$100,000 Grand Prize Will Literally Go to the Dogs

27th Annual Kelly Awards Held Exclusively Online in Virtual Ceremony

New York, NY (June 4, 2008)—Los Angeles-based agency TBWA\Chiat\Day and its client PEDIGREE® food for dogs is the winner of Magazine Publishers of America's (MPA) 2008 Kelly Award Grand Prize for outstanding magazine advertising, it was announced today at the second annual virtual Kelly Awards presentation on www.kellyawardsgallery.org. Furthermore, Ogilvy & Mather was awarded the Gold Kelly for Dove's "Pro-Age" campaign, while while Wieden + Kennedy received the Silver Kelly for Nike’s “Rush Hour” campaign.

The Kelly Awards are bestowed annually to agency creative teams and advertising clients whose magazine campaigns demonstrate both creative excellence and campaign results. The top three winners among all entries are awarded the $100,000 Grand Prize, as well as the Gold and Silver Kelly Awards. In addition, the Kelly Awards honor campaigns that excel in individual categories: Best Magazine Ads by Size, Best Integrated Campaign and Best Public Service Campaign.

"We are proud to present this year's Kelly Award winners, exceptional examples of how magazines can deliver advertisers' messages creatively and effectively," said Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, MPA. "We are also excited to present the awards for a second year on the virtual stage of www.kellyawardsgallery.org, showing that the print and digital platforms are perfect partners in this new media environment."

The Grand Prize winning campaign, "The PEDIGREE® Adoption Drive," shone a spotlight on the plight of shelter dogs and sought to raise money for animal shelters and breed rescues across the U.S. This campaign helped the client achieve double-digit sales growth and raise $2.7 million for shelter dogs.

"Winning the Grand Kelly is an incredible honor. The list of campaigns that have won in the past are a who's who of smart, famous, important and inspiring brands. And to join that list on behalf of Pedigree®, with a campaign that's making the world a better place for shelter dogs, is really gratifying. We're also proud to say that we'll be donating the $100,000 prize to the PEDIGREE Adoption Drive Foundation," said Margaret Keene and Chris Adams, Creative Directors, TBWA\Chiat\Day Los Angeles.

2008 MPA KELLY AWARD WINNERS
For complete information on campaign results and credits, visit www.kellyawardsgallery.org. 

OVERALL EXCELLENCE WINNERS

Grand Kelly

AGENCY / CITY: TBWA\Chiat\Day / Los Angeles, CA
CLIENT:  PEDIGREE® food for dogs
CAMPAIGN: The PEDIGREE Adoption Drive
 
Gold Kelly

AGENCY / CITY: Ogilvy & Mather Chicago / Chicago, IL
CLIENT:  Dove
CAMPAIGN: Pro-Age

Silver Kelly

AGENCY / CITY: Wieden + Kennedy / Portland, OR
CLIENT:  Nike
CAMPAIGN: Rush Hour

INDIVIDUAL AWARD CATEGORIES

Best Integrated Campaign

AGENCY / CITY: 180 LA (180\TBWA) / Santa Monica, CA
CLIENT:  adidas USA
CAMPAIGN: The Brotherhood

Best Public Service Campaign

AGENCY / CITY: Arnold & Crispin Porter Bogusky / Boston, MA
CLIENT:  American Legacy Foundation
CAMPAIGN: Whudafxup 2

Best Magazine Ads by Size

MULTIPLE PAGE WINNER
AGENCY / CITY: Venables Bell & Partners / San Francisco, CA
CLIENT:  HBO Video
CAMPAIGN: Sopranos—The Final Season

SPREAD WINNER
AGENCY / CITY: Crispin Porter + Bogusky / Miami, FL
CLIENT:  Geek Squad
CAMPAIGN: Wireless Awareness

FULL- PAGE WINNER
AGENCY / CITY: The Martin Agency / Richmond, VA
CLIENT:  The JFK Presidential Library and Museum
CAMPAIGN: Ticket

LESS THAN FULL- PAGE WINNER
AGENCY / CITY: TBWA\Chiat\Day / Los Angeles, CA
CLIENT:  Method
CAMPAIGN: Detox your home

INSERT/OUTSERT  WINNER
AGENCY / CITY:  BBDO NY / New York, NY
CLIENT:  Aquafina
CAMPAIGN: Water Brings Things to Life

The new www.kellyawardsgallery.org features an on-demand virtual awards ceremony, an interactive gallery showcasing the Kelly winner and finalist campaigns, and dozens of "inspiration" videos from both ad creative teams and Kelly Award judges.  The elite panel of judges includes senior-level magazine advertising clients as well as creative directors from leading advertising agencies. Condon, O'Meara, McGinty & Donnelly LLP tabulated the judges' scores to determine the finalists and winners.

The MPA Kelly Awards were established in 1982 by the MPA to honor Stephen E. Kelly, a man who devoted his career to magazine publishing.  As a former president of the MPA, Mr. Kelly promoted the concept that creative magazine advertising made the difference in sales results—a concept that became the guiding principle for the MPA Kelly Awards.