Erwin-Penland Wins Gold Effie

June 04, 2009

GREENVILLE, S.C., [June 4, 2009] – Five years ago, Erwin-Penland [EP], one of the largest advertising and marketing firms in the Southeast and a division of Interpublic Group’s Hill, Holliday, won an inaugural Effie Award for the newly-created Hispanic Marketing category for its work for Michelin’s Uniroyal tire brand. Last night, EP took home its second Effie Award, and first Gold, for African-American Marketing for its popular, innovative “How Sweet the Sound” gospel choir competition on behalf of Verizon Wireless.

“This is EP’s second Effie in the last five years, and our first Gold. This is the result of a great deal of tireless attention and hard work from so many at Erwin-Penland,” enthused Erwin-Penland President, Joe Erwin. “It speaks to the great bond we have with our wonderful clients at Verizon Wireless. Our Effie was one of only 24 Gold’s awarded nationally last night, so we’re in very good company indeed.” Among other agencies that won Effie Gold Awards last night are DDB, TBWA\Chiat\Day, Crispin Porter + Bogusky, EURO RSCG, and Goodby Silverstein + Partners.

Since 1968, the American Marketing Association has recognized the most effective advertising efforts in the United States. The Effie Awards honor marketing communications’ most important achievement: ideas that work. The industry’s pre-eminent award, the Effie Awards recognize marketing communications that contribute to a brand’s success.

Striving to gain market share in the African-American segment, Verizon Wireless worked with EP to connect with this community, creating “How Sweet the Sound.” Launched in 2007 in Memphis, Tenn., the competition seeking the best church choir culminated in an electrifying concert at the city’s FedEx Forum arena in October of that year. The integrated campaign, involving online [www.howsweetthesound.com], TV, radio, newspaper, out-of-home, mobile, direct mail and e-mail, reached the hearts and souls of the intended community and substantially grew both Verizon Wireless sales and market share.

Due to the overwhelming success of the program, “How Sweet the Sound” has now expanded to 10 cities across the country with the rousing national finals held in Atlanta last November. The contest begins again this September. “Working with Erwin-Penland to execute this amazing program has been a remarkable journey,” said Robyn Duval, Associate Director-National Advertising for Verizon Wireless. “’How Sweet the Sound’ delivers for the brand AND the Verizon Wireless communities it touches, and this Effie Gold Award win is the ideal culmination for the company.”