R/GA Takes Grandy for Nike+

NEW YORK The 43rd Andy Awards today for the first time awarded the Grandy, the equivalent of best in show, to an interactive marketing program.

The Grandy went to New York’s R/GA for its work on Nike+, a Web site where people could upload their running times via the docking capabilities of their iPod Nanos and then interact with other users.

“Congratulations go to R/GA for making history this year. Their work was of such a high caliber of innovation and engagement that the ‘Best of Show’ award deservedly goes to them,” said Mark Tutssel, chairman of the International Andy Awards and CCO ay Leo Burnett, in a statement. “The outstanding way R/GA created a site of technological and creative complexity in order to support the new Nike-Apple partnership was branding brilliance.”

R/GA’s work on Nike+ also scored a Yahoo! Big Idea Chair, which is given for outstanding work in marketing and advertising.

“We’re honored to be the first digital agency to receive the Grandy for an experience that fundamentally changes the way consumers connect with brands,” said Bob Greenberg, chairman and CCO at R/GA. “We’ve been working with Nike since 2001, and they have always been an innovative client, using digital technologies in new and creative ways. Helping them bring Nike+ to life was a rewarding challenge, one I believe will revolutionize the way brands engage customers.”

The Grandy has previously gone to memorable spots such as “noitulovE” for Guinness in 2006 and “Grrr” and “Cog” for Honda in 2005 and 2004, respectively. The Guinness ad was created by AMV BBDO in London; Wieden + Kennedy, London, crafted the work for Honda.

This year, a total of 86 awards were given out, with TBWA\Chiat\Day and Crispin Porter + Bogusky tying for the most golds with four apiece.

Overall, TBWA\C\D took home 15 awards—while the agency with the next best total was Leo Burnett, with 10.

TBWA\C\D’s four golds came for its offbeat work on Skittles, while Crispin took home golds for VW and Burger King. Crispin also shared two gold medals with Arnold for its Web work on American Legacy’s “Truth” anti-smoking campaign.