First in class Publicis ahead by a long way
ADC: 7 gold, 38 silver, 174 bronze, three big winners, and plenty of missteps: The Art Directors Club’s (ADC) 2003 judging left few advertisers celebrating and many at a loss.
ADC 7 times gold, 38 times silver, 174 times bronze, three runners-up and many discordant notes: the 2003 judging of the Art Directors Club (ADC) left few advertisers cheering and many perplexed.even ADC Chairman Andreas Prokesch had to smile at the disharmony with which the jurors set the tone for the gold jury day when they serenaded birthday boy and "Advertiser of the Year" Ruedi Wyler at 9.15 a.m. in the World Trade Center. Instead of harmony, there was pure vocal chaos in Zurich-Oerlikon, but the eleven jurors then awarded the coveted ADC gold cubes almost unanimously and without discord: 7 gold cubes were selected from over 219 pre-winning works, which deserved the title of groundbreaking. 2 of these - in the overall campaign and outdoor advertising categories - and 3 silver cubes went to Migros, making it "one of the few major customers". What's more: "Migros was the real bright spot of this year's ADC Awards," the jurors agreed. Urs Schrepfer, jury president of the advertising category: "A major client that dares to do something even in bad economic times is worth its weight in gold."
The two gold ads were also showered with dice and many compliments - the "Uno" ad for a Yes to Uno from Publicis and the "Wiederbelebung" ad for Panasonic headphones with extra bass system from Jung von Matt/Limmat. They prevailed against 293 entries. Both gold winners were praised by the judges for their clear appearance and concise message.
On the other hand, the advertising jury itself caused a shake of the head and great astonishment. "I can't understand how the SonntagsZeitung could win bronze for the reader campaign, but the Weltwoche and Tages-Anzeiger ads came away empty-handed," said André Benker, creative director of Advico Young & Rubicam (AY&R) since last Friday and co-owner of Guye Benker.
However, the jurors were full of praise in the film category. "The film category has clearly improved in recent years," added Benker. The best proof of Benker's statement is provided by the gold winner: Lowe proved with the Orange commercial that advertising made in Switzerland can be funny, fast and international.
Seminar paper impressedThe judges in the Electronic Publishing category were astonished by the remarkably high-quality work. "It was a real pleasure to be able to judge in this category this year," said jury president Patrick "Patman" Spahr. Out of 64 entries, there were 10 bronze, 2 silver and 1 gold. The fact that the gold work from www.freitag. ch/f-cut is a seminar piece that took 18 months to complete and would not have been paid for "under normal conditions". "This work is top class," the judges agreed. "But we would have preferred to have all the silver works
recommended for the gold award", was the opinion of this group. However, the rules prohibit this.
The radio category caused the judges more trouble than joy. "We had a déjà-entendu experience with numerous spots. In addition, many of the spots were full of post-pubertal embarrassment," emphasized jury president Martin Fueter. Instead of winning gold, 31 of the 36 spots submitted were only able to elicit a weary yawn from the jury. The Allianz Suisse commercial by Wirz Werbung at least won silver, and four bronze medals.
Clear winner: PublicisThe winners of the 27th ADC Award Ranking were the creatives from Publicis with Director Markus Gut at the helm (he was involved in 2 gold medals). With 3 gold, 9 silver and 36 bronze cubes, they clearly left their former rivals AY&R behind. After a turbulent year and a mass departure of various top players, AY&R failed to finish in the top 2 for the first time in the last four years and only came third with 4 silver and 13 bronze cubes. Second place with 24 cubes went to the 7-strong Ruf Lanz agency.
What was also striking about this year's edition was the rather high number of entries: With 1050 entries, the third-best submission rate was recorded after the two anniversary years of 1996 (1178) and 2001 (1220). "That's more than I dared to hope for," said Prokesch. The abundance was particularly astonishing because two categories were dropped in 2003 and 2002 was one of the worst order years.
However, this year was also the year of changes. In addition to the trade press and personal use categories, which were abolished, there was a new election procedure. The eleven jury presidents were now elected by all jury members instead of just the respective category members as before. "These changes have made a big difference," said Prokesch.
Some gold jurors were less than pleased with the negligence of some of their ADC colleagues. They were annoyed because in the case of some entries, the proof that the work had actually been published in the required formats was only submitted late. "We have to change that," said Prokesch. In 2004, only works that provide this proof before the judging begins will be judged.
The Publicis TV commercial for "M is at the Expo" is part of the overall campaign package, for which the advertising agency was honored with a Gold Cube.
Publicis not only had the Expo.02 appearance of (M)Igros gilded, but also the UN advertisement of the committee for joining the UN.
CD in luck: Markus Gut from Publicis won the most dice at the ADC.
Funny and well done: Lowe won the coveted gold cube with the orange spot.
In the advertising category, Jung von Matt/Limmat's Panasonic revival campaign also prevailed against 293 advertisements in the competition and was rewarded with gold for its pioneering work.
Won gold for design: the lifestyle magazine soDA.
Publicis: 48 cubes heavy...
With 48 awards - 3 gold, 9 silver and 36 bronze - Publicis presented an impressive solo performance at the 27th ADC Awards ceremony. Behind the success of the Zurich-based advertising agency are personalities such as Fredy Collioud, Jean Etienne Aebi, Pascal Schaub and Markus Gut - and the strategy of thinking creatively, strategically and holistically in terms of media.
Publicis employs around 120 people, generates gross operating income of 31.7 million Swiss francs and occupies first place in the BSW ranking.
Commenting on Publicis' success at the ADC Awards 2003, Markus Gut, Managing Director Creation and Creative Director Publicis, Gold Jury and ADC Board Member, says: "I am of course delighted that Publicis is leading the ADC ranking by such a large margin. But even more so that the awards were predominantly won for large budgets. This proves that large clients are interested in outstanding creation even in difficult economic times!" However, Gut knows: "2002 was also a difficult year for Publicis. But thanks to a perfectly coordinated team and the arrival of Cornelia Harder, we can look back on a very successful new business year. And we also won an ADC cube for many of our new clients."
Comments on the ADC judging 2003 "Unfortunately, there are only a few outstanding campaigns from relevant clients. In addition, some of the most interesting works did not make it past bronze - why not an ADC yearbook as a ring binder in which everyone can judge?" Markus Ruf, Jury President Outdoor Advertising Series
"When there are a lot of young members on a jury, the judging is overly harsh. Some works were unfairly overlooked." Reini Weber, jury president
Display series
"There have been years with more groundbreaking campaigns. But we must not forget that the situation we found ourselves in in 2002 was and still is difficult." Hanspeter Schweizer, Jury President Sales Promotion, Direct Advertising
"The judging was tough but fair." Markus Gut, president of the overall campaign jury
ADC 2003: The gold-winning overall campaigns: Publicis for Migros, with "M is at the Expo".
- Advertisements: Publicis for the initiative committee for joining the UN, with "For a Yes to the UN". And Jung von Matt/Limmat for Panasonic headphones, extra bass system, with the ad "Revival".
- Outdoor advertising: Publicis for Migros, with the poster series "M is at the Expo".
- Film: Lowe for Orange, with the TV commercial series "Barbershop".
- Design: Magazine soDA.
- Electronic Publishing: Betabong Klaus creation for Freitag Custom Bags with www.freitag.ch/f-cut
Press Prize 2003- The magazine advertisements were examined by a press jury that judges independently of the ADC jury. It awarded the following three prizes:
- Gold for VBZ news trailer from Ruf Lanz
- Silver for NZZ Folio reader campaign Ruf Lanz
- Bronze for Tribis-Ferientierheim Matter & Partner
ADC 2003: Advertising Agency RankingRank Submitter Awards Gold Silver Bronze Points Rank 02 Rank 01
1 Publicis 48 3 9 36 69 (1) (2)
2 Ruf Lanz 24 0 3 21 27 (4) since 2001
3 AY&R 17 0 4 13 21 (2) (1)
4 Jung von Matt/Limmat 14 1 2 11 20 (10) (-)
5 Wirz Advertising 14 0 4 10 18 (3) (6)
6 Euro RSCG 12 0 1 11 13 (8) (-)
Source: ADC
Annelies Friedli
The two gold ads were also showered with dice and many compliments - the "Uno" ad for a Yes to Uno from Publicis and the "Wiederbelebung" ad for Panasonic headphones with extra bass system from Jung von Matt/Limmat. They prevailed against 293 entries. Both gold winners were praised by the judges for their clear appearance and concise message.
On the other hand, the advertising jury itself caused a shake of the head and great astonishment. "I can't understand how the SonntagsZeitung could win bronze for the reader campaign, but the Weltwoche and Tages-Anzeiger ads came away empty-handed," said André Benker, creative director of Advico Young & Rubicam (AY&R) since last Friday and co-owner of Guye Benker.
However, the jurors were full of praise in the film category. "The film category has clearly improved in recent years," added Benker. The best proof of Benker's statement is provided by the gold winner: Lowe proved with the Orange commercial that advertising made in Switzerland can be funny, fast and international.
Seminar paper impressedThe judges in the Electronic Publishing category were astonished by the remarkably high-quality work. "It was a real pleasure to be able to judge in this category this year," said jury president Patrick "Patman" Spahr. Out of 64 entries, there were 10 bronze, 2 silver and 1 gold. The fact that the gold work from www.freitag. ch/f-cut is a seminar piece that took 18 months to complete and would not have been paid for "under normal conditions". "This work is top class," the judges agreed. "But we would have preferred to have all the silver works
recommended for the gold award", was the opinion of this group. However, the rules prohibit this.
The radio category caused the judges more trouble than joy. "We had a déjà-entendu experience with numerous spots. In addition, many of the spots were full of post-pubertal embarrassment," emphasized jury president Martin Fueter. Instead of winning gold, 31 of the 36 spots submitted were only able to elicit a weary yawn from the jury. The Allianz Suisse commercial by Wirz Werbung at least won silver, and four bronze medals.
Clear winner: PublicisThe winners of the 27th ADC Award Ranking were the creatives from Publicis with Director Markus Gut at the helm (he was involved in 2 gold medals). With 3 gold, 9 silver and 36 bronze cubes, they clearly left their former rivals AY&R behind. After a turbulent year and a mass departure of various top players, AY&R failed to finish in the top 2 for the first time in the last four years and only came third with 4 silver and 13 bronze cubes. Second place with 24 cubes went to the 7-strong Ruf Lanz agency.
What was also striking about this year's edition was the rather high number of entries: With 1050 entries, the third-best submission rate was recorded after the two anniversary years of 1996 (1178) and 2001 (1220). "That's more than I dared to hope for," said Prokesch. The abundance was particularly astonishing because two categories were dropped in 2003 and 2002 was one of the worst order years.
However, this year was also the year of changes. In addition to the trade press and personal use categories, which were abolished, there was a new election procedure. The eleven jury presidents were now elected by all jury members instead of just the respective category members as before. "These changes have made a big difference," said Prokesch.
Some gold jurors were less than pleased with the negligence of some of their ADC colleagues. They were annoyed because in the case of some entries, the proof that the work had actually been published in the required formats was only submitted late. "We have to change that," said Prokesch. In 2004, only works that provide this proof before the judging begins will be judged.
The Publicis TV commercial for "M is at the Expo" is part of the overall campaign package, for which the advertising agency was honored with a Gold Cube.
Publicis not only had the Expo.02 appearance of (M)Igros gilded, but also the UN advertisement of the committee for joining the UN.
CD in luck: Markus Gut from Publicis won the most dice at the ADC.
Funny and well done: Lowe won the coveted gold cube with the orange spot.
In the advertising category, Jung von Matt/Limmat's Panasonic revival campaign also prevailed against 293 advertisements in the competition and was rewarded with gold for its pioneering work.
Won gold for design: the lifestyle magazine soDA.
Publicis: 48 cubes heavy...
With 48 awards - 3 gold, 9 silver and 36 bronze - Publicis presented an impressive solo performance at the 27th ADC Awards ceremony. Behind the success of the Zurich-based advertising agency are personalities such as Fredy Collioud, Jean Etienne Aebi, Pascal Schaub and Markus Gut - and the strategy of thinking creatively, strategically and holistically in terms of media.
Publicis employs around 120 people, generates gross operating income of 31.7 million Swiss francs and occupies first place in the BSW ranking.
Commenting on Publicis' success at the ADC Awards 2003, Markus Gut, Managing Director Creation and Creative Director Publicis, Gold Jury and ADC Board Member, says: "I am of course delighted that Publicis is leading the ADC ranking by such a large margin. But even more so that the awards were predominantly won for large budgets. This proves that large clients are interested in outstanding creation even in difficult economic times!" However, Gut knows: "2002 was also a difficult year for Publicis. But thanks to a perfectly coordinated team and the arrival of Cornelia Harder, we can look back on a very successful new business year. And we also won an ADC cube for many of our new clients."
Comments on the ADC judging 2003 "Unfortunately, there are only a few outstanding campaigns from relevant clients. In addition, some of the most interesting works did not make it past bronze - why not an ADC yearbook as a ring binder in which everyone can judge?" Markus Ruf, Jury President Outdoor Advertising Series
"When there are a lot of young members on a jury, the judging is overly harsh. Some works were unfairly overlooked." Reini Weber, jury president
Display series
"There have been years with more groundbreaking campaigns. But we must not forget that the situation we found ourselves in in 2002 was and still is difficult." Hanspeter Schweizer, Jury President Sales Promotion, Direct Advertising
"The judging was tough but fair." Markus Gut, president of the overall campaign jury
ADC 2003: The gold-winning overall campaigns: Publicis for Migros, with "M is at the Expo".
- Advertisements: Publicis for the initiative committee for joining the UN, with "For a Yes to the UN". And Jung von Matt/Limmat for Panasonic headphones, extra bass system, with the ad "Revival".
- Outdoor advertising: Publicis for Migros, with the poster series "M is at the Expo".
- Film: Lowe for Orange, with the TV commercial series "Barbershop".
- Design: Magazine soDA.
- Electronic Publishing: Betabong Klaus creation for Freitag Custom Bags with www.freitag.ch/f-cut
Press Prize 2003- The magazine advertisements were examined by a press jury that judges independently of the ADC jury. It awarded the following three prizes:
- Gold for VBZ news trailer from Ruf Lanz
- Silver for NZZ Folio reader campaign Ruf Lanz
- Bronze for Tribis-Ferientierheim Matter & Partner
ADC 2003: Advertising Agency RankingRank Submitter Awards Gold Silver Bronze Points Rank 02 Rank 01
1 Publicis 48 3 9 36 69 (1) (2)
2 Ruf Lanz 24 0 3 21 27 (4) since 2001
3 AY&R 17 0 4 13 21 (2) (1)
4 Jung von Matt/Limmat 14 1 2 11 20 (10) (-)
5 Wirz Advertising 14 0 4 10 18 (3) (6)
6 Euro RSCG 12 0 1 11 13 (8) (-)
Source: ADC
Annelies Friedli
