Best in Show Awarded to Goodby Silverstein and Hewlett Packard for “The Computer is Personal Again.” Hewlett Packard and Anheuser Busch among Marketers Receiving Multiple Honors
NEW YORK, NY (September 26, 2007) – The Interactive Advertising Bureau (IAB) closed this year’s highly successful MIXX Conference and Expo with the presentation last night of the third annual MIXX Awards. The MIXX Awards are the only honor devoted exclusively to interactive advertising, and the only juried competition that recognizes excellence in both creativity and effectiveness. Senior leaders from marketing, advertising, and media companies celebrated the teams and talent that have pushed interactive to unprecedented achievement. The multimedia extravaganza was emceed by comedian John Heffron, Winner of NBC’s hit reality series, “Last Comic Standing 2.”
“The MIXX Award winners represent the highest accomplishments in the interactive advertising industry and stand as proof of how to create successful interactive campaigns,” said Randall Rothenberg, President and CEO of the IAB. “The competition between leading brand marketers and agencies was formidable and it is clear we have entered into a bold moment in advertising where digital media is playing the central role.”
This year, submissions jumped by 40 percent, and were sent in from the leading agencies and marketers, across all vertical platforms.
The gala’s ultimate honor, Best In Show, went to Goodby, Silverstein and Partners, San Francisco for its super-rich media campaign for Hewlett-Packard, “The Computer is Personal Again.” Goodby Silverstein took home additional honors for its Anheuser Busch, Rolling Rock campaign, “The Rolling Rock Ron Stablehorn Campaign,” winning the Golds in both Digital Video and Viral, Word of Mouth, Peer to Peer Marketing.
“The Computer Is Personal Again Campaign” was designed to celebrate the personal aspects of HP technology and its ability to inspire, liberate and fuel creativity. To bring this idea to life, Goodby developed a campaign that consisted of TV, web films, online, print and new mediaall centered on the notion of “personal.”
The campaign was credited with giving HP a lead in consumer PC market share and was recognized as one of the most successful HP campaigns in years.
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. To view the complete gallery of the MIXX Finalists please visit: www.mixx-awards.com/gallery
About the IAB:
Founded in 1996, the Interactive Advertising Bureau (www.iab.net) represents over 300 leading interactive companies that actively engage 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 is dedicated to the continuing growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB evaluates and recommends standards and practices, fields interactive effectiveness research, and educates the advertising industry about interactive advertising.
IAB Media Contact:
Marla Nitke
Marketing Communications Director
The Complete List of 2007 MIXX Award Winners:
Best in Show
Goodby, Silverstein and Partners, San Francisco for Hewlett-Packard, “The Computer is Personal Again”
Brand Awareness/Positioning
GOLD:
The Martin Agency for Barely There, “The Invisible Look Bra Collection”
SILVER:
Cole & Weber United for Carlo Rossi Vineyards, “Jug Simple Integrated Campaign”
BRONZE:
AKQA for The Coca-Cola Company, “The Coke Show Coca-Cola’s Consumer Generated Media Approach”
Product Launch
GOLD:
Media Contacts for Royal Caribbean, “Freedom of the Seas”
SILVER:
Outrider for Showtime, “The Tudors”
BRONZE:
MindShare for Unilever, “Dove Cream Oil Body Wash Launch”
Direct Response and Lead Generation
GOLD:
Outrider for Showtime, “The Tudors”
SILVER:
Universal McCann Interactive Los Angeles Office for Sony Pictures Digital Inc., “Spider Man 3Interactive Gaming Channel and Platform”
BRONZE:
Ogilvy for Kraft, “One Spoonful”
Business-to-Business
GOLD:
Stinson Partners for GE, “stream GE: Broadcasting ecomagination”
SILVER:
Ogilvy for IBM, “IBM Web Documentary Project”
BRONZE:
Digitas for IBM, “Executive Interaction Channel (E.I.C.)”
Public Service/Not-for-Profit
GOLD:
Arc Worldwide for Centers for Disease Control and Prevention, “VERB YELLOWBALL”
SILVER:
McKinney for Full Frame Documentary Film Festival, “The World’s First Internet Fire”
BRONZE TIE:
DRAFTFCB for National Youth Anti-Drug Media Campaign, “Above the Influence”
AgencyNet for State of Colorado/Cactus, “Own Your C”
Search Marketing
GOLD:
TM Advertising for American Airlines, “AA.com Direct Channel Booking Search Campaign”
SILVER:
Carat for Reebok, “Run Easy Search Marketing Campaign”
BRONZE TIE:
Avenue A I Razorfish for Ortho-McNeil Neurologics, “TOPAMAX Search Marketing Campaign”
StarLink/Fallon for NBC Universal, “Made in Eureka”
Super-Rich Media
GOLD:
Goodby, Silverstein, and Partners, San Francisco for Hewlett-Packard Personal Systems Group, “The Computer is Personal Again”
SILVER:
TracyLocke for Hershey Ice Breakers, “WatchAndWhoa”
BRONZE:
DIGITAS, New York for American Express, “Stress-Free Travel with American Express”
Viral Word of Mouth, Peer to Peer Marketing
GOLD:
Goodby, Silverstein, and Partners for Rolling Rock, “The Rolling Rock Ron Stablehorn Campaign”
SILVER:
A Squared Group for Nintendo of America Inc, “Wii Ambassador Tour”
BRONZE:
WONGDOODY for Washington State Department of Health, “No Stank You”
Online Integration
GOLD:
BBDO for Mars Snackfood, US, “Inner M”
SILVER:
SS + K [Shepardson Stern + Kaminsky} for msnbc.com, “A Fuller Spectrum of News”
BRONZE:
AKQA for VISA, “Visa Signature”
In-Game Advertising
GOLD:
Leo Burnett Detroit for Pontiac, “Motorati Island by Pontiac in Second Life”
SILVER:
TBWA\Chiat\Day for Nissan North America, Inc.- Nissan Division, “Seven Days in a Sentra”
BRONZE:
Play, a division of Denuo for Pontiac (General Motors), “Pontiac Virtual NCAA Final 4”
Digital Video
GOLD:
Goodby, Silverstein and Partners for Rolling Rock, “The Rolling Rock Ron Stablehorn Campaign”
SILVER:
MindShare for Unilever, “Dove Cream Oil Body Wash Launch”
BRONZE:
Campfire for USA Network, “Battle over Promicin”
Hispanic Award
GOLD:
The Vidal Partnership for Century 21 Real Estate LLC, “Beto Casas, Tu Consejero en Bienes Raices”
SILVER:
SMG Multicultural for CoverGirl, “CoverGirl Lash Exact”
BRONZE:
The Vidal Partnership for Unilever, “Caress Juega con tu Belleza”
International Award
GOLD:
Profero for MINI, “Follow the White Rabbit”
SILVER:
AKQA for The Coca-Cola Company, “The Coke Show-Coca-Cola’s Consumer Generated Media Approach”
BRONZE:
Profero for COI/ Home Office/Department of Health/Department of Skills and Education, “Mess with Your Mind”
Mobile Platforms
GOLD:
GP Y&R for Telstra, “Telstra Street Idol”
SILVER:
Starcom MediaVest Group for the Coca-Cola Company, “Sprite Obey”
BRONZE:
ipsh! For Anheuser-Busch, “Apology Bot 3000”
VOD and Interactive Television
GOLD:
GSD&M for BMW, “The All New BMW X5/”Born on Nurburgring” TIVO Campaign”
SILVER:
Starcom MediaVest Group for The Coca-Cola Company, “Sprite H20: Hip Hop On Demand”
BRONZE:
Doner for Outback Steakhouse, “Outback Steakhouse RFI”
MIXX 2007 Judges:
David Adelman – Connections Director, Global Marketing Group, Johnson & Johnson
Jack Haber – VP, e-Business, Colgate Palmolive
Bob Holtcamp – VP Brand Management, Wendy’s International, Inc.
Jenny Howell – Manager of Interactive Marketing, American Honda Motor Co., Inc.
Jia Hyun – Global Interactive Marketing Director, GE Money
Chris Jogis – VP, US Brand Marketing, MasterCard
Steve Kerho – Director, Media and Interactive Marketing, Nissan North America
Arjen Linders – VP of Marketing, Philips DAP N.A.
Bob Liodice – President and CEO, Association of National Advertisers, Inc.
Patrick McKenna – Manager, Marketing & Communications, BMW
Kristen Metzger – Director, Media & Interactive Marketing, L’Oreal Paris
Courteney Monroe – SVP, Consumer Marketing, HBO
Tim Murphy – Senior Director Digital Marketing, Anheuser-Busch
Kathleen Olvany-Riordan – VP of Global Consumer Relationship Marketing, Kraft Foods, Inc.
Jon Raj – VP, Advertising and Emerging Media Platforms, Visa USA
David Roman – VP, WW Marketing Communications, Personal Systems Group, Hewlett-Packard Company
Brad Santeler – Director Media and Relationship Marketing, Kimberly-Clark
Debbie Jo Severin – VP – Marketing, Covad Communications Group, Inc.
Todd Wasserman – Editor, Brandweek
MIXX Awards Sponsors:
About.com
Adweek Media
Brightcove.com
CBS Interactive
Comcast Spotlight
ESPN
Forbes.com
International Data Grou (IDG)
Microsoft Digital Advertising Solutions
Specific Media
Terra Networks
Traffiq
Wild Tangent