TBWA Chiat/Day Cleans Up

Agency Snags Most Bowls at 32nd Annual Beldings
LOS ANGELES–For the second year in a row, TBWA Chiat/Day’s Venice, Calif., office emerged as the big winner at the Advertising Club of Los Angeles’ Belding Awards.
The agency won 28 Belding bowls and several finalists certificates, more honors than any other shop in the competition, mostly for its work for Apple Computer. It also received the coveted Sweepstakes Award for the launch TV spot in the Apple “Think different” campaign featuring “the crazy ones,” from Gandhi to Ted Turner.
The 32nd annual Beldings, held March 26 at The Palace in Hollywood, Calif., drew approximately 850 attendees from the Southern California ad community, according to ad club president Donna Palmer.
The competition was expanded to include 87 categories this year in order to honor more types of work, she said. Of the nearly 1,350 entries, 68 earned Belding bowls, and another 100 received finalist certificates–substantially more awards than last year.
The awards presentation was also swifter than usual this year, allowing attendees to mingle and view the entries.
Earning five Belding bowls each were Dick Sittig’s Kowloon Wholesale Seafood Co., Santa Monica, Calif., for its Jack in the Box work, and the now-defunct Martin Creative/LA, for Johns + Gorman films and Michael Ruppert Studio print ads. San Diego agency VitroRobertson won four bowls for its Odyssey Golf work. Other multiple winners included Rubin Postaer and Associates and Ground Zero, both Santa Monica; Asher & Partners, Los Angeles; Team One Advertising, El Segundo, Calif.; and Big Bang Idea Engineering, Carlsbad, Calif. Winning one bowl each were Bozell Worldwide, Costa Mesa, Calif.; Sony Pictures, Culver City, Calif., No More Freebies, Los Angeles; and Baker Design Associates and The M1 Agency, both in Santa Monica.
Goldberg Moser O’Neill associate creative director Jim Noble, who served as one of the judges, said he was pleased to see TBWA C/D “back in stride.” Of the entries as a whole he said, “What was great was really funny and entertaining and stood out. The rest was just Dullsville.”
Noble said he was surprised at the lack of top-notch outdoor ads, usually a strength in Southern California. He cited the anti-smoking work from Asher & Partners, Los Angeles, as a standout. –with Teresa Buyikian