New York, NY – September 28, 2010 -- Winners for the 2010 Radio Mercury Awards were announced this evening at its annual awards reception at the NASDAQ MarketSite as part of the kick off of Advertising Week.  In an unexpected turn and a first in the history of the awards, the Final Round Judges decided to split the Grand Prize between two spots:

• “Cinco” – Dos Equis, Heineken, Euro RSCG NY
• “Dear Me” – Washington State Department of Health, WONGDOODY. 

Winners were awarded in all five categories, and as previously mentioned,  prizes were doubled in the Radio Station Produced, PSA, and Student categories. 

“The creative work this year, was exceptional, and there was a noticeable difference compared to what we heard last year,” noted Mike Hughes, President and Co-Chief Creative Officer, The Martin Agency and Co-Chief Judge for the Radio Mercury Awards. 

‘We realized that this could be a bit controversial when it came to splitting the prize, continued Hughes, “however, these two campaigns were by far the best work that we heard throughout the competition, and they deserved to be recognized as such.” 

Another first for the awards was the presentation of an award for the same spot in two different categories. Lapiz, a subsidiary of Leo Burnett Worldwide, won for Procter & Gamble’s Bounty, originally produced in Spanish and then in English.

Jennifer Layton, Brand Communications Manager, MINI USA, accepted the Radio Marketer of the Year honor on behalf of the automotive company’s innovative advertising, creativity and use of the medium for the  MINI Cooper.

The re-implementation of the Radio Creative Workshops was also announced at this year’s event, underwritten by Katz Media Group and Arbitron.  The Creative Workshops will take place in New York in November, followed by Los Angeles and Chicago in early 2011. The workshops will feature Radio Mercury Award Winners, with the purpose of showcasing best practices and innovative ways to use Radio as an integral part of a robust campaign. 

“Bringing back the creative workshops will continue to drive our mission of enhancing Radio creative,” said Jeff Haley, President and CEO of the Radio Advertising Bureau, and Co-Chair of the Radio Creative Fund. ‘”These workshops have always been in high demand within the advertising and creative communities.” 

The lively ceremony hosted by nationally syndicated personality, Elvis Duran, featured appearances by many of Radio’s leading talent including Matt Pinfield and Leslie Fram, 101.9 RXP; Jacque Reid, 98.7 KISSFM, and Cipha Sounds, Peter Rosenberg & K-Foxx – HOT97.

Also, in attendance were numerous leaders from the creative community including the aforementioned Mike Hughes and John Norman; Rick Boyko and Kelly O’Keefe of the VCU BrandCenter, Aldo Quevedo, President, Dieste; Ian Reichenthal and Scott Vitrone, Executive Creative Directors of Y&R New York; and David Weinstock, Executive Creative Director of EURO RSCG New York

Below is a list of the winning spots.  To listen to all of the work awarded at tonight’s awards ceremony, spots are available on the Radio Mercury Awards Website, courtesy of Arbitron. 

2010 Radio Mercury Award Winners:

$50,000 Grand Prize Award
Dear Me Campaign
Washington State Department of Health
WONGDOODY

$50,000 Grand Prize Award
Cinco
Heineken USA/Dos Equis
Euro RSCG New York

$5,000 PSA Award
Common Sense
Operation Lifesaver
Exit 10 Advertising/Flying Brick Radio

$5,000 Agency/Production Award
Colonoscopy
MINI USA
Butler, Shine, Stern & Partners

$2,500 Agency/Production Award
Battle
P&G Bounty
Lapiz

$5,000 Spanish Language Award
Batalla
P&G Bounty
Lapiz

$10,000 Campaign Award
Fatpants
YMCA
Preston Kelly

Radio Station Award
Woodpecker
EngagingCommericals.com
WBEB

$5,000 Student Award
Mosquito Insanity
Orkin Pest Control
Portfolio Center

Marketer of the Year
MINI Cooper
BMW

The Radio Mercury Awards, the only competition exclusively devoted to radio, was established in 1992 to encourage and reward the development of effective and creative radio commercials. The annual Radio Mercury Awards competition draws entries from advertising agencies, production houses, radio stations, and educational institutions across the country. Approximately 17,000 commercials have competed for over $2.9 million in prizes. The Radio Creative Fund (RCF), a non-profit corporation funded by the radio industry, governs the Radio Mercury Awards. Last year, the $100,000 Grand Prize was awarded to The Richards Group. 

Media Contact:

Meghan Buonocore
212-681-7215
mbuonocore@rab.com