CLIOS MAKE RETURN TO N.Y. BUT NOT YET TO FORMER GLORY: GOODBY NAMED AGENCY OF YEAR AND COLLECTS 14 TV-FILM PRIZES, 10 FOR PRINT

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The Clios returned to New York last week, part of an overall effort to continue repair work on the tarnished image of what was once the ad world's most prestigious awards event.

By moving the event from San Francisco, the Clios-led by Executive Director James Smyth-risked reviving the specter of the chaotic 1991 awards ceremony, which ended with attendees rushing the stage and making off with the trophies. But the organizers, who bought rights to the Clios in 1993, hope that the move helped increase the event's profile.

DUSENBERRY, REINHARD ON BOARD

Clio VP Peter Zapf noted the awards have attracted a board that includes such industry giants as Philip B. Dusenberry, chairman-CEO of BBDO Worldwide's New York office, and Keith Reinhard, chairman-CEO of DDB Needham Worldwide.

To add more credibility, the group expanded this year's event into a three-day conference and exhibition with two separate awards ceremonies for print and broadcast media. About 650 people attended the broadcast ceremony.

Goodby, Silverstein & Partners, San Francisco, was named the Clio Advertising Agency of the Year, and won 14 Clios in the TV/cinema category and 10 in print.

Goodby also won a Gold Clio for its "It'd be weird without beer" national TV campaign for Anheuser-Busch.

Atherton & Associates, New York, also won a Gold Clio for the same Anheuser-Busch advertising while Tohokushinsha Film Corp., Tokyo, picked up one for its national campaign for Nissin Foods' Cup 'O Noodle.

Grand Clios went to Hill, Holliday, Connors, Cosmopulos, Bos-ton, for its national TV campaign for John Hancock Financial Corp., featuring five b&w spots promoting retirement services; and to Ogilvy & Mather New Zealand, Auckland, for its outdoor campaign for the Humane Society of New Zealand.

BBDO COLLECTS GOLD

Gold Clios in radio went to BBDO West, Los Angeles, for spots for Ortho's Antstop Orthene Fire Ant Killer and to World Wide Wadio, Hollywood, for commercials for McDonald's Corp.'s Crispy Chicken Sandwich.

The Clios are facing increased competition from other awards shows that stepped in to fill the void after 1991, most notably the One Show, scheduled for May 21 and which anticipates a turnout of approximately 1,000 people.

INVITATION IGNITES SPAT

Even before either awards show took place, organizers for both were sparring over the contents of the One Show invitation.

It included a stream-of-consciousness narrative that noted how hard it is to win a Gold Pencil, unless a catastrophe wiped out the competition so that an agency could win with an ad for a bank's toaster giveaway.

It ended by saying an award would go "right next to the Clio he won in '86 for the best business-to-business ad in the medical products category."

Mr. Smyth fired off a letter to Mary Warlick, executive director of the One Club, protesting the copy and questioning its taste.

'CHEAP SHOT'

"I think it was a bit of a cheap shot on their part" based on the past management of Clios, Mr. Zapf said.

Ms. Warlick said she was surprised by Mr. Smyth's protest.

"Of course, the invitation was meant as a joke and was lighthearted. But the fact that the Clio organization is taking it so seriously suggests they still feel vulnerable about their excessive number of income-generating categories," she said.

Mr. Zapf noted that the Clio organization stopped handing out certificates and reduced the number of Gold Clios this year.

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