The agency was honored for "Teacher," a humorous spot for Staples Office Products that listens in on the thoughts of a student listing things he will need to buy as the teacher addresses her class, revising a calculator to a small calculator after she says they are not allowed.
"I think it came as a surprise to all of us," said Chuck Kushell, chief operating officer at Cliff Freeman & Partners, a division of Cordiant, of the honor.
Nearly 1,000 people attended the ceremony, hosted by Dick Clark. Winners of gold awards and receiving $20,000 each were: Paul & Walt Worldwide, Hollywood (humor category, "The Simpsons-Robert Goulet," for 20th Television); Houston Effler Herstek Favat, Boston (narrative, "Truth-Sackman," Massachusetts Department of Public Health); Pomposello, New York (music/sound design, "Back to the Roots," Nickelodeon); Barnstable Broadcasting, Waltham, Mass. (radio station-produced, "Galaxy Muffler," WGKX, Memphis, Tenn.).
The public service announcement award went to Lord, Dentsu & Partners, New York, for "Answering Machine 2" for the Partnership for a Drug-Free America.
Sponsored by the Radio Creative Fund, an ad hoc funding and advisory committee, the awards were created to bring a higher profile and prestige to radio creative.