Colle+McVoy won a $25,000 prize for the campaign, which was in the category of ad campaigns with an annual media budget of $100,000 or more.
The winning ad, which ran in Farm Progress Group publications, features a picture of a tractor parked on a desert with the headline: “Perhaps more innovation than spreading manure deserves.”
Lee Lynch, co-founder of marketing agency Carmichael Lynch, and Nina DiSesa, chairman of McCann Erickson, New York, were inducted into the CEBA Hall of Fame at the awards ceremony.
“I never imagined using the Web to broadcast a commercial,” DiSesa said, referring to the explosion in the last few years of online advertising. “But with online digital platforms, a commercial can be an ad in your hand. The gadgets have won out.”
B-to-b ad agency Doremus, which was founded by Clarence Barron of Barron’s as Dow Jones’ ad agency in 1903, was also inducted into the CEBA Hall of Fame.
“We’ve made b-to-b our specialty and our challenge,” said Carl Anderson, president-CEO of Doremus, who accepted the award on behalf of the company. “It’s a challenge because clients have products and services that are hard to understand and are being marketed to customers who are hard to reach. But you can create messages that are effective, with part inspiration and part perspiration.”