Dos Equis Spots Rule Radio Mercury Awards
October 4, 2011 at 4:53 PM (PT)
Winners for the 2011 RADIO MERCURY AWARDS have been announced as part of the 2011 Advertising Week Conference in NEW YORK. This year’s Best of Show Award was bestowed upon EURO RSCG for the spot "Coffee" for DOS EQUIS.
"The importance of shows like the RADIO MERCURY AWARDS, where we honor the best of the medium, inspires us to improve upon the craft that we love with a single focused mission of capturing imagination and creating love affairs for the brands we serve," 2011 RMA Chief Judge SUSAN CREDLE said. "The judges unanimously selected the DOS EQUIS "Coffee" spot for Best of Show as it showcases best in class creative and delivers on this mission. As one juror said, a great audio spot is like a great song, you just want to hear it over and over again."
"The creative work in this year’s competition demonstrates the importance of audio in brand building and marketing efforts on behalf of advertisers," RAB Pres./CEO JEFF HALEY said. "We’re thrilled to see the continued diversification of brands that have made their foray into radio as well as how these brands are using audio in new and innovative ways."
The Marketer of the Year Award was presented to CHASE for their utilization of radio in their brand and awareness efforts.
The awards ceremony was hosted by MATT PINFIELD and featured personalities such as STEVE HARVEY; GREG T and TJ from ELVIS DURAN's syndicated Z100 Morning Show; CIPHA SOUNDS, PETER ROSENBERG and K-FOXX of HOT 97/NEW YORK's morning show; and FRESH 102.7;s morning duo of JIM DOUGLAS and KIM BERK.
The complete list of 2011 Radio Mercury Awards Winners:
Best of Show (100,000 Grand Prize): Coffee, DOS EQUIS - HEINEKEN USA, EURO RSCG NEW YORK
Agency/Production ($5,000 Prize): Standard 1, DOS EQUIS - HEINEKEN USA, EURO RSCG NEW YORK
Agency/Production ($2,500 Prize): Missing, SYMANTEC NORTON INTERNET SECURITY - LEO BURNETT CHICAGO
Integrated Radio Campaign Winner: Mayhem, ALLSTATE - LEO BURNETT CHICAGO
Public Service/Awareness Winner: Choose, VETERANS DAY PARADE - MEYER & WALLIS
Radio Campaign Winner: Storybook, GEICO - THE MARTIN AGENCY
Radio Station Produced Winner: Feeling Trapped DWI, TRAPP AND ASSOCIATES - ZIMMER RADIO & MARKETING GROUP OF MID-MISSOURI
Spanish Language Winner: Madre, P&G/BOUNTY - LÁPIZ
Student Produced Winner: Get Tested, UNIVERSITY OF TEXAS-ARLINGTON - UTARADIO.COM