TBWA Chiat/Day dominates Belding Awards in L.A.

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TBWA Chiat/Day walked off with top honors for the second year in a row at the Advertising Club of Los Angeles' Belding Awards.

The Venice, Calif., agency picked up the Best of Show trophy for a b&w spot for Apple Computer. The spot, the first since Apple rehired the agency last year, saluted Pablo Picasso, Martin Luther King Jr. and others defined as the "crazy ones" whose ideas changed the world. The spot kicked off Apple's "Think different" campaign.

Last year, TBWA Chiat/Day picked up 12 of the 40 bowls awarded at the show. This year, it snared 10 bowls, four for Apple; three for Nissan Motor Corp. USA and its Infiniti line; two for Sony Computer Entertainment; and one for Eveready Battery Co.'s Energizer.

Other winners at the 32nd annual Belding Awards included the Kowloon Wholesale Seafood Co., Santa Monica, an agency founded by former TBWA Chiat/Day creative Dick Sittig. Mr. Sittig took over the fast-food chain's account when TBWA Chiat/Day resigned it to take on Taco Bell. The work won three Belding bowls, including first place for complete campaign.


Also winning three bowls each were BBDO West, for Stimson Lane wines, Pioneer Electronics (USA) and Northrop Grumman Corp.; and Ground Zero, Santa Monica, for ESPNews and ESPN.

VitroRobertson, San Diego, won two in the consumer magazine category for its work for Odyssey Golf.

RP Alpha Group, a division of Rubin Postaer & Associates, Santa Monica, picked up a bowl in the car category for its American Honda Motor Co. regional marketing campaign.

Los Angeles-based Asher & Partners picked up a bowl for its California anti-smoking effort

Martin Creative, Los Angeles, which has since closed, won one bowl for its work for Johns & Gorman. Its principals, creative director John Robaire and copywriter Sally Hogshead, have formed a new creative shop in Los Angeles, Robaire & Hogshead.

Copyright March 1998, Crain Communications Inc.

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