Last night’s ADDY Awards Gala brought out the best of the best in Lehigh Valley’s advertising scene. Representatives from agencies and organizations across the Lehigh Valley came together to celebrate the creative spirit of advertising at this year’s awards ceremony and reception at the Hotel Bethlehem, hosted by the Lehigh Valley Ad Club and sponsored by First Generation.

The ADDY Awards are the nation’s largest awards competition, awarding excellence in advertising through over 200 American Advertising Federation member clubs across the country.

First Gen truly represented itself as a creative force to be reckoned with at this years ADDYs,  not only sponsoring the event, but arriving with a total of 19 attendees (all looking quite sharp, I might add), providing our A/V services through our Hotel Bethlehem A/V partnership, and leaving with a total of 11 awards – including 2 Gold!

I wouldn’t expect any less from the amazing team at First Generation. As Creative Director, I’m proud to represent such a talented and committed group who consistently puts forth an incredible effort to create award-winning work for our clients.

First Generation congratulates all of this year’s winners, and sends out a big thank you to the Lehigh Valley Ad Club for hosting the event. We also thank all of our clients, who know that working with us is a “win-win” situation!

Check out our winning entries:

 

Born out of the science labs at Lehigh University and University of Oklahoma, EcoTech Marine (ETM) is FG’s newest client!

This fast-growing Bethlehem-based company engineers and manufactures programmable reef aquarium equipment that mimics native aquatic ecosystems within aquarium tanks. EcoTech’s VorTech propeller pump is the smallest pump on the market, taking up minimal space inside the tank and attaching to the outside of the tank via magnets. Their superior technology is tested and endorsed by marine biologists.

In the next few months, FG and EcoTech will co-develop ETM’s retail partnership program, which will include B2B interactive education modules. The program will reside online and will enhance communication with ETM retailers, as well as train them on the benefits of EcoTech products and how to sell them effectively. The education modules will be gamified to better engage and interest retailers and offer incentives to participate in learning more about ETM.

“We are very excited to work with EcoTech Marine and help them develop and refine their marketing strategies,” says FG Account Manager Sandy Friedman.

Carpenter Technology spent a lot of time on the road this spring, attending trade shows at the Offshore Technology Conference and National Association of Corrosion Engineers Expo. Not only was Carpenter educating attendees about their newest products and offerings, but they engaged attendees with their “Win a Metallurgist” contest, planned and executed by First Generation.

FG designed a pre-show mailer with contest details and a pop-up cutout metallurgist that served as the entry form for recipients to fill out and submit at one of the trade shows for a chance to utilize the technical expertise of a Carpenter metallurgist for one day. In addition, the mailer advertised the opportunity to win an iPad by completing an iPad puzzle at Carpenter’s booth. It was a win-win occasion! Carpenter’s social media channels were also utilized and successful in promoting the contest, generating greater awareness and interest.

A custom contest website was developed and hosted by First Gen, providing full contest details and giving those unable to attend a show a chance to qualify to “Win a Metallurgist.”

The campaign mailer response rate was just under 5%, which is well above the reported average of less than 2% reported by The Direct Marketing Association. Congratulations to the “Win a Metallurgist” contest winner, The Lee Company of Westbrook, CT!

Meet Carpenter Technology and Keystone Automotive Operations – FG’s Newest Clients   

First Generation has been named agency of record for Carpenter Technology Corporation, Wyomissing-based global specialty materials manufacturer.  FG will work side by side with Carpenter’s marketing team on all aspects of the Company’s marketing, advertising, branding, and marketing communications programs. Already, FG has launched two specialty market campaigns, developed a media plan and produced trade show collateral including pre-show mailers, video, displays and an iPad game!  

“We are excited to partner with an industry leader like Carpenter and look forward to implementing strategic communication programs in support of their business goals, innovative products and technical expertise” remarked First Generation President Alexandra Shade. “The First Generation team has a wealth of knowledge and experience in the B2B and industrial space and we are honored to be selected by Carpenter as their agency of record.”  

Read the Press Release!

About Carpenter  

Carpenter Technology (NYSE: CRS) produces and distributes conventional and powder metal specialty alloys, including stainless steels, titanium alloys, tool steels and superalloys. Information about Carpenter can be found at www.cartech.com.  

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Keystone Automotive Operations recently came to FG with a unique marketing challenge: Can FG partner with Keystone to brand a category of products not only to our distribution channel, but to our customers and internal sales force? And can we do it in seven weeks? The Result: A successful branded category with customized messaging to each segment – internal sales, the distribution channel and the consumer – that utilizes multiple tactics such as print brochures, tradeshow graphics, point-of-purchase, email, and a microsite.  

FG is also in the process of wrapping up production on Keystone Automotive’s newest 400+ page product catalog for their RV division. We are excited to be working with Keystone and look forward to future successes!  

About Keystone Automotive Operations  

Keystone Automotive Operations, Inc., based in Exeter, Pennsylvania is the leading distributor and marketer of specialty automotive equipment and accessories in North America. In its 38-year history, Keystone has grown from a single auto parts store to a $600MM warehouse distributor. Keystone offers the largest assortment of specialty products in the automotive aftermarket industry including 250,000+ SKUs from over 600 suppliers. The company’s fulfillment network utilizes 300 trucks/trailers providing next-day or two day delivery to customers in 47 states and Canada, as well as exporting to more than 40 countries.

Last Friday evening, creative professionals gathered at the 2011 Addy Awards gala to recognize the best of the best in Lehigh Valley advertising. The event, hosted by the Lehigh Valley Ad Club and proudly sponsored by First Generation, saw an impressive turnout and showcased a variety of oustanding creative work. Work was awarded throughout categories in print, web, interactive, video, and non-traditional media. First Generation took home a total of 9 awards – gold, silver, and bronze – for our work in 2010 throughout these categories.

“We are incredibly excited to share this success with our clients and are proud to have made such a mark on this year’s ADDY awards, ” remarked Sara Lorenz, Creative Director for First Generation. “First Generation’s recognition at this year’s ADDYs continues a tradition of excellence, and I am proud to be a part of a team that consistently produces such high-caliber work.”

We congratulate all the recipients of the 2011 ADDY awards and thank the Lehigh Valley Ad club for putting together a spectacular event.

Below are First Generation’s winning entries.

GOLD: Crayola Solar Farm video

SILVER: Coordinated Health Art of Medicine TV Program, Olympus SP-800 UZ video

BRONZE: Inky the Inkblot (fginkblot.com), Crayola 2011 Products Catalog, Sprinters Edge website (sprintersedge.com), Crayola On the Go Brochure, First Gen Brain Trust Brochure, Crayola Green Products Ad

If you’re First Gen’s Director of New Technology Steve White, you may joke “Print is dead!,” but for the 100% recognized Crayola brand, print is very much alive in the form of product catalogs! At the end of 2010 and beginning of 2011, First Generation sent two Crayola catalogs to print – a 2011 Products catalog for vendors, as well as a 2011 Education catalog for schools and educators.

“Print catalogs and digital catalogs are both valuable marketing tools,” says Steve. “The value in the print piece is the attention it commands – you hold it in your hand and it has a shelf life. But the trick is ensuring the piece shows professional quality, an effective layout, and clear design value that supports your brand and makes it user-friendly.”

FG’s graphics department tirelessly created cover options and layouts, while making sure multiple rounds of proofreading took place to ensure correct product information was included for every single product. On the printing side, each colorful catalog was printed using recycled materials and solar energy, just like Crayola crayons and markers!

In cooperation with 24-7 Fitness Clubs, First Generation has recently taken on the project of creating the 24-7 Fitness PRO AM SERIES logo and signage in preparation for the new season. The Velodrome in Trexlertown PA held its first race in October of 1975 and after 35 years of top international, Olympic-caliber bicycle racing, will be introducing and hosting its all new Pro-Am Series. The Pro-Am series features Category 1-3 riders — some of the best up-and-coming racers in cycling — and every Tuesday night they will be given the opportunity to match their skills against many of the Valley Preferred Cycling Center Friday night pros. First Generation is proud to work together with other local companies and looks forward to supporting the new 24-7 Fitness Pro-Am Series.

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Tag teamed from the H1N1 vaccine production buzz, sanofi pasteur’s “What Not to Wear at Work” brochure was recently featured on CNBC’s Web site by a correspondent who visited the company’s site in Swiftwater.

First Generation designed this brochure in 2007, using FG employees to model inappropriate attire for the sanofi workplace.

Art Director Sara Lorenz recalls creating the brochure – “I bet our Senior Editor never thought modeling leather pants would be included in his job duties. Even though he pulled off the look, he cannot wear them on visits to sanofi.”

To see the story from CNBC, please visit http://www.cnbc.com/id/33720473.

Pictured: sanofi pasteur’s “What Not to Wear at Work” brochure, designed by FG, featured on CNBC.

Showcase of First Generation’s diverse work portfolio.

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