Forty-nine entries win honors in 2004 ad awards competition.

Here's something worth advertising: 49 awards were presented in September in connection with the ABA Marketing Network 2004 Ad Awards.

The awards were given at the 32nd annual ceremony, which was held during the ABA Marketing Conference in Scottsdale, Ariz. One public relations campaign was honored with a Best of Show award. A multimedia ad campaign was given a Special Branding Award. In addition, 10 entries were honored with Best of the Best awards, and 37 received Certificates of Excellence.

A total of 485 entries were submitted for this year's competition, which included advertising or marketing materials printed or broadcast during calendar year 2003.

Many of the campaigns focused on brand or community involvement, according to Doug Adamson, executive director of the ABA professional development group. Adamson presented the awards.

One trend was a growing emphasis on satisfying customer needs, Adamson noted. "In the past, most financial services organizations focused their message on services and products, thus reinforcing the notion that the industry was commoditized. Now, we are seeing more messages about tile customer and about how we, as bankers, can help these customers make their financial dreams a reality."

For the year ahead, Adamson predicted more advertising dealing with the themes of protection against identity theft, the establishment of higher business standards and improvement in customer relations.

"As technology and segmentation strategies allow bank marketers to target their advertising messages more effectively, creative marketing and advertising will become even more important," he added.

Illustrations of the winning entries will be published during the next 12 months in the Idea Bank section of ABA Bank Marketing magazine.

Below is a list of the winning entries by category.

Best of Show

Zions Bank, Salt Lake City, Utah; public relations, "Zions Pays for As." Assets: over $5 billion.

Special Branding Award

PlainsCapital Corp., Dallas, Texas: multimedia, "PlainsCapital Bank No Fences Campaign." Assets: $1 billion to $5 billion.

Best of the Best

Alliance Bancshares CA/Alliance Bank, Culver City, Calif.; annual report, "Alliance Bancshares California 2003 Annual Report." Assets: $250 million to $1 billion.

The MassMutual Trust Co., FSB, Hartford, Conn.; direct mail series, "Congratulations! Direct Mail Campaign." Assets: $1 billion to $5 billion.

Michael Flora & Associates for Comerica Bank, Troy, Mich.; direct mail series, "2004 National Business Positioning." Assets: over $5 billion.

McDougall & Duval Advertising Inc., for North Middlesex Savings Bank, Amesbury, Mass.; direct mail single, "Cold Shoulder." Assets: under $250 million.

PlainsCapital Corp., Dallas, Texas, multimedia, "PlainsCapital Bank No Fences Campaign." Assets: $1 billion to $5 billion.

Willey Brothers for Hancock Bank, Rochester, N.H.; point of sale, "Hancock Bank Point of Sale." Assets: $1 billion to $5 billion.

The Zimmerman Agency for Columbus Bank & Trust, Tallahassee, Fla.; print series, "Columbus Bank & Trust Brand Ad Series." Assets: over $5 billion.

Zions Bank, Salt Lake City, Utah, public relations, "Zions Pays for A's." Assets: over $5 billion.

s2 marketing + communications for Northern Trust, Chicago, Ill.; sates promotion, "Northern Funds 3Rs of Investing." Assets: over $5 billion.

Emprise Bank, Wichita, Kan; TV series, "All of Us for Each of You." Assets: $250 million to $1 billion.

Certificate of Excellence

Sterling Savings Bank, Spokane, Wash.; annual report, "2003 Annual. Report." Assets: $1 billion to $5 billion.

The Palmetto Bank, Laurens, S.C.; annual report, "2003 Annual Report." Assets: $250 million to $1 billion.

John Ryan Performance for Guaranty Bank, Minnetonka, Minn.; brochure series, "Balance Magazine by Guaranty Bank." Assets: over $5 billion.

Blattner Brunner for Armada Funds (National City Corp.), Pittsburgh, Pa.; brochure series, "Armada Retirement Sales Kit." Assets: over $5 billion.

Marshall & Ilsley Corp., Brookfield, Wisc.; brochure series, "M & I Brochure Series." Assets: over $5 billion.

First Midwest Bank, Itasca, Ill., brochure single, "First Midwest Financial Network Brochure." Assets: over $5 billion.

Tivoli Partners for Bank of America, Charlotte, N.C., direct mail series, "Bank of America 'Go for the Green' Sweeps Mailing." Assets: over $5 billion.

Epsilon for McDonald Financial Group (KeyCorp), Irving, Texas; direct mail series, "McDonald Financial Group Awareness Direct Mail Campaign." Assets: over $5 billion.

Hibernia National Bank, New Orleans, La.; direct mail series, "Great Transformations." Assets: over $5 billion.

Hibernia National Bank, New Orleans, La.; direct mail series, "Texas Expansion." Assets: over $5 billion.

Epsilon for KeyBank, Irving, Texas; direct mail single, "KeyBank Commercial Field Direct Mail." Assets: over $5 billion.

Capitol Federal Savings, Topeka, Kan.; employee promotion, "Clue Box." Assets: over $5 billion.

Panhandle Banks/Bank Iowa, Des Moines, Iowa; employee promotion; "Style Guide." Assets: $250 million to $1 billion.

Wachovia, Charlotte, N.C.; multimedia, "Brand Retail Launch and Rollout." Assets: over $5 billion.

The Washington Trust Co., Westerly, R.I.; multi-media, "Put Us On the List." Assets: $1 billion to $5 billion.

The Palmetto Bank, Laurens, S.C.; outdoor series, "Billboard Series." Assets: $250 million to $1 billion.

Zions Bank, Salt Lake City, Utah; point of sale, "Jim Shea Insurance Campaign Merchandising." Assets: over $5 billion.

BAC Florida Bank, CoralGables, Fla.; print series, "BAC Florida Bank Ads." Assets: $250 million to $1 billion.

Legacy Banks, Pittsfield, Mass.; print series, "Legacy Bank's Commercial. Loan Ad Campaign." Assets: $250 million to $1 billion.

Southern Bank, Mount Olive, N.C.; print series, "Southern Bank Print Series." Assets: $250 million to $1 billion.

U.S. Trust, New York, N.Y.; print series, "U.S. Trust: Embossed Campaign." Assets: over $5 billion.

The Bloom Agency for Southern Community Bank and Trust, Winston-Salem, N.C.; print series, "Scrapbook Print Ad Campaign." Assets: $250 million to $1 billion.

The Zimmerman Agency for Synovus Corp., Tallahassee, Fla.; print single, "Synovus "Life Guides--When Your Life Changes Ad." Assets: over $5 billion.

Fidelity Federal Bank & Trust, West Palm Beach, Fla.; print single, "Bank: Just One." Assets: $1 billion to $5 billion.

PeoplesBank of Commerce, Cambridge, Minn.; print single, "People Who Need Peoples." Assets: under $250 million.

The Palmetto Bank, Laurens, S.C.; print single, "Merger Ad." Assets: $250 million to $1 billion.

The Broom Agency for BB&T, Winston-Salem, N.C.; public relations, "Capital Markets Interview Resource Guide." Assets: $1 billion to $5 billion.

Union Bank & Trust Co., Lincoln, Neb.; radio single, "Suzie." Assets: $1 billion to $5 billion.

The Zimmerman Agency for Columbus Bank & Trust, Tallahassee, Fla.; TV series, "Columbus Bank & Trust Brand TV Series." Assets: over $5 billion.

Zions Bank, Salt Lake City, Utah; TV single, "Free Checking Child." Assets: over $5 billion.

First Niagara Bank, Lockport, N.Y.; TV single, "Business." Assets: $1 billion to $5 billion.

Valley National Bank, Wayne, N.J.; TV single, "Visit Us." Assets: over $5 billion.

Wachovia, Charlotte, N.C.; TV single, "The Scrambler." Assets: over $5 billion.

AGENCY.COM for Sovereign Bank, New York, N.Y., website/e-commerce, "Sovereign Bank Website." Assets: over $5 billion.

Royal American Bank, Inverness, Ill, website/e-commerce, "Royal American Corporation Website." Assets: $250 million to $1 billion.

ING Bank FSB, Wilmington, Del.; website/e-commerce, "ING DIRECT Save Your Money Campaign." Assets: over $5 billion.

IndyMac Bank, Pasadena, Calif.; website/e-commerce, "IndyMac Bank Website." Assets: over $5 billion.