Bromley Communications took Best of Show for Broadcast and five top awards at the 2001 ADDY Awards, the annual regional competition hosted by the American Advertising Federation of San Antonio (ADFED).
Bromley's creative teams were awarded ADDY's for print work on behalf of Showtime and Procter & Gamble's Crest and DayQuil/NyQuil. The agency also received an award for its campaign poster announcing the ADDY Awards competition and for local broadcast of a spot for the University of the Incarnate Word (UIW).
In addition, Bromley took Best of Show for Broadcast for its youth-oriented local campaign on behalf of UIW. The campaign, consisting of two spots entitled "Psychology" and "Acting," deters from traditional testimonial advertising and aims toward a younger undergraduate audience. The campaign spots use humorous storylines to emphasize UIW's smaller classes.
According to Dr. David Jurenovich, vice president for administration, UIW was the first San Antonio university to advertise on television. "However, the environment has changed since then, and television is cluttered with university advertisements. Since the other ads seem to be following our lead, we felt it important to break away from the pack. These new spots cut through all that and point UIW towards a new direction. The structure of the spots allows us to move forward along the same theme, plus they have the potential to create word-of-mouth support for UIW."
In the past, UIW broadcast advertisement sought influencers in the form of parents, counselors and clergy. Now, Dr. Jurenovich claims, the UIW spots will reach a new target audience-undergraduate students.
Pablo Buffagni, creative director for Bromley Communications, says the agency's campaign strategies are always based on consumer insights. "We believe it's critical to understand the target audience's mindset and current relationship with the service," says Buffagni. "Since the target audience is undergraduates, the UIW spots aim toward an audience more associated with MTV or FOX television."
Bromley Communications was also awarded a total of six Citations of Excellence, including four citations for out-of-home and local and regional television for Procter & Gamble's Charmin. Showtime received a Citation of Excellence in the regional radio competition and the agency was cited for industry self-promotion resulting from its 2001 ADDY poster.