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NEW YORK Independent Butler, Shine, Stern & Partners won the $100,000 Grand Prize for its “Covert” campaign for BMW’s Mini USA at the Magazine Publishers of America’s Kelly Awards on Wednesday.
Prizes were awarded at kellyawardsgallery.org, a change from the live event held in New York in previous years.
The Kellys reward creativity as well as the effectiveness of campaigns. According to the organization, “Covert” increased brand engagement 21 percent, boosted online chat 75 percent and helped the client surpass sweepstakes participation goals by 200 percent.
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