Who Took Home The Win At The Maven Awards

26 Sep 2011 11:36 AM | Deleted user

Who Took Home The Win At The Maven Awards
September 26th, 2011
By: Kristin Andreotes

The Maven Awards winners were revealed at the culmination of The Ad Club’s 2nd Annual Media Innovation Day on September 22nd, 2011. David Wade, News Anchor from WBZ-TV emceed and welcomed up special guests and sponsors to present the finalists and winners on stage alongside President of The Ad Club, Kathy Kiely. While the finalists were announced via email two weeks before the event, the winners as chosen by our prestigious panel of judges were kept under lock and key. These judges included Cameron Burnham of Twitter, Sarah Fay previously of Aegis Media, Bill Ghormley of Xconomy, Paul Hochman of NBC’s Today Show, and Rob Willington of Swiftcurrent.

On Twitter, pre-event and day-of, many companies were rallying for support of their award candidacy. As the awards show commenced, company teams sat together in close proximity to cheer for their finalist announcement and, if lucky, the win. The categories, finalists, winners, and why the winner was chosen are below.

Best Use of Traditional Media
Presented by Mammoth Media

Finalists:

  • Allen & Gerritsen for their work Tribe Hummus
  • Hill Holliday for their work Liberty Mutual
  • MPG for their work with Fidelity

Winner: MPG for their work with Fidelity

Fidelity Investments opened multiple branch locations across 15+ markets within the U.S. As is the case with the creation of any new “retail” location, the biggest challenge is to establish awareness locally, and ultimately drive quality foot traffic to each of these locations. The dual objective of driving awareness and traffic for new Fidelity branches (Grand Openings) within multiple markets required them to develop a strategy that would create both impact and demand [to visit a branch]. They also knew that the presence of multiple Grand Opening locations would challenge them to be smart about how to best utilize their media budgets without creating any ad waste. Given these needs, they partnered with Where Inc. to develop a hyper local, mobile media campaign that allowed them to deliver on all of these requirements.

 

Best Use of Out of Home
Presented by Simon Brand Ventures

Finalists:

  • Allen & Gerritsen for their work with MFS Investment Management
  • MPG for their work with Carnival Cruise Lines
  • Mediahub from Mullen for their work with JetBlue

Winner: Mediahub from Mullen for their work with JetBlue

The JetBlue Getaways program is just over a year old and still has very little awareness. Many people know what JetBlue is but do not realize that the brand offers a vacation planning service, competing with brands like Orbitz and Expedia. Our strategy was clear-cut: make an impact on the daily commuter with something they could experience and interact with. Our solution was to take advantage of a time they aren’t hustling around the city and we have a moment to capture their attention: bus stops. We wanted to take advantage of the fact that Boston’s public transportation can be, euphemistically, a bit inconsistent in punctuality. So we invented JetBlue lounge chairs to place in bus shelters around the city. The bus may not be on time, but if you’re going to wait, do it in style in a lounge chair, getting some brief and necessary time off your feet.

 

Best Use of Digital Media
Finalists:

  • Allen & Gerritsen for their work with MFS Investment Management
  • MPG, Media Contacts, and Mobext for their work with McDonald’s
  • Mediahub from Mullen for their work with JetBlue Airways

Winner: MPG, Media Contacts, and Mobext for their work with McDonald’s

Changing customer perception is difficult for McDonald’s which is primarily known for their french fries and Big Mac and not as a beverage café destination. With limited store locations and a high level of competitive noise, it’s difficult for our target to see McDonald’s as a beverage destination. Various McCafé beverages were showcased and combined with “toasting” to what New York is known for, thus creating the “Toast Your Town” campaign. Residents of nine NY metro areas were encouraged to celebrate their hometowns and engage in a friendly competition to win McCafé "parties" (beverage giveaways at their local McDonald's).

 

Best Use of Mobile Media
Presented by Navteq

Finalists:

  • Hill Holliday for their work with Dunkin’ Donuts
  • Hill Holliday for their work with Liberty Mutual
  • MPG, Media Contacts, and Mobext for their work with JetBlue

Winner: Hill Holliday for their work with Dunkin’ Donuts

In the Spring/Summer of 2011, they needed to bring the Dunkin’ Donuts “What Are You Drinkin’?” campaign to life in the mobile space using the same strategy as in other media channels – intercepting consumers during their daily routines. With the insight that consumers have their mobile devices in one hand and a Dunkin’ Donuts product in the other, they created a fully integrated mobile campaign designed to provoke consumer engagement at various times throughout the day. Dunkin’ Donuts aligned with the top mobile applications and categories that provided the best opportunity to reach the brand’s target audience…while they were on-the-go.

 

Best Use of Branded Content
Finalists:

  • Hill Holliday for their work with Chili’s
  • MPG for their work with Carnival Cruise Lines
  • Starcom for their work with Merrill Edge

Winner: Starcom for their work with Merrill Edge

Merrill Edge is a new service, launched in 2010/2011 by Bank of America for its customers, designed to combine the use of a self directed investment platform alongside the full suite of Merrill Lynch investment products. Starcom recruited former CNBC personalities Jeff Macke and Matt Nesto to host the show and to scrutinize the market each day with fresh, custom content updated at multiple points across our 24/7 news cycle. Unlike some financial shows our content is constantly updated with significant changes 4-6 times each day. Instead of 5 contacts per week like the usual financial shows, our content could achieve up to 36!

The result is a fully customized web show on Yahoo! Finance called ‘Breakout’ featuring original, timely and reactive programming for a vast audience who meet our ‘active traders and investors’ sweet spot. In the first two months of the campaign there were 12 million video streams, placing Breakout onto the top 25 most viewed original web series.

 

Best Use of Social Media
Finalists:

  • AMP Agency for their work with Staples
  • Hill Holliday for their work with Major League Baseball
  • MPG, Media Contacts, and Mobext for their work with McDonald’s

Winner: MPG, Media Contacts, and Mobext for their work with McDonald’s

The campaign as described before kicked off with a Twitter "Live Toast" event, in which people were invited to use a McCafé beverage to toast what makes their hometowns the best place to live. Digital Media was leveraged within the social media space, driving users to a McDonald’s branded micro-site showcasing live video reads of tweeted toasts. Mobile encouraged users to check into their local McDonald’s, download wallpaper, locate the nearest McDonalds and vote for their favorite McCafe beverage. User actions could be shared via Facebook and/or Twitter, spreading the message and contest.

 

Best Use of New & Non-Traditional Media
Finalists:

  • Allen & Gerritsen for their work with #TechInterruption
  • Hill Holliday for their work with Liberty Mutual
  • Hill Holliday for their work with Major League Baseball
  • Mediahub from Mullen for their work with JetBlue

Winner: Mediahub from Mullen for their work with JetBlue

Mullen had two core challenges to solve: Build the nascent JetBlue brand in the highly competitive Los Angeles market, and build awareness for “first bag flies free” as research shows that JetBlue was not getting credit for this meaningful “differentiation & product.” They created an event in which they secured A-list celebrities (Donald Trump, Lindsay Lohan, Brittany Snow, etc.) to donate a piece of luggage that could be put up for auction with all donations going to a Los Angeles charity. To promote the event, Mullen ran full-page print ads in the Los Angeles Times, Variety and People magazine. They also ran rich media cross entertainment sites/blogs, both online and mobile, that showcased the auction items and time left to bid. The most powerful element (and perfect illustration of a nontraditional way to use traditional media) was a customized interactive outdoor video unit that displayed the celebrity baggage at Santa Monica place, as well as QR codes that people could capture from their smartphones and be taken instantly to the auction site. Consumers could walk up to the video screen, select the celebrity of their choice, play around with pictures of the baggage and be able to bid in real time on their desired piece of luggage.

 

Best Plan for Spending $1 Million or Less
Presented by MNI

Finalists:

  • EPS Communications for their work with Diabetes Care Club
  • Hill Holliday for their work with The Boston Police Department
  • Hill Holliday for their work with (RED)

Winner: Hill Holliday for their work with (RED)

In the fall of 2010 (RED) tapped Hill Holliday to help generate awareness around World AIDS Day and to build a media plan to promote their 2015 AIDS Free Generation initiative. To support their ambitious goals, (RED) needed a partner for media strategy, design and partnerships… to work with a budget of zero marketing dollars. (RED) is not about geography, it’s about participation. The client had a goal to educate the world about a critical milestone in the fight against AIDS – the virtual elimination of the transmission of HIV from mother-to-child. In 2009, 370,000 babies were born with HIV, but with increased awareness and funding, the world could see that number get close to zero. To raise awareness about this goal (RED) looked to turn the world (RED) on World AIDS Day - literally. (RED) lit more than 90 iconic landmarks the color red and online, actions taken in support of an AIDS Free Generation across all major social networks were visualized on a map hosted on joinred.com. The more actions in a region, the deeper the color red the map became. Through inventory secured by Hill Holliday in television, print, digital and both domestic and international OOH, we were able to unite, inform and motivate the world to participate in World AIDS Day and the 2015 AIDS Free Generation, and effectively turn the world (RED).

 

Best Use of Research
Finalists:

  • Hill Holliday for their work with Major League Baseball
  • Kelliher Samets Volk for their work with The Vermont Department of Health
  • Mediahub from Mullen for their work with Barnes & Noble Nook

Winner: Mediahub from Mullen for their work with Barnes & Noble Nook

The marketing challenge was simple yet daunting: Take on the 800-pound gorilla undefined Kindle undefined that has first-to-market advantage, a media budget that is roughly two and half times bigger than ours and who has 80% of the e-reader market.

Mullen believes that great media plans start with unexpected insight and that today’s off-the-shelf research (MRI, SMRB, Nielsen, and MMR) is woefully inadequate in keeping up with what they call the “galloping consumer.” As a result, they have created a proprietary study dubbed Scout which is a battery of 45 questions among 3,500 consumers twice a year. The study probes mission-critical media behavior: like how fast are consumers moving from surfing the web on desktops to surfing on smartphones; how quickly are they moving from reading print on paper to tablets; and, what sources are most critical through the purchase funnel. Mullen discovered four main innovations through Scout, which they used to direct their campaign: moms with kids are a huge opportunity, cable shows are their favorites, product review sites are critical in  the decision process, and social is their lifeline.

 

Best Youth Campaign
Finalists:

  • Allen & Gerritsen for their work with Toy State
  • AMP Agency for their work with Food Bank for New York City
  • Hill Holliday for their work with The Boston Police Department

Winner: Hill Holliday for their work with The Boston Police Department

In the summer of 2010 the Boston Police Commissioner asked Hill Holliday to help him reduce violent crime and encourage residents to use the department’s anonymous text-a-tip line to report crime. The bigger goal? Get people in at-risk communities to trust the police. The biggest discovery came when the planner drove through a neighborhood in a police cruiser and passed by children whose parents pushed their hands back down when they tried to wave at the cruiser. Clearly there was an atmosphere of deep mistrust. They needed to get them talking. And they had to do something that would get community members to interact with Police officers and figure out how to work together to reduce violent crime. On July 23, 2010, Operation Hoodsie Cup rolled out. Hill Holliday created a vehicle that was half ice cream truck, half police cruiser. Uniformed officers in the truck handed out free Hoodsie Cup ice creams accompanied with custom-printed napkins reminding them to text-a-tip to CRIME. On hot summer days, without any warning, our ice cream cruiser rolled into at-risk neighborhoods, heavily armed with fun graphics and free ice cream. Community members were invited to follow along at a web site we created, Operationhoodsiecup.org.

 

Best B2B Campaign
Presented by The Wall Street Journal

Finalists:

  • Allen & Gerritsen for their work with MFS Investment Management
  • Hill Holliday for their work with Harvard Pilgrim Health Care

Winner: Allen & Gerritsen for their work with MFS Investment Management

The biggest challenge facing MFS in 2011 came, ironically, in the form of a great honor when MFS was awarded a total of seven Lipper Fund Awards, including the highly coveted Overall Large Company Award. The challenge these awards presented was to develop, negotiate and plan a campaign that would allow MFS to broadcast their wins in a big way, letting Financial Advisors nationwide know about the awards, with only two weeks’ lead time. a&g developed a strategy for the Lipper Fund Award announcement campaign that revolved around using awareness-driving media, both off- and online, to announce the Lipper Fund Award wins and in doing so improve the perception of MFS funds among their target audience. Considering the high honor that the Best Overall Large Company award is, a&g wanted to make sure that any media that was considered was big and impactful. As a result only large, attention-grabbing units in Print, Out of Home, and Digital were included in the plan.

 

The Media Responsibility Award
Finalists:

  • AMP Agency for their work with Staples
  • Hill Holliday for their work with Liberty Mutual
  • Hill Holliday for their work with The Boston Police Department
  • MPG for their work with Goodyear

Winner: Hill Holliday for their work with Liberty Mutual

Liberty Mutual may be the “responsible insurance company,” but for some communities, it's perceived as an East-coast insurance giant that doesn’t understand local market needs. How could we prove that Liberty Mutual has local roots and helpful, compassionate Agents in hometowns across America? Increased investments in broadcast within these markets proved ineffective in changing local perception, so a more grass-roots media approach was necessary.

 

The Risky Business Award
Finalists:

  • Allen & Gerritsen for their work with MFS Investment Management
  • Mediahub from Mullen for their work with MassMutual
  • Mediahub from Mullen for their work with Zappos

Winner: Mediahub from Mullen for their work with Zappos

It’s no secret that standard banners are becoming less effective as 1 in every 1,000 people click on a banner. As a result, in the digital environment where the consumer is mission-oriented, Mullen’s biggest challenge was getting consumers to notice and engage with their communication. And let’s face it, to come up with a new rich media idea that their target has never seen before is close to impossible. This was their hurdle along with driving awareness that Zappos sells more than shoes. Mullen was also competing against retailers with much larger budgets enabling them to leverage TV and their own retail channels. To achieve their objectives, they knew they had to do something “risky” that would break through “banner blindness” in a startling and even controversial way. To drive impact and conversation, Mullen purchased a 50% SOV takeover on the Yahoo! homepage on July 27th featuring Arthur, their naked model with a strategically placed text box reading “more than shoes.” Since their Naked print ads running in magazines like Lucky, InStyle and Harper’s Bazaar had already generated significant press chatter during the two weeks prior, they felt that a single day takeover would build on the already established buzz.

 

Media All-Star Award
Finalists:

  • Adam Cahill and Cindy Stockwell, Hill Holliday
  • Ellen Comley, MPG
  • Shey O’Grady, AMP Agency

Winner: Adam Cahill and Cindy Stockwell, Hill Holliday

Cindy and Adam co-lead a truly modern, integrated media offering at Hill Holliday. They’ve structured every facet of the media practice, from people to tools to processes, to remove the silos that get in the way of integrated thinking, execution, and optimization. Together they ensure that digitally native thinking is embedded in Hill Holliday’s core ideas, not an afterthought. Cindy and Adam have shown a passion for keeping Hill Holliday on the front edge of the changing media landscape.

Cindy has 20 years of integrated media planning experience at full-service agencies, working on major brands including Dunkin' Donuts, TJX, DeBeers' Diamonds, P&G. Cindy has led teams that have won Media Plan of the Year for the past 3 years (Dunkin', Marshalls and Dunkin') and Creative Media Awards for the past 2 years (Dunkin OOH and Dunkin' Media Plan). She has also have chaired the Ad Club Media Auction for the past 3 years resulting in annual revenue growth each year.

Adam has spent his entire 15-year career leading digital marketing teams. He is a frequent contributor to the marketing industry’s leading publications, including Advertising Age, AdExchanger, and ClickZ. He speaks frequently at industry events like OMMA and Ad:Tech, and is actively involved in the startup community, serving as an advisor to Angel Street Capital, which provides seed funding to technology companies in the media space.

 

The Rising Star Award
Finalists:

  • Eric Leist, Allen & Gerritsen
  • Katie Thompson, Mullen
  • Nicky Alcorn, MPG

Winner: Katie Thompson, Mullen

Mullen describes a rising star as someone who before the age of 30 demonstrates the following characteristics:

  • Presents in high-stakes new business presentations and succeeds
  • Is at the center of the best ideas emanating from the agency
  • Is a go-to person and is on the short list of people senior management continuously asks for
  • Puts more pressure on oneself than any superior could do
  • Runs big pieces of business with very little supervision

That perfectly describes Katie Thompson, Mullen’s newest vice president, and one of the youngest VPs in Mullen’s history. She is all of 28 and currently runs the $25MM+ JetBlue digital account. Katie is a woman with power, influence and at the same time humility and empathy. She is tireless (24/7 mindset) and is never satisfied. She has an insatiable curiosity for what’s next and has a direct pipeline to digital powerhouses like Twitter’s Chief Revenue Officer Adam Bain and Google’s Rob Torres, who heads up travel.

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