(Columbia, SC) — Communication Arts, the preeminent industry journal for professionals in advertising, design and other forms of visual communications, has selected Riggs Partners’ broadcast advertising work as a winner in its 66th advertising annual competition. Founded in 1959, Communication Arts is widely regarded as one of the industry’s most prestigious advertising award competitions. Riggs Partners received the award for its “Work Doesn’t Work” television spot produced for ABC Quality, the early care and education division of the South Carolina Department of Social Services.
“Having our work included in CA, alongside some of the world’s largest brands and global ad agencies, is a watershed moment for our firm,” said Michael Powelson, creative director at Riggs Partners. “And for the work to highlight such an important public issue as child care makes it that much more meaningful. We’re grateful to our clients at DSS for allowing us to bring this serious issue to the forefront, through a lighthearted concept everyone can relate to.”
Riggs Partners is one of only two advertising and marketing agencies in the Southeast to win entry into CA’s 2025 advertising annual. Agencies throughout the world submitted 1,253 pieces; Riggs Partners’ work was one of only 117 entries named as a winner. The “Dentist” spot within the “Work Doesn’t Work” campaign can be viewed online at Communication Arts.
“We’re thrilled to see the ‘Work Doesn’t Work’ campaign recognized through this incredible award,” said Michele Bowers, director of the DSS division of early child care and education. “The campaign has been a key driver in increasing awareness of how important quality, affordable and accessible child care is to everyone in our state – and specifically, how it impacts a caregivers’ ability to participate in the workforce. It’s an economic and educational issue in South Carolina that demands our full attention.”
Winning entries in the Communication Arts annual advertising competition are chosen based on creative excellence and quality of execution. Visit Communication Arts to view the full gallery of award winners and the panel of international judges.
