USPS and C-E Win Effie Award for Marketing Effectiveness

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Campaign pulls hat trick for top three marketing awards including Effie, Ogilvy and MediaWeek's Media Plan of the Year.

We created optimal solutions for the brand by crafting powerful messages that are now part of the American vernacular with 'If it fits, it ships.'

In a remarkable “hat trick,” the “Simpler Way to Ship” campaign created by C-E (Campbell-Ewald) for the United States Postal Service (U.S. Postal Service) was awarded a Silver Effie for marketing effectiveness by the American Marketing Association. This award comes as the campaign also receives top marketing honors from the Ogilvy Awards and MediaWeek.

Best known by the themeline “If it fits, it ships,” the campaign will receive the MediaWeek Plan of the Year award for media planning and buying effectiveness, innovation and tactical approach, next week in New York. Two months earlier, the campaign won the Grand Ogilvy Award, which celebrates the extraordinary and/or creative use of research in the advertising development process.

The U.S. Postal Service winning campaign launched in May 2009 and targeted businesses across America with the message that Priority Mail Flat Rate Boxes are an easier, simpler way to ship. The integrated campaign included TV, print, direct mail/email, digital and employee awareness. Faced with marketing challenges on several competitive fronts, the work provided a cost-effective shipping solution for businesses in a difficult economic environment.

“This collaborative marketing effort has resulted in unprecedented business results for the U.S. Postal Service,” said C-E Managing Director Mark Bellissimo. “We created optimal solutions for the brand by crafting powerful messages that are now part of the American vernacular with 'If it fits, it ships.'”

Effie Awards

The Effie Awards are presented by the New York American Marketing Association in recognition of the most significant achievement in the business of marketing communications: ideas that work. This award is known by advertisers and agencies globally as the preeminent award in the industry and is the only national advertising award designed to measure a campaign's effectiveness in reaching defined objectives with quantifiable results. The 2010 Effie Awards were presented June 8 in New York City.

Media Plan of the Year Awards

The Media Plan of the Year Awards, sponsored and judged by MediaWeek, honor the media planning and buying industry, touting effectiveness, innovation and tactical approach. The 2010 awards will be presented June 16 in New York City.

Ogilvy Awards

The ARF Ogilvy Awards celebrate the extraordinary and/or creative use of research in the advertising development processes of research firms, advertising agencies and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns. The 2010 Ogilvy awards were presented March 24 in New York City.

C-E
C-E (Campbell-Ewald) is one of the nation’s largest advertising, direct and digital communication agencies, with offices in Detroit, Los Angeles, San Antonio, Atlanta, Chicago, Dallas, New York, and Washington, D.C. A part of The Interpublic Group of Companies (NYSE:IPG), C-E partners with a score of national brands, including Alltel Wireless, Carrier, General Motors, Ghirardelli, Kaiser Permanente, Olympic Paints and Stains, OnStar, Remington Arms, USAA, United States Environmental Protection Agency, United States Mint, United States Navy and the United States Postal Service.

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Pat Baskin
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