McKinney helps make Mizuno most effective brand in North America
With five Silver Effies, McKinney’s Mezamashii Run Project for Mizuno may be the most awarded campaign in Effie history
McKinney and Sherwin-Williams take home a second Effie for the Color Chips campaign
Durham, NC (May 29, 2013) — McKinney made history with multiple top honors at the 45th annual Effie Awards held last week in New York. The agency, named the most effective independent agency in the world at last year’s Effie Awards, proved it could take its performance to the next level, with a total of six Effie Awards and top rankings as third most effective agency office in North America.
McKinney also earned an Effie for Sherwin-Williams’ Color Chips campaign, a favorite of do-it-yourselfers looking to turn inspiration into action.
“McKinney’s legacy continues as one of the most effective agencies in Effie history,” said Mary Lee Keane, president of Effie Worldwide. “A perennial winner for over a decade, McKinney’s 35 awards across multiple categories celebrate what the Effies are all about: awarding ideas that work for client brands. We could not be prouder for Mizuno USA, Sherwin-Williams and our friends at McKinney, who are all clearly dedicated to marketing effectiveness.”
“Our great partners at Mizuno recognized the real risk in marketing is being invisible, fully embracing an extraordinary and innovative way to turn pennies into dollars with the Mezamashii Run Project,” said Brad Brinegar, chairman and CEO of McKinney. “We’re also so proud to win an Effie two years in a row for the stunning Sherwin-Williams Color Chips campaign.”
Mizuno USA, Inc., a leader in high-performance running footwear and apparel, launched the Mezamashii Run Project in July of last year. An organic, word-of-mouth running community that brings brilliant running to life, the Mezamashii Run Project provides members a two-way dialogue with Mizuno. The initial phase of the campaign began in May of 2012, when groups of handpicked “running influencers” were mailed an exclusive, individually numbered invitation, granting them access to the Mezamashii Run Project community via a secure website. Once registered, invitees could order a complimentary pair of Mizuno running shoes and invite others into the community to claim their own free footwear.
“Since the launch, Mizuno has turned 2,600 pairs of free running shoes into 42,000 Mezamashii Project members who have helped drive significant share and sales growth,” said Brinegar. “Best of all, we’re continuing to build an even stronger, sustainable community of passionate brand activists eager to wear-test their Mizuno and share their brilliant runs.”
Over the past year, McKinney has won 49 major industry awards including six Effies, a Cannes Cyber Lion, six IAB MIXX Awards (including Best in Show) and best-in-show website at the OMMA Awards. Founded in 1969, Durham, NC-based McKinney is recognized for having one of the most innovative business models in the industry, focused on big ideas brought to life in powerful conversations between people and brands. McKinney has also been recognized as one of the best U.S. agencies, one of the Best Places to Work in Marketing & Media by Advertising Age, and one of a handful of agencies setting the standard for creativity by One Magazine. The agency’s clients include Nationwide, Nationwide Financial, Travelocity, Samsung, Sherwin-Williams, Gold’s Gym, Mizuno, Royal Canin, CenturyLink, Dognition, Big Boss Brewing and Urban Ministries of Durham. McKinney is part of Cheil Worldwide, one of the world’s leading marketing communications networks with 55 offices in 30 countries, and has expanded its East Coast footprint by opening an office in New York.