Addy Awards Go Global

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The American Advertising Federation (AAF) and the International Advertising Association (IAA) will join forces to take the AAF's Addy competition international this awards season, according to a plan outlined by AAF president and CEO Wallace Snyder in an exclusive interview with "As talent comes up, we want to show our members the best work around," Snyder says. "We want to share the best global advertising creative with our members."

The new international competition will run in tandem with the tiered domestic Addy competition, with final judging of both scheduled to take place May 2-3 in Montreal. While each competition will be judged by its own panel, an award will be presented to the best entry overall as determined by a consensus of both panels. "As you know, creatives want to compete internationally and that's a great impetus for us," says Peter Shih, the AAF's executive vice president for marketing and communications.

Although the Addy awards received 60,000 entries from 210 clubs across the U.S. last year -- more than three times the number received by the International Advertising Festival in Cannes -- the awards have lacked the industry clout enjoyed by the Lions and the One Show, particularly in major ad markets, like New York, where agency participation is far from universal. "It does enhance the whole stature of the program," Snyder says of taking the awards global. "We've always believed we are showing great work that's a little different from what's shown at the One Show, for example, because of the extent of our entries. But this takes it to the next level, adding an international aura to the competition. I think agencies will be much more enthusiastic, because of the extra level of recognition, both nationally and internationally."

While AAF affilates are currently collecting work for local Addy competitions -- where work competes to advance to the regional and national levels -- the call for international entries will begin Nov. 1. The deadline for global entries is Feb. 28, 2003.

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