The Outdoor Advertising Association of America (OAAA) will honor Maker's Mark with the 2012 OBIE Hall of Fame Award. The OBIE Hall of Fame recognizes brands that have built an enduring legacy through the consistent use of the outdoor medium over many years.
"We are honored to present Maker's Mark with this prestigious achievement award," said OAAA Chief Marketing Officer Stephen Freitas. "The iconic Maker's Mark outdoor campaigns have delighted consumers with wit and provocative visual storytelling. The consistent approach to marketing communications has successfully combined branding with proximity, ensuring Maker's Mark ads are memorable, relevant, and distinctive."
Bill Samuels, Jr., chairman emeritus, Maker's Mark, said, "This is a great honor, but I'll admit to being pretty surprised; when my dad put me in charge of marketing 40 years ago, none of us put much stock in advertising. We only had one story – we were trying to make a bourbon that actually tasted good – and we've stuck to that story all these years because it's the truth. But it's gratifying that a lot of people seem to have liked what we've had to say."
Doe-Anderson has served as Maker's Mark's outdoor agency for more than 40 years. Todd Spencer, president & CEO, said, "An agency's work can only be as good as the client will allow, and we've been fortunate for all these years to have a client who has continually challenged us, empowered us, chastised us, encouraged us, and ultimately trusted us to communicate the personality of Maker's Mark. It hasn't hurt, either, that the product is terrific."
Doe-Anderson is also nominated for two 2012 OBIE Awards for its recent work with Maker's Mark. Last year, the agency dominated the Staten Island Ferry with localized ads and launched a clever airport campaign at Louisville International Airport mimicking the new full-body scanners at security checkpoints.
The 2012 OBIE Hall of Fame Award will be presented at the association's Gala, where the winners of the 70th Annual OBIE Awards will also be announced. The event will take place on the closing night of the 2012 TAB/OAAA Out of Home Conference & Marketing Expo on May 2 at the Fontainebleau Miami Beach.