” by Butler, Shine, Stern & Partners
8. ESPN “Fantasy Football Hall of Fame” by Arnold
9. Harley-Davidson “Dark Custom” by Carmichael Lynch
10. Valspar “Missing Chip” by Euro RSCG Chicago

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