Euro, WongDoody top Radio Mercury contest; BBDO, BBH, Mono, Martin Agency win O’Tooles

By Jennifer Comiteau

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There’s a first time for everything. At the 2010 Radio Mercury Awards on Monday afternoon, there was a tie for the first time since the awards were established in 1992. The winners were announced at the Nasdaq MarketSite in New York, and in an unexpected turn, the judges decided to split the grand prize (worth $100,000) between two spots: Euro RSCG New York’s “Cinco” spot for Heineken’s Dos Equis and WongDoody’s “Dear Me” spot for the Washington State Department of Health.
  “We realized that this could be a bit controversial when it came to splitting the prize,” said Mike Hughes, president and co-chief creative officer of The Martin Agency and co-chief judge. “However, these two campaigns were by far the best work that we heard throughout the competition, and they deserved to be recognized as such.”

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  Another first for the awards: One spot was honored in two different categories. Lapiz, a subsidiary of Leo Burnett, won for a Procter & Gamble Bounty ad originally produced in Spanish and then in English. For a complete list of winners, go to RadioMercuryAwards.com.
  Later in the evening, at the Best Buy Theater, the winners of the 2010 4A’s O’Toole Awards for Creative Excellence were honored. The event, presented by Yahoo!, capped off the first night of Advertising Week. Top winners included BBDO New York (large agency); BBH (mid-sized agency); and Mono (small agency). The Martin Agency was the top winner in the O’TooleBox category for its work on behalf of “We Choose the Moon” for the JFK Library/AOL.

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  For the second year, Clear Channel Communications awarded a total of $1 million in free advertising across the company’s radio, digital and outdoor platforms to the top winners.
  “We’ve got the toughest awards in the industry,” said Chuck Porter, chairman of Crispin Porter + Bogusky and the 4A’s. “Every year, the winning agencies prove that they can deliver the goods over and over again. We work hard, compete hard and judge hard. Now, it’s time to kick back and celebrate hard.”
  Nancy Hill, president and CEO of the 4A’s, is a fan of the peer-to-peer judging. “Who better to judge than those who work in an industry they are passionate about?” she said.