• by Staff Writers , October 10, 2007

Madison Avenue broke new ground in magazine ads, showing that good ideas can extend beyond the printed page.

Carat

Motorola

Susan O'Leary, Account Supervisor; Jake Clark, Account Executive, Planner; Leslie Blackman, Account Executive, Planner; Mary Boucher, Account Executive, Planner

This campaign aimed to convey Motorola's status as a design leader by uniquely connecting with key consumer passion points, defined as music, fashion and technology.

The ads offered unique executions in iconic publications corresponding to these passion points - Rolling Stone for music, Vogue for fashion, and WIRED for technology. Using a Motorola product as inspiration, designers created unique pieces of work based on their interpretation of the phone. The artists chosen to partner with Motorola as the design and style leaders were Joshua Davis (technology), Doo-Ri (fashion), and Stanley Mouse (music).

Mullen

MassMutual Life Insurance

Steve Calder, Executive Vice President, Chief Creative Officer; Shea Kelly, Senior Vice President, Group Media Director; Luis Garrido, Vice President, Associate Media Director; Kaitlin Bonner, Media Supervisor; Edward Boches, Executive Vice President, Chief Creative Officer; Tom Kelly, Senior Vice President, Creative Director; Trey Phillips, Creative Director; Tilly Pick, Vice President, Account Director; Kelly Dickens, Account Supervisor; Tracey Maidment, Vice President, Director of Art Buying; Jill Calder, Illustrator.

With this execution in the New Yorker, Mullen established a strong relationship with an influential media brand that has rabid fans. Included in one issue was a story told in 11 separate illustrations that incorporated the MassMutual brand in a logical way.

The campaign's objective was to spur people to take a step toward securing their financial future, and viewing MassMutual as the only financial services company that is actually trying to help them take whatever step is right for them.

Through the New Yorker partnership, MassMutual conducted a "mini-takeover" of the April 16 "Journeys" issue about travel. The concept was inspired by the New Yorker's heavy use of illustrations and their recent practice of developing mini-spot-art stories that are interspersed throughout the pages of each issue in a Where's-Waldo fashion.

TM Advertising

Nationwide Insurance

Sheryl Standifer, Senior Vice President, Media Director; Rachel Bell, Group Media Director; Jenny Manning, Media Supervisor; Sean Dorminy, Management Supervisor; Jennifer Beck, Account Executive; Leigh Sander, Group Creative Director

Aiming to convince weekend warriors to insure their powersports toys, Nationwide built an ad campaign around the idea that motorcycle owners are passionate about their bikes and don't want to see anything happen to their babies. Nationwide ran ads in national niche publications, capitalizing on the vernacular of motorcycle enthusiasts. After the first two months of magazine advertising, Nationwide increased direct written premiums for the motorcycle insurance product by 75 percent compared to the same period in 2006.