CARMICHAEL ROLLS TO KELLY WITH SCHWINN

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What would you do if you just found out your ad agency's print campaign just won the $100,000 Stephen E. Kelly prize from the Magazine Publishers of America and you and one other individual were going to split the winnings?

Book a trip to Disney World? Buy a fancy sports car and pay cash?

Not if you're Kerry Casey, creative director-copywriter at Carmichael Lynch, Minneapolis, which won this year's Kelly award at a ceremony on Ellis Island for a 1993 campaign for Schwinn. His first order of business was to call art director and co-winner Jim Keane, who could not attend.

Then Mr. Casey, 33, began to think about that $500,000 helicopter he's saving to buy. Why a helicopter? "I don't like to keep my feet on the ground."

Carmichael, a finalist 11 times before scoring big at the May 26 event, is the latest in a line of non-New York-based agencies to cop the annual top prize for magazine print advertising.

New York shops were also shut out of the winners circle for the non-cash prizes in this year's newly expanded Kelly awards. Carmichael picked up the trophy for "Best at Meeting Campaign Objectives," also for its work for Schwinn bicycles.

The prize for "Best Headline & Copy" went to Portland, Ore.-based Cole & Weber for Dr. Martens footwear and outerwear.

The Evans Group, Salt Lake City, Utah, picked up the trophy for "Best New Work by New Team" for efforts on behalf of the Humane Society of Utah.

New York agencies have traditionally dominated the 13-year-old award, winning five of the first eight. But it's been a different story more recently.

Wieden & Kennedy, Portland, Ore., won in 1992 and 1993 for Nike campaigns but was barred from re-entering this year's competition because the campaign had not changed substantially.

A New York-based agency last won the top prize in 1991 when TBWA Advertising landed the Kelly for its eye-catching '90 campaign for Absolut vodka.

Lee Lynch, chairman of Carmichael Lynch, noted Minneapolis "has been a hot advertising community for the last five years."

The town is hot, he said, "because it's so cold." The city also boasts a strong creative community and a big graphics industry that is "especially strong in print."

(Editor's Note: Ad Age's Keith J. Kelly is not related to Stephen E. Kelly, a past MPA president for whom the award was named.)

Joe Mandese coordinates MediaWorks.

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