OgilvyOne captures ABM's Grand CEBA

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OgilvyOne Worldwide last month won the Grand Creative Excellence in Business Advertising (CEBA) Award from American Business Media for a campaign for client FM Global.

The agency received the award at a ceremony during Advertising Week in New York City.

Advertising Week, hosted by the American Association of Advertising Agencies and more than 25 industry associations, featured conferences, exhibits, parties, a parade and industry awards during the week of Sept. 20.

The celebration was designed to honor the advertising industry and provide a forum to discuss issues. It is estimated that more than 10,000 industry executives participated in Advertising Week by attending conferences and events, and more than 60,000 people participated during the week by viewing exhibits and special events, such as a parade of advertising icons and the opening of the Madison Avenue Advertising Walk of Fame.

At the CEBA awards ceremony, OgilvyOne won best campaign with an annual media budget of $100,000 or more for its FM Global campaign, in addition to the Grand CEBA.

The print campaign for the insurance company posed questions-such as "29¢ screw or $29 million screw up?"-to explain commercial property risk management.

OgilvyOne also won best interactive campaign for its "On Demand" work for IBM Corp.

"B-to-b advertising plays an important role-it helps companies do business better by informing them of new products and services," said Gordon Hughes, president-CEO of American Business Media, during the awards ceremony. "As this year's CEBA winners show, the best b-to-b ads are not only informative but highly creative and engaging as well."

Other CEBA winners included Wieden & Kennedy, for client ESPN (single-page ad with an annual media budget of up to $100,000); Carmichael Lynch, for client American Standard (single-page ad with an annual media budget of $100,000 or more); and Tom, Dick & Harry, for client Crain's Chicago Business.

Interactive ad conference

Also during Advertising Week, the Interactive Advertising Bureau and MediaPost hosted Interactive Advertising World, a conference on interactive marketing that was attended by more than 2,000 advertising and marketing executives.

The conference opened up with the news that online advertising revenues were up nearly 40% in the first half of the year compared with the first half of 2003 (see story, page 12), according to the IAB.

Keynote speaker Jack Trout, a marketing strategist who has written several books, offered advice on seven marketing strategies: perception, differentiation, competition, specialization, simplicity, leadership and reality. "The most important thing in this business is strategy," Trout said.

On the issue of perception, Trout said, "You win or lose in the mind by being different."

One of the key things marketers need to do is differentiate their businesses on one core attribute, Trout said. He pointed to Visa's "It's Everywhere You Want To Be" campaign as an example of one characteristic-universal access-that makes the product unique. Visa recently expanded its campaign into the b-to-b space with a new tagline, "It's everywhere you want your company to be."

On the issue of specialization, Trout said small companies can compete against larger ones by becoming experts in a niche area. "You can do well against big companies by specialization," he said.

During Advertising Week, the Advertising Tax Coalition (ATC) released a study that found the advertising industry will drive an estimated $151 billion into the New York City metropolitan economy this year.

The study was conducted for the ATC, which is a coalition of nine national media and advertising trade associations, by research company Global Insight.

According to the study, the total economic activity generated by advertising is estimated to account for 18.9% of the region's $800 billion in economic activity. The advertising industry provides an estimated 679,151 jobs, or 16.2% of the area's work force.

New York Mayor Michael Bloomberg hosted a reception of more than 600 advertising industry executives at Gracie Mansion, the mayor's residence. He welcomed advertising executives during a brief speech at the reception and showed a film clip of memorable ads that were filmed in the city.

One of the visual highlights of the week was a parade of advertising icons from Times Square to Madison Avenue, where several ad icons were inducted into a new Madison Avenue Advertising Walk of Fame that also featured ad slogans.

The new inductees, selected by more than 700,000 people who participated in an online poll conducted by Yahoo! and USA Today, were: The M&Ms characters (for M&Ms candies), created by Ted Bates & Co.; the AFLAC Duck (for AFLAC), created by Kaplan Thaler Group; Mr. Peanut (for Planters Nuts), created by Planters Nut Co.; the Pillsbury Doughboy (for Pillsbury Products), created by Leo Burnett Co.; and Tony the Tiger (for Kellogg's Sugar Frosted Flakes cereal), also created by Burnett.

The top ad slogans included in the Walk of Fame were: "Melts in your mouth, not in your hands" (for M&Ms candies), by Ted Bates & Co.; "Sometimes you feel like a nut; sometimes you don't" (for Almond Joy & Mounds candies), by Dancer Fitzgerald Sample; "Where's the beef?" (for Wendy's), by Dancer Fitzgerald Sample; "A mind is a terrible thing to waste" (for United Negro College Fund), by Young & Rubicam; and "Can you hear me now?" (for Verizon Wireless), by Lowe.

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