SOURCE: Ignited Minds

June 13, 2007 12:30 ET

Ignited Minds -- LA's Rapidly Growing Ad Agency -- Wins Yahoo! Big Idea Chair Award and Seven Belding Bowls at the 41st Annual Belding Awards

MARINA DEL REY, CA--(Marketwire - June 13, 2007) - Independent ad agency Ignited Minds recently won the Yahoo! Big Idea Chair award and seven Belding Bowls at the 41st Annual Belding Awards sponsored by Think LA, a non-profit organization dedicated to the media, marketing and advertising industries.

Named after Don Belding, the late ad executive widely recognized as the "father of West Coast advertising," the prestigious Belding Awards are the top awards competition for the Southern California advertising industry.

Amid stiff competition that drew over 900 entries and yielded only twenty-six awards, Ignited Minds won seven coveted Belding Bowls for its LA Weekly campaign. In addition, the integrated campaign also won the Yahoo! Big Idea Chair award.

"The Yahoo! Big Idea Chair represents creative excellence and integration, and we're very excited that Ignited Minds is this year's winner," said Carol Terakawa, Yahoo!'s regional VP of sales, Southwest.

"We are pleased to accept the Yahoo! Big Idea Chair award and seven Belding Bowls," said Eric Johnson, president of Ignited Minds. "Our successful partnership with LA Weekly has yielded tremendous results, including a shift in brand perception for the paper. Readership is at an all-time high, and the publication's advertising revenue increased 11 percent over the last 24 months."

The company won in the following categories:

--  Integrated Campaign Winner - also Yahoo! Big Idea Chair award
--  Microsite/Website Winner - mini-site encouraging readers to build
    their own page by generating and posting content
--  Point of Purchase Winner - Speak Freely rack cards encouraging readers
    to express their thoughts
--  Miscellaneous Winner - Love Unconditionally
--  Miscellaneous Winner - See Completely
--  Miscellaneous Winner - Experiment Socially
--  Miscellaneous Winner - Augment Intelligently
The awards highlighted important components of Ignited Minds' integrated campaign promoting and reinforcing LA Weekly's reputation as the city's leading independent voice. Inspired by the iconic LA Weekly masthead, Ignited Minds crafted an advertising campaign around this concept and devised taglines using the memorable verb/adverb construct, creating lines such as "Speak freely. See Completely. Act heroically." to underscore LA Weekly's brand identity.

"We had just undergone a corporate merger with New Times when we approached Ignited Minds," added Jane Dalea-Kahn, associate publisher of LA Weekly. "We wanted to communicate to our readers that we intended to remain an independent voice. We also wanted to reposition the LA Weekly with advertisers. Ignited Minds really 'got it' and they challenged us to think beyond our comfort zone and pushed the creative. As a result, our business has never been stronger. Our brand has been totally re-invigorated, and we just won our first Pulitzer Prize."

About Ignited Minds:

Founded in 1999, Ignited Minds is an independent advertising agency that offers a complete range of services, including advertising, interactive, event management, strategic planning promotions, graphic design, and media planning and buying. Clients include Sony Electronics, NBC Universal Motion Pictures, EA Mobile, Playa Vista, Disney Interactive, Agility, Cadbury Schweppes, Sega of America and the U.S. Army. For more information, please visit

Contact Information

  • Media Contact:
    Jean Lin
    (310) 259.4900