Volkswagen and its ad agency, Arnold Communications, were the show stoppers at the fourth annual International Automotive Advertising Awards on Jan. 6 in Detroit.
Arnold Communications snared five of the 14 gold trophies and 26 of the 131 total awards while a standing-room-only crowd of ad execs clad in evening gowns and tuxedos looked on with envy. Almost all of Arnold's awards were in the TV and print category for the New Beetle.
'What will differentiate brands in the future will be advertising, because quality, etc., is just about the same,' said Tom Cordner, chairman of the judging panel and co-chairman and creative director of Team One Advertising. 'Strong brands offer a route through the confusion,' he said, 'and we all need to find ways to connect with the consumer who is critical and suspicious of our motives.'
Publicis & Hal Riney, ad agency for Saturn, was the No. 2 vote getter, receiving a total of 12 trophies, including one gold.