NYAMA: Group weighs an award for integration

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The New York American Marketing Association is in talks to institute an award to recognize integrated campaigns.

NYAMA insiders say that the association is brainstorming whether a new award might form a new Effie Award category-the competition that measures advertising effectiveness-or simply become a stand-alone event.

The move was prompted by the surprising results of a survey, conducted in March with Advertising Age, during the Effie judging process. The survey revealed the extent to which clients and agencies are struggling to put together effective multi-discipline campaigns (AA, March 10).

James McDowell, VP-marketing, BMW of North America and NYAMA president, said, "We're looking at it, but we don't have a firm conclusion about what we'd like to do."

NYAMA Executive Director Mary Lee Keane was reluctant to discuss the prospect of an integration award, saying: "There is a lot of talk ... but there are no plans to introduce a new award." The Effies, to be held on June 4, gives awards in 43 categories.

While there are numerous industry award shows for separate marketing disciplines, no single award honors those who best mix separate communications tools.

Drew Neisser, president-CEO of New York-based guerilla specialist Renegade Marketing Group said: "There is a hole in the market. ... To recognize who is doing it well is critical." Separately, an NYAMA spokeswoman confirmed that the future of the organization's Marketing Hall of Fame award is under review.