The Best in Financial Advertising

NEW YORK Fallon, Goodby Silverstein & Partners and Publicis each won best in show 2003 Portfolio Awards for advertising on behalf of Citigroup, E*Trade Financial and International Securities Exchange, respectively, yesterday.

The awards, given out by the Financial Communications Society, a New York nonprofit organization established to promote professional standards in financial communications, honor creative excellence by financial advertisers and their agencies.

Fallon in Minneapolis was recognized as best in show in the consumer retail category for its Citigroup “Treadmill” TV spot. The ad shows a man on a balky treadmill to illustrate the fact that many Americans buy defective merchandise and Citigroup credit cards can protect purchases.

Goodby Silverstein & Partners in San Francisco earned best in show in the corporate image category for its “1999” multimedia campaign for E*Trade. A TV spot in the campaign shows executives enthusiastically backing two Internet-savvy young men in a meeting; set in 1999, the businessmen seem to know nothing about the Internet.

Publicis in New York took top honors in the business-to-business category with a print campaign for International Securities Exchange. One ad features a big hand wielding a wrench and reads, “Demand tighter markets.”

Fallon garnered 11 finalist nominations at the 2003 FCS Portfolio Awards, the most of any agency. Lowe in New York received the second highest number of finalist nods, with eight for its HSBC and Mass Mutual Financial Group work. Ogilvy & Mather in New York received six nominations for its work on behalf of TIAA-CREF and Ameritrade.