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The Glossy Awards : 2011
Creative directors Tom McFarlane and Michael Andrews Art director Michael Andrews Copywriter Tom McFarlane Retoucher Steve Black and Justin Bellchambers GRAND PRIX Sponsored by MAGAZINE ADVERTISING at its best is a rich part of the reading experience. Hell, when it’s really good, it can provide the magazine buyer with one of the most enriching moments in their favourite glossy. A truly great magazine ad knows its audience and sits comfortably within the confnes of its environment. One of the best I’ve recently seen was in the very pages of this magazine. On page 18 of the 15 July 2011 issue, an arresting black and white image of Seven West Media’s David Leckie and the media company’s former employee James Warburton was emblazoned with the line: “The King. The Heir to the throne. The tug of war.” Visually appealing and provocative, countless readers have complimented The Australian’s ad. A great example of the unique qualities magazine advertising provides advertisers. Very few mediums can entertain consumers with the same degree of niche appeal in a highly targeted, engaged forum. Creatives who understand this deploy the strengths of the medium well, and there are some brilliant examples of outstanding creative in our inaugural Awards. The Grand Prix is awarded to the ad that demonstrates magazine advertising at its fnest. The “No Cages” ad for Steggles by M&C Saatchi regional creative director Tom McFarlane and art director Michael Andrews was a clear winner. The copy is clean, punchy and memorable. The visuals are simple yet powerful, and well executed. The copy and the art direction work together in joyous harmony. Well done Tom and Michael, who share a $5,000 prize. A worthy winner of the Glossy Awards Grand Prix. I would like to thank our sponsors who had the foresight to back our new awards program: Renault, ACP Magazines, Adstream, Powered and MacPeople. Category judging was carried out by AdNews and the Grand Prix was judged by Paul Nagy. Thank you to Paul and Luke Chess at Clemenger Sydney who created a fantastic trade campaign to raise awareness of The Glossy Awards. If you aspire to follow in their footsteps, enter your magazine advertising into our Monthly Awards. To enter, contact me via email. The frst deadline is 26 October 2011. I look forward to your artistic endeavours. Darren Davidson, editor. WINNER: NO CAGES CLIENT: STEGGLES AGENCY: M&C SAATCHI 05