Noble, Clear Channel claim top Addy Awards

by Paul Schreiber

SBJ Reporter

pschreiber@sbj.net

Local advertising agencies basked in the glow of achievement during the 25th annual Addy Awards Feb. 13 at the Clarion Hotel.

Sponsored by the Springfield Advertising Association, the Addy Awards recognized the crme de la crme of local advertising creativity. This year's contest generated 350 entries in more than 75 categories.

A panel of four judges two from St. Louis, one from Los Angeles and one from Wichita, Kan. evaluated submissions in print, radio and television advertising, sales promotions, direct marketing, industry self-promotion and public service.

Having local firms judged by individuals from outside the market gives the awards heightened significance, said Peggy LaComfora, co-chair of the event and promotions director for KY3. "This is a great litmus test for where we stand compared to what other people are doing."

Headliners

Noble & Associates and Clear Channel Radio took the evening's top honors.

Noble's "Don't Be Afraid" brochure for French's Food Service won the Best of Show Print award.

The piece was a single-fold, short-flap sales brochure that, when folded, looked like "someone is squeezing a pepper onto a woman's back, but when you open it up you realize it's not a woman's back, it's a pepper," said John Scroggins, event co-chair and director of public relations for Noble & Associates.

Noble & Associates won Judges' Choice for "Velocity," created for Tyson Foods Inc., in the category of Elements of Advertising Logo.

Clear Channel Radio won the Best of Show Broadcast award for "The Hot Tamale," a 60-second spot developed for Maria's Mexican Restaurant, in the category for spots with a budget of less than $100.

Two nonprofit organizations were honored as well, receiving the Jane Meyer Award for Nonprofit Advertising.

The First Night Springfield campaign, created by Park East Inc. and sponsored by the Springfield Regional Arts Council, received the Jane Meyer Award, as did Dickerson Park Zoo's Friends of the Zoo 2003 Membership Campaign a joint effort including volunteers, media partners and local agencies.

Single honors

Four individuals were singled out for special recognition.

Randy Moore, long-time KY3 editor and director, is this year's Silver Medalist. Moore's 29-year career at the station included directing "Celebrate the Ozarks," producing Firefall broadcasts, and overseeing Southwest Missouri State University and Missouri Valley Conference basketball games. He left KY3 in 2003 to join Second Baptist Church as its minister of media.

The Silver Medalist is chosen based on contribution to his or her company, creative ability, contributions to the general advancement of advertising and contributions to the community.

Another KY3 employee, producer Annette Lyne, was selected Ad Professional of the Year. This award is given yearly to "the Ad Club member who has made outstanding contributions to the profession and the community in the past year."

Lyne has worked for KY3 since 1996, where she has produced such shows as "Ozarks Advantage" and "Outdoors Today" with nonlinear technology.

Linear production is done with a tape-based editing system, LaComfora said. Nonlinear work is achieved by digitizing a videotape and utilizing a computer system for production and final editing.

The Anita Ludwig Award went to David Taylor of TPS Media Group. This honor is named for Anita Ludwig, who is referred to in the Addy program as "the Auntie Mame' of agency copywriters." The award recognizes the ad agency professional who "demonstrates honesty, creativity and, most of all, a passion for great advertising."

Arriving in Springfield in 1982, Taylor worked for KOLR-10 and KSPR-33 as a broadcaster and account executive. Taylor established his own firm, Taylor Communications, in 1991, changing its name to TPS Media Group in 1998.

The Homer Tindle Award, recognizing organization, dependability and diligence, went to Terri Hall, team leader at OnMedia. The award is named for Homer Tindle, an active Ad Club member described in the Addy program as "the consummate media salesman."

Hall, a Branson native and 1987 SMSU graduate, worked at the Springfield News-Leader and KTTS after college, before joining Telecable Targeting, now known as OnMedia. After weathering four changes in corporate ownership in the last 14 years, Hall is now local sales manager for OnMedia's current owner, Mediacom of Springfield.

The road ahead

Winners at the local level move next to the 9th District Addy Awards scheduled for April 24 in South Sioux City, Neb. The 9th District covers Missouri, Iowa, Nebraska and Kansas, Scroggins said. For those left standing after the district competition, the National Conference awaits June 12 in Dallas, Scroggins said.