MPA Announces the Best Magazine Advertising Campaigns of the Year

April 5, 2010

MPA’s 2010 Kelly Awards for Outstanding Magazine Ads Include
New Categories for Innovation and Best Individual Execution

New York, NY (April 5, 2010)—The finalists for the 2010 Kelly Awards for outstanding magazine advertising were announced today by Ellen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America (MPA). The Kelly Awards, now in its 29th year, are bestowed annually to agency creative teams and advertising clients whose magazine campaigns demonstrate both creative excellence and effectiveness in meeting campaign objectives.

Altogether, 12 awards will be handed out.  A total of 26 finalists, representing campaigns that ran in 2009, are eligible to win the Grand Prize, Gold Kelly or Silver Kelly for general excellence. For the first time, a campaign will be recognized with the RR Donnelley Innovation award for the most innovative use of magazines. RR Donnelley is the exclusive sponsor of this year's Kelly Awards. The campaign that delivered the strongest marketing ROI will receive the Effectiveness Award.  Additional award categories are: Best Integrated Campaign; Best Public Service Campaign; Best Magazine Ads by Size, which includes “Full Page,” “Spread,” “Insert” and “Multiple Page”; and another new 2010 category, Best Individual Execution, for single ads that are not part of a larger magazine campaign.

Campaigns were judged by senior creative directors from leading advertising agencies and magazine advertising clients. The winners will be announced and celebrated at an invitation-only Kelly Awards reception hosted by RR Donnelley on May 18, in New York City.

Judges remarked on the following trends: the welcome return to storytelling in the magazine ads, increased tailoring to specific publications and inventive use of space. There was also an overall consensus on the positive shift to print and online integration.

“These awards prove that magazines can serve as a launching point for huge marketing ideas,” said Ms. Oppenheim.  “Whether the creative is designed to get consumers to buy, share a personal story about a brand, watch a web video or get information, the combination of inspiring visuals and clever copy leads to consumer engagement and action.”

Goodby Silverstein and Partners leads the finalist agencies with four nominations. Vitro follows with three, and BBDO New York, Carmichael Lynch, Crispin Porter + Bogusky, GSD&M Idea City, TDA Advertising & Design and The Martin Agency follow with two apiece.  O'Leary and Partners and Preston Kelly are first-time Kelly Award finalist agencies.

More than half the advertiser finalists are represented in the following areas:

Automotive, Accessories and Equipment

• BMW – two different GSD&M Idea City campaigns
• Hyundai – a Goodby, Silverstein & Partners campaign
• Harley-Davidson – a Carmichael Lynch campaign
• Buell Motorcycles – a Crispin Porter + Bogusky campaign
• Mother’s Polish – a O'Leary and Partners campaign

Apparel

• Asics – a Vitro campaign
• Barely There – a campaign by The Martin Agency
• Columbia Sportswear – a Butler, Shine, Stern and Partners campaign
• Gap – a Crispin Porter + Bogusky campaign

Government and Organizations

• 1% For the Planet – a TDA Advertising & Design Campaign
• American Legacy Foundation/truth – a campaign by Arnold Worldwide
• Denver Museum of Nature and Science – a Carmichael Lynch campaign
• John F. Kennedy Library and Museum – a campaign by The Martin Agency
• Minnesota Zoo – a Preston Kelly campaign

Home Furnishings & Supplies

• Valspar (paint) – a Euro RSCG Chicago campaign
• Armstrong (flooring) – a BBDO NY campaign
• Blu Dot (furniture) – a mono campaign

 

The 2010 Kelly Award Finalist Campaigns

View the finalist gallery at www.KellyAwards.org

AGENCY / CITY:    Arnold Worldwide / Boston, MA
CLIENT:                 American Legacy Foundation/truth
CAMPAIGN:         Do you have what it takes?

AGENCY / CITY:    BBDO New York / New York, NY
CLIENT:                 Armstrong
CAMPAIGN:         Unreal Campaign

AGENCY / CITY:    BBDO NY / New York, NY
CLIENT:                 FedEx
CAMPAIGN:         Thing FedEx Cup Global Golf Sweepstakes

AGENCY / CITY:    Butler, Shine, Stern and Partners / Saulsalito, CA
CLIENT:                Columbia Sportswear
CAMPAIGN:         Greater Outdoors

AGENCY / CITY:    Carmichael Lynch / Minneapolis, MN
CLIENT:                 Denver Museum of Nature & Science
CAMPAIGN:         Genghis Khan

AGENCY / CITY:    Carmichael Lynch / Minneapolis, MN
CLIENT:                 Harley-Davidson
CAMPAIGN:         Harlistas

AGENCY / CITY:    Crispin Porter + Bogusky / Boulder, CO
CLIENT:                  Buell Motorcycles
CAMPAIGN:         Ruthless Engineering

AGENCY / CITY:    Crispin Porter + Bogusky / Boulder, CO
CLIENT:                  Gap
CAMPAIGN:         Ready for Holiday Cheer

AGENCY / CITY:    Euro RSCG Chicago / Chicago, IL
CLIENT:                  Valspar Paint
CAMPAIGN:         Colors of Life

AGENCY / CITY:    Goodby Silverstein & Partners / San Francisco, CA
CLIENT:                  Haagen-Dazs
CAMPAIGN:         Haagen-Dazs Five

AGENCY / CITY:    Goodby Silverstein & Partners / San Francisco, CA
CLIENT:                  Hyundai
CAMPAIGN:         Hyundai Genesis Coupe Launch (Epic Lap)

AGENCY / CITY:    Goodby Silverstein & Partners / San Francisco, CA
CLIENT:                 NBA
CAMPAIGN:         Where Will Amazing Happen This Year?

AGENCY / CITY:    Goodby Silverstein & Partners / San Francisco, CA
CLIENT:                  Quaker
CAMPAIGN:         Go Humans Go

AGENCY / CITY:    GSD&M Idea City / Austin, TX
CLIENT:                 BMW
CAMPAIGN:         An Expression of Joy

AGENCY / CITY:    GSD&M Idea City / Austin, TX
CLIENT:                 BMW
CAMPAIGN:         Diesel Reinvented

AGENCY / CITY:    mono / Minneapolis, MN
CLIENT:                 Blu Dot
CAMPAIGN:         Good Design

AGENCY / CITY:    O'Leary and Partners / Newport Beach, CA
CLIENT:                 Mothers Polish
CAMPAIGN:         Rants

AGENCY / CITY:    Preston Kelly / Minneapolis, MN
CLIENT:                 Minnesota Zoo
CAMPAIGN:         Africa

AGENCY / CITY:    TDA Advertising & Design / Boulder, CO
CLIENT:                 1% for the Planet
CAMPAIGN:         Help Rock Stars Save the Planet

AGENCY / CITY:    TDA Advertising & Design / Boulder, CO
CLIENT:                 FirstBank
CAMPAIGN:         Free Checking For All

AGENCY / CITY:    The Martin Agency / Richmond, VA
CLIENT:                 Barely There
CAMPAIGN:         Concealers

AGENCY / CITY:    The Martin Agency / Richmond, VA
CLIENT:                 John F Kennedy Library and Museum
CAMPAIGN:         wechoosethemoon.org

AGENCY / CITY:    Venables Bell & Partners / San Francisco, CA
CLIENT:                  Intel
CAMPAIGN:         Sponsors of Tomorrow

AGENCY / CITY:    Vitro / San Diego, CA
CLIENT:                 ASICS
CAMPAIGN:         Sound, Mind, Sound Body

AGENCY / CITY:    Vitro / San Diego, CA
CLIENT:                 Taylor Guitars
CAMPAIGN:          35th Anniversary

AGENCY / CITY:    Vitro / San Diego, CA
CLIENT:                 Taylor Guitars
CAMPAIGN:         Always to Our Own Tune

 

The MPA Kelly Awards were established in 1980 by the MPA to honor Stephen E. Kelly, a man who devoted his career to magazine publishing.  As a former president of the MPA, Mr. Kelly promoted the concept that creative magazine advertising made the difference in sales results—a concept that became the guiding principle for the MPA Kelly Awards.

For more information on the Kelly Awards, please visit www.KellyAwards.org.

Magazine Publishers of America (MPA) is the industry association for consumer magazines. Established in 1919, the MPA represents approximately 225 domestic publishing companies with more than 1,000 titles, nearly 50 international companies and more than 100 associate members. Staffed by magazine industry specialists, the MPA is headquartered in New York City, with an office of government affairs in Washington, DC.

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Contact:               

Howard Polskin,
SVP/Communications Platforms & Events, Magazine Publishers of America
212.872-3732 | hpolskin@magazine.org

Cristina Dinozo,
Director/Communications Platforms, Magazine Publishers of America
212.872-3731 | cdinozo@magazine.org