A lot went into the Apple Beer campaign, from setting the right, rustic mood to express the German heritage of their brand to creating the appropriate slogans to communicate the core messages. The winning Apple Beer campaign features slogans such as, “Drink every night without worrying about your friends staging an intervention,” and “Yeah, it’ll give you a buzz. If you’re Hypoglycemic.”

In all of this, we just want to continually produce work for our clients that stands out. So when we’re able to win the most total national ADDY’s in our district, we hope, more than anything, that our clients feel they are always receiving top notch work.

Richter7 was lucky enough to take home more awards than any other agency this year (for the 9th time in 10 years!) From a total of 132 awards distributed, we were awarded 39, including 14 gold, 25 silver and one judges’ choice award for our Apple Beer campaign.

As one of our fearless leaders, Dave Newbold, puts it, “The awards are a bonus for doing our job right in the first place – that is, to sell our clients’ products and services.”

A big congrats to all of the Richter7 team members involved in creating this year’s winning campaigns. You inspire us each day! Can’t wait to see what’s in store for next year’s ADDY’s.

The office came to life as associates shouted their opinions on spots regarding Doritos, Pepsi, VW and even Best Buy’s use of Justin Bieber. With people working from all departments of a full-service agency, what was valued and humorous varied on multiple levels. It was a fun dynamic.

Social Media continues to play a larger role as this year’s Ad Bowl was discussed and debated on Twitter by following the hashtag #R7AdBowl. Winners were also announced on www.facebook.com/richter7, and www.twitter.com/richter7.

And finally, here is the list of winners and losers from Ad Bowl XVI:

• Most Valuable Ad Award – Volkswagen – The Force
• Best Low Budget Award – Doritos – Best Part
• Celebrity Sack Award – Best Buy – Bieber / Ozzy
• Championship Chuckle Award – Bridgestone – Reply All
• Illegal Use of $$$$ Award – Coca Cola – Siege
• Creative Fumble Award – Bud Light – Dogs
• Should Have Punted Award – GoDaddy – The Contract

In a July 12, 2010, ADWEEK article about the internationally prestigious Cannes awards festival, writer Noreen O’Leary reported the following:

“Mark Tutssel, Leo Burnett’s global CCO and a Cannes judge, said that despite the occasional exception, Cannes winners tend to be solid business successes.  In previous years, Burnett has conducted surveys tracking award-winning ads with business performance.  In the most recent survey, Burnett found an 86 percent correlation between award-winning work and effectiveness, up from 78 percent in 1997, the first year of the study.

Now for a specific example.

The Old Spice campaign featuring the buff, bare-chested Old Spice guy in the shower has certainly garnered attention (and won every major ad award), but has it sold product?

Here’s what Eleftheria Parpis reported in the July 26, 2010 issue of ADWEEK.

According to Nielsen data provided by Old Spice, overall sales for Old Spice bodywash products are up 11 percent in the last 12 months; up 27 percent in the last six months; up 55 percent in the last three months; and in the last month, with two new TV spots and the online response videos, up a whopping 107 percent.

“Our business is on fire,” says James Moorhead, brand manager of Old Spice.  “We’ve seen strong results over all of our portfolio.   That is the reward for the great work. The “Smell like a man, man” campaign, which by mid-July had become a pop-culture sensation, with videos from the series accounting for eight of the top 11 most popular videos on YouTube, went on to win a Grand Prix at Cannes.

The winning ad campaigns consist of print and TV for Utah’s Hogle Zoo, point-of-purchase print ads for Wood Revival Desk Co. and print posters for the Utah Healthy Marriage Initiative.

With over 60,000 entries annually, the ADDY Awards are the world’s largest and arguably most difficult advertising competition. Concurrently across the country, local entrants vie for recognition as the very best in their markets. Local winners compete against other winners in one of 14 district competitions. District winners are then forwarded to the national ADDY Awards competition.

Have you seen any of our winning ads on TV or in print? If so, what are your thoughts?

CREDITS:

Utah’s Hogle Zoo

• Gary Sume, Copywriter/Creative Director
• Ryan Anderson, Art Director/Creative Director
• Dave Newbold, Executive Creative Director
• Tal Harry, Account Supervisor
• Jared Lewis, Account Manager
• Cynthia Griffin, Production Manager
• “Bunny” Poster – Chad Hurst, Photographer
• “Madagascar” TV/Animation – Michael Slack, Illustrator; Kristen Lapour, Animator

Wood Revival Desk Co.

• Gary Sume, Copywriter/Creative Director
• Ryan Anderson, Art Director/Creative Director
• Dave Newbold, Executive Creative Director
• Teri Gibson, Account Manager
• Cynthia Griffin, Production Manager
• Chad Hurst, Photographer

Utah Healthy Marriage Initiative

• Gary Sume, Copywriter/Creative Director
• Ryan Anderson , Art Director/Creative Director
• Dave Newbold, Executive Creative Director
• Tal Harry , Account Supervisor
• Cynthia Griffin, Production Manager
• Marcia Winn, Account Manager

After a successful run at the local ADDY awards, we’ve gone on to bigger and better things at the district-level competition. Congrats to the Richter7 creative team!

See the following press release for more details.

Salt Lake City—Richter7 dominated this year’s five-state ADDY awards competition, winning 22 awards. The next highest Utah advertising agency won three awards. From 133 total entrants, Richter7 won seven gold and 15 silver and for its Hogle Zoo, Utah Healthy Marriage Initiative, 360 Electrical and Wood Revival advertising campaigns.

“Winning awards at this level speaks volumes about effectiveness and creativity for wide range of clients,” said Dave Newbold, Richter7 president and executive creative director. “We’ve always considered awards as just a bonus for doing the job right, which is to sell clients’ products and services.”

The American Advertising Federation’s District 12 includes advertising agencies in Utah, Colorado, Arizona, New Mexico and Wyoming. The winning campaigns will now advance to its national conference, where winners will be announced June 12 in Orlando.

With more than 60,000 entries annually, the ADDY Awards are the world’s largest and arguably toughest advertising competition. Concurrently across the country, local entrants vie for recognition as the very best in their markets. Local winners compete against other winners in one of 14 district competitions. District winners are then judged at the national ADDY Awards competition.

“Studies show award-winning advertising is five times more likely to accomplish sales goals,” said Newbold. “That tells us there is a very clear correlation between ads that win awards and those that effectively sell products and services.”

Established in 1971, Richter7 has been named Utah’s “Best of State” advertising agency for the past six years and is consistently recognized for effective advertising, public relations, online interactive and design for local, regional and national clients.

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Richter7 Names New Social Media Manager

Evin Catlett has been named to lead all client and agency social media initiatives. A New York City transplant hired in 2009, Evin works with clients such as USANA, Utah Healthy Marriage Initiative, Ultradent and Dairy Farmers of Utah.

“In this new role, Evin will oversee all agency and client social media endeavors, growing the digital facets of each client’s business,” said Tim Brown, Richter7 partner. “Her persistence, expertise and dedication to client success have led to her promotion as social media manager.”

A Brief Highlight on New PM, Steve Nielsen

Steve comes to Richter7 with 12 years of experience developing websites, applications, email campaigns, and providing metrics and reporting strategies for a variety of media. His primary focus will be on clients such as Zions Bank, Park City Chamber and ResMed.

More info in the press release below.

Salt Lake City, Feb. 25, 2010—Richter7, a Salt Lake City-based advertising agency, received more awards at this year’s Utah ADDY Awards than any other agency for the 10th time in 12 years. From a total of 126 awards distributed, Richter7 was awarded 48, including 15 gold, 32 silver and one judges’ choice award for its Hogle Zoo Madagascar campaign. The nearest competitor received 11 awards.

“We are thrilled to create award-winning work for such a broad range of clients,” said Dave Newbold, Richter7 president and executive creative director. “But awards are a bonus for doing our job right in the first place—that is, to sell our clients’ products and services.”

With over 60,000 entries annually, the ADDY Awards are the world’s largest and arguably toughest advertising competition. Concurrently across the country, local entrants vie for recognition as the very best in their markets. Local winners compete against other winners in one of 14 district competitions. District winners are then forwarded to the national ADDY Awards competition.

“Industry studies confirm award-winning advertising is about five times more likely to accomplish sales and awareness goals,” said Newbold. “Those same studies suggest there’s a very clear correlation between the ads that win awards and those that meet or exceed client goals.”

Established in 1971, Richter7 has been named Utah’s “Best of State” advertising agency for the past six years and is consistently recognized for effective advertising, public relations, online interactive and design for local, regional and national clients.

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