Top winners included: BBDO New York (Large Agency); BBH (Mid-Sized Agency); Barrie D’Rozario Murphy (Small Agency); Ogilvy North America (Public Service: National), McKinney (Public Service: Local); and VCU Brandcenter (Portfolio School, a new category).
Additionally, Clear Channel Communications awarded a total of $1 million in free advertising across the company’s radio, digital and outdoor platforms to the top winners in four categories―BBDO, BBH and Barrie D’Rozario Murphy each received $300,000, while Ogilvy North America, the top winner of the Public Service: National, received $100,000.
“I love the O’Tooles―they were probably the first national recognition we ever got when we were a finalist back in ‘91,” says Porter.
“The changes this year are pretty dramatic. The award show is in New York during Advertising Week, right back in the heart of the business where it belongs. The judging is done online by agencies who have won in the past, rather than by a few people sitting in a room eating cookies. Also, a new trophy has been created that’s the biggest in the business―in every sense. What hasn’t changed is that the O’Toole’s are still the only awards that recognize an agency’s overall creative excellence, rather than just one campaign. One hot idea won’t win this award― you have to be very good, again and again and again.”
“It’s been a challenging year,” added Nancy Hill, President and CEO, 4A’s.
“And sometimes we just need to kick back and celebrate what made us enter and endure in our industry. That’s what the O’Toole Awards embody―toughness, creativity and teamwork.”
The O’Toole Awards program is known as one of the toughest industry competitions because entry requires that an agency submits a body of work representing different brands. This year’s changes made the O’Toole Awards even more competitive.
Chuck Porter spearheaded several changes to the 2009 O’Toole program, starting with a redesigned trophy, which now officially makes the O’Toole Awards the biggest award in advertising (clocking in at almost 40 pounds).
Previously limited to 4A’s member agencies, the award is now open to all agencies, including international. Judging was brought to a new, peer-to-peer level as agencies called upon their creatives to judge categories of non-competing size groups.
The Public Service category was divided into two sub-categories― National and Local.
Additionally, in recognition of the future of our industry, a new Portfolio School Category was introduced. The Portfolio School category adheres to one of the basic tenets of the O’Toole Awards, as proceeds of the awards are donated to the 4A’s Foundation, Inc. A primary goal of the Foundation is to award scholarships to multicultural students of the advertising arts.
The 2009 O'Toole Awards for Creative Excellence Winners
Large Agency Category
Winner: BBDO New York
Finalists: Crispin Porter + Bogusky, Leo Burnett Worldwide
Mid-Size Agency Category
Winner: BBH
Finalists: Carmichael Lynch, DDB West
Small Agency Category
Winner: Barrie D’Rozario Murphy
Finalists: Duncan/Channon, mono
Public Service: National
Winner: Ogilvy North America
Finalists: Casanova Pendrill, The Martin Agency
Public Service: Local
Winner: McKinney
Finalists: Cramer-Krasselt, Preston Kelly
Portfolio School
Winner: VCU Brandcenter
Finalists: School of Visual Arts, The Creative Circus
This news message is supported by The Bazaar, a marketplace to buy and sell creative objects. Earn more revenue by selling your prints, downloadable images, or custom products. Set up your store today and stand a chance to have your products featured on DesignTAXI, towards millions of lovers of creative content!
