esd’s Shiner Beers jersey advances to national round of AAF Awards

San Antonio – Digital marketing firm esd & associates has twice struck gold – winning top awards in local and district levels of the 2014 American Advertising Awards – for the design of a Shiner Beers cycling jersey.

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The only San Antonio-firm to win Gold in its respective district level, esd automatically qualifies for the national round of competition. A district-level award is the second step in the three-tiered AAF competition.

“We knew it was a great jersey the first time we saw it, so this is rewarding to see the talented esd & associates team receive wonderful praise from the design world,” said Kimberly Cockrum, marketing projects administrator for Shiner Beers’ parent firm, The Gambrinus Company.

The AAF honor in the “Apparel” category recognizes esd for its design of the 2014 Shiner Beers G.A.S.P cycling jersey for The Gambrinus Company. Designed by Maria Fernanda Balandra Ruiz, the jersey features a scenic Texas landscape with modern cycling graphics. The project team included Chief Creative Officer Erik Simpson, Creative Design Manager David Gonzales and Account Manager Johanna Salazar.

“The Shiner Beers jersey is a testament to the talent and passion of every esd team member who strives to get extraordinary results for our clients every day,” said Erik Simpson, esd’s chief creative officer. “As an integrated marketing firm, we take great pride in delivering winning results with effective communications tactics.”

esd took home a gold award at the local level during an awards ceremony on Feb. 15, at the McNay Art Museum in San Antonio. The company will be recognized again with gold on April 19 at the AAF District Convention in Austin at the Renaissance Arboretum Hotel.

Thousands of cyclists will don the esd-designed jersey on May 3, 2014, when they participate in the Shiner G.A.S.P., a 100-mile bicycle ride starting in Austin and traveling to the Spoetzl Brewery in Shiner, Texas. The public can purchase a jersey at the Shiner Beers Online Store.

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In the AAF “Single Platform Consumer Category,” esd also won a local Bronze award in February for a Halloween-themed Facebook contest titled, “Find Your Inner Monster.” The winning creative team included Simpson, Digital Media Specialist Geoffrey Setiawan, Chief Development Officer Ping “Judy” Tsai, and design by Balandra Ruiz.

A key part to the larger campaign, the monster contest allowed participants to take a fun personality quiz to enter a chance to win a cash prize. It helped promote Goodwill as San Antonio’s one-stop shop for costumes and DIY Halloween ideas. Results included 1,700 new Facebook fans and 600 shares over a 20-day period.

The American Advertising Awards is the advertising industry’s largest competition, attracting over 40,000 local entries across the country. Previously known as the ADDYs, the awards have been rebranded as the American Advertising Awards, according to AAF’s San Antonio office.


About esd & associates

esd & associates is San Antonio’s largest digital marketing agency. We combine research, marketing strategy, demand generation, public relations, social media, and branding to help our clients build trust with their audiences and convert trust into sales. For more than 19 years, we have helped brands find their voices and increase sales. Visit to learn more.

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