McKinney's leadership shows at Advertising Week - McKinney

McKinney’s leadership shows at Advertising Week

October 4, 2010

McKinney returns from industry’s annual gathering with honors from MIXX Awards, OMMA Awards and O’Toole Awards, demonstrating agency leads in both traditional and digital media

As Advertising Week 2010 showed, McKinney continues to innovate in the converging worlds of online and offline media. The agency took top honors at the week’s big award competitions, including the Interactive Advertising Bureau’s (IAB) MIXX Awards, MediaPost’s OMMA Awards and the American Association of Advertising Agency’s (4A’s) O’Toole Awards.

“The MIXX Awards and the OMMA Awards attract top entrants from marketers and agencies operating across the digital spectrum,” said Brad Brinegar, chairman and CEO of McKinney, “while the O’Toole Awards represent the best of the established agency world. The fact that we are recognized by all of these shows reflects our leadership in bringing the offline and online worlds together to create powerful new conversations for our clients and their brands.”

Interactive Advertising Bureau’s MIXX Awards

McKinney and AKQA were the top performers at this year’s event, each winning four MIXX Awards. This brings McKinney’s total to 12 MIXX Awards, more than any of the 145 agencies who have won this award since the first show in 2005.

The MIXX Awards, judged by senior client, agency and media executives, is the only advertising competition that evaluates all critical components of the interactive marketing mix, including strategy, creative, execution and results.

McKinney earned the gold MIXX Award for best Social Marketing Campaign for Travelocity’s Choose the Gnome’s Adventures campaign. In the B2B category, the agency took silver for Qwest Business’ Puzzles campaign and bronze for the Qwest Business’ LinkedIn program, a social media program targeting technology decision makers. McKinney rounded out the evening with a bronze in the Digital Integration category for the launch of the Nationwide Insurance The World’s Greatest Spokesperson in the World campaign.

These wins build on a history of McKinney leadership recognized by the MIXX Awards. “When McKinney won the inaugural “Best in Show” in 2005 for Audi A3 The Art of the Heist, we saw an agency dedicated to leading the digital revolution rather than following it,” said Randall Rothenberg, president and CEO, IAB. “This year is no exception as McKinney’s work captured the ingenuity, vision and ability to connect people and deliver real results. It’s just the stuff our industry is calling for.”

In addition to Best of Show that year, McKinney took gold in both Product Launch and Online Integration, and silver in the Word-of-Mouth & Viral Peer-to-Peer category. Other McKinney wins include gold MIXX Awards in Mobile Platforms, Viral WOM/Peer-to-Peer and Product Launch.

MediaPost’s OMMA Awards

MediaPost’s OMMA Awards for Online Advertising Creativity were created in 2006 to honor those advertisers that push the potential of online advertising creative.

McKinney won the OMMA Award in both the Content Integration and Use of Gaming categories for Qwest Communications’ Protect Ur Repcampaign. This fully integrated contest was the first to allow gamers to take over ads in the Xbox LIVE environment.

“We’re thrilled for our partners at Qwest and McKinney,” said Jay Sampson, director of emerging media sales — U.S. for Microsoft. “The Protect Ur Rep campaign represents the type of innovative advertising that engages consumers across multiple screens, artfully enhancing their personal entertainment experiences as well as bringing gamers value through this compelling contest.”

4A’s O’Toole Awards

McKinney was honored as a finalist for Best Mid-Sized Agency. Rather than focusing on individual campaigns or campaign elements, the O’Toole Awards recognize an agency’s full body of work.