New York—HSR Business to Business captured the Grand CEBA Award for its Eclipse Aviation “Organization Chart” campaign at American Business Media's 11th annual Creative Excellence in Business Advertising Awards Wednesday evening.
HSR won a $25,000 prize for the campaign, which ran in Business & Commercial Aviation . HSR also took home a CEBA award in the category of campaign with an annual media budget of up to $100,000.
The Eclipse ad features an organizational chart that collectively spells out, “Extend the benefits of corporate jet travel to more people in your organization.” Tom Rentschler, executive creative director at HSR, said: “The organizational chart became symbolic that it doesn’t just have to be the guys at the top who should fly on corporate jets.”
Legendary ad executive George Lois, chairman and creative director of Good Karma Advertising, was named as the first inductee to the CEBA Hall of Fame. Lois, who helped popularize such brands as USA Today and Xerox, told BtoB: “The greatest wins of my life have been b-to-b campaigns. … I like guys who make a trade title the first read of the day, and you can knock [C-level executives] on their socks with great advertising.”
Below are this year’s CEBA winners:
For advertising with an annual media budget of up to $100,000: CATEGORY 1: Single ad—page or less Agency: Cramer-Krasselt Advertiser: GE Healthcare Performance Solutions Name of ad: “Tending to the Health of Your Business” Publication where ad appeared: Modern Healthcare CATEGORY 2: Single ad—spread or larger Agency: Time Inc., in-house Advertiser: Time Inc. Name of ad: “Hot, Hotter, Hottest” Publications where ad appeared: Adweek, Brandweek, Mediaweek CATEGORY 3: Single ad—inserts, pop-ups, foldouts, spectaculars, gatefolds & multiunits Agency: Discovery Communications, in-house Advertiser: Discovery Networks Name of ad: “Let’s All Discover” Publications where ad appeared: Advertising Age, Adweek, Brandweek, Mediaweek CATEGORY 4: Campaign Agency: HSR Business to Business Advertiser: Eclipse Aviation Name of ad: “Organization Chart” campaign Publication where ad appeared: Business & Commercial Aviation
For advertising with an annual media budget of $100,000 or more: CATEGORY 5: Single ad—page or less Agency: Fallon Worldwide Advertiser: Nuveen Investments Name of ad: “Smarter Ways to Be Conservation—Baby” Publication where ad appeared: Investment News CATEGORY 6: Single ad—spread or larger No awards were given in this category. CATEGORY 7: Single ad—inserts, pop-ups, foldouts, spectaculars, gatefolds & multiunits Agency: Campbell-Ewald Advertiser: U.S. Postal Service Name of ad: “Media Plannus Extinctus” Publications where ad appeared: Advertising Age, BtoB, Direct CATEGORY 8: Campaign Agency: DeVito/Verdi Advertiser: Radio Advertising Bureau Name of ad: “If It Works, Don’t Ignore It” Publication where ad appeared: Advertising Age No media budget breakdown: CATEGORY 9: Digital Agency: OgilvyOneWorldwide Advertiser: IBM Corp. Name of ad: “Special Pill” Web site where ad appeared: Forbes.com CATEGORY 10: Corporate media promotion Agency: Variety Inc., in-house Advertiser: VarietyCareers.com Name of ad: “Reasons” Publication where ad appeared: Variety CATEGORY 11: Integrated media promotion Agency: BBDO Advertiser: General Electric Co. Name of ad: “Healthcare Re-imagined” Publication, Web site where ad appeared: BusinessWeek, Yahoo.com