Hanon McKendry, Jager Top List

March 7, 2005
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GRAND RAPIDS — No surprise here: The Jager Group led the pack at Thursday’s ADDY awards with eight Gold awards, seven Silvers, and its second straight Best of Show award for the Kalamazoo Air Zoo.

Jager won Best of Show in the print category last year for its Air Zoo direct marketing campaign, designed by Rob Jackson and Tom Crimp.

Last spring, it followed that initial success with an extremely popular grand opening campaign that used outdoor advertising as the unifying theme of a multimedia effort.

A total of 43 Gold and 102 Silver ADDY Awards were awarded at the Ad Club of West Michigan’s 2005 ADDY Awards last Thursday at

DeVos Place

In 2005, 140 companies, agencies and individual professionals entered, resulting in 620 entries — 10 percent higher than 2004.

Judging the entrants were representatives from sister organizations across the Midwest

The region’s largest agency, Hanon McKendry, equaled Jager’s haul of 15 awards with six Gold and seven Silver awards. The firm won a like number last year, when it won three Gold and 12 Silver awards.

McKendry’s Phoenix Personnel Sell Sheets was honored as a Judge’s Choice.

“Sometimes (business-to-business) creative work doesn’t get ‘creative wow’ because the appeal is to a very different audience, an audience that can be much more conservative,” said one judge. “These pieces worked well creatively and were very effective at capturing attention. Kudos to the creative team!”

Fairly Painless Advertising brought home four Gold and three Silver awards. It repeated as Best of Show in the broadcast category, again for client Herman Miller, with “Real Voices.”

Biggs|Gilmore won Best of Show in interactive media for its Apple Jacks Investigative Squad Integrated Campaign for The Kellogg Co.

The Highland Group was a Judge’s Choice winner for its Big Bob’s Pizza Boxes, which placed the restaurant’s ad messages on its pizza boxes.

“What’s most fascinating to me is how creatives come up with original ways to deliver powerful ad messages directed to their clients’ customers,” a judge said. “A smart and economic effort for customer retention.”

Other Judge’s Choice awards included video game designed to showcase Fusionary Media’s capabilities for prospective clients, the 2004 Winteractive Coaster CD-Rom, and LunchBox Radio’s “Voice Mail” radio slotfor Hackley Healthcare Equipment.

One of the largest ADDY ceremonies in the nation, the West Michigan event boasted an attendance of more than 700.

From 81 entries, students from KendallCollege of Art & Design, FerrisStateUniversity and GrandValleyStateUniversity earned 32 Student ADDY Awards.

Laura Horon of KendallCollege of Art & Design won the student Best of Show for “Don’t Forget.”    

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