NEW YORK: Adobe, Bing and Bolthouse Farms were among the brands taking major honours at the 2011 Jay Chiat Awards for Strategic Excellence, held last night.

Organised by the 4A's, the trade body for agencies, the annual competition aims to reward "brilliant strategic thinking" from around the world.

This year, nine categories featured in the Chiat Awards, covering everything from not-for-profit campaigns to innovative design. A total of 17 Golds, nine Silvers and 15 Bronzes were handed out in all.

Adobe, the software group, and Goody, Silverstein & Partners, its agency, received Golds for two different campaigns: one for an online "digital museum" and the other for the roll out of Adobe Creative Suite 5.

The Cosmopolitan of Las Vegas, a hotel, scooped two Golds - in the brand experience and campaign for a new brand categories - due to the "Just a Right Amount of Wrong" idea created by Fallon.

Bing, Microsoft's search engine, claimed Gold for communications and media strategy and Silver for brand experience thanks to a tie-up with Jay-Z, the rapper. Droga5 headed up these efforts.

Similarly, Bolthouse Farms "Baby Carrots" was handed a Gold in the campaign for a new brand competition, and Silver for innovative design.

Elsewhere, the launch of G-Series by Gatorade, the sports drink, attained a Gold for the PepsiCo-owned brand and agency Redscout, recognised for being the best idea for a new product.

When assessing social media strategy, the National HIV Council in Sweden, and agencies Le Bureau and Starcom Sweden, were the sole Gold recipients, for a sexual health education drive making innovative use of Facebook to engage 18-29 year olds.

Other Gold winners included American Express, and its shop Crispin Porter & Bogusky, for Small Business Saturday, as well as the Dali Museum, another honour for Goody, Silverstein & Partners.

Droga5 also carried off an additional Gold for its work on Puma's "For the Joy of Sport" platform, while Starcom and BrainJuicer took the same prize in the research innovation category.

The Colombian Ministry of Defence and Lowe & Partners, recent winners of the APG Awards in the UK, also grabbed a Gold at the Chiats for their campaign to encourage members of the FARC guerrilla group to leave the organisation.

Data sourced from Warc