For the second year in a row, Duncan/Channon was honored as one of three finalists in the small agency category for the O’Toole Award, “the biggest award in advertising,” given out by the American Association of Advertising Agencies, advertising’s biggest trade group.
And that ain’t chopped liver.
In fact, according to insiders: “The O’Toole Awards program is known as one of the toughest industry competitions because entry requires that an agency submits a body of work representing different brands.” D/C’s submissions included the Hard Rock memorabilia website and work for Rex Goliath, Sanita and a pro bono campaign for the Western Railway Museum.
In spite of this year’s rare repeat honor, D/C has vowed to rob, steal and murder to get the Number One designation and the prize itself next year. So, congrats to this year’s winner and our fellow honorees. And look out.
To signify dorkishness, the 2001 movie Ghost World, set among contemporary twenty-somethings, clothed a character in a Hard Rock t-shirt. One measure (you surely have your own) of how far this 30-year-old brand had fallen. So D/C’s work, in close collaboration with Hard Rock’s new management team, started by clarifying and then communicating a new brand strategy to a confused rank-and-file. It continued on through revising the menus (graphically and otherwise), reviving merchandise sales and, through advertising, promotions and events, re-connecting the brand to contemporary culture and contemporary customers. Along the way, the agency completed a comprehensive, top-to-bottom design overhaul, which has now been awarded top honors from the prestigious REBRAND 100 competition, a worldwide contest that recognizes excellence involving both design and strategy.