ACHIEVING COOLNESS ON THE WEB

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The Spot, produced by Grey Advertising's Fattal & Collins, Marina del Rey, Calif.

David Siegel's Home Page was the runner-up.

Where: The First Annual Webby Awards, presented by John Brancato and Michael Ferris, writers of Columbia Pictures' "The Net," at the Hollywood Roosevelt Hotel, which, probably not coincidentally, is where the first Academy Awards were held.

How: Glenn Davis, special projects coordinator for InfiNet and creator of "Cool Site of the Day," tabulated votes from hundreds of thousands of Web users from 36 countries to figure out exactly which site the Web community thought was the coolest. Mr. Davis plans to expand the awards next year, to include titles like best commercial site and best producer.

Why: Advertising Age talked to Russell Collins, president of Fattal & Collins and executive producer of Webby Award winner The Spot, about being "cool":

Being cool is about being able to reach your audience. The most important thing is knowing how to bring people to your environment and keep them coming back, rather than knowing how to pitch a marketing message once they're there.

Anything that hooks people in is great, like The Spot's daily episodic plot, or a sweepstakes or contest.

Remember people on the Internet are there because they want to participate. Give them something to do.

Advertising that's passive will absolutely not work.

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