Best in Show Awarded to RPA for Honda’s “A Different Animal” Campaign
Shelby Bonnie of CNET Networks and HP are Honored with Special Achievement Awards
NEW YORK, NY (September 28, 2006) – The Interactive Advertising Bureau (IAB) and Adweek Magazines culminated the MIXX Conference and Expo with the Interactive industrys annual MIXX Awards. The MIXX Awards celebrates the teams and talent that push Interactive to unprecedented levels, across the full spectrum of Interactive platforms including the newly added broadband video and in-gaming categories as well as existing categories such as branding, direct response, mobile, iPTV, search, viral and others (www.mixx-awards.com/gallery). Comedian Richard Jeni once again emceed the multimedia extravaganza, which was attended by senior executives from leading agencies, advertisers and publishers.
“The MIXX Award winners represent excellence in the Interactive advertising industry and stand as true examples of how to create successful Interactive campaigns,” said Sheryl Draizen, SVP and General Manager, Interactive Advertising Bureau. “The competition between leading brand marketers and agencies was formidable and is a clear indication of how far we have come as an industry.”
The Gala’s ultimate honor, Best In Show, went to RPA for its “A Different Animal” campaign for Honda. The Honda campaign was a powerful contender in numerous categories, taking home the coveted Gold MIXX Award in Online Integration, and the Bronze for Search Marketing.
“RPA and Honda are thrilled that our interactive campaign for the Honda Element earned Best in Show at the MIXX Awards,” said Meridee Alter, SVP, media director at RPA. “It’s especially rewarding to be recognized for a creatively compelling and effective campaign that exemplifies Honda’s ongoing dedication to innovation in online media.”
“HP is honored to receive this year’s MIXX Marketer Impact Award,” said Mary Bermel, director of Interactive and Emerging Media for HP. “Interactive advertising in all its emerging platforms is extremely important to us and we are grateful the IAB continues to champion the industry and lead the way for an even stronger medium.”
The MIXX Awards was judged by an independent panel of some of the world’s most esteemed brand marketers who have direct control and influence over some of the largest advertising budgets. It is the only competition to evaluate all critical components of the Interactive marketing mix, including strategy, creative, execution and results. The jury of brand marketers did not participate in the selection or voting for the Special Achievement Awards and were also exempt from voting for any award within a category where their company was represented.
MIXX Award Winners:
Best in Show
RPA for Honda Element, “A Different Animal”
Brand Awareness/Positioning
GOLD:
Digitas for American Express, “Tribeca Film Festival”
SILVER:
frog design for General Electric, “Picture a Healthy World”
BRONZE:
MediaVest for The Coca-Cola Company/Evian, “Evian Detox”
Product Launch
GOLD:
McKinney for Oasys Mobile Inc., “Pherotones”
SILVER:
Mira Design Studio for Holiday Inn Express Hotels, “Showerhead Campaign”
BRONZE:
Modem Media for Delta Airlines, “Delta Q3/Q4 – delta.com”
Direct Response
GOLD:
Digitas for Pontiac Motor Division, “Pontiac Solstice Early-Order Program”
SILVER:
Modem Media for Delta Airlines, “Delta Direct Response”
BRONZE:
Media Contacts for Vonage, “Vonage Acquisition Campaign”
Business-to-Business
GOLD:
GJP Advertising for Covad, “The Ringing”
SILVER:
OgilvyOne Worldwide for IBM, “Clementine Banner”
Public Service/Not-for-Profit
GOLD:
Unicast by Viewpoint for ONE.ORG, “The ONE.ORG Public Awareness Campaign”
SILVER:
OgilvyOne Worldwide SF for Environmental Defense, “Global Warming”
BRONZE:
These Days for Nokia, “Helping Hands”
Search Marketing
GOLD:
Fathom Online for Covad, “Covad Search Marketing”
SILVER:
GM Planworks for Pontiac Motor Division, “Google Pontiac”
BRONZE:
RPA for Honda Element, “A Different Animal”
Mobile Platform
GOLD:
Starcom USA for Kellog’s Special K, “Special K Wireless”
SILVER:
These Days for Nokia, “STOP the Ring Tones here are the VIDEO Tones”
BRONZE:
OMD Digital for J&J Neutrogena, “Smooches”
Interactive Television
SPECIAL MENTION:
DiGuilio Advertising for The Jackson Auto Group, “Jackson Auto Channel (Oceanic Digital Channel 913)”
Super-Rich Media
GOLD:
Deep Focus for HBO, “Sopranos: Crime.Organized.”
SILVER:
Moxie Interactive for Verizon Wireless, “V CAST Music”
BRONZE:
Arnold Worldwide and IQ Interactive for Royal Caribbean International, “Freedom of the Seas”
Viral Word of Mouth, Peer to Peer Marketing
GOLD:
McKinney for Oasys Mobile, Inc., “Pherotones”
SILVER:
TEQUILA for Sony Computer Entertainment of America (Play Station) “Shadows of the Colossus – Giantology”
BRONZE:
Publicis Mojo for Nike, “Stuff History – Nike Socceroos Sponsorship Campaign”
Online Integration
GOLD:
RPA for Honda Element, “A Different Animal”
SILVER:
Moxie Interactive for Verizon Wireless, “V CAST Music”
Broadband Video
GOLD:
Brand New World for McNeil Nutritionals/Splenda, “SPLENDA Journey”
SILVER:
MRM Worldwide for Microsoft, “Microsoft Office Live Streaming Video Campaign”
In-Game Advertising
GOLD:
GM Planworks and Play for Cadillac V-Series, “Cadillac V-Series Collection for Xbox 360”
SILVER:
GM Planworks and Play for General Motors/Pontiac, “Pontiac Virtual NCAA Final 4”
BRONZE:
Optimedia for T-Mobile, “NBA Ballers: Phenom Integration”
Hispanic Interactive Advertising
GOLD:
The Vidal Partnership for Wendy’s, “Unidos Contra la Comida Mediocre” (United Against Mediocre Food)
SILVER:
The Vidal Partnership for The Home Depot, “Tu Casa Es Tu Cancha” (Your Home is your Playing Field)
International Award
GOLD:
Armchair Media for TheCoca-Cola Company, “M5” USA
SILVER:
emitch for Virgin Blue, “Virgin Blue- Retail” Australia
BRONZE:
Tribal DDB Tel Aviv for Audi, “Audi – Special sales – day campaign”
MIXX Achievement Awards:
The IAB also announced the MIXX Impact Awards, celebrating the individuals and companies who have contributed significantly to the growth of the Interactive advertising Industry. The recipients were nominated by the IAB Board of Directors and voted for by IAB member companies:
Marketer Impact Award: HP.Award accepted on their behalf by Mary Bermel, Director, Interactive and Emerging Media, HP
Publisher Impact Award: Shelby Bonnie, CEO, CNET Networks
MIXX Judges:
David Adelman – Media Director, Johnson & Johnson Global Marketing Group
Karen Benezra – Editor, Brandweek
Mary Bermel – Director, Interactive, HP
Deirdre Bigley – Vice President, Worldwide Advertising & Interactive, International Business Machines Corporation
Jack Haber – Vice President, e-Business, Colgate Palmolive
Natasha I. Householder – Marketing Director, Ernst & Young LLP
Tim Kopp – VP, Global Interactive Marketing, The Coca-Cola Company
Bob Liodice – President and Chief Executive Officer, Association of National Advertisers, Inc.
Tom Lynch – VP, Head Marketing Integration, ING US
Patrick McKenna – Manager, Marketing Communications, BMW
John Peebles – Vice President, Online Mareketing, Avis Budget Group
Jon Raj – VP of Advertising and Emerging Media Platforms, Visa USA
Mark Stephens – Senior Manager, Motorola
Jill Vollmer – Director of Innovation, Diageo
Sue Zibelli – Manager of Media Services, Novartis Pharmaceuticals
MIXX Awards Sponsors:
AOL
Microsoft Digital Advertising Solutions
24/7 Real Media
Cars.com
CBS Digital Media
CNET Networks
Google
IVillage
Forbes
The New York Times
Univision
ValueClick Media
Verizon SuperPages.com
Weather.com
Walt Disney Internet Group
About IAB:
Founded in 1996, the Interactive Advertising Bureau (IAB) represents over 250 leading interactive companies that are actively engaged in, and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB evaluates and recommends standards and practices, fields interactive effectiveness research and educates the advertising industry regarding the use of interactive advertising. For more information, please visit www.iab.net.
IAB Contact
Marla Nitke
Marketing Communications Director