No sophomore slump: ADDY entries up for second consecutive year

By James Dowd

Memphis Commercial Appeal

Posted February 23, 2013 at 11:19 p.m.

Boasting that 2012 was a banner year for the Memphis creative community, the local chapter of the American Advertising Federation announced 72 gold and 76 silver ADDY Awards on Saturday.

The contest’s top honor — “Best of Show” — went to archer>malmo for the agency’s print campaign for Southland Park Gaming and Racing. And Sullivan Branding received the Judges Special Award for a video created for the Memphis Convention and Visitors Bureau.

This marked the second consecutive year that local ADDY submissions were up, with 615 paid entries. Top winners also increased, besting the 63 gold and 68 silver awards handed out in 2012. And the AAF scored record ticket sales of nearly 400 to this year’s awards ceremony.

The reversal of fortune began last year, when the organization halted a five-year downward spiral of paid entries by reaching 540, up from 500 in 2011.

In 2010 there were 561 paid entries, down from 637 in 2009. There were 639 in 2008, 830 in ’07 and 943 in ’06.

And while 2013 submissions were still more than 300 below those in 2006, the upward trajectory was lauded by the group’s leader.

“We were overwhelmed by the response of the local creative community and it’s a testament to the quality of their work and the enthusiasm about their work,” said Dan Barron, AAF Memphis president. “The feeling in the past few years has been more cautious and conservative with regard to entering the contest, but that seems to be changing.”

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