Goodby Takes Top CMA Honors: OMD, Starcom, Horizon Reap Multiple Awards

San Francisco agency Goodby, Silverstein & Partners took top honors and three individual categories in Monday night's presentation of Media magazine's 2008 Creative Media Awards. Goodby, which had the greatest number of finalists going into the awards ceremony, won "Best in Show" for the communications channel plan it developed for client Haagen-Dazs, which tied the premium ice cream brand into an effort to raise awareness about the dwindling honeybee population - a species that is critical to the pollination of ingredients essential to Haagen-Dazs' flavors.

Goodby also won the individual Communications Channel Plan category for that campaign, and took the top prize in the Business Media category for its "Layer Tennis" campaign for client Adobe's CS3, and the New/Experimental Media category for an RSS campaign for the NBA.

Other multiple category winners included OMD and Starcom, which took three categories each, and Horizon Media, which took two categories. The category winners for the 2008 CMAs include:

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Business Media
Goodby, Silverstein & Partners for Adobe CS3

Consumer Magazines
Initiative for Lionsgate's "The Condemned"

Newspapers
Starcom for Miller High Life

Branded Content
Horizon Media for Vivendi/"Bourne Conspiracy"

New/Experimental Media
Goodby Silverstein & Partners for the NBA

Interactive TV
Starcom for Lego

Multicultural
Zoom Media & Marketing for Ford Focus

Online Branding
OMD for McDonald's

Online Search
Outrider for Showtime's "The Tudors"

Outdoor/Place-Based
OMD for Nivea

Research/Consumer Insights
Cramer-Krasselt for Sealy Posturepedic

Television
OMD for Hershey's

Radio
Horizon Media for NBC Universal's "Chuck"

Media Plan
Butler, Shine, Stern & Partners for MINI USA

Communications Channel Plan
Goodby, Silverstein & Partners for Haagen-Dazs

Creative
Starcom Canada for Johnnie Walker

Best in Show
Goodby, Silverstein & Partners for Haagen-Dazs

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