The awards were based on effectiveness and creativity. The McDonald's campaign on the Nickelodeon Web site generated high click-throughs, while the Cover Girl site won for its success at drawing high female traffic. Leo Burnett USA and its Giant Step unit, Chicago, developed the McDonald's campaign; Cover Girl was designed by Grey Interactive, New York.
Other Web site awards:First runner-up: IBM, for its Kasparov vs. Deep Blue site, designed by K2 Design, New York, for Ogilvy & Mather. Second runner-up: Coors Brewing Co., for its Zima Web site, designed by Modem Media, Westport, Conn.
Other Web ad campaign awards:First runner-up: AT&T, for its intermercial campaign, created by Modem Media.
CASIE is a group sponsored by the American Association of Advertising Agencies and the Association of National Advertisers.