• by March 29, 2011

For the third straight year, Biggs|Gilmore, from Kalamazoo, Michigan, captured the Top Agency Award in the Internet Advertising Competition conducted by the Web Marketing Association. Biggs|Gilmore won the honor by receiving 23 total awards, with Publicis Groupe's Saatchi & Saatchi/LA coming in second with 19, and Toronto's BlueRush Digital Media tied with WPP's VML for third place, with 14 awards each.

The bulk of Biggs|Gilmore wins came for work on behalf of Heinz Ketchup, various Kellogg's products, and Kimberly-Clark's Cottonelle -- including multiple wins for last year's Roll Poll campaign, "How do you roll your toilet paper? Over the roll or under?"

That campaign resulted in nearly 600,000 visits to CottonelleRollPoll. com, almost as many votes cast in the poll itself, and 2.2 million video views. Biggs|Gilmore also reported that click-through-rate and interaction time outperformed benchmarks in the personal care category by 70%, with the campaign receiving some 300 daily online comments and 3,800 daily interactions.

BlueRush and Saatchi & Saatchi/LA both captured category-wide Best of Show awards. BlueRush's came in the online newsletter category for Manulife Investments' "Solutions" newsletter, and Saatchi & Saatchi won for best interactive app, the Toyota Sponsafier, which allowed users to design their own NASCAR car online, resulting in 180,000 registered users, 140,000 approved entries, and 1.6 million Facebook shares.

The IAC recognized nine other companies, mostly agencies, as Outstanding Advertising Developers for winning six or more total awards: IQ, BGT Partners, Carlson Marketing, TMP Worldwide, Walt Disney Parks & Resorts Online, WPP's Y&R New York, HBO, Omnicom's Organic, Inc., and Omnicom's TBWA/Tequila.