“The Effie winners are fantastic examples of advertising that not only exhibits creative excellence, but that actually works in the marketplace, which is what makes the Effies  so special,” said Becca Weigman, President/Managing Partner of TM Advertising. “TM Advertising is truly honored to be recognized with two Effies this year and to be among this year’s impressive list of winners.”

In 2006, TM Advertising captured a Bronze Effie for the American Airlines “We Know Why You Fly” campaign for effectiveness in the Transportation category.

The Effie Awards were introduced by the New York American Marketing Association in 1968 and have since expanded to 30 countries on five continents worldwide. For a complete list of Effie winners, visit www.effie.org.

About The Effie Awards
The Effie Awards honor the most significant achievement in marketing communications: ideas that work. Known by advertisers and agencies globally as the preeminent award in the industry, the Effies recognize any and all forms of marketing communication that contribute to a brand’s success. Any marketing medium is eligible for an Effie as long as results are proven, including Print, TV, Radio, Outdoor, Internet, Guerrilla, Digital, Package Design, Events, Street Teams, PR and Paid or Unpaid Media. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs. For more details, visit www.effie.org. Follow the @EffieAwards on Twitter and join the Effie Awards group on Facebook.

The new TV spots, called, “Thank You” and “Putting Them First,” aim to emotionally connect viewers with active military service members during their travels. The commercials will air beginning Memorial Day weekend.

“Support for U.S. troops and veterans runs deep at American Airlines,” said Roger Frizzell, American’s Vice President – Corporate Communications and Advertising. “Since World War II, when our first CEO, C.R. Smith, joined the Army Air Forces to oversee the wartime efforts of the nation’s commercial airlines, American’s commitment has never wavered. These TV spots are a way for all of us within the American Airlines family to say thank you – for your commitment, your dedication, your sacrifice and your service to the United States.”

Created by TM Advertising, American’s long-time advertising agency of record, the new 30-second commercials were filmed on location at Dallas/Fort Worth International Airport, one of American’s hubs.

“As always, our best work for American Airlines grows from their own operation. These TV spots allowed us to elegantly tell the stories of what happens countless times every day on their aircraft,” said Bill Oakley, Managing Director/Chief Creative Officer for TM Advertising. “They are a testament to American’s long-standing support and commitment to all the men and women in uniform.”

“Thank You” tells the story of a traveling solider – unfailingly polite and respectful, as is typical of military in uniform. As he begins his journey with American Airlines, he thanks everyone he meets, including the American employees who help him with self-service check-in, at the Admirals Club^®, and at the gate. As he boards the plane, a passenger offers him his window seat, and the soldier quietly replies, “I’m fine. But thank you, sir.” As the young solider exits the aircraft upon arrival, he begins to say thank you to the pilot, who stops him and says, “No … thank you,” – in an expression of thanks to every man and women in uniform for their service to the United States.

“Putting Them First” follows a young Marine, seated in a busy gate area prior to boarding a flight. As she is reviewing her documents, an American Airlines gate agent approaches the Marine to tell her the airline is pre-boarding military passengers. As the Marine makes her way to the gate, fellow passengers step aside, smiling and acknowledging her. She makes eye contact with an elderly veteran who rises, saluting her in perfect military form. She pauses, holds his gaze for a moment, then nods. As she boards the aircraft, viewers hear, “To those who put our country first, we’re honored to do the same for you.” 

The commercials close with an invitation to join American in its support of military/veterans as well as other key causes. This month, American launched its new “Join Us” website – www.aa.com/JoinUs – which houses information about several of American’s important causes, including military/veterans, Susan G. Komen for the Cure^®, children’s charities and other community efforts. Visitors to the Join Us website can learn more about American’s community relations programs and opportunities to support causes that are important to them.

“Thank You” and “Putting Them First” will begin airing Memorial Day weekend on selected national cable channels, including ESPN, ESPN 2, the History Channel and the Food Network. The spots will continue to air throughout the year to coincide with special observances, including the Fourth of July, Veterans Day and Thanksgiving. Both commercials can be viewed online at AA.com/JoinUs.

Veterans/military programs are a strong priority at American, reflecting the airline’s commitment to honor the bravery and dedication of those who serve the United States. More than 60 percent of American’s pilots and approximately 10 percent of all American and American Eagle employees are active military service members or veterans. American supports members of the military, veterans and their families in their communities as well as when they travel. Examples include special military airfares, support of non-profit organizations, and employee engagement in a wide variety of events and activities.

Amenities include:

• Priority boarding, including preferred seating and upgrades if available
• Waived baggage fees
• Complimentary Admirals Club admission for qualifying active members of the military
• Priority baggage delivery to the claim area

The agency also brought home two additional EIMA awards; winner for “Most Effective Integrated Marketing Campaign” for SuperMedia and runner-up for American Airlines online brand campaign in the category for “Most Effective Online Brand Awareness Campaign.” More than 400 people were in attendance for the annual Dallas Fort Worth event.

EIMA was established by DFWIMA to recognize DFW companies that exhibit thoughtful leadership, superior execution and innovation in the field of interactive marketing.  For the complete list of this year’s EIMA winners visit www.dfwima.org/eima. 

The DFW Interactive Marketing Association (DFWIMA) is a forum for interactive professionals in the Metroplex that allows ideas and information to be shared among the professional, business and educational communities in order to distinguish and develop interactive marketing industries and disciplines.  Members and nonmembers can visit www.dfwima.org to register or learn more.

The award-winning American Airlines “We Know Why You Fly” advertising campaign is introducing two new spots this week, called “Late Nate” and “Win-Win,” that humorously capture these travel challenges and the ways American can make things better. Aimed at “smart travelers,” American’s advertising seeks to connect with passengers beyond the inside of the airplane to include the overall travel experience, from changing seats via AA.com Mobile to maneuvering through the airport.

“The ‘We Know Why You Fly’ campaign has always been about connecting with flyers through great stories that relate to our customers,” said Roger Frizzell, American’s Vice President – Corporate Communications and Advertising. “These new commercials effectively illustrate how American’s products and services can better help them navigate through their entire travel experience – no matter what the situation may be.”

Created by TM Advertising, American’s long-time advertising agency of record, and directed by renowned director Jim Jenkins of O Positive, the new 30-second spots were shot on location in the Dallas/Forth Worth Metroplex and New York City, two of American’s domestic hubs.

“Late Nate” features a likable businessman who, through no fault of his own, is notoriously late. The commercial tracks Nate throughout various stages of his life, from birth to the present day, where making a flight to an important business meeting is jeopardized by Nate’s perpetual tardiness. American Airlines comes to the rescue with Priority AAccess, allowing Nate to bypass long security lines at the airport and make his flight with plenty of time to spare.

“Win-Win” follows two traveling businessmen making sales calls as they take advantage of American’s extensive network. Although loved by his clients, one of the businessmen has become a little wearisome for his traveling companion, who has heard the same business cliché one too many times. This time, American Airlines saves the day with its AA.com Mobile “Change Seat” functionality, providing the hero traveler with a much-deserved break from his chatty associate.

“American Airlines advertising is always grounded in understanding how, and why, our travelers fly,” said Bill Oakley, Managing Director/Chief Creative Officer for TM Advertising. “Our work is based on simple, universal human truths. We wanted to create situations that business flyers would instantly identify with, like traveling with a difficult co-worker, the challenge of always being on time, or today’s obsession with connectivity and mobile technology in business.”

“Late Nate” and “Win-Win” will air nationally as well as in selected local markets. Both commercials can be viewed online at http://www.youtube.com/americanairlines.

The “We Know Why You Fly” campaign first launched in the fall of 2004. Since its debut, it has received numerous international and domestic creative awards, including a Cannes Lion from the 55th Cannes International Advertising Festival, the world’s most prestigious advertising competition.

“Bill’s extensive experience in leading clients both in the U.S. and globally (American Airlines, Budweiser, Bank of America, EDS and ExxonMobil), as well as helping manage our Dallas-based headquarters makes him uniquely qualified to take over a very important role for us and oversee all agency creative,” said Dave Weaver, managing director and chief strategic officer for TM Advertising. “Most important, our creatives and account teams love and respect him and his creative vision for the agency, which is critical for the role of the chief creative officer.”

Oakley will oversee all of the agency’s creative in the Dallas and Austin offices, as well as continue to work with McCann Worldgroup globally. In his career, Oakley has been named an Adweek Creative All-Star and Most Valuable Player. His work has been honored around the world – Cannes Lion, One Show, Communication Arts, EFFIEs, D&AD (UK), London International Advertising Awards, Nikkei Advertising Grand Prix (Tokyo), Clio, National ADDYs, International Advertising Festival, among others.

“What we’ve quietly accomplished here both creatively and culturally is something I’m proud to be a part of,” said Oakley. “We’re now building momentum. All our clients, long-standing and new, are responding to more honest, more optimistic work – for both their internal and external audiences. I think ideas that can transcend both is the true test of our craft.”

Oakley’s other agency experience includes stints at D’Arcy Masius Benton & Bowles, St. Louis; Hutcheson Shutze, Atlanta; and Hesselbart & Mitten, Cleveland.

Debuting during the October 17 premiere of the new public television series, Gourmet’s Adventures with Ruth, American’s latest partnership and program targets people with a dual passion for food and travel. The exclusive partnership (American is the sole corporate funder of Gourmet’s Adventures with Ruth) and ad program includes 30-second branding spots at the beginning and close of each episode, as well as online advertising, including display ads, pre-roll and podcast media ensuring that American will be completely integrated within all online content surrounding the new series. Also included are high-impact, feature-style ad pages in the October issue of Gourmet magazine; prominent presence on the show’s Web site (www.gourmet.com/adventureswithruth); and the in-flight audio channel. The advertising program and new series will run through 2010, with repeats airing up to three years.

“American Airlines has a rich history of combining travel with palate-pleasing cuisine,” said Darynda Jenkins, Senior Vice President/Group Media Director for TM Advertising. “Sponsoring this program on Public Television allows us to connect American’s message of global scope of service with a quality audience, whetting their appetite for future culinary adventures.”

Gourmet’s Adventures with Ruth stars Ruth Reichl, best selling author/food critic, as she visits cooking schools around the world with celebrity guests, chefs and editors to experience local cultures, food and traditions. The 10 half-hour episodes that WGBH Boston is producing premiere in New York on October 17 and will roll out in other markets throughout the fall.

“Food and travel are intrinsically linked; we’ve all had moments when we’ve tasted something wonderful that instantly evoked a favorite place we’ve visited. That’s why we’re pleased to underwrite a series that combines these enthusiasms for food and travel,” said Rick Wilbins, Managing Director – Brand and Advertising for American Airlines. “TM Advertising brought us a fantastic sponsorship and multiplatform communications strategy that we couldn’t resist. This opportunity allows American to showcase our commitment to understanding that food and travel are part of the adventure associated with experiencing other cultures.”

American is also tapping into other unique channels such as an upcoming press event in New York City to further communicate its food and travel connection. Condé Nast, WGBH Boston will host a 100-person press event to generate excitement surrounding the premiere of Gourmet’s Adventures with Ruth, a quality television series that will engage and charm viewers with its insightful look at other cultures and cuisines. This exclusive event will be hosted at an all-new venue in the Time Warner Building in New York City, A Voce, and will feature specialty cocktails and hors d’oeuvres, premium wines, a sneak-peek at series footage and an exclusive Q&A with series host, Ruth Reichl. Expected attendees include key players from the press, Ruth and her friends, series talent, producers, WGBH, Condé Nast VIPs, and American Airlines VIPs.

 Gourmet’s Adventures with Ruth follows closely on the heels of the successful Diary of a Foodie, which is the recipient of two James Beard Awards, a 2009 Daytime Emmy Award and a Cine Golden Eagle Award. It’s a production of WGBH, Zero Point Zero Production Inc., and Gourmet Magazine, in association with National Geographic International.

American Airlines will be naturally woven throughout the new season of The Next Iron Chef. The partnership also includes high-impact, feature-style ad pages in Food Network magazine. The online component of the program provides a platform for American to continually engage viewers after the show has ended. Content will contain everything from sneak peeks, exclusive behind-the-scenes moments, chefs’ exit interviews and video journals, plus, social media extensions that will test the minds of the biggest Iron Chef fans via a trivia widget. Users will have the option to embed their widget on Facebook and other social media sites, virtually extending the experience to areas where members are heavily influenced by their friends’ actions. This partnership with Food Network provides engaging content across multiple platforms (online, print and TV) for maximizing advertising impact, integration and reach.

“Sponsoring programs like The Next Iron Chef is just the tip of the iceberg for our clients,” said Darynda Jenkins, Senior Vice President/Group Media Director for TM Advertising. “We leveraged the strength of Food Network’s brand extensions – Foodnetwork.com and Food Network Magazine – to build a multiplatform program designed to fully engage ‘adventure seekers’. To this core audience, food and travel are inherently linked, which is why this is a perfect fit for American Airlines.”

The show will challenge 10 top chefs from around the country in a series of demanding situations, testing their culinary skills and mental toughness. As the featured travel partner for The Next Iron Chef, American will be seen flying the chefs from Los Angeles to Tokyo to New York. American Airlines Cargo is also featured in several episodes, helping the Chairman to gather certain ingredients and cooking tools from around the world.

“For many American Airlines customers, food and travel are essential ingredients of life’s best experiences. Partnering with Food Network’s The Next Iron Chef is another way to show our customers that we understand and share their excitement about traveling the world to enjoy new cultures and cuisines,” said Rick Wilbins, Managing Director, Brand and Advertising – American Airlines. “We’re thrilled about this unique and strategic ad program that TM Advertising secured for us. As our long-time agency partner, we could not be more pleased with the high level of innovative ad programs that they continually develop on our behalf.”

“We worked with TM and American Airlines to find the best way to convey American’s message of the passion, energy, and culinary exploration that comes with travel,” said Karen Grinthal, Senior Vice President, Ad Sales, Food Network & Fine Living. “The Next Iron Chef provided the strongest vehicle, and American’s integration into the program added excitement and was organic to the international theme of the show.”

Hosted by Alton Brown (Good Eats, Iron Chef America), the reality competition currently airs Sundays at 9 p.m. ET/PT.

“American has long been associated with fine wine and dining, given their more than 20-year history with the Chefs’ Conclave. Owning the food and travel media space is an advertising strategy that continues to work well for them,” said Anita Wheeler, Senior Vice President/Account Director for TM Advertising.

Said McClain, “We thank Tom for all he has done for the agency over the past five years and truly wish him the best. Fortunately, the agency won’t miss a beat. Bill, Dave, Byron and I, along with Bill Miller, Worldwide Director of Account Service for American Airlines, and Jim Walker, Chief Creative Officer, will comprise an executive team that will lead the agency across our Dallas and Seattle operations.”

“Big Man,” traces a sports agent’s journey around the globe in his attempt to persuade professional basketball teams to sign his talented, yet socially-awkward client, Milos. The agent relies on American’s extensive international network and Business Class offerings, just like the millions of business travelers who fly American Airlines, a founding member of the oneworld® Alliance, each year.

The International Advertising Festival – Cannes Lions – is the largest gathering of worldwide advertising professionals and advertisers as well as the most prestigious annual advertising awards. More than 6,000 registered delegates from 94 countries from the advertising and allied industries attend this event to celebrate the best of creativity across all media mix, discuss industry issues and network with one another. Over 26,500 ads from all over the world are showcased and judged at the Festival. Winning companies receive the highly coveted Lion trophy, honoring the most creative TV/cinema, print, outdoor, interactive, radio, design, sales promotion, integrated advertising, as well as the best media and direct marketing solutions. A unique program of high-profile seminars, workshops and keynote speakers are also presented by some of the biggest names in the industry.