MPA Modifies Kelly Awards
One of the changes is the overhaul of the prize system. The structure of the honors has been modified to present a $100,000 Grand Prize Kelly Award, a Gold Kelly Award and a Silver Kelly Award based on overall scores. Separate judgments for copy, design and idea/concept will be replaced with one score for creative excellence. Meeting campaign objectives will continue to be scored separately. In the past, individual honors for "Best Headline & Copy," "Best Design & Graphics" and "Best Idea/Concept" were awarded.
Also, in order to emphasize effective creative advertising, the panel of judges will be expanded this year to include print advertising clients as well as creative directors. PricewaterhouseCoopers will tabulate the judges' evaluations and determine 25 finalists. The winners will remain secret until the black-tie gala on May 14th at Chelsea Piers' Pier Sixty in New York City. Last year's $100,000 Grand Prize winner was Arnold Worldwide of Boston for its Volkswagen of America New Beetle campaign.