By Published on .

Ralston Purina Co.'s Purina Dog Chow and agency Fallon McElligott, Minneapolis, snared top honors last week at the 28th annual Effie Awards.

The Purina TV campaign captured the Grand Effie for its effectiveness in boosting sales. The advertising featured dogs that became finicky eaters or developed stomach problems after owners switched brands.


The awards show, sponsored by the New York chapter of the American Marketing Association, was boycotted by the Massachusetts Department of Health's Tobacco Control Program and agency Houston Herstek Favat, Boston, who refused to accept their award for anti-smoking public service announcement efforts. The two objected to the induction of Philip Morris USA's Marlboro cigarettes into the Marketing Hall of Fame.

"We strongly believe that it is neither in our best interest nor that of the advertising community to accept an award for our `Truth' campaign in the same ceremony that a cigarette advertising campaign is being honored," said Dr. Gregory Connolly, director of the Tobacco Control Program.

Officials for the AMA defended the decision to honor the long-running Marlboro Man advertising from Philip Morris and Leo Burnett USA, Chicago.


Other brands inducted into the Hall of Fame were Budweiser from Anheuser-Busch and Saturn, from General Motors Corp.'s Saturn Corp. subsidiary.

McCann-Erickson North America racked up the most awards, with 15. Burnett took nine and DDB Needham Worldwide, New York and Chicago, earned seven. Burnett, McCann and BBDO Worldwide, New York and Los Angeles, tied for the most gold Effies, at four each. Fallon also won four other Effies in addition to the Grand Effie.

Most Popular
In this article: