The MSN® network of Internet services on Wednesday celebrated the best creative advertising content to appear on its network of sites over the past year. First-place winners in three categories
-- Branding, Direct Response and Rich Media -- each received $10,000 and a crystal butterfly, and were among 11 ad campaigns honored at the 1st annual MSN Online Advertising Award Show.
"These
awards help us create stronger relationships with advertising agencies as we work together to encourage the industry's leading talents to stretch the boundaries of creative advertising online," said
Joanne Bradford, chief media revenue officer for MSN. "Combined with our efforts to provide marketers with access to the best online audience, environment and interactive opportunities, these awards
demonstrate the commitment of MSN to making our network a great place to advertise."
In front of a festive crowd at Manhattan's Man Ray restaurant, Bradford announced the winners and runners-up in
each of three categories:
Branding -- First Place: atmosphereBBDO for a General Electric ad that extended the notion that "every great idea begins with a sketch" by allowing consumers to
operate a virtual pen on a virtual sketch pad and send their creation to a friend via email. Second Place: Digitas LLC for an American Express ad that featured floating yellow sticky notes that
appeared to attach themselves to the consumer's computer screen. Honorable Mention: DraftDigital and Tribal DDB Dallas.
Direct Response -- First Place: Lowe New York for a Dell ad that
promoted a free-shipping offer. Second Place: Digitas for a GMC Trucks ad for a sweeps campaign. Honorable Mention: Proflowers.com; Nexium
Rich Media -- First Place: Euro RSCG Circle for
an ad that provided consumers with sizing information and fitting tips for New Balance Athletic Shoe Inc. Second Place: Catalano Lellos & Silverstein for an ad for the "Giant Monsters" television
show on the Discovery Network's "Animal Planet." Honorable Mention: atmosphereBBDO.
A panel of MSN sales and marketing managers, under the direction of online marketing expert Rex Briggs, of
Marketing Evolution, reviewed nearly 140 entries, selecting the winners based on three criteria: creative execution, innovative marketing tactic or use of technology, and effectiveness of the ad in
achieving the client's business results while it ran on MSN.
All entries for this year's awards appeared on MSN sites between July 1, 2002, and May 31, 2003. At the awards show, MSN also announced
that it will hold a Second Annual MSN Creative Contest in 2004 and will announce more specific contest details this fall.