Ad Agencies Celebrate Their Year


    GRAND RAPIDS — The Ad Club of West Michigan last week transformed Celebration Cinema into “Addywood,” as the site of its 2003 Addy Award program.
    Blinking at the flashes from a double row of student paparazzi on either side of the red carpet, showing off new designer dresses, networking and working on killer acceptance speeches were all part of the Addywood theme.
    “We always try to have the show at a new place every year,” said Richard Proffer, vice president of the Ad Club. “This year we packed in over 700 people and were lucky to have a lot of space so that none of those 700 people were running into each other.”
    The top Best in Show awards were awarded to The Etheridge Company in the print category for the Nucraft Furniture Origin Dealer Brochure, while the top broadcast award went to Copper for the Binder Park Zoo television “Zebra” ad.
    Judges Choice awards went to: FLUID for the Advocacy category for an Institute for Healing Racism brochure; The Polishing Center for Industry Promotion for the Buff Book; and Fairly Painless Advertising for Innovation for the Herman Miller PostureFit Direct Mail ad.
    The awards ceremony brought together ad execs and hopefuls, students, artists, models, copywriters and media reps, all shuffling business cards and networking.
    Gold or silver Addy honors went to more than 150 out of nearly 500 entrants.
    Proffer said that though the national Addy Awards committee changed the titles of the awards from “Addys” and “citations” to “gold” and “silver” Addys, the new terminology still represents the same levels of awards.
    One fresh face, awarded the Judges Choice Industry Promotion Addy, was The Polishing Center, a two-month-old business that seeks to help students get professional, real-world experience before being hired by an agency.
    “We surveyed many creative directors in the industry and what we found was that they were not finding the quality of candidates they needed to hire from,” said Frank Blossom, of The Polishing Center. “What we are giving these students is real work to do, but we do it in an environment that is really a middle ground, so that they can then be prepared and have some work under their belt when they go looking for a job.”
    The concept appears to be working well because several of the student Addy award winners worked with Blossom and other Polishing Center advisors. Kate Trogan who won two student Best of Show Addys as well as two gold and one silver, worked with The Polishing Center.
    Proffer commented on the quantity and types of entries at this year’s awards saying that the print entries were down but stable, while electronic entries were definitely down.
    “Electronic is characteristically the most expensive to produce and so it makes sense that we are going to see less of those,” he said. “Ultimately the economy does play into it and you are going to see a bit of a shift in West Michigan advertising.”
    He added that while the types of entries varied, there weren’t many surprises on the creative side.
    “Techniques that were used ran the gamut. In a market like this, advertisers like to stick to the tried and true methods and what works,” added Proffer. “For example, you saw humor used in a safe environment where the agency knew it would hit and knew it would work. In most arenas the advertiser is sticking to product and consumer benefits where it is applicable — as well as to achieve the goal of ad sales and consumer awareness.”
    Bill McKendry of Hanon McKendry said his agency was very busy this year and did a lot of work focusing on those same key benefits for clients.
    “We kind of took this year to do a lot of planning. The reason why we didn’t have that many entries is because many of our clients are looking to re-stimulate and looking to re-evaluate the brand,” said McKendry. “We are also looking to head into the good times with many of our clients, and so the finished products will be ready to enter next years’ competition.”
    Overall Proffer noted that he received good feedback from recipients and attendees. “Everyone seemed to have a really good time and be in agreement with what the judges choose and awarded Addys to,” said Proffer.
    The judges, all from outside markets, were Patrick Callahan, vice president/account supervisor, new business development director at Doe Anderson Advertising and Public Relations; Kevin Corrigan, division director for The Creative Group; Nichole Fowler, design director of EURO/RSCG MVBMS PARTNERS; Gary Fulkerson, senior creative director at MSX International; Dennis Masel, vice president of client services for CGR/seven; and Thomas Senatori, chief operations officer/creative director of W&B.

    2003 Gold Addy Award Winners

    Best of Show

    Print: The Etheridge Company, for Nucraft Furniture, Origin Dealer Brochure

    Broadcast: Copper, for Binder Park Zoo, TV, Zebra

    Judge’s Choice

    Advocacy: FLUID, for Institute for Healing Racism, Brochure

    Industry Promotion: The Polishing Center, for The Polishing Center, Buff Book

    Innovation: Fairly Painless Advertising, for Herman Miller, PostureFit Direct Mail

    Sales Promotion

    Catalog: The Etheridge Company, for Baker Furniture Co., Milling Road From Baker
    The Etheridge Company, for Baker Furniture Co., Lighting From Baker
    The Etheridge Company, for Baker Furniture Co., Thomas Pheasant For Baker

    Sales Kits/Product Information Sheets: Cull Design Group, for Old Orchards Brands, Sales Kit

    Collateral Material

    Four-Color Brochure: Wolverine World Wide, for Merrell Performance Footwear, Merrell Historic Journal – The First 20 Years
    The Etheridge Company, for Nucraft Furniture, Origin Dealer Brochure
    The Etheridge Company, for Herman Miller, 10-Day or Less Lead-Time Catalog
    Steketee Van Huis, for Wolverine World Wide, Fall 2000 Harley Davidson Footwear

    CD, Video, Cassette Covers: Grey Matter Group, for InterVarsity Press, Finding God
    Grey Matter Group, for InterVarsity Press, Following God

    Single Poster: The Etheridge Company, for College for Creative Studies, CCS Promotional Poster
    Grey Matter Group, for ZonderKidz, Brand Poster

    Campaign Poster: Gordon Food Service, for Gordon Food Service Warehouse Department, Warehouse Wanted Posters
    Pete’s Amazing Rectangle Company, for Big Dutchman Inc., Trade Show Banners

    Special Event Material, Card: Reagan Marketing + Design, for Reagan Marketing + Design, 2002 Holiday Card
    YH, for YH, No “L”

    Special Event Material, Invitation: Gordon Food Service, for Gordon Food Service Marketing Department, Fall Food Show Invitation
    Hanon McKendry, for Hanon McKendry, HM Queezy Bag

    Direct Marketing

    Flat, Business-to-Business, Single: The Etheridge Company, for Dow, Dow P&G Brochure
    YH, for Allegra Print & Imaging, Designer Genes

    Flat, Consumer, Single: Fairly Painless Advertising, for Herman Miller, PostureFit Direct Mail
    Boothe Creative Services/Grey Matter Group, for Davenport University, Where U. Come In Foundation Mailer

    Flat, Consumer Campaign: Hanon McKendry, for National Heritage Academies, NHA Direct Mail Program
    Fairly Painless Advertising, for Herman Miller, Capelli Direct Mail

    Three Dimensional/Mixed: Crowe Chizek, for United Bank & Trust, Trust Campaign


    Flat, Outdoor: Hanon McKendry, for Russ’ Restaurant, Russ’ – Fresh Food
    Adams Outdoor Advertising, for Christian Life Center, Featured Speaker

    Trade Publication

    Four-Color, Full Page: Pete’s Amazing Rectangle Company, for Big Dutchman Inc., Fluxx Teaser Ad

    Four-Color, Spread, Multiple Page/Insert: Jager Group, for Zondervan Publishing, TNIV Ad

    Four-Color, Campaign: Mojo Workin’, for Professionals Direct for Lawyers Direct, Lawyers Direct Ad Campaign

    Consumer Magazine

    Four-Color, Full Page: Fairly Painless Advertising, for Herman Miller, Eames Fights Crime

    Four-Color, Campaign: Biggs/Gilmore Communications, for U.S. Marine – Maxum Boats, Maxum Boats Ad Campaign


    Black & White, Fractional Page: Jager Group, for West Michigan Office Interiors, Rat Race Ad
    Jager Group, for West Michigan Office Interiors, Reconfigure Ad
    Jager Group, for West Michigan Office Interiors, Floorplan Ad
    Jager Group, for West Michigan Office Interiors, #19 Chiropractor Ad

    Black & White, Full Page: Hanon McKendry, for Knights of Columbus, Response Ad/Faith – English
    Fairly Painless Advertising, for Bank of Northern Michigan, You Can Be of a Place

    Black & White, Campaign: Fairly Painless Advertising, for Grubb & Ellis/Focus Properties, Square Footage
    Jager Group, for West Michigan Office Interiors, Ad Campaign #1
    Jager Group, for West Michigan Office Interiors, Ad Campaign #2


    Consumer Outlets, Supermarket/Food/Convenience Store, Regional/ National Television, Single Product/Service: Fairly Painless Advertising, for Spartan Stores Inc., Wax Fruit

    Consumer Services, Entertainment, Regional/National Television, Single
    Product/Service: Copper, for Binder Park Zoo, TV, Zebra

    Consumer Services, Health Care Services, Regional/National Television,
    Single Product/Service: Copper, for Oakwood Medical Center, TV, 16 Hours

    Industry Self-Promotion

    Stationery Package, Agency, Design Studio, Freelancer, Graphic Designer, Interactive Developer: FLUID, for FLUID, Identity Package

    Industry Self-Promotion, Campaign: The Polishing Center, for The Polishing Center, Buff Book

    Visual and Audio Elements of Advertising

    Logo, Trademark or Corporate SymbolDesign: FLUID, for ArtFarm of Muskegon, ArtFarm logotype
    Jager Group, for Haworth Homes, Haworth Homes Logo

    Advertising for the Arts

    Collateral: B Creative/Barfuss Creative Services Inc., for Festival of the Arts, Festival 33 Poster structure:interactive, for Urban Institute for Contemporary Arts, Brew UICA Beer Menu

    Direct Marketing/Specialty Advertising: Hanon McKendry, for Compass Arts, Compass Arts Newsletter Template

    Campaign: Form Works, for Opera Grand Rapids, Let Go

    Public Service

    Collateral, Brochure: FLUID, for Institute for Healing Racism, Institute for Healing Racism Brochure

    Collateral, Poster: Fairly Painless Advertising, for Child & Family Services, Cranky

    Out-of-Home: Adams Outdoor Advertising, for Outdoor Advertising Association of America, A Moment of Silence

    Student Categories

    Identity System: Kate Trogan, Kendall College of Art & Design, Tarte French Patisserie

    Stationery Package, Collateral Material: Jen Guthrie, The Polishing Center, Iron Horse Stationery Package

    Brochure, Less Than Four-Color, Collateral Material: Jacob VanderZee, Grand Valley State University, Type Specimen Booklet

    Brochure, Four-Color, Collateral Material: Jen Guthrie, The Polishing Center, Ride 2002, Museum Show Brochure

    Special Event Material, Cards, Invitations, Announcements, Specialty Advertising: Kate Trogan, Kendall College of Art & Design, Muskegon Art Museum, Ex Libris rare books invitation

    Interactive Media, Banners, CD Design: Andy Van Solkema, Kendall College of Art & Design, Mossback Mountaineering Promotional CD

    Self Promotion: Jen Guthrie, The Polishing Center, Always Learning, Jen Guthrie Self Promotion 

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