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MSN Awards $75,000 To Top Creative Agencies With Best Online Ads

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Published: 2004-08-04

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The MSN network of Internet services today announced the winners of its second annual Emmessenny Awards, which showcase the best online advertising and reward the agencies that created them with cash prizes. Tuesday evening MSN hosted the Emmessenny Award gala at the Crobar in Manhattan to recognize the winners and their achievements.

"The biggest names are bringing their advertising online and developing some incredible campaigns that maximize the online benefits like interactivity and targeted reach," said Eric Hadley, director of advertising and marketing for MSN. "In all categories, our winners illustrate how solid online advertising can resonate with intended audiences and enable companies to meet business objectives via the Internet."

After careful evaluation of the 280 entries received, winners were chosen in four categories: Best in Show, which was added to the contest this year to highlight the ad campaign that encompassed all ingredients for successful online content; Branding, which includes ad elements in a brand-awareness campaign; Rich Media, which includes ads that use HTML, third-party-served HTML, Flash, Dynamic HTML, JavaScript or other scripting formats; and Direct Marketing, which includes ad elements in customer acquisition or lead-generation campaigns.

The San Francisco-based Goodby, Silverstein & Partners took Best in Show for its campaign for Hewlett-Packard, "Capture the World," which featured Hewlett-Packard's 2004 digital photography products in a visually appealing and interactive ad campaign in which the consumer could re-create digital images. Goodby, Silverstein & Partners received $25,000 and an Emmessenny trophy for its efforts. Carat Interactive Inc., a Boston-based firm, took top honors in Branding and a $10,000 prize for its adidas campaign, and Digitas Boston secured second place and $5,000 in the same category for its work on behalf of Pontiac GTO.

"We are thrilled to take part in the Emmessennys and to take top honors," said Keith Anderson, creative director of interactive for Goodby, Silverstein & Partners. "Online advertising is finally gaining the acceptance that it deserves as a staple in the media mix; our clients have seen great success through online campaigns on MSN, especially because of its broad reach and ability to reach our target audience."

In the Direct Response category Liz Claiborne's campaign created with Grey Interactive took first place and $10,000; and MarketSource LLC, of Cranbury, N.J., came in second, securing $5,000 for its Reach Access campaign for Johnson & Johnson.

Rich Media winners include the New York City-based OgilvyOne, which took first place with its Famvir campaign; and a two-way tie for second place between the Army ad from Media 8 (in partnership with The Cartel Group) and Beyond Interactive Inc.'s work on behalf of the Warner Bros. "Starsky & Hutch" movie. OgilvyOne was awarded $10,000, and due to the tie, both Media 8 (in partnership with The Cartel Group) and Beyond Interactive were awarded $5,000.

"We put together a campaign that allowed us to make the Liz Claiborne brand come alive online, and were able to see results that were a direct result of the placements on MSN," said Brad Lenz, vice president of eCommerce for Liz Claiborne. "We're proud to be recognized for this work and to take part in the Emmessennys. It's great to see others setting the bar for online creative and who are committed to elevating online efforts."

In addition to the annual Emmessennys, MSN hosts several programs to advance the online advertising industry and support agencies that harness this medium. Those efforts include the recently launched Creative Connection Program, the annual MSN "Why Online" Road Show and the Advertising Accountability Study.

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About the Author:
AdvertisingDay offers insights into the internet ad industry's hottest issues, trends and technologies. Topics covered include online ad models, direct marketing, Web measurement, targeting, pricing models, selling ads, buying ads, and market research.

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