LOUIE Awards

Recognizing creative excellence in the Industry

19th ANNUAL LOUIE AWARD WINNERS ANNOUNCED

Winners of the 19^th Annual International Greeting Card Awards – the LOUIES – were announced during the National Stationery Show in New York City on May 21.  The industry’s equivalent of the Academy Awards, the LOUIE Awards were presented at The Lighthouse at Chelsea Piers in a special program based on the theme of “masquerade – unmasking creativity.”

The highest honors forCARD OF THE YEAR went to American Greetings of Cleveland, OH for Get Well/Feel Better (Above $3.00 price break) and Great Arrow Graphics of Buffalo, NY for Valentine’s Day ($3.00 & Below price break).  This was the first time American Greetings was chosen as CARD OF THE YEAR.  Great Arrow Graphics previously was named CARD OF THE YEAR in 1998 and 2000.  In addition, the JUDGES’ CHOICE Award went to Tiara Designs (Milwaukee, WI) for its Handmade Above $3.00 entry.  The newly created Rising Star award for companies in business less than two years went to allie munroe (Miami, FL) and Goffengel Workshop (Studio City, CA).

A total of 61 awards were handed out in 57 categories along with the JUDGES’ CHOICE and CARDS OF THE YEAR in two price divisions.  A scoring tie resulted in both Design Design, Inc. and Up With Paper being awarded the LOUIE for Father’s Day Above $3.00.  First-time winners, several of whom were first-time entrants, included allie munroe; canopy cards; FLAUNT, Inc.; Gartner Studios; Goffengel Workshop; M.E. Art and Design; Pictura, Inc.; Shannon Martin/Girl Designer; and Stevie Streck Designs.

This year’s awards program was chaired by Product and Merchandising Director – Holiday, Sue Lund, of The Occasions Group (North Mankato, MN) whose creative team developed the masquerade theme to produce all collaborative materials from the CALL FOR ENTRIES to the souvenir program book.

"Behind every greeting card, invitation, imprintable and stationery product are talented artists, writers, designers, photographers, illustrators, and production coordinators whose faces are never seen.  They create cards that touch us individually and help us express what is in our hearts,” says Lund.  “Unmasking this creativity and honoring these special individuals is what the LOUIEs are all about.”

GCA previously announced the finalists for the best greeting card products of the year in March.   All of the finalists were showcased in a special display at the Jacob K. Javits Center throughout the recent National Stationery Show®.

The Annual International Greeting Card Awards are named after the German lithographer, Louis Prang, who is credited with introducing color lithography to the U.S. card industry in 1861 and is considered the “Father of the American Christmas Card.”  Nicknamed "LOUIEs", the awards pay tribute to creative excellence in an expanding and constantly evolving industry.

The 19th Annual LOUIEs honored cards marketed and sold in the United States throughout calendar 2006 and drew nearly 1,000 entries from over 150 international publishing companies, including those from Canada, England and the U.S.  Entrants ranged in size from small one-person operations to very large complex companies.

Entries were judged on a 10-point scale of criteria that includes Imagination, Impact, Artistry, Harmony, Sendability and Value, with cards in each category divided by price – above and below $3.00.  Judging was conducted by volunteer representatives of the industry including creative and marketing professionals from both GCA member and non-member publishing companies, industry suppliers, as well as buyers representing local, regional and national greeting card retailers.  This year’s panel of judges also included the associate editor of GREETINGS etc. magazine.

This year’s LOUIEs were underwritten by George Little Management (a Diamond Friend) as well as American Greetings, Glory Moon Greeting Cards and Hallmark Cards (all Friends of the LOUIEs).  Additional major contributors were Universal Engraving & Infinity Foils, both UEI Group companies (Gold Sponsor); and API Foils, GREETINGS etc., Independent Printing Company Inc., and Tiger Communications, LLC (Silver Sponsors), whose generosity made the LOUIEs possible.

In addition to The Occasions Group, companies that donated materials and services included Berwick Offray, Chocolate Inn, Fine Impressions, Fun Express, Goldstein Golub Kessler, Gruppo Cordenons, Heinrich Envelope, International Paper, Johnson Steel Rule Die Co., Kathy Davis Designs, Masterpiece Studios, Neenah Paper, NuArt, Paper Magic Group, Superior Printing Ink, and Universal Engraving.  A souvenir Awards Program Book, featuring congratulatory messages, was distributed at the party and the National Stationery Show®, and to all participants in the 2006-7 LOUIEs.

Celebrating 66 years of leadership excellence, the Greeting Card Association has nearly 300 members consisting of both publishers and suppliers, and represents all facets of this ever-evolving industry.  Its international membership spans the globe with members in the U.S., Australia, Brazil, Canada, England, Germany, Hong Kong, Israel, Japan, Switzerland and United Arab Emirates.  GCA’s mission is to celebrate, promote and preserve the tradition and cultural values of exchanging greeting cards.

"Since the mid 1800s when greeting cards were introduced to the American public, our industry has helped people express a variety of shared emotions,” says Don French of Paper Magic Group, Inc. and GCA 2005-7 president.  “What started out as cards just for Christmas and Valentine’s, today has expanded into a broad range of traditional and humorous products for a variety of occasions – new holidays, birthdays, new babies, weddings, new homes, graduation, new friends, and more.  Cards expressing love and friendship, extending a simple thanks, offering words of encouragement and sympathy, and celebrating life in general are available in today’s marketplace."

"The increasing number of relationships and holidays that are part of America’s diverse population have led the industry to create more cards and stationery product to meet these needs.  Despite all types of modern means of communicating, it’s paper cards that are treasured by one and all!  It is the LOUIEs which recognize and honor the artistic talent of this year’s finalists and winners who create these innumerable products!”

NOTE:  Complete lists of the LOUIE finalists and winners by category and this year's judges can be accessed with Adobe Acrobat Reader.  For additional information, please contact Mila Albertson at the Greeting Card Association, 202-207-1116.