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LEO BURNETT AND ARC NORTH AMERICA WIN THE MAA WORLDWIDE’S 2005 GRAN PRIX AWARD

Plus 17 Globes and 48 Gold, Silver and Bronze Awards Given in 16 Campaign Categories
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CHICAGO (Oct. 25, 2005) -- Leo Burnett and Arc North America took home the Marketing Agencies Association Worldwide’s coveted Gran Prix Award for their Cadillac Under 5 campaign that promoted GM’s three V-Series vehicles that go 0 mph to 60 mph in five seconds. The six-week campaign, begun in January, resulted in 43,000 more dealer requests than the same period last year. Traffic to http://www.cadillac.com/ increased by 358 percent during the same period. The agencies also won Globes Awards in the Innovative Idea/Concept and Interactive Media categories for the same campaign. The winning campaigns were identified at the Globes Gala reception held last night during the MAA fall meeting in Chicago. The gala event was open to MAA member agencies, non-member agencies, clients and the media.

The purpose of the Globes is to call attention to, and confer recognition upon, outstanding below-the-line campaigns produced by agencies for client companies and organizations around the world. MAA Worldwide is a not-for-profit trade association for marketing-agency principals founded in 1973.

The fifteen other Globes winners were Wunderman Cato Johnson Argentina for “Think Pink” for Gillette; Sony Pictures Entertainment USA for “Spider-Man 2 & Kellogg’s”; Draft Malaysia for “Feel This” for the Obstetrical & Gynecological Society of Malaysia; TPN USA for the “2004-2205 Gatorade High School Athlete Award Program” for Gatorade; Velocity Sports & Entertainment USA for “Air & Ground” for FedEx; Dialogue UK for “Who Ate All the Jaffa Cakes?” for McVitie’s; Integrated Options Australia for “Kit Ka$h Fake Bars” for Nestle; Tequila Singapore for “Pan Pacific Privileges” for Pan Pacific Hotels & Resorts; Civic Entertainment Group USA for “Convention Diner” for CNN; OSL Marketing Canada for “Start Your Day with Goodness” for Pepsi; Marketing Communications Russia for “Around the World in 180 Days” for Vinodel Corp.; Digitas USA for “Apprentice Early Order Program” for Pontiac Motor Division; The Marketing Store UK for “Tickled Pink” for ASDA Wal-Mart; AMCI USA for “Put It In Play” for Toyota; and Biruta Midias Mirabolantes Brazil for “Pit Stop” for Shell.

Countries of origin for this year’s Globes were Argentina, Australia, Austria, Belarus, Brazil, Canada, China, India, Indonesia, Israel, Japan, Korea South, Malaysia, New Zealand, Philippines, Poland, Russia, Singapore, Spain, Thailand, Turkey, Ukraine, United Kingdom and United States.

A three-tier multinational jury of client-side marketers, the media and agency executives accessed the MAA Web site (www.maaw.org) where they reviewed, evaluated and ranked each campaign on the basis of creative concept, originality, execution and results. The 65 winners – representing 17 Globes winners and 48 Gold, Silver and Bronze winners -- were then identified online by an international panel of agency, client, media, academic and trade association judges in Europe, Asia and North and South America.

The 50 judges represented 15 countries and comprised the following companies: Client Companies: Pepsico, Coca-Cola, Gillette, Kraft Foods, Multibras, Nickelodeon, Fiat, Strauss, Unilever and Carasso; Marketing Media & Trade Associations: Australian Promotion Marketing Association, Australia; Institute of Sales Promotion, UK; Event Marketer magazine, USA; In-Store Institute, USA; The Global Marketer, USA; Media Marketing Polska, Poland; PROMO magazine, USA; ADOI Magazine, Indonesia; and the Canadian Association of Promotion Marketing, Canada; Agencies: Kaleidoscope (Australia); MDSA (Australia); Methods & Madness (USA); BDS Marketing (USA); Zipatoni (USA); GEM (USA); O&M (Indonesia); TMSW (Brazil); M Marketing (Canada); Cundari (Canada); RMG: Connect (France); East Marketing (Korea); Target-Market (Israel); M-C (Russia); O&M (Belgium); Point Passat (Russia); and Howard Marketing (Australia).

This year’s record total of entries (402) came from a record number of agencies (165) and a record number of countries (24), four of which – The Philippines, Thailand, Belarus and China – had agencies in the running for the first time. To qualify for entry in the Globes, a campaign had to have already won some kind of official recognition in the country or region in which it ran.

The Globes Winners:
Best Retail, Account-Specific or Channel Marketing Activity

GLOBE
Agency: OSL Marketing, Inc., Canada
Client: Pepsi QTG Canada
"Start Your Day With Goodness"

Tropicana and Quaker Oates teamed up to turn around the eroding "homemade breakfast" category by giving them a healthy way to start their day. The brands created an in-store destination featuring Tropicana Orange Juice, Instant Quaker Oatmeal, Oatmeal to Go Bars, Quaker Ready to Eat Cereals, Aunt Jemima Mixes and Syrups and Quaker Muffin Mixes and used TV spots, in-store merchandising, sampling, direct mail, on-pack messaging, contests, PR and the Web to support the program, all while giving retailers opportunities to customize the materials as needed. It worked -- this turn-key solution generated a 13-percent increase for participating brands in the breakfast category.

GOLD
Agency: Spy, Turkey
Client: Jetix
"Future School Competition"

SILVER
Agency: Capital C, Canada
Client: Bell ExpressVu
"Bell ExpressVu Way Better TV"

BRONZE
Agency: Saatchi & Saatchi X, USA
Client: Wal-Mart
"Pre-Prom Demo: Go Beyond The Dress"
Best Business-to-Business Campaign

GLOBE
Agency: Civic Entertainment Group, USA
Client: CNN
"CNN's Convention Diner"

Cable News Network surprised and delighted everyone by creating and operating a "CNN Diner" across the street from Madison Square Garden during the 2004 Republican National Convention in New York City. While reinforcing CNN's image as "America's Campaign Headquarters," the facility attracted advertisers, media buyers, cable affiliates, reporters, VIPs and influencers while heightening the buzz around CNN's own convention coverage.

GOLD
Agency: Promotive, Australia
Client: BlueScope Steel
"Xlerate to XLERPLATE"

SILVER: Agency: Renegade Marketing Group, USA - Client: Double Click "The Smarter, Not Harder Awards"
BRONZE: Agency: TEQUILA \ Singapore Client: ESPN "Never Underestimate the Power of Sport"
Best Use of Interactive Media

GLOBE
Agency: Leo Burnett, Arc Worldwide, USA
Client: General Motors
"Cadillac Under 5"
Cadillac continued its image-changing ways with a precedent-shattering campaign centered on its high-performance V-Series cars and their ability to go from zero to 60 mph in under 5 seconds. Components included a contest challenging film-school campuses and targeted neighborhoods in New York, Los Angeles, Chicago and Detroit, tie-ins with the director and cast of the MGM movie Be Cool, commercials during the Super Bowl, Academy Awards and Grammy Awards, a Web site featuring Be Cool star John Travolta as a Cadillac-loving gangster turned music manager.

GOLD
Agency: Frankel, an Arc Worldwide Company, USA
Client: Centers for Disease Control & Prevention
"VERVnow.com"

SILVER
Agency: Ryan Partnership, Canada
Client: Unilever, Canada
"Launch of Dove.ca"

BRONZE
Agency: Brand Value, Spain
Client: Carrefour
"Magic Code"
Best Activity Generating Brand Awareness & Trial Recruitment

GLOBE
Agency: Dialogue, UK
Client: McVitie's
"Who Ate All the Jaffa Cakes?"

By altering its package design, creating a new message and connecting a highly targeted door-to-door campaign to a clever tongue-in-cheek theme, McVities revitalized sales and overcame health-conscious resistance to its Jaffa brand of chocolate-iced, orange-filled sponge cakes. Key to the re-launch was combining the "can't-eat-just-one" theme with the delivery of an empty package with a money-off coupon and handwritten deliveryman’s apology for having eaten one but being unable to resist consuming all the rest.

GOLD
Agency: Grand Central Marketing, USA
Client: The Meow Mix Company
"The Meow Mix Cafe"

SILVER
Agency: Armstrong Partnership, Canada
Client: MasterCard
"We're At Your Service Holiday Shopping Experience"

BRONZE
Agency: Angel, UK
Client: Penguin Books
"Good Booking"
Best Brand-Building Campaign

GLOBE
Agency: Digitas, USA
Client: Pontiac Motor Division
"Apprentice Early Order Program"

Pontiac hyped the launch of its new 2006 Pontiac Solstice Roadster by leveraging its sponsorship of NBC’s “The Apprentice” to sell the first Solstice retail orders to the general public. Consumers were driven from a TV spot that aired after the April 14th episode to a Web site where they could register to obtain a unique ID that made them eligible to buy one of the first 1,000 limited-edition Solstices. The results? All 1,000 cars sold out in 41 minutes and more than 5,000 names were added to Pontiac’s "early order waitlist" during the promotion.

GOLD
Agency: Infinity Marketing Team, USA
Client: Hewlett Packard
"YOU+HP Experience"

SILVER
Agency: AMCI, USA
Client: Toyota Motor Sales
"Put It In Play"

BRONZE
Agency: Target-Market, Israel
Client: Pelephone Communications
"Blue Rules"
Best Activity Generating Brand Volume

GLOBE
Agency: Integrated Options (Euro RSCG 4D), Australia
Client: Nestle
"KIT KA$H Fake Bars"

Nestle blew the doors off competitive confectioners with the bold-but-simple breakthrough concept of creating 3,350 fake Kit-Kat chocolate bars, inserting $100,000 worth of real $20, $50 and $100 bills into them and mixing the bogus (dental wax) candy in with 2 million "Real Cash Inside" - emblazoned packs distributed nationwide. By generating unprecedented levels of consumer pull and trade push (the production pipeline was cleaned out), the promotion achieved the highest-ever sales volume for the Kit-Kat brand in New Zealand.

GOLD
Agency: Triad Promotional Marketing, Australia
Client: Cadbury Schweppes
"The Incredibles Multi-Brand Promotion"

SILVER
Agency: Billington Cartmell, UK
Client: Glaxo Smith Kline
"Ribena Win a Donkey"

BRONZE
Agency: Millenium, Canada
Client: Parmalat
"Skateboard Like A Pro"
Best Cause or Charity Marketing Campaign

GLOBE
Agency: The Marketing Store, UK
Client: ASDA-Wal-Mart
"Tickled Pink"

ASDAWalMart's in-house charity Tickled Pink raised awareness for Breast Cancer among millions of customers with Girls Night In, a program designed to bring thousands of women together on one specific night to raise money for the cause. The retailer staged a giant fundraising variety concert at the Royal Albert Hall in London, aired it on TV, and invited women to get together at friends’ houses to watch. Promotion support included Girls Night Out Party Kits, in-store merchandising, Web overlays and themed clothing. The event raised more than £2.5 million.

GOLD
Agency: iris Nation, UK
Client: Department of Transport
"THINK! Drink Drive Partnership"

SILVER
Agency: Mars Advertising, USA
Client: American Diabetes Foundation
"Hooray For Hoggywood"

BRONZE
Agency: M Marketing Inc., Canada
Client: Visa Canada
"Paralympic Team Dream Campaign"
Best Dealer or Salesforce Activity

GLOBE
Agency: Marketing Communications, Russia
Client: Vinodel Collection
"Around the World in 80 Days"

Vinodel, a Russian importer of Italian liqueurs and Bulgarian, Moldavian and Georgian wines, differentiated itself from the myriad incentive programs cluttering distributors’ offices with a program themed around the classic Jules Vern novel. Different prize levels corresponded with routes outlined on a map, and distributors, trade reps, retailers and sales personnel who were grouped accordingly were rewarded with treasure chests of prizes when they purchased new Vinodel products or performed other tasks such as displaying good telephone etiquette and delivering product on time. Sales volume was up 89-percent for new brands; aggregated sales volume increased 57-percent.

GOLD
Agency: Buzz, Brazil
Client: Santander Banespa
"Smart Eye"

SILVER
Agency: Target-Market, Israel
Client: Bezeq
"A Journey Into The Future"

BRONZE
Agency: 141 Worldwide, The Philippines
Client: Nestle
"The Magic Show"
Best Use of Direct Marketing (Tie)

GLOBE
Agency: TPN, USA
Client: Gatorade
"04-05 Gatorade High School Athlete Award Program"
Gatorade’s High School Athlete Award Program—53,000 coaches registered this year, a 10% increase over 03-04 -- is an ongoing recognition and reward system for high-school coaches to motivate and reward outstanding varsity athletes. The direct-mail effort is a grassroots component of the brand’s National Player of the Year Award Program, which has been identifying top high-school athletes in their respective sports for the past 20 years. Strategic objectives: brand and product loyalty, recommendation and usage.

GLOBE
Agency: Draft Malaysia
Client: Obstetrical & Gynecological Society of Malaysia
"Feel This"

The objective of this campaign by the Obstetrical and Gynecological Society of Malaysia was to get women of limited means to examine themselves immediately for the presence of breast cancer. A thousand envelopes with "Feel This" printed on the front and a small bead and short note and helpline number inside mailed to a thousand 30- to 55-year-old urban mothers. The beads were a palpable reminder of the importance of self-breast exams. OGSM volunteers manned phones to help with step-by-step instructions. Call-ins began three days after the mailing, finally reaching 558 for a 56-percent response. Cost per respondent: 96 cents.

GOLD
Agency: TEQUILA \ Singapore
Client: ESPN
"Never Underestimate the Power of Sport"

SILVER
Agency: Target-Market, Israel
Client: Bezeq
"A Journey Into The Future"

BRONZE
Agency: Smash BTL, Argentina
Client: McDonald’s – Arcos Dorados SA
"Tell Me What You Love"
Best Event Marketing Campaign

GLOBE
Agency: AMCI, USA
Client: Toyota Motor Sales
"Put It In Play"

Toyota became relevant to fun-loving 18-34-year-olds with a program that turned one million square feet of outdoor space into an adult playground where they could use their Matrix, Celica and Corolla cars to play Vehicular Dodge Ball, High Octane Red Light/Green Light, Capture the Checkered Flag and Pro-Driver Speed Tag. Print, electronic and radio ads supported the 12-city tour, which attracted more than 10,000 participants -- 78-percent of whom fit the desired age target.

GOLD
Agency: Grand Central Marketing, USA
Client: The Meow Mix Co.
"The Meow Mix Cafe"

SILVER
Agency: Frankel, an Arc Worldwide Company, USA
Client: Centers for Disease Control
"VERB Anytour"

BRONZE
Agency: Civic Entertainment Group, USA
Client: CNN
"CNN's Convention Diner"
Most Effective Long-Term Promotion Marketing Campaign

GLOBE
Agency: Velocity Sports & Entertainment, USA
Client: FedEx
"FedEx Air & Ground"

FedEx has raised awareness, increased sales, strengthened its franchise and solidified relationships with key internal and external groups by continuously expanding the scope of its football-centric Ultimate Air and Ground Game campaigns since 2000. Building on the air-ground (passing-rushing) sports metaphor, the multi-discipline program integrates NFL tie-ins, sponsorships, licensing arrangements, celebrity appearances and POS materials to drive participation in local, regional and nationwide games, contests and sweepstakes. Latest tagline: Go Air. Go Ground. Go Football.

GOLD
Agency: Arnold Worldwide, USA
Client: American Legacy Foundation
"Truth Campaign"

SILVER
Agency: Capital C, Canada
Client: Kraft Canada
"Shoot To Win"

BRONZE
Agency: QVS Promotions, Canada
Client: Dairy Farmers of Canada
"MoOOo You Win!"
Best Activity Generating Brand Loyalty

GLOBE
Agency: TEQUILA \ Singapore
Client: Pan Pacific Hotels & Resorts
"Pan Pacific Privileges"

By selecting and offering high-value customers priority reservations, personalized check-ins, personalized mini-bar baskets, complimentary telephone calls, in-room high speed Internet service, late check-outs and free valet service at its 22 "small but beautiful" hotels in 11 Asian and North American countries, Pan-Pacific Hotels trumped conventional points-based loyalty schemes with a program that achieved a 94-percent retention rate between 2004 and 2005.

GOLD
Agency: Blue Chip Marketing, UK
Client: The Kellogg Co.
"10,000 Steps"

SILVER
Agency: Wunderman Cato Johnson, Argentina
Client: Gillette
"Better Think Pink"

BRONZE
Agency: Capital C, Canada
Client: Pepsi-FritoLay
"Doritos Junos Fan Choice Awards"
Best Multi-Discipline Campaign

GLOBE
Agency: Wunderman Cato Johnson, Argentina
Client: Gillette
"Better Think Pink"

Gillette pulled out all the stops for this multi-discipline effort to introduce and build loyalty for its Prestobarba Excel brand of razor among Argentine women. With 'Better Think Pink' as its theme, the campaign combined magazine and newspaper ads and articles with radio and TV commercials, arranged retail tie-ins with in-store displays, gave out product samples at fashion shows, sponsored exercise classes, advertised on upscale beaches, negotiated exposure on nationwide TV and published a custom-designed booklet designed by a renowned and revered female illustrator.

GOLD
Agency: Segal Communications, Canada
Client: Unilever
"AXE Ice Party"

SILVER
Agency: Brand Value, Spain
Client: Carrefour
"Magic Code"

BRONZE
Agency: Momentum, USA
Client: Coca-Cola
"You Can Run, But Can’t Hide"
Best Small Budget Campaign

GLOBE
Agency: Biruta Midias Mirabolantes, Brazil
Client: Shell
"Pit Stop Shell"

Shell used guerrilla marketing to make its sponsorship of Team Ferrari look bigger than it really was during Formula One’s Gran Prix racing event in Sao Paulo. A Shell V-Power team clad in Shell-emblazoned uniforms worked 10-hours a day for five days to serve as "pit-stop" mechanical engineers for 12,000 "regular" drivers passing through 30 of the city’s busiest intersections. The engineers not only checked their tires, cleaned their windows and hubcaps and appeared to fill their gas tanks with Shell V-Power gas – they and also gave out thousands of Shell-themed premiums and refreshments and generated a tremendous amount of PR for the brand.

GOLD
Agency: Arc Worldwide, Malaysia
Client: Malaysia Airlines
"Secret Note"

SILVER
Agency: Universal Consulting Group, USA
Client: VH1
"VH1 Save The Music"

BRONZE
Agency: Eskadra-Promarket, Poland
Client: Urzad Miasta Krakowa
"Attention Mines"
Best Sponsorship or Tie-In Campaign

GLOBE
Agency: Sony Pictures Entertainment
Client: Sony Pictures
"Spider-Man 2 and Kellogg's"

Kellogg’s leveraged the equity of its brands and Columbia Pictures brought the magic of its Spider-Man 2 animation sequel together to create one of the most successful campaigns in either company’s history. With Spider-Man 2 images on hundreds of millions of packages of 26 cereal, snack and convenience food labels and a multi-million-dollar budget for TV, radio, online and print ads plus POP, POS and FSIs in the U.S. alone, the world’s greatest cereal company at one point was promoting the blockbuster-to-be in 180 countries worldwide, making 'Spider Man 2' Kellogg's first truly global movie tie-in. The movie grossed over $373 million in the U.S. and base volumes increased for every one of the Kellogg’s brands.

GOLD
Agency: Promarket, Israel
Client: Superpharm
"Sand Festival"

SILVER
Agency: Armstrong Partnership, Canada
Client: MasterCard
"MasterCard Priceless Moments NHL Program"

BRONZE
Agency: McCann Erickson Shanghai, China
Client: Coca-Cola China
"2004 Athens Olympics Sponsorship"


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For more information contact:
Amie Smith Hughes
amie@theglobalmarketer.ne