ClickZ Connected Marketing Awards Winners

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2012 Winners:

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Excellence in Connected Marketing

Winner: Marriott
Campaign: Marriott Mobile App Launch Campaign
Agency: Beeby Clark+Meyler

Honorable mention: Travelocity Roam With The Gnome
Agency: ePrize

 

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Best Use of Display Advertising

Winner: Paramount Home Entertainment
Campaign: Transformers 3: Dark of the Moon DVD Release
Agencies: CraveOnline and MEC Global

Honorable Mention: Ciroc's The Big Game
Agencies: SAY Media and Blue Flame Agency

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Best Use of Email Marketing

Winner: Bare Escentuals
Campaign: Pretty Big Tuesday Deals
Agency: BlueHornet

Honorable Mention: Chevy Calendar Year End Multiwave Campaign
Agency: Outsell/Agency 720

 

 

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Best Use of Search Marketing

Winner: VW
Campaign: "Search Strikes Back"
Agency: MediaCom USA

Honorable Mention: Call of Duty: Modern Warfare 3
Agency: Resolution Media

 

 

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Best Use of Social Media Marketing

Winner: Barneys New York
Campaign: Gaga's Workshop
Agency: Digital Surgeons

Honorable Mention: Expedia FriendTrips Facebook Campaign
Agency: Expedia Media Solutions

 

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Best Use of Mobile Marketing

Winner: Marriott
Campaign: Marriott Mobile App Launch Campaign
Agency: Beeby Clark+Meyler

Honorable Mention: Polo Ralph Lauren Takeover of The New York Times iPad App
Agency: Medialets

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Best Use of Online Video Advertising

Winner: Pimsleur Approach
Campaign: Pimsleur Approach Sales Video
Agency: Stroll

Honorable Mention: Warner Music Group's The Warner Sound Captured by Nikon
Agency: MWW

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Best SMB Marketing Program on a Shoestring

Winner: Pandora for Dr. Field Harrison
Campaign: Pandora & Mint Dentistry: Driving Local Retail Traffic
Agency: Pandora

Honorable Mention: White Ibiza's The It Crowd
Agency: Brandsforce

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2011 Winners:

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Excellence in Connected Marketing

Winner: Extended Stay Hotels
Campaign: Managing Search + Display Holistically to Drive Efficient Booking Costs
Agencies: Digital Marketing Works/IgnitionOne
Judge's remark: "They used the right tools to tackle the issue of relevance and got some great results to show for it," said Bryan Eisenberg, a ClickZ Experts contributor and judge.

Winner: Kirkland's
Campaign: Kirkland's Glee Spree
Agency: redpepper
Judge's remark: "The campaign certainly met and far exceeded the stated objectives of positioning Kirkland's as a gift retailer, growing the email list, and Facebook community," said Lee Odden, a ClickZ Experts contributor and judge.

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Best Use of Display Advertising

Winner: Dell
Campaign: Behavioral Targeting
Agency: MediaCom
Judge's remark: "Impressive in its efforts to identify what was motivating its site visitors and using this information to inform the campaign," said Tessa Wegert, a ClickZ Experts contributor and judge.

Honorable Mention: 24 Hour Fitness - Remarketing Campaign
Agency: Netmining

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Best Use of Email Marketing

Winner: KFC (Yum! Brands)
Campaign: KFC Double Down
Agency: BlueHornet
Highlights: KFC marketing team used email marketing to promote social sharing and used social media to encourage email subscriptions. Within the first 24 hours, the email received over 12,000 shares on Facebook and Twitter combined. The KFC Facebook page now drives 3 percent of all email sign-ups.
Judge's remark: "Great use of email to drive social behavior, and they didn't forget to collect email addresses while they were at it. The business results are outstanding - for a new sandwich and a brand not previously high in social activity - this is great stuff. I hope they keep it going," said Stephanie Miller, a ClickZ Experts contributor and judge.

Honorable Mention: Burton's King of the Mountain Goes New School
Agency: Responsys

Honorable Mention: Miami Dolphins' Swim with the Big Fish Thanks to Relevant Email Marketing
Agency: ClickSquared

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Best Use of Search Marketing

Winner: SAP Demand Generation
Campaign: SAP DG North America
Agency: Mindshare
Highlights: Marketing team set out to beat cost per registration target through four distinct strategies: SEO + SEM; landing page optimization, PPC bidding strategies, and brand awareness campaigns. Result: 40 percent year-over-year increase in sales.
Judge's remark: "Good results and a strong example of doing absolutely everything by the book and taking a unified approach," said Jonathan Allen, director of Search Engine Watch.

Honorable Mention: Sears' Scalable Paid Search Respond to Midwest Blizzard
Agency: iProspect

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Best Use of Social Media Marketing

Winner: Dell
Campaign: Getting Down to Business on LinkedIn
Agency: MediaCom

Honorable Mention: Buck Wear's Redneck Yourself
Agency: R2integrated (r2i)

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ClickZ Marketing Excellence Award

Winner: Sean Carton
Sean has been recently appointed to develop the Center for Digital Communication, Commerce, and Culture at the University of Baltimore and is chief creative officer at idfive in Baltimore. He has colorfully chronicled digital advertising trends for ClickZ in a fortnightly column first published Nov. 11, 1998. Ever since, Sean has served ClickZ's readers well thanks to his prescient observations and candor. He's examined hassles of doing business on the early web, such as "Bandwidth Blues," back in the day. Other columns are still relevant today, such as "Applications Not Ads," that he wrote in 2003.

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No winners were named in the Mobile Marketing category.

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2010 Winners:

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Excellence in Connected Marketing

Winner: Indianapolis Symphony Orchestra
Campaign: Next Audience Engagement Strategy
Marketing partner: ExactTarget
Why it's a winner: Asking people to bring their mobile phones to a symphony concert seems counterintuitive. But that's exactly what the Indianapolis Symphony Orchestra did as part of its "Next Audience Engagement Strategy" campaign to connect with its audience during a pre-concert talk. The campaign also tapped other social networks, such as YouTube, to attract a new generation to the symphony. Bravo! Bravo!

Honorable mention: Bermuda Ministry of Tourism
Marketing partners: iCrossing, Global Hue, and Corbin and Associates

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Best Use of Search Marketing

Winner: Reebok
Campaign name: Reebok EasyTone
Marketing partner: iProspect
Why it's a winner: In 2009, Reebok introduced a new footwear line called EasyTone. The media campaign featured provocative messaging and imagery showing women wearing nothing but their underwear and EasyTone sneakers; the search effort focused on branded, product specific, and toning shoes campaigns. It included terms like "the secret to great legs," "nice legs great sole," "talking boob commercial," and more. "We were impressed at how Reebok closed the loop between search and social activity by mashing together different tools to monitor real time social feeds, news feeds and keyword trending tools such that they could continually adapt the ad messaging and expand the audience targeting," said Jonathan Allen, director of Search Engine Watch.

Honorable mention: Streeter Place
Marketing partners: GyroHSR, ClickEquations

"Streeter Village's audience targeting methodology via PPC channels was sophisticated and diligent, displaying impressive 'outside the box' thinking," said Search Engine Watch's Allen.

Honorable mention: Sunrise Senior Living, Finding Friends in New Ways
Marketing partner: 15miles, the interactive-media division of TMP Directional Marketing
"Sunrise Senior Living's campaign impressed us with the way they combined all local search targeting options via an SEO strategy, IP-targeted PPC and IYP listings to generate plenty of locally targeted real-estate on the SERPs and attributing conversions and business value to each source," Allen said.

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Best Use of Social Media Marketing

Winner: Next To Normal - An Original Musical
Campaign name: Next to Normal: The Twitter Performance
Marketing partner: Situation Interactive
Why it's a winner: This Broadway musical about familial dysfunction is anything but normal and so was the marketing campaign for the show. "The cast really connected to its fans via Twitter," commented one judge. "Staying involved with the fans built a personal relationship between all parties and only grew the success of the show." Even with a small marketing budget, "Next to Normal" tapped social media to make the show soundtrack the top 10 most downloaded album on iTunes and Amazon.com without breaking the bank with advertisements. Very impressive.

Honorable mention: Deb Shops' Model Search
Marketing partner: NetPlus Marketing

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Best Use of E-mail Marketing

Winner: National Hockey League
Campaign name: NHL Ticket On-Sale
Marketing partner: e-Dialog
Why it's a winner: Using just two fan data points - favorite team and geographic location - the NHL developed a highly-relevant e-mail message tailored to each fan based on their geographic location and the team they follow. For instance, a Boston Bruins fan living in Philadelphia would get an e-mail message that featured Bruins imagery; the schedule listed games in which the Bruins were playing the Philadelphia Flyers in Philadelphia. With 30 teams and 26 markets, there were over 900 potential versions of this e-mail. The results showed what the NHL expected: reminding fans about games when their favorite teams were playing in their local area would lead to increased single-game ticket sales.

Honorable mention: Chick-fil-A's Enhanced E-mail Program
Marketing partner: BrightWave Marketing

Honorable mention: Massage Envy's "Massage for the Cure"
Marketing partners: Mighty Interactive, ExactTarget

Honorable mention: PETA's E-mail Marketing Strategy
Marketing partner: Convio

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Best Use of Mobile Marketing

Winner: OpenTable
Campaign name: OpenTable Mobile
Marketing partners: GoodRec, Sequence
Why it's a winner: Starting in July 2009, OpenTable launched an app for the Palm webOS, followed by apps for the BlackBerry, Android, and Nokia platforms. Earlier this year, it launched an iPad app. Each application closely mimics the features of the OpenTable website.
By late October 2009, 1 million diners had been seated via OpenTable's mobile applications. Less than six months later, the company reached 2 million, and today they're at over 3 million. "Good use of multiple mobile platform and geo-location functionality, and clear and measurable ROI," one judge said.

Honorable mention: Kmart Protégé Campaign
Marketing partners: Quattro Wireless, Myxer, Varitalk, 4Info, Movoxx

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Best Use of Online Video for Marketing

Winner: Ginger Software
Campaign name: Ginger Conversion Video
Marketing partner: EyeView Digital
Why it's a winner: Ginger Software, which sells software to check spelling and grammar, used online video advertising to market its product. It ran iterative tests during the campaign, resulting in increased conversion rates.
"The campaign itself was compelling in terms of getting the advertiser's message across," one of our judges said. "Interesting use of animation, and I like the creative segmentation with the voice over," observed another judge.

Honorable mention: Neighborhood Assistance Corporation of America's Save the Dream Tour
Marketing partners: SEO-PR, DigiNovations

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Best Use of Display Advertising

Winner: Boden
Campaign name: Personalized Retargeting Campaign
Marketing partner: Criteo
Why it's a winner: Boden, a fashion retailer, implemented personalized display ad retargeting technology to retarget the customers who visited their website but had not made a purchase. Dynamic ad banners personalized in real-time for each viewer were presented; ads featured actual products the shopper browsed and recommended products from other shoppers with similar interests. "This takes retargeting to a new level of creative accomplishment. Enhances the navigation experience of retargeted display ads," one judge said.

Honorable mention: EyeWonder's Client Testimonials Campaign

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ClickZ Marketing Excellence Award

Winner: Stefan Pollard, ClickZ Experts columnist
This award is being given posthumously to e-mail deliverability expert Stefan Pollard, a ClickZ columnist from 2006 to 2010. Stefan, who died in May 2010, was a champion of best practices and selflessly gave his time to others.

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Connected Marketing Innovation Award

The editorial team elected not to name a winner this year in this category. None of the entries demonstrated the level of excellence expected by ClickZ-SEW editors.

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2009 Winners:

Category	Winner	Finalists
Ad Management	VideoEgg's AdFrames platform	Dapper's Dynamic Ads Eyeblaster's Ad Campaign Manager
Analytics Platform	Omniture Online Marketing Suite	Perceptions's 4Q Coremetrics Analytics Webtrends On Demand
E-mail Marketing Tool	ExactTarget Reseller Edition	BlueHornet eMarketing Suite Responsys Interact
Mobile Marketing Tool	Eyeblaster Channel Connect for Mobile	TextMe Omniture App Measurement for iPhone
Search Ad Management	Kenshoo Search	Acquisio Search Marin Search Marketer
Social Media Marketing Platform or Tool	Pluck's SiteLife Platform	Firstgiving.com Omniture's Genesis Wildfire's Promotion Builder

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2008 Winners:

Category	Winner	Finalists
Ad Management	DART for Advertisers	Atlas Solutions Open AdStream by 24/7 Real Media
Analytics Platform	Omniture SiteCatalyst	Google Analytics WebTrends Analytics
Mobile Marketing Tool	DoubleClick Mobile	BluFi from TELiBrahma
Search Ad Management	Marin Software	Acronym Media Clickable
Social Media Marketing Platform or Tool	Bazaarvoice Ask & Answer	Clearspring Technologies NetworkSense Mapping by iCrossing Vovici Community Builder
Video Ad Format or Platform	DoubleClick HD Video	Acudeo by Tremor Media

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2007 Winners:

Category	Winner	Finalists
Innovation of the Decade	Google	AJAX Behavioral advertising Consumer control
Persons of the Decade	Larry Page and Sergey Brin	Dave Morgan, TACODA Seth Godin Wenda Harris Millar
E-mail	CAN-SPAM legislation	Goodmail (e-mail reputation intelligence) Habeas (e-mail reputation intelligence) Responsys ReturnPath Sender Score VerticalRespons
Search	Google (overall)	Microsoft adCenter Yahoo! Panama
Video	YouTube	Brightcove Eyeblaster Subservient Chicken
Behavioral Targeting	TACODA	Claria Revenue Science Yahoo!
Web Metrics	Omniture	ClickTracks Hitwise Visual Sciences WebTrends
Mobile	iPhone	Enpocket Third Screen Media
Media	IAB ad standards	Enpocket Bazaarvoice Gawker Media (first blog ad network) Glam Media (for pioneering ad network)
Ad Serving	DoubleClick	Enpocket 24/7 Real Media aQuantive/Atlas Google AdSense

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2006 Winners:

Category	Winner	Finalists
Marketing Innovation of the Year	Bazaarvoice
E-Mail Innovation of the Year	CertifiedEmail (Goodmail)
Best Ad-Serving Software/ASP	DART for Advertisers (DoubleClick)	BlueHornet CoolerEmail
Best Behavioral Targeting: Media Planning Technology/Product	TACODA	AlmondNET
Best Behavioral Targeting: Optimization Technology/Product	Revenue Science	DART Adapt (DoubleClick)
Best Behavioral Targeting: Personalization Technology/Product	SearchConnect	Kefta Dynamic Targeting
Best ASP E-Mail Software	ExactTarget	EmailLabs Responsys
Best E-Mail Service Bureau	BlueHornet	DREAM (Epsilon) MailerMailer
Best E-Newsletter Product/Service	VerticalResponse	Lyris ListManager SpinnakerPro (Narragansett Technologies)
Best Deliverability Product/Service	Pivotal Veracity	Habeas Email Monitor Return Path
Best Web Site Analytics Tool	WebTrends Marketing Lab	Site Catalyst 13 (Omniture) Unica Affinium NetInsight
Best Enterprise Analytics Tool	Eloqua	Analytix MI (BlackFoot Inc.) WebTrends Marketing Lab
Best SEM Vendor	Oneupweb	Maestro (Did-it.com) Search Informed Marketing (360i)
Best Shopping Search Engine	ShopLocal.com	Frucall Wize
Best Advertising Network	AdBrite	Revenue Science
Best B2C Campaign	Real Deal Campaign (Fluency Media for Quiznos)	Resolution: Organization (T3 for J.C. Penney)
Best B2B Newsletter	Down2Earth (eMarket2)	Water Online (Vert Markets)
Best B2C Newsletter	Academic Superstore	Harbour Living Weekly
Best Business/Marketing Blog	VerticalResponse Email Marketing Blog	email days The Email Wars

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2005 Winners:

Category	Winner	Finalists
Marketing Innovation of the Year	Subservient Chicken (Crispin, Porter + Bogusky for Burger King)
Best Ad-Server	24/7 Real Media	Atlas (aQuantive) DoubleClick DART
Best Behavioral Targeting Technology/Product	Insight ACT (24/7 Real Media)	Claria TACODA Audience Networks
Best Rich or Streaming Media Technology/Product	DoubleClick DART Motif	Full Video Banner Ad Format (EyeWonder) Unicast Advertising (Viewpoint)
Best Optimization Technology/Product	WebPosition	icrossing Wordtracker
Best ASP E-Mail Software	DoubleClick DARTMail	IMN Responsys
Best E-Mail Service Bureau	SubscriberMail	Pivotal Veracity StormPost (Skylist)
Best Deliverability Product/Service	Pivotal Veracity	EmailLabs ExactTarget
Best Web Site Analytics Tool	ClickTracks	Omniture SiteCatalyst WebTrends
Best Small Business Analytics Tool	WebSideStory	Blackfoot Inc. Urchin
Best Enterprise Analytics Tool	WebTrends	Coremetrics WebSideStory
Best SEM Vendor	Oneupweb	iCrossing iProspect
Best Advertising Network	24/7 Real Media	Advertising.com Tribal Fusion
Best Business/Marketing Blog	Seth Godin's Blog	John Batelle's Searchblog Micro Persuasion (Steve Rubel)
Best B2B Campaign	CIO Strategy Center (Studio One Networks)	AMD In the Enterprise QuickBooks Group
Best B2C Campaign	Subservient Chicken (Crispin, Porter + Bogusky for Burger King)	Big Story (T3) We Know Why You Fly (T M Advertising)
Best B2B E-Newsletter	Intevation Report (EmailLabs)	BAMD Opteron Solutions Emi (Loop Consulting Group)
Best B2C E-Newsletter	JC Penney (T3)	hpshopping.com Philosophy (INBOX Marketing)

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2004 Winners:

Category	Winner	Finalists
Marketing Innovation of the Year	National Do-Not-Call Registry (Federal Trade Commission)
E-Mail Innovation of the Year	FTC Spam Forum
Best Ad-Serving Software Solution	24/7 Real Media's Open AdStream Central	DART for Advertisers (DoubleClick)
Best Behavioral Targeting Technology/Product	Boomerang (DoubleClick)	Poindexter POE WhenU Audience Management System 3.1 (Tacoda Systems) Weatherscope (Claria)
Best Optimization Technology/Product	IQMarketing (IQ Advantage)	Poindexter POE
Best Rich or Streaming Media Technology/Product	Eyeblaster	DART Motif (DoubleClick) Unicast Full Screen Superstitial
Best ASP E-Mail Software	SubscriberMail	EmailLabs Accucast (Socketware)
Best E-Mail Service Bureau	Bigfoot Interactive	Accucast (Socketware) IMN
Best Anti-Spam Technology, Product, or Initiative	Brightmail	Cloudmark SpamNet FTC Spam Forum
Best Deliverability Product or Service	Return Path	Accucast Filter Advisor (Socketware) SparkEngine
Best Web Site Analytics Tool	ClickTracks	WebTrends (NetIQ) Manticore Technology
Best Small Business Analytics Tool	ClickTracks	HitBox Professional Urchin Software
Best Enterprise Analytics Tool	WebTrends (NetIQ)	SageMetrics Elytics
Best SEM Vendor	iProspect	Oneupweb 360i.com
Best Paid Inclusion Program	Google AdWords	Google AdSense Overture Site Match (Yahoo)
Best Shopping Search Engine	Froogle (Google)	BizRate.com Shopping.com
Best Advertising Network (tie)	Advertising.com 24/7 Real Media	Fastclick
Best B2B Campaign	AT&T Corporation (Young & Rubicam)	Enhance Interactive
Best B2C Campaign	The Absolut Company (TEQUILA Agency)	Murphy's Challenge (Murphy's/Enpocket) Joe Traveler (delvinia interactive)
Best Branding Campaign	Doritos DJ (Nobox)	U.S. Department of Treasury $20 Bill (PointRoll and Marsteller) Esso Powerplay (Launchfire Interactive & Rapp Collins Worldwide)
Best Business/Marketing Blog	Seth's Blog (Seth Godin)	Search Engine Lowdown paidContent.org
Best B2B E-Newsletter	AMD Opteron Solutions	eNews for Oxford Employer Groups
Best B2C E-Newsletter	Wink ;) (Nobox)	HPshopping.com E-Newsletter Philanthropy News Online

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2003 Winners:

Category	Winner	Finalists
Product of the Year	Macromedia Flash MX
E-Mail Innovation of the Year	Habeas
Best Ad-Serving Software Solution	Atlas Digital Marketing Suite	MOJO Adserver (Mediaplex) Ion Ad Management (Bluestreak)
Best Media Planning Technology/Product	Atlas GRP & Reach Forecaster 3.0	MarketingPilot R4 NeoLeads Planning Program (NeoMarketing Systems)
Best Optimization Technology/Product	AdLearn (Advertising.com)	Audience Management System 1.1 (Tacoda Systems) Poindexter POE
Best Rich or Streaming Media Technology/Product	Macromedia Flash MX	Eyeblaster EyeWonder
Best Creative Application/Technology	MyOnlineForms (Net-O)	Tinderbox (Eastgate Systems) Sports Player (BHDM -- requires PC download)
Best ASP E-Mail Software	Accelerator (Accucast)	CoolerEmail Silverpop
Best E-Mail Service Bureau	Bigfoot Interactive	Digital Impact CheetahMail
Best Anti-Spam Technology, Product, or Initiative	Brightmail	Habeas Vanquish
Best E-Newsletter Product or Service	SubscriberMail	Constant Contact (Roving) Campaigner (GotMarketing)
Best Web Site Analytics Tool	ClickTracks	WebTrends Live SiteCatalyst (Omniture)
Best SEM Vendor	Oneupweb	Zephoria Did-it.com
Best Paid Search Program	Google AdWords	Inktomi Search Submit AskJeeves/Teoma Site Submit
Best Publisher Media Innovation	Surround Sessions (The New York Times)	iVillage (first publisher to ban pop-up ads) Ultramercial (Salon.com)
Best B2B Campaign	Microsoft Licensing: Upgrade Advantage (Nobox)	TribeWire (Tribesoft) Focus on Flow (Marsh-McBirney Inc.)
Best B2C Campaign	Rhinocort Aqua (United Virtualities/NetPlus Marketing)	Toll Brothers Luxury Homes (NetPlus Marketing) Keebler RecipeBuddie (ActiveBuddy)
Best E-Mail Campaign	Holiday Advergame Puzzle (E-marcom)	Channel 4's Masters of Darkness (20:20promo) Bill Hallman Boutique
Best E-Newsletter	U.S. Olympic Team Gold Medal Pass	Café Campesino Fair Grounds Framing the Issues
Best Branding Campaign	Florida Department of Citrus (Click Here/Richards Interactive)	Clarinex (i-frontier) AmBev Guaraná Antarctica (Nobox)

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