(BSNS WIRE) Shagadelic "Austin Powers" PR Snags PRWeek's "Campaign of th
Shagadelic "Austin Powers" PR Snags PRWeek's "Campaign of the Year" Award
Business Editors
NEW YORK--(BUSINESS WIRE)--Feb. 16, 2000--
AWARDS GIVEN TO IMAGE-MAKERS IN 33 CATEGORIES
BRODEUR WORLDWIDE IS "PR AGENCY OF THE YEAR"
KODAK'S "PHOTO OF THE CENTURY" IS "PUBLICITY STUNT
OF THE YEAR"
USC SENIOR SARA MAST IS "PR STUDENT OF THE YEAR"
LARRY SPEAKES CHAIRS JUDGES ROSTER
New Line Cinema's ubiquitous promotion of the comic blockbuster,
"Austin Powers: The Spy Who Shagged Me" snagged top honors as "PRWeek
Campaign of the Year" at the first annual PRWeek Awards, honoring the
best in public relations.
The award was one of 33 honors presented last night at a black
tie dinner at the New York Marriott Marquis, emceed by actor Robert
Wuhl of HBO's "Arli$$" and attended by more than 1000 of the nation's
top image-makers.
"It was hard to top New Line this year," said PRWeek
Editor-in-Chief Adam Leyland. "Their brilliant PR campaign helped
transform Austin Powers into an indelible pop culture icon."
"The Spy Who Shagged Me" took in some $300 million - nearly six
times the gross of the original Austin Powers movie. "If that doesn't
speak for the power of PR, I don't know what does," Leyland added.
New Line won for a far-reaching campaign which included endless
Austin Powers tie-ins, including a Virgin Atlantic promotion which
featured a flag-waving Mike Myers/Austin Powers painted on the cockpit
of "Virgin Shaglantic" flight number 69. Decorated inside with Powers
kitsch, the jet transported journalists to Cannes and was one of many
brilliant strokes that helped the motion picture garner substantial
coverage in both the business and consumer media.
Leyland, the evening's host, presented the "Campaign of the Year"
award to Mary Donovan of New Line Cinema, before a sell-out crowd that
included Richard Edelman of Edelman Worldwide, John Graham of
Fleishman-Hillard, Al Golin of Golin/Harris, in addition to former
Reagan spokesperson Larry Speakes, who chaired PRWeek's panel of some
50 judges. Also on hand was Michael Heseltine, former Deputy Prime
Minister of Britain and majority shareholder of The Haymarket Group,
PRWeek's parent company.
Other top awards: "PR Agency of the Year" was awarded to Brodeur
Worldwide, an Omnicom subsidiary, a hi-tech PR agency which enjoyed
30% growth in 1999. Corporate communications team of the Year was
Southwest Airlines. "PR professional of the Year" was BSMG Worldwide
CEO Harris Diamond for his transformation of this True North
subsidiary into one of the hottest PR agencies in the business. "PR
Student of the Year" was University of Southern California senior Sara
Mast, who came through a rigorous test of her PR skills including a
client presentation, a media pitch and a crisis communications
campaign. "Publicity Stunt of the Year" was "The Photo of the
Century," showing individuals born in each year of the 20th century,
made by Kodak in the City of Philadelphia. (A full list of winners
follows.)
"The exceptional work being showcased at the PRWeek Awards, and
the tremendous response to our debut event, reflect the vitality of
the PR industry - whose growth and influence have never been greater,
"Leyland said.
"Because of the behind-the-scenes nature of what they do, PR
people are seldom given the recognition they deserve. The first annual
PRWeek Awards at last focuses attention on their achievements - and
the vital role they play in communications and media," Leyland added.
The first annual PRWeek Awards spotlight a booming PR industry
where income for the top 20 public relations agencies now exceeds $2
billion, up 18% over the previous year, according to the magazine's
most recent figures. PRWeek's June 1999 rankings of the top 200 PR
firms showed 1998 agency growth to be 24%, far exceeding that of
advertising agencies. Clients, meanwhile, increased PR budgets by 30%
(source: Thomas L. Harris Survey).
PRWeek is the first and only weekly newsmagazine about public
relations. Based in New York, the magazine has a staff of over 30 and
correspondents in Washington DC, Los Angeles, San Francisco, Boston,
Chicago and other cities. Launched in November of 1998, PRWeek is the
American sister of the highly successful PRWeek U.K., published by The
Haymarket Group, Britain's largest privately held magazine publisher.
Based in London, Haymarket publishes close to 75 publications
including Revolution, which covers the Internet industry and whose
U.S. edition will premier in March. Other Haymarket publications
include Management Today, and the advertising industry publications
Campaign and Marketing.
*T
WINNERS OF THE FIRST ANNUAL PRWEEK AWARDS:
The PRWeek Campaign of the Year:
New Line Cinema - "Austin Powers: The Spy Who Shagged Me"
Corporate PR Team of the Year:
Southwest Airlines, Public Relations & Corporate Communications
Non-Profit Team of the Year:
Guide Dogs for the Blind, Public Information Department
PR Agency of the Year:
Brodeur Worldwide
Mid-Size PR Agency of the Year:
Stanton Crenshaw Communications
Boutique PR Agency of the Year:
Sloane & Company
PR Professional of the Year:
Harris Diamond of BSMG Worldwide
International PR Professional of the Year:
Peter Hehir of Porter Novelli International
Solo PR Practitioner of the Year:
Lisa Skriloff of Multicultural Marketing Resources
Young PR Professional of the Year:
Larry Barrios of The MWW Group
Student of the Year:
Sarah Mast, University of Southern California
Publicity Stunt of the Year:
Philadelphia Convention & Visitors' Bureau with Millennium
Philadelphia, Sunoco Welcome America!, City of Philadelphia
and Kodak -The Photo of the Century(TM) presented by Kodak
New Media Site of the Year:
San Diego Convention Center Corporation: Corporate Communications
Department- Internet Site for SDCCC
The Proof Award for Best Use of Research and Evaluation:
AT&T with Delahaye Medialink - "Understanding how news coverage and
advertising interact"
ANR of the Year:
News Generation with the American Association of Retired Persons-
"Medicare Subscription Drug Benefit"
VNR of the Year:
General Mills Communications Department- "Big G Whole Grain News"
Agri-Business Campaign of the Year:
Morgan & Myers with the North Central Soybean Research Program -
"The SCN Coalition: Take the Test. Beat the Pest."
Arts & Entertainment Campaign of the Year:
New Line Cinema - "Austin Powers: The Spy Who Shagged Me"
Business-to-Business Campaign of the Year:
Carmichael Lynch Spong with ASV - "Blowing the Lid Off the Best Kept
Secret in Compact Work Vehicles"
Cause-Related Campaign of the Year:
Porter Novelli with Nissan North America - "Quest for Safety"
Community Relations Campaign of the Year:
Golin/Harris International with McDonald's - "Get the Helmet Habit
Bike Helmet Safety"
Consumer Marketing Campaign of the Year:
Edelman Public Relations Worldwide with MTD Products - "Yard Man Mow
Across America"
Crisis Management Campaign of the Year:
BSMG Worldwide with the Bahamas Ministry of Tourism - "Putting an
accurate spin on Hurricanes"
Healthcare Campaign of the Year:
Porter Novelli with the Florida Office of Tobacco Control -
"Truth" campaign
Hi-Tech Campaign of the Year:
Buck & Pulleyn with Voyetra Turtle Beach - "Turtle Beach
Quadzilla Launch"
Internal Communications Campaign of the Year:
Ketchum with Visa USA - "Organizational Realignment"
International Campaign of the Year:
Ketchum with Lions Club International - Global Image Program
Investor/Financial Relations Campaign of the Year:
PaineWebber- "Beyond the Basics: Investment Strategies for Women"
Marketing to Minorities Campaign of the Year:
Ogilvy Public Relations Worldwide - "The ConPact"
Media Campaign of the Year:
Stanton Crenshaw Communications with The Weather Channel/Weather.com-
"Hot Enough For Ya?"
Non-Profit Campaign of the Year:
Cohn & Wolfe (Washington DC) with Washington Animal Rescue League-
"Y2K-9 Compatibility and Silicon Alley Cats"
Public Affairs Campaign of the Year:
Stoorza, Ziegaus & Metzger with the Greater Los Angeles Zoo
Association - "Yes on CC: Repair Our Zoo"
Public Service Campaign of the Year:
Prospect Associates with the Georgia Department of Community Health-
"PeachCare for Kids"
--30--mem/ny*
CONTACT: i-Media Communications
Elizabeth Ames
212-517-6484
e_ames@yahoo.com
KEYWORD: NEW YORK
INDUSTRY KEYWORD: ADVERTISING/MARKETING PUBLISHING
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