Given the latest Caddy Award results, DaimlerChrysler's decision to move FCB's Chrysler and Jeep accounts to BBDO was not based on creative excellence.
At the 26th annual Caddy Awards Show, the ceremony to honor the top Detroit agency creatives on Oct. 19, one agency name was heard most: FCB Worldwide Detroit.
FCB won 34 Caddys in TV, radio, outdoor and print - as well as Best of Show and Best of Television for a Jeep spot. That made the agency the biggest winner of this year's event sponsored by the Detroit Creative Directors Council and the Adcraft Club of Detroit. A total of 140 winners accepted gold, silver and bronze trophies in various categories.
Second place went to Chevrolet's agency, Campbell-Ewald, which won 27 awards; J. Walter Thompson, the agency for Ford Division, took 19 winners for third place; and Mazda's agency, Doner, pulled in 10 trophies for fourth place.
New this year was the Caddy Hall of Fame for outstanding advertising created in Detroit. The first two automotive agencies honored were D'arcy, Masius Benton & Bowles and Campbell-Ewald.
D'arcy won for its 1915 Cadillac print ad, 'The Penalty of Leadership.' Campbell-Ewald was honored for the 'See the U.S.A.' campaign for Chevrolet, which began in 1948.