BBH, Axe Win Chiat Grand Prix

SAN DIEGO Bartle Bogle Hegarty in London was named the Grand Prix winner of the Jay Chiat Planning Award at the Association of American Advertising Agencies’ Account Planning Conference here today. The agency was recognized for its “Click” mating game campaign for client Unilver’s Axe.

“‘Click’ was not an advertising idea, ‘Click’ was not an integrated idea,” said William Charnock, co-head of strategic planning at JWT, New York, and the 4A’s committee co-chair. “It was an idea that fused product and communications in a way that could not be separated.”

Charnock was joined by committee co-chair Murray Hardie, director of planning at independent Fallon, Minneapolis, in awarding the prize to Gavin May and Jonathan Bottomley, account planners at BBH London.

The campaign encouraged young men to develop a scoring system and use clickers to count their conquests in the “mating game.” The follow-up to “Gamekillers” penetrated popular culture in, for instance, references in a music video by Kanye West.

Honorable mention Pick of the Litter prizes, to planners with less than three years of experience, went to Nadia Shipovsky of independent RPA, Santa Monica, Calif., for Honda Element planning; and Lissy Galton of Publicis Groupe’s Team One, El Segundo, Calif., who won for the Lexus RX350 planning of a pro-active safety campaign. The top prize went Harry Roman-Torres, junior account planner at Taxi, New York, who was recognized for Blue Shield of California planning. Carlos Vasquez of the Miami Ad School awarded the prizes.

Closing presentations included Bruce Mau, author of Massive Change, and Mike Murphy, vp, media sales, Facebook.

Mau said that in the modern world everything must be designed. “The alternative is real nasty,” he said. What Mau calls “massive change” is “a global movement to overcome the greatest challenges of the 21st century.”

“Now that we can do anything, what will we do?” Mau asked. “If all the brands and companies represented here decided to do something, there is no question that it would happen.”

Murphy, who leads media strategy and manages advertising inventory at Facebook, described the means by which the site became an Internet favorite among young people and how social media could be powerfully activated by brands.