Mediahub helped Netflix launch Wednesday (based on the character from the Addams Family) by exposing consumers ages 18-34 with her unusual personality. The campaign took over all of the platforms by contextually placing her dark and peculiar interests and language outdoors and in print. This approach to spotlight her darkness succeeded by making engagement rates soar, quadrupling social media accounts’ engagement rates, and generating 11M earned impressions from outdoor media. The campaign received 55M earned impressions and Wednesday became one of the most-viewed Netflix series.

Credits: Netflix ● Full Name: Michael Rossetti ● Job Title: Director, US Media, Series and Non-Fiction ● Company: Netflix ● Full Name: Isabella Kursman Neri ● Job Title: Manager, US Media, Series ● Company: Netflix Mediahub ● Full Name: Laura Kelly ● Job Title: SVP Group Media Director ● Company: Mediahub ● Full Name: Sara Hilgendorf ● Job Title: VP Media Director ● Company: Mediahub ● Full Name: Vanessa Hughes ● Job Title: Associate Media Director ● Company: Mediahub ● Full Name: Peri Oppenheimer ● Job Title: Senior Media Planner ● Company: Mediahub ● Full Name: Skylar Britt ● Job Title: Media Planner ● Company: Mediahub ● Full Name: Laurel Boyd ● Job Title: Chief Creative Media Officer, R+D Lab ● Company: Mediahub ● Full Name: Simeon Edmunds ● Job Title: SVP Creative Director, R+D Lab ● Company: Mediahub ● Full Name: Alexis Westin ● Job Title: Associate Director, Creative Media, R+D Lab ● Company: Mediahub ● Full Name: Madison Brinser ● Job Title: Senior Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Rhianna Jones ● Job Title: Senior Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Brenda Barniga ● Job Title: Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Larry Hester ● Job Title: Associate Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Madee Lwin ● Job Title: Associate Media Creative, R+D Lab ● Company: Mediahub

Aiming to reach male customers who ignored health problems due to "machismo" Farmacia Carol together with OMD Dominicana disrupted a baseball game to raise awareness about testicular cancer, a growing issue for this group. They claimed the game was paused because of "bad balls", a shocking excuse in baseball. They used this pun to deliver a preventive message that every Dominican man understood and couldn't overlook.

Credits: Ana Valdivieso, Head Storyteller, Pagés BBDO Miguel Peña Zambrano, Executive Creative Director, Pagés BBDO Marino Peña, Executive Creative Director, Pagés BBDO Freddy Calero, Graphic Designer, Pagés BBDO Walter González, Motion Graphic Designer, Pagés BBDO Jenny Mella, Brand Asset Director, Pagés BBDO Francesco Abbatescianni, Executive Strategy Director, Pagés BBDO Luis León, Contact Architect, Pagés BBDO Belkis de la Cruz, Executive Strategy Director, Pagés BBDO Dalia Batista, Producer, Pagés BBDO Glenys Peña, Producer, Pagés BBDO Naly Sanción, Community Manager, Pagés BBDO Manuela Dolores, Media Coordinator, Pagés BBDO Maryie Reyna, Contact Architect, Pagés BBDO Elisa López, Production Director, Pagés BBDO Luzmarie Brito, Brand Asset Manager, Pagés BBDO Arlet Rodríguez, Brand Asset Coordinator, Pagés BBDO Carlos Núñez, Head Storyteller, Pagés BBDO

Black female consumers spend trillions, yet get less than 1% of venture funding. Less than 10% of personal care shelf space is dedicated to Black beauty. Aveeno sought to address racial inequity through, ‘The StartUp Collective by Aveeno’, enlisting 5 influential, Black, female entrepreneurs to build awareness and drive entries through an organic and paid targeted social campaign. CultureCon panels in LA and NY, and leveraged e-blasts through Mirror Digital connected them to Black audiences. The campaign achieved 167.38% increase in applicants YOY, and large in-person presence at The Aveeno Hub and CultureCon panels.

Credits: Brand Credits: • Amy Bernhard, Senior Manager, Aveeno® Megabrand • Grace McEvoy, Marketing Specialist, Kenvue • Elizabeth Bar, Owned Content Lead, Aveeno® Megabrand Agency Credits: • Erin Druckenmiller, VP Content Director, MBCS • Nicole Schilero, VP Content Director, MBCS • Haley Martin, Content Manager, MBCS • Erinn Greene, Senior Associate, MBCS • CJ Williams, Content Manager, MBCS • James DeBarros, Group Creative Director, MBCS • Rebecca Snyder, Associate Creative Director, MBCS • Yonatan Sallmander, Senior Copywriter, MBCS • Alicia Calderon, SVP Producer, MBCS • Alexander Treiber, Producer, MBCS • Tiffanni Spann, Creative Lead, Mediabrands Content Studios • Zhanna Bennett, Creative Lead, Mediabrands Content Studios • Lauren Gabel, Influencer Director, MBCS • Jennifer Vigdor, SVP Talent, MBCS • Lauren Katz, VP Planning, OneVue • Katie Duca, Director Planning, OneVue • Jourdan Davis, VP Paid Social, OneVue PR Credits: • Kelsey Shea, Director, Golin • Jennifer Burchette, Senior Account Supervisor, Golin

To introduce Starfield, an all-new game in a world full of sequels, Bethesda needed a novel way to show off the game’s look and feel. It enlisted Adam Savage, of “MythBusters” and “Tested” fame, to design, build and film a full-scale 3D model of one of the game’s spaceships. Seven episodes showed off game elements, connecting them to great science fiction franchises – and even shared 3D files for at-home makers. With 4.4 million streams and 65 million impressions, the videos turned Starfield into Bethesda’s biggest launch.

Credits: Lauren Lord, Sr. Director of Paid Media, Bethesda Softworks, Jake Blair, Paid Media Director, Bethesda Softworks, Kevin Joyce, EVP, Liquid Advertising, Keith Bishop, VP Global Media, Liquid Advertising, Larry McMahon, VP Global Media, Liquid Advertising, Tom Kircher, Director Media, Liquid Advertising, Thomas Carpino, Associate Media Director, Liquid Advertising, Aaron Phan, Associate Media Strategist, Liquid Advertising, Kristen Lomasney, General Manager, Tested

Who Gives A Crap (WGAC) is an eco-friendly toilet paper brand that donates 50% of profits to improve sanitation for 2.4 billion people. In 2023, WGAC partnered with PMG to boost its global recognition and mission. Using the ‘Uncrap The World’ slogan, PMG reached out to UK and Australian consumers through various media channels, showing them how their toilet paper choice can make a difference. The campaign was a witty and effective ‘bums’ rally, and it helped WGAC grow its retail presence and brand metrics.

Credits: Edward Grice, Head of EMEA, PMG Clio Boulfroy, Client Strategy Director, PMG

Transportation and logistics company Ryder System spotted a sponsorship opportunity with a unique advantage – a shared name. hunterblue media and Ryder teamed up with pro golfer Sam Ryder for a brand awareness campaign focused around major PGA events. Running across digital, OOH, TV, and B2B trade activations (including Sam providing golf tips at a mini-golf booth), it led to a 6% lift in search interest; a 170% increase in digital leads acquired, coupled with a 64% decrease in cost-per-lead, and 11% decrease in time to conversion.

Credits: Cybill Cempron - Media Supervisor, Hunterblu Media Maria Dominguez - Senior Media Planner, Hunterblu Media David Hunter - Co-Founder, Hunterblu Media Allyson Long - Assistant Media Planner, Hunterblu Media Michael Perez Media Director, Hunterblu Media Ryder System, Inc.

Mediahub helped Netflix launch Wednesday (based on the character from the Addams Family) by exposing consumers ages 18-34 with her unusual personality. The campaign took over all of the platforms by contextually placing her dark and peculiar interests and language outdoors and in print. This approach to spotlight her darkness succeeded by making engagement rates soar, quadrupling social media accounts’ engagement rates, and generating 11M earned impressions from outdoor media. The campaign received 55M earned impressions and Wednesday became one of the most-viewed Netflix series.

Credits: Netflix ● Full Name: Michael Rossetti ● Job Title: Director, US Media, Series and Non-Fiction ● Company: Netflix ● Full Name: Isabella Kursman Neri ● Job Title: Manager, US Media, Series ● Company: Netflix Mediahub ● Full Name: Laura Kelly ● Job Title: SVP Group Media Director ● Company: Mediahub ● Full Name: Sara Hilgendorf ● Job Title: VP Media Director ● Company: Mediahub ● Full Name: Vanessa Hughes ● Job Title: Associate Media Director ● Company: Mediahub ● Full Name: Peri Oppenheimer ● Job Title: Senior Media Planner ● Company: Mediahub ● Full Name: Skylar Britt ● Job Title: Media Planner ● Company: Mediahub ● Full Name: Laurel Boyd ● Job Title: Chief Creative Media Officer, R+D Lab ● Company: Mediahub ● Full Name: Simeon Edmunds ● Job Title: SVP Creative Director, R+D Lab ● Company: Mediahub ● Full Name: Alexis Westin ● Job Title: Associate Director, Creative Media, R+D Lab ● Company: Mediahub ● Full Name: Madison Brinser ● Job Title: Senior Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Rhianna Jones ● Job Title: Senior Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Brenda Barniga ● Job Title: Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Larry Hester ● Job Title: Associate Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Madee Lwin ● Job Title: Associate Media Creative, R+D Lab ● Company: Mediahub

The ASPCA picked up its campaign strategy, as donations began to stagnate. It called on the agency Laughlin Constable to reverse the trend and the perception of the ASPCA’s image of bring just the “sad dog.” The campaign engaged viewership and audience through a multi-channel, full-funnel media plan that increased donation. The company didn’t share the amount of the increase, but using a matched-market measurement approach, these strategies proved successful. The agency claims the campaign improved brand perceptions, increased engagement, and, drove incremental donations and revenue, all of which could be directly attributed to the campaign. The donations not only help dogs and cats, but other animals such as horses.

Credits: Pat Laughlin CCO Laughlin Constable Jon Laughlin CCO Laughlin Constable Chris Ebel Group Creative Director Laughlin Constable Randall Kenworthy Associate Creative Director Laughlin Constable Gable Mansfield Sr. Art Director Laughlin Constable Dana Kaphingst Sr. Copywriter Laughlin Constable Kendall Roth Art Director Laughlin Constable Damilare Tomori Production Designer Laughlin Constable Chelsey Wahlstrom VP, Account Management Laughlin Constable Gretchen Gerlach Account Executive Laughlin Constable Julia Matthews Director, Project Management Laughlin Constable Gabby Kailas Project Manager Laughlin Constable Katy Gajewicz Chief Strategy Officer Laughlin Constable Thomas Curtes VP, Strategic Planning Laughlin Constable Vanessa Watts EVP, Head of Media & Analytics Laughlin Constable Emily Harley VP, Media Director Laughlin Constable Mike Flanagan Director, Programmatic Laughlin Constable Joey Cantacessi Supervisor Programmatic Laughlin Constable Marisa Giannini Director, Paid Search & Paid Social Laughlin Constable Kelcey Kaindl Associate Director, Paid Social Laughlin Constable Katie Broedlow Media Planner Laughlin Constable Anthony Virgilio VP, Data & Insights Laughlin Constable Pat Casey Associate Director, Analytics Laughlin Constable Mike Hennelly Sr. Analyst Laughlin Constable Lizi Margolin Data Scientist Laughlin Constable Carrie Nygren VP, Head of Production Laughlin Constable Frank Sigwarth Sr. Editor Laughlin Constable Connor Weitz Sr. Editor Laughlin Constable Tony Berg Traffic Manager Laughlin Constable Matt Bougie Associate Director, Content Strategy Laughlin Constable Cody Murri Director, UI Design Laughlin Constable Aaron Czarnecki UI Designer Laughlin Constable Megan Richardson Sr. UX Architect Laughlin Constable Director: Charlie Mysak Director N/A

The pizza chain Papa Murphy has a loyal group of followers, but struggled to attract new customers, so Barkley Media came in to develop data forecasts. Custom geo-targeting models were created for each store using proprietary tools like geospatial polygons, and Foursquare data helped to drive foot traffic reporting. The campaign reversed order declines, and drove up transactions 2% more than the forecast predicted. The campaign reached 67% of customers who hadn't visited Papa Murphy's in the past 12 months. Of these, 27% were new.

Credits: Brie Hess (Barkley, SVP Media Planning) Jennifer Lawrence (Barkley, Media Planning Director) Bailey Kruger (Barkley, Senior Media Planner) Hunter Rojas (Barkley, SVP Data) Austin Pratt (Barkley, VP Performance) Zane Hallauer (Barkley, Associate Director of Performance) Shahzeb Arif (Barkley, Director Data Management and Measurement) David Piette (Barkley, VP Media Buying) Allison Johnson (Barkley, Media Buying Supervisor) Alec Tucker (Barkley, Media Buyer) Kate O'Rourke (Barkley, VP Media Buying) Vanessa Nwankwo (Barkley, Media Buying Director) Jackie Fitzgerald (Barkley, Senior Media Buyer)

Moderna was faced with introducing Spikevax amid challenges such as consumer COVID fatigue, reduced public engagement, and a rival brand’s celebrity-driven campaign with substantially greater funding. Coegi adopted a community-centric strategy, leveraging niche influencers in the highly regulated pharmaceutical sector. The result: over 503 million impressions, engagement rates exceeded targets by 484%, and Spikevax's market share jumped from 37% to 48%. Influencer content was linked to driving 24% of all U.S. vaccine conversions.

Credits: Monica Herschelman, Group Account Director, Coegi Colin Duft, Sr Account Director, Coegi Madeline Martodam, Account Supervisor, Coegi Hannah Nicolay, Sr Project Manager, Coegi Sophie Clement, Project Manager, Coegi Maggie Reznikoff, SVP Account Management, Open Influence Eddie Simon, VP Partnerships, Open Influence Bri Yackel, Account Director, Open Influence Alexandra Mathieu, VP Strategy & Creative, Open Influence Gem Garcin, Senior Creative Strategist, Open Influence

When much loved brand Doritos was challenged to be more adventurous and original, it leveraged the distinctive triangle shape to create disruptive ads in various domains. They transformed buildings, games, sports, fashion and music with triangles, collaborating with popular brands, celebrities and events. Their campaign reached millions of Gen Z fans through Snapchat, influencers and the Super Bowl, increasing their sales and reputation. They aimed to prove that Doritos is not just a snack, but a lifestyle.

Credits: Lead Creative Agency: Goodby Silverstein & Partners Chief Creative Officer: Margaret Johnson Executive Creative Director: Laura Petruccelli Creative Directors: Eamonn Dixon, Stefan Copiz, Ricardo Uribe Associate Creative Directors: Ricardo Matos, Otto Pajunk Art Director: Neha Guria Managing Partner: Brian McPherson Group Account Director: Chris Nilsen Account Director: Liza Chedrick Account Manager: Camille LeJeune Assistant Account Manager: Sara Young Partner, Head of Brand Strategy: Bonnie Wan Partner, Head of Communication Strategy: Christine Chen Group Communication Strategy Director: Caitlin Neelon Communication Strategy Director: Jacob Sperla Group Brand Strategist: Ralph Paone Brand Strategy Director: Cassidy Wilber Brand Strategist: Kelly Kikuchi Director of Production: Jim Haight Executive Producer: Sara Ward Agency Producer: Nick Miller Director of Business Affairs: Judy Ybarra Business Affairs Manager: Annie Holmgren Production: Masters & Savant EP: Roger Smythe Animation Director: Werner Burger Design & Animation: Albino Creations Sr Producer: Alise Antrobus Sr Producer: Justine Smollan Partner: Snapchat Senior Brand Strategist: Victoria Baldwin Hungry Man Director: Wayne McClammy Managing Director/Partner: Mino Jarjoura Head of Sales/Executive Producer: Dan Duffy Executive Producer/Producer: Rick Jarjoura Production Supervisor: Yuki Wakano Director of Photography: Dion Beebe Production Designer: Robb Buono Talent: Shakermaker President, Music, Entertainment & Culture: Emma Quigley Vice President, Music, Entertainment & Culture: Michael Monahan Direct Focus, Inc. President: Barry Rosen Primal House Music Supervisor: Levon Brousallian Post Production: The Den Editorial Senior Editor: Christjan Jordan Editor: Matthew Hilber Additional Editor: Pieter Viljoen Additional Editor: Andrew Leggett Assistant Editor: Jake Swartz Assistant Editor: Nic Watkins Assistant Editor: Laurence Thrush Assistant Editor: Ramon de Souza Executive Producer: Jennifer Mersis Head of Production: Kristina Thoegersen Producer: Jessica Davis Producer: Gigi May Lime Studios Sound Design and Mix: Joel Waters Audio Assistant: Collin Thomas Associate Producer: Cassie Underwood Executive Producer: Susie Boyajan The Mill VFX Creative Director: Oliver Caiden VFX Supervisor: Oliver Caiden Executive Producer: Hillary Thomas Producer: Mari Suarez 2D Lead Artist: Oliver Caiden 3D Lead Artist: Graeme Trunbul 2D Artist: Andy Roberts, Piotr Bednarczyk, Dipansu Halder, Venkata Siva Kumar Mannepalli, Svilen Aynadzhiev, Gangadharam Raja, Pradeep Kumar Rawat, Ragesh Ramachandran, Pravin Shamrao Ingale, Vivek Gopalrao Tekale, Mahesh M S, Sandeep VS, Kunal Dilip Bendke/Md Munaam Gazzal, Sanket Suresh Mhatre, Sagar Adivarekar, Mayur Chandrakant Kothawade, G Maniraj, Akhil Mohan, Vishvajeet Kocharekar, Vilas Kailas Khiradkar, Sudhir Balaram Jadhav, Rohit Dinkar Kale, Riddhi Sinha, Nitin Yashwant Thorat, Hrushikesh Kadu, Bhushan Sanjay Tawade, Arulraj Giriraj, Anilkumar Chauhan, Amara Gokul Sainath, Aditya Shrikant Salunkhe, Putta Mahesh, Dhundappa Kallappa Pattan, Sikandar Shaikh, Sagar Dasgaonkar, Ajay S Kumbhar, Ashish Bhanage, Anuj Pathania 3D Artist: Graeme Turnbull, Yang Wu, Biswajit Tarafed, Aritra Kumar Sarkar, Deepa Thapa, Sriker Balakrishnan, Elangovan ganeshan, Vinita Pawar, Smijumon, Vishwanathan, Neelam Ulhas Terdalkar, Mahesh M S, Nandhakumar S, Balendra Prajapati, Nishant Kumar, Govardhan B, Naveen Srinivasan, Sunku Ayusha, Biswajit H, Madivadnamtamil Paridy R, Balendra Prajapati, Ashutosh Shivdas, Amir Mehdri Kazimi, Srikar Balakrishnan, S Anashwara, Megha Minish Mehta, Garima Yadav, Kiran Jitendra patel, Vishwajeet Sideshwar Nandagawle, Smijumon Viswanathan, Sushant Lavhande, Gorla Rakesh Finish Artist: Alex Postelnicu Matte Painting: Itai Muller, Henrik Holmberg Designers: Greg Park Motion Graphics: Tiffany Shen Project Manager: Abhinav Sharda Production Coordinator: Ekta Joshi Bangalore Associate Production Manager: Utkarsha Chittaranjan Wairkar Bangalore Production Coordinator: Vinita Pawar, Shubham Gajare, Mohit Bhomia Color Colorist: Paul Yacomo Color Producer: Denise Brown Color Assist: Jacob Suffern, Frederick Agyemang, Alexandra Makarenko Media: OMD Group Media Director, Integrated Media Planning: Kim Forrester Senior Director, Digital Activation: John Gibson Director, Digital Activation: Kelly Ward Associate Director, Integrated Media Planning: Josie Stadler Associate Director, Digital Activation: Molly Graham Manager Integrated Media Planning: Claudia Lee Associate Manager, Digital Activation: Natalie Diclementi Senior Associate, Integrated Media Planning: Karen Daly Senior Associate, Digital Activation: Sydney Malkin Associate, Integrated Media Planning: Ava Albanese Associate, Digital Activation: Ainslee Harrison PR: Ketchum Vice President, Group Manager: Travis Culver Vice President: Brooke Brandenborg Managing Account Supervisor: Natalie Houck-Meloni Account Supervisor: Kelsey Kolisek Additional Companies: The Marketing Arm Vice President, Account Service: Lauren Sears Account Supervisor: Morgan Bridges Director, Digital Production: Monty Lack Director, Gaming: Sami Barnett Director, Consumer Strategy: Niko Pappas Creative Director: Mason Viera TMA’s Decentraland Development Partner: NYXL D3 Social: D3 Senior Associate Social Director: Erin (McCarthy) Higgins Social Strategist: Carson Bursey Motive Senior Vice President, Group Account Director: Hillary Miller Senior Vice President, Executive Creative Director: Chris Reinhard Senior Vice President, Executive Creative Director: Spencer Trierweiler Group Account Director: Jonathan Walan Account Supervisor: Alexandra Ridley Monsoon Entertainment Owner: Danielle Vadai Client Team: Frito-Lay CEO FLNA: Steven Williams Chief Marketing Officer FLNA: Brett O'Brien SVP Brand Marketing, Frito-Lay – Stacy Taffet Doritos Senior Marketing Director – Caio Correa, Courtney Larson External Communications Senior Director – Dan Cohen Doritos Marketing Director – Robert Zmitrewicz, Briana Soria, Marlowe Williams External Communications Director – Ashley Capps Associate Manager, Brand Communications: Lindsey Smith Doritos Marketing Manager – Matthew Saegert, Katherine Guarino, McCallen Moser, Tyler Melville Director, Strategic Insights: Brodie Dunn Internal Communications Manager – Jillian Emens Senior Marketing Analyst – Jonny Goldenberg Social Strategist – Carson Bursey Community Manager – Kyle Davis Account Executive – Emily Rule Senior Director Media: Amanda Corral Senior Director TM/Legal: Jeanette Zimmer Senior Director Corporate Legal: Charlie Boehler

SYMTUZA®, a prescription HIV treatment by Johnson & Johnson, addressed the overlooked question of life after testing positive. Together with UM, they challenged the stigma and exclusion faced by LGBTQIA+ and BIPOC communities, who comprise most of the new cases. They partnered with diverse social influencers and brand advocates who shared their passions, perspectives, and empathy beyond their condition. The campaign used organic posts and lookalike segments to reach more people and spark conversations. It achieved high engagement, site traffic, and impressions, becoming the first of its kind for J&J and Instagram Reels.

Credits: Brand Credits: • Abbie Bella Jaro, Product Director, Janssen IDV • Sue Bottone, Group Product Director, Janssen IDV Agency Credits: • Johanna Onorato, VP Director, Planning, The Practice at J3 • Adrienne Darcey, SVP Managing Director, Planning, The Practice at J3 • Erin Druckenmiller, VP, Content Director, Mediabrands Content Studios • Nicole Santagata, VP, Content Director, Mediabrands Content Studios • Will Temple, Director, Mediabrands Content Studios • Eric Stein, Associate Director, Mediabrands Content Studio • Erinn Greene, Senior Associate, Mediabrands Content Studios • James DeBarros, Group Creative Director, Mediabrands Content Studios • Dylan Travis, Creative Director, Mediabrands Content Studios • Mike Edgell, Creative Director, Mediabrands Content Studio • Jennifer Vigdor, SVP Talent, Mediabrands Content Studios • Megan Urgiles, Director Talent, Mediabrands Content Studios • Alina Fayer, Director Paid Social, Reprise • Alicia Calderon, SVP Production, Mediabrands Content Studio • Sean Newhouse, Producer, Mediabrands Content Studio • Nikky Allison, Producer, Mediabrands Content Studio

Looking to stand out in a crowded market, raw food brand Stella & Chewy’s asked Exverus Media to create a media strategy to connect with its target audience of highly-devoted millennial pet parents. Exervus developed a new tool for pet connection with “Look of Raw Love” mobile AR pet selfies. To ensure it reached the right audience, the agency utilized its trade desk to specifically target active, optimistic millenial pet parents – gaining the brand 7% engagement, building 2 points in awareness, and establishing it as a category competitor.

Credits: Tasha Day, VP of Media Strategy, Exverus Media Anna Elema, Media Director, Exverus Media Tedi Todorova, Senior Media Planner, Exverus Media Anna Acuna, Media Planner, Exverus Media Gio Chao, Assistant Media Planner, Exverus Media Sean Edwards, Associate Programmatic Director, Exverus Media Aaron Silva, Associate Director of Ad Operations, Exverus Media Charles Lai, Director of Analytics, Exverus Media Jack Win, Head of Operations, Exverus Media Talia Arnold, Managing Director, Exverus Media William Durrant, President, Exverus Media

Frito-Lay hacked its way into the World Cup with a new media “placement” when it tasked Goodby Silverstein & Partners to establish a relationship with U.S. soccer fans. The FIFA World Cup became the opportunity, but unlike other televised sports with ads throughout the games, soccer has only one commercial break at halftime. Soccer lacks in commercial breaks, but makes up for in penalty cards. The brand used these pauses in the game, when consumers looked at their phones, to introduce Snack Cards, an activation that turned yellow or red penalty card into a chance to win a free bag of LAY’S (yellow cards) or Nacho Cheese Doritos (red cards).Sports fans were targeted on Instagram in real time whenever a card was pulled and let them know their free bag was waiting. The brand delivered 93 million impressions, with 224 cards pulled during the World Cup.

Credits: Client SVP of Marketing: Tina Mahal Marketing Director: Leticia Barabba Sr. Marketing Manager: Naeem Hassen Director of Marketing: James Wade Agency Creative Chief Creative Officer: Margaret Johnson Creative Director: Eamonn Dixon, Stefan Copiz Art Director: Maria Sousa Machado, Guille Aliaga Copywriter: Claire Stokes, Belen Russomanno Design Design Director: Tana Cieciora Designer: Tana Cieciora Account Services Group Account Director: Chris Nilsen Account Director: McKenzie Badger Account Manager: Daney Ramirez Assistant Account Manager: Caleb Mahlungulu Brand and Communication Strategy Partner, Head of Brand Strategy: Bonnie Wan Partner, Head of Communication Strategy: Christine Chen Director of Communications Strategy: Jacob Sperla Production Head of Production: Jim Haight Executive Producer: Sara Ward Agency Producer: Jackie Kelly Business Affairs Director of Business Affairs: Judy Ybarra Business Affairs Manager: Howie Mapson Production Company Company Name: The Mill Production Company City: New York City Creative Director: Jeffrey Dates Director of Photography: Mike Girandola Executive Producer: Moira Mahoney Producer: Sarah Brennan-Athas Content Producer: Cameron Sczempka Live Action Content Coordinator: Montana Drummond Editorial Company Company Name: The Mill Editing Company City: Los Angeles Editor: Ryan Burbank Executive Producer: Moira Mahoney VFX Company Company name: The Mill VFX Supervisor: Chris Bedrosian Shoot Supervisor: Kieran Hanrahan VFX Producer: Sarah Brennan-Athas Colorists: Logan Highlen, Frederick Agyemang Color Producer: Jackson Winkler Color Assists: Baptiste Carara & Erwin Pasia VFX Lead 2D Artist: Kieran Hanrahan 2D Comp Artists: Kai Chun Tsai, Andres Arias Gomez 2D Roto & Matchmove Artists: Dinesh Kumar Yadav, Ganji Ravi Kumar, Pushpendra Singh Bhadauriya, Rabia Khatun, Anirudh Krishna Kurve, Avaneetharan Karuppasamy, Mubin Munaf Qureshi, Vedant Jagdish Mutrak, Vijay Bapu Chavan, Sagar Adivarekar, Suhas Sitaram Jadhav CG Lead: Chris Bedrosian CG Asset Artists: Karthikeyan M, Sanju S CG Crowd Artist: Freddy Parra CG FX Artists: Gleaces Juvilian, Kamaljeet Singh, Manik Suvedi, Poornima Rao, CG Lighting Artists: Shivam Dwivedi, Avinash Kumar, Sujith Sasankan CG Generalist Artists: Aditya Jaiswal, Hari Om Sharma Design & AE Animation: Greg Park, Anastasia Skrebneva, Greg Rubner Audio and Sound Design Company Company name: E-level Sound Design Company City: San Francisco Sound Designers: Nicholas Dematteo Audio Engineer: Nicholas Dematteo Executive Producer: Joshua Brown Music: APM Music Mix: Nicholas Dematteo Stills Retoucher: Sam Nordemann Agency: Genesco Vice President of Client Consulting: Laura Sipes Assistant Account Manager: Alea Hyatt Director of Engagement: Jodi Richer Manager of Engagement: Audra Kraby Lead Web Developer: Austin Henry FOR DIGITAL: (INTERNAL) Client Name:Pepsi Co Brand: Frito-Lay Name of Ad: World Cup Snack Cards Air Date: 11/29 Co-Chairmen: Jeff Goodby and Rich Silverstein Chief Creative Officer: Margaret Johnson Creative Director: Eamonn Dixon, Stefan Copiz Copywriter: Claire Stokes, Belen Russomanno Art Director: Maria Sousa Machado, Guille Aliaga Executive Producer: Sara Ward Social Producer: Jackie Kelly Group Account Director: Chris Nilsen Account Director: McKenzie Badger Account Manager: Daney Ramirez Assistant Account Manager: Caleb Mahlungulu Communication Strategy Director: Jacob Sperla Business Lead: Howie Mapson

In 2023, Netflix launched a reality show version of the most watched Netflix series, Squid Game: The Challenge. Mediahub was tasked to make fans eager to watch real people play for $4.56 million without dying. They used Uber, Bleacher Report, DraftKings, digital screens, red tracksuits, and red light green light doll to promote the show and its fiction-reality contrast. The campaign exceeded the benchmarks. Squid Game: The Challenge revived the original drama, and generated 1 million social mentions.

Credits: Netflix ● Full Name: Michael Rossetti ● Job Title: Director, US Media, Series and Non-Fiction ● Company: Netflix ● Full Name: Aivy Nguyen ● Job Title: Manager, US Media, Series ● Company: Netflix ● Full Name: Giselle Anzalone ● Job Title: Director, Marketing ● Company: Netflix ● Full Name: Maggie Dawson ● Job Title: Marketing Operations ● Company: Netflix ● Full Name: Heather Haynes ● Job Title: Marketing ● Company: Netflix ● Full Name: Melinda Okoye ● Job Title: Marketing Innovation & Production ● Company: Netflix ● Full Name: Andreina Poveda ● Job Title: Marketing ● Company: Netflix Mediahub ● Full Name: Laura Kelly ● Job Title: SVP Group Media Director ● Company: Mediahub ● Full Name: Sara Hilgendorf ● Job Title: VP Media Director ● Company: Mediahub ● Full Name: Vanessa Hughes ● Job Title: Associate Media Director ● Company: Mediahub ● Full Name: Peri Oppenheimer ● Job Title: Senior Media Planner ● Company: Mediahub ● Full Name: Skylar Britt ● Job Title: Media Planner ● Company: Mediahub ● Full Name: Laurel Boyd ● Job Title: Chief Creative Media Officer, R+D Lab ● Company: Mediahub ● Full Name: Simeon Edmunds ● Job Title: SVP Creative Director, R+D Lab ● Company: Mediahub ● Full Name: Alexis Westin ● Job Title: Associate Director, Creative Media, R+D Lab ● Company: Mediahub ● Full Name: Madison Brinser ● Job Title: Senior Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Rhianna Jones ● Job Title: Senior Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Lacey Nein ● Job Title: Creative Technologist, R+D Lab ● Company: Mediahub ● Full Name: Brenda Barniga ● Job Title: Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Larry Hester ● Job Title: Associate Media Creative, R+D Lab ● Company: Mediahub ● Full Name: Madee Lwin ● Job Title: Associate Media Creative, R+D Lab ● Company: Mediahub

Exer Urgent Care faced declining patient visits and revenue after the COVID-19 pandemic, and looked for a way to make its clinics top of mind when people needed help. Vuja Dé Digital implemented several data strategies to match location facilities with those looking for help. Micro signals like website visits and virtual care sign-ups were used as proxies. Media mix modeling allowed the agency to correlate marketing investments with offline patient revenue and calculate the significant lifetime value of acquired patients. The campaign produced 8X return on ad spend, $14 million in marketing-driven revenue; 17,000 incremental patient visits attributed to the media campaigns, an increase in patient traffic to Exer Urgent Care clinics.

Credits: Todd Juneau, Co-Founder Kelly Maguire, Head of Strategy, Co-Founder Tim Griffin, Director of Business Intelligence and Analytics Bijan Malaklou, Sr. Director of Social Lisa Worman, Sr. Director of Search Bruno Braga, Director of Programmatic Rob Rivera, Associate Director, Analytics Lisa Overman, Director of Marketing (Exer Urgent Care)

GE announced its separation into three independent companies (aerospace, energy, healthcare ) with an audacious move: a cover-to-cover ad takeover of an entire edition of the New York Times, a first in the paper’s history. Elements included a cover wrap, ad placements that explained the transformation, and interactive “focus breaks.” Campaign also took over the Times digital homepage and “The Daily” podcast. Results: outperformed Kantar’s B2B benchmarks 239%; 100 million+ press impressions; 57% average increase in brand familiarity for all three companies.

Credits: GE: Linda Boff, Chief Marketing Officer Zara Mirza, Chief Brand Officer Megan Newhouse, Deputy Chief Communications Officer Nadia Malik, Sr. Director, Brand Marketing Micah Stockett, Sr. Director, External Communications GIANT SPOON: Laura Correnti, Partner Brooke Reno, Executive Media Director Joey Goulart, Media Director Darah Rifkin, VP, Agency Business & Operations Kaitlyn Doyle, Associate Media Director Grace Ahonen, Junior Media Strategist NEW YORK TIMES ADVERTISING/T BRAND: Vida M Cornelious, Vice President, Creative Rob Scudder, Head of Industry Lexa Crowley Gottlieb, Client Lead Danielle Betras, Head of Partnerships Adam Okrasinski, Director, Creative & Creative Tech Nathan Reese, Creative Director Nicole Marie Rincon, Design Director Harry Bradford, Editorial Director Kris Taifalos, Art Director Garrett Traya, Art Director Lauren Zoltick-Smith, Associate Director, Program Management Caroline Bales, Senior Program Manager Yinersi Gonzales, Senior Designer Hannah Ahn, Designer Nina Wescott, Designer Jack Eiselt, Copywriter Mike Nulty, Director, Advertising Revenue and Reporting Ada Chen, Content Producer Manuel Somoza, Photo Producer PrePress and Print Operations teams at College Point, 620, and across the country

To support its “Long Live the Lazy” campaign, La-Z-Boy dug deep into America’s psyche to reveal an ultimate truth: Canceling plans and staying home is one of life’s biggest satisfactions. After it learned that JOMO (the joy of missing out) was racking up love on Instagram and TikTok, it turned a recliner into a Decliner. Powered by AI, the chair generated clever ways to say no to income text invitations. The Decliner generated 1.1 billion impressions, 96,000 social engagements and a 50% increase in sales the first weekend.

Credits: Christine Fruechte, Chief Executive Officer, Colle McVoy; Jessica Henrichs, President, Colle McVoy; Ciro Sarmiento, Chief Creative Officer, Colle McVoy; Steve Knapp, Managing Director, Media and Data Science, Colle McVoy; Heather Lee, VP, Group Media Director, Colle McVoy; Gil Muinos, Executive Creative Director, Colle McVoy; Katie Hartman, SVP, Group Account Director, Colle McVoy; Diana Quenomoen, VP, Group Design Director, 10 Thousand Design; Zach DeBlaey, Creative Director, Colle McVoy; Braden Lee, Creative Director, Colle McVoy; Ed Diaz, Senior Art Director, Colle McVoy; Kassi Ferry, Art Director, Colle McVoy; Dave Fransen, SVP, Exponent; Andrew Miller, VP, Group Earned Creative & Media Relations, Exponent; Sara Robino, Account Director, Exponent; Laurel Osman, SVP, Integrated Production, Colle McVoy; Colin Travis, Senior Creative Technologist, Colle McVoy; Nate Miller, Senior Motion Designer & Editor, Colle McVoy; Eric Chan, Senior Video Editor, Colle McVoy; Ann Panian, Senior Project Manager, Colle McVoy; Christy Hoskins, VP, Chief Marketing Officer, La-Z-Boy Incorporated; Stephanie Padden, Senior Director of Consumer Marketing, La-Z-Boy Incorporated; Theresa Fenner, Director of Integrated Media Strategy, La-Z-Boy Incorporated; Gail Bruce, Creative Operations Director and Team Lead, La-Z-Boy Incorporated; Nicolina Johnson, National Marketing Manager, La-Z-Boy Incorporated;

Grimace’s Birthday helped to bring the magic of McDonald’s Birthday Parties to a new generation via an attention-grabbing, culture-driving month of celebration with innovative and creative social media at its core. Starcom’s plan took a memory rooted in the physical restaurant and evolved it for the digital age making the experience something everyone, everywhere could make their own. The result built long-term brand love with the restaurant’s future growth audience, drove tremendous traffic into restaurants and delivered immediate business impact.

Credits: Maria Zavala, Media Manager, McDonald's; Sonia Morales, VP Director, Starcom; Kevin Beaudry, Director Social Investment, Starcom; Nicole Insignares, Assoc. Director, Starcom; Elisa Schmidt, Assoc. Director, Starcom; Maureen Zwilling, Assoc. Director, Starcom; Brandon Henderson, Chief Creative Office, Wieden + Kennedy NY; Marques Gartrell, Chief Creative Officer, Wieden + Kennedy NY; Jiah Choi, President, Wieden + Kennedy NY; Brandon Pracht, Managing Director, Wieden + Kennedy NY; Chane Rennie, Brand Strategy Director, Wieden + Kennedy NY; Melvin Lewis, EVP and Business Lead, Burrell; Susan Neeley, Account Supervisor, Burrell; Evan Moody, SVP Client Director, Canvas Worldwide; Michael Lai, Group Media Director, Admerasia; Carlee Schafer, VP Executive Account Director, Golin; Meghan Mahoney, Director Earned Media, Golin

The pharmacy Farmacia Carol and agency OMD used baseball to show Dominican men the “game of their lives is in their hands.” By delaying a professional baseball game because "there were no balls in good condition” to use it explained health issues around testicular cancer. Unusable balls meant the game could not go on. After the announcement of the delay blew-up on social media, the group announced the stunt in the 4th inning. The campaign supported self-examine videos, live sports, and more. The message of prevention reached about 447k on TV, 5.3m impressions, and 427k interactions.

Credits: Ana Valdivieso, Head Storyteller, Pagés BBDO Miguel Peña Zambrano, Executive Creative Director, Pagés BBDO Marino Peña, Executive Creative Director, Pagés BBDO Freddy Calero, Graphic Designer, Pagés BBDO Walter González, Motion Graphic Designer, Pagés BBDO Jenny Mella, Brand Asset Director, Pagés BBDO Francesco Abbatescianni, Executive Strategy Director, Pagés BBDO Luis León, Contact Architect, Pagés BBDO Belkis de la Cruz, Executive Strategy Director, Pagés BBDO Dalia Batista, Producer, Pagés BBDO Glenys Peña, Producer, Pagés BBDO Naly Sanción, Community Manager, Pagés BBDO Manuela Dolores, Media Coordinator, Pagés BBDO Maryie Reyna, Contact Architect, Pagés BBDO Elisa López, Production Director, Pagés BBDO Luzmarie Brito, Brand Asset Manager, Pagés BBDO Arlet Rodríguez, Brand Asset Coordinator, Pagés BBDO Carlos Núñez, Head Storyteller, Pagés BBDO

It’s a sad fact, but we all know there are people in every community who use drugs. And drugs unfortunately don’t discriminate – it could be your parent, a friend or even your own child. And who wouldn’t want them to use drugs as safely as possible (if they’re going to use them) and have those around them have the tools and know-how to save them, should they overdose?! With that the goal to educate Arizonans and re-shape attitudes towards harm reduction offerings that can save lives, the state of Arizona’s Health Care Cost Containment System (AHCCCS – pronounced ACCESS), set out to create a new program via out-of-home and digital primarily that was a bit different from their usual Medicaid program. The ‘Use Safer AZ’ campaign drove over 55% more harm reduction kit requests than prior campaigns conducted by other agencies. The <$1 million budget netted just shy of 200 million impressions, and negotiations extended the paid dollars by one-third with value added. Yes, the “Use Safer AZ” message is a rather taboo subject, but one that’s too important not to talk about. And hopefully save lives in the process.

Credits: -Fletcher Whitwell – Chief Media & Publishing Officer, R&R Partners -Emmarose Terry – VP, Media & Publishing, R&R Partners -Jennifer Harlan – Media Strategy Director, R&R Partners -Rebecca Rison – Media Strategy Supervisor, R&R Partners -Alison Morales – Programmatic Specialist, R&R Partners -Miriam Swofford - Corporate Director of Brand Client Partnerships, R&R Partners -Greg King - Creative Director, R&R Partners -Julie Shanahan - Creative Director, R&R Partners -Sydney Crabtree - Sr. Designer, R&R Partners -Danita Collazo - Content Production Supervisor, R&R Partners