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2001 Globes Awards set all-time records for geographic diversity, multinational participation

(FALL 2001) PALM BEACH, FLORIDA - Drawing from its largest and most multinational field of participants so far - with 1,060 entries from 28 countries - the Association of Promotion Marketing Agencies Worldwide honored 17 agencies and client companies at a gala reception here Nov. 12 with Globes Awards for excellence in promotion marketing.

Taking top honors with the 2001 Grand Prix Globes Award was the Brazilian office of The Marketing Store Worldwide for "Marea Impecável," the campaign it mounted for Fiat Automoveis, S.A. The "Marea Impecável" campaign also won Globes Awards for Best Multi-Disciplined Promotional Campaign and Best Dealer/Sales Force Activity. Accepting the awards for the Sao Paulo-based agency was managing director Geraldo Rocha Azevedo.

Fiat achieved a 20-percent sales lift for its Marea brand with a campaign that introduced a new design and safety upgrades by engaging consumers, salespeople, and dealers using a comprehensive slate of events, TV ads, guerrilla marketing, instant-win games, contests, incentives, Internet marketing, and direct-mail. The effort was designed to get prospective buyers into Fiat showrooms for test drives. All test-drivers had the chance to listen to a specially-produced CD they received in the mail while driving the car, then match an audio code on the CD with a code located behind the driver's seat visor for the chance to win a new Marea car and VIP tickets to concerts given by the singers featured on the CD.

Another multiple winner this year was Saatchi & Saatchi, the U.K.-headquartered, multi-discipline global agency, for "Win 7 Nights in Kenya," a campaign for COI/The British Army, which walked away with Globes for Best Idea or Concept, Best Use of Copy Writing and Best Activity Generating Brand Awareness and Trial.

Also honored at the event, which took place at the Four Seasons Resort, was Jeffrey McElnea, who accepted the APMA's Hall of Fame Award for his service to the industry during a career that spanned 30 years as he rose from intern to chairman and CEO of the Einson Freeman agency, now a unit of WPP Worldwide.

The 2001 Globes Awards presentations, made at an evening reception at the Palm Beach hotel, have become an annual feature of APMA Worldwide's annual fall meeting. The awards are supported by promotion, advertising and marketing services agencies around the world, including AMPRO in Brazil, CAMPRO in Argentina, RSPA in Russia, AEMP in Spain, SPCA in England, APMA in Australia, SPCA in Belgium, CAPMA in Canada, EFSP in Europe, and AMAPRO in Mexico.

"APMA Worldwide can take pride and satisfaction in the fact that the Globes have become truly global," said Iain Ferguson, president of the organization. "We managed to break all previous records for participation despite a daunting economic climate and a difficult and tragic year. We see this as a sign of even greater progress in the period ahead."

Judging and logistical support for the 2001 Globes were provided by 14 marketing trade magazines in the U.S. and overseas, and by trade associations in the U.S., U.K., Canada, Belgium, Spain, Argentina, Mexico, Israel, Chile, Singapore, Poland, Australia and New Zealand. Following is the complete list of 2001 APMA Globes Awards winners and their categories.


GRAND PRIX WINNER - The Marketing Store Worldwide, of S‹o Paulo, Brazil for "Marea Impecavel," for Fiat Automoveis S.A.

BEST MULTI-DISCIPLINED PROMOTIONAL CAMPAIGN - The Marketing Store Worldwide, of Sao Paulo, Brazil, for "Marea Impec‡vel," for Fiat Automoveis S.A.

BEST USE OF ADVERTISING - WOW Rapp Collins, of Auckland, New Zealand, for "Mobil Max Bucket Load," for Mobil Oil of New Zealand.

BEST USE OF DIRECT MARKETING - Target Market, of Tel Aviv, Israel, for "VIP of YES," for YES Satellite Services.

BEST USE OF INNOVATIVE COMMUNICATIONS STRATEGY - The Promarket Group, of Tel Aviv, Israel, for "Cellcom Amazes Its Corporate Clients," for Cellcom.

BEST USE OF NEW MEDIA - Zipatoni, of St. Louis, Missouri, for "Motorola V2397 Launch," for Motorola.

MOST EFFECTIVE LONG-TERM PROMOTIONAL MARKETING CAMPAIGN - Magnesium, of Brussels, Belgium, for "Coffee for All," for Sara Lee/Douwe-Egberts Belgium.

BEST ACTIVITY GENERATING BRAND AWARENESS AND TRIAL - Saatchi & Saatchi, of London, England, for "Win 7 Nights in Kenya," for COI/The British Army.

BEST ACTIVITY GENERATING BRAND VOLUME - Tied between Capital C, of Toronto, Canada, for "Simpson's Million Dollar Cash Grab," a campaign for Hostess Frito Lay and Pepsi; and Lowe Porta & Partners, of Santiago, Chile, for "Promotion Axe Cinderella," for Unilever.

BEST ACTIVITY GENERATING BRAND LOYALTY - The agency DBM, of Tel Aviv, Israel, for "1,2,3 Pampers Loyalty Program," for Procter & Gamble.

BEST BUSINESS TO BUSINESS STRATEGY - The Sales Machine L&Z, of Mexico City, Mexico, for "Prize Club," a multiple-client campaign.

BEST RETAIL ACCOUNT SPECIFIC ACTIVITY - The Marketing Store Worldwide, of London, England, for "Drive-In Movies," for ASDA Wal-Mart.

BEST DEALER OR SALES FORCE ACTIVITY - The Marketing Store Worldwide, of Sao Paulo, Brazil for "Marea Impecavel," for Fiat Automoveis S.A.

BEST IDEA OR CONCEPT - Saatchi & Saatchi, of London, England, for "Win 7 Nights in Kenya," for COI/The British Army.

BEST USE OF ART DIRECTION - The agency BD, of London, England, for "Juddermania," for Bacardi Martini Ltd.

BEST USE OF COPY WRITING - Saatchi & Saatchi, of London, England, for "Win 7 Nights in Kenya," for COI/The British Army.

BEST USE OF PHOTOGRAPHY - IMP London for "Tetley's Bitter Cup - Live It. Live!," for the Rugby Football Union.

BEST USE OF ILLUSTRATION - The Marketing Store Worldwide, of Sydney, Australia, for "Win a Blast Scooter with Kraft," for Kraft Foods Australia.