MediaPost - OMMA Awards

Excellence in Online Advertising

Advanced TV: The Sound of Alignment by Prophecy and Neuberger for Neuberger
To highlight Neuberger's strongest competitive advantage - how it aligns its expertise and ambition with client goals - in its brand platform, Prophecy teamed with COFFEE Labs to give Neuberger a unique brand voice, introduce its new platform and show that creatively driven TV can deliver measurable business impact. The campaign across TV, CTV and digital video featured three advanced TV films, transforming strategic business ideas into an impactful experience and enabling its audience to experience alignment through visual language and storytelling.
Affiliated Agency: Prophecy, Strategic Branding Agency and COFFEE Labs, Production Partner
Credits: Neil Goklani, Partner & Head of Prophecy, Prophecy Anne Swan, CCO, Prophecy Jen LaFiura, General Manager, Prophecy Troy Gary, SVP, Brand Strategy, Prophecy Josh Aiello, Head of Creative Content, Prophecy Boris Poletaev, Director of Visualization, Prophecy Ji Park, Design Director, Prophecy Ray Chang, VP, Client Relations, Prophecy Abby Lister, Account Executive, Prophecy Andrew Komaroff, Neuberger Henry Detering, Neuberger John Aguilar, Neuberger Barry Abrams, Neubuerger Kirti Naik, Neuberger Eleanor Kelley, Neuberger Tess Gould, Neuberger Marybeth Kearns, Neuberger Gabrielle San Giovanni, Neuberger Catherine Donne, Neuberger Al Silvestri, COFFEE Labs Greg Yates, COFFEE Labs Dasha Battelle, COFFEE Labs Kelly Paschall, COFFEE Labs Austin Siegel, COFFEE Labs; Game Day Domination: H&R Block Owns the Super Bowl Build-Up with LG Ad Solutions by LG Ad Solutions for H&R Block
Dominating the pre-game moment, H&R Block and LG Ad Solutions achieved Super Bowl impact without paying for in-game placement. Featuring a 100% share-of-voice "Super Bowl Roadblock" and dynamic Carousel Unit with a 15-second video viewers could expand to a full-screen 30-second spot, the campaign reached 7.62 million unique households, driving a 18.9% point purchase-intent increase and 11.4% point brand-consideration lift - showing how brands can own major cultural moments through advanced TV.
Affiliated Agency: VaynerMedia
Credits: Andrew Martinson, Senior Marketing Manager, Media & Strategy, H&R Block Dan McBryan, Sales Director, Strategic Sales, LG Ad Solutions Drew Hickland, Senior Account Manager, LG Ad Solutions Jordan Bilfeld, Director, Video Activation, VaynerMedia Nikki Sarraga, VP, Video Activation, VaynerMedia Hugh Scallon, SVP, Video Activation, VaynerMedia; Cortisol in Control: Precision Data-Driven CTV for Rare Disease Education by EVERSANA INTOUCH for Corcept Therapeutics, Incorporated
To drive clinical patient action, identify and reach patients, and increase screening for and treatment of undiagnosed hypercortisolism, Corcept Therapeutics developed a data-driven CTV strategy. The campaign used precise targeting across CTV, branded channels, digital and search with inventory across top-tier streamers to deliver 11.5 million impressions and reach 848,000 verified patients, with CPMs 15% to 35% lower than pharma industry benchmarks. CTV drove 3,597 verified doctor visits among patients exposed to the campaign in 2026.
Affiliated Agency: EVERSANA INTOUCH
Credits: • Myles Lawless, Sr. Director, Digital & Omnichannel Marketing, Corcept Therapeutics • Petra Nelson, Director, Digital & Omnichannel Marketing, Corcept Therapeutics • Elizabeth Whitcher, Associate Director, Marketing, Corcept Therapeutics • EVERSANA INTOUCH

Artificial Intelligence: The Prediction Pit: Guac Becomes a Second-Screen Ritual by 270B for Avocados From Mexico
Avocados From Mexico during Super Bowl Sunday ran a marketing campaign created by digital agency 270B called "The Prediction Pit." Real-time live football data powered the AI's predictions experience. The campaign brought to life an “oracle” through an AI-generated avatar of actor Rob Riggle. It was built using 15 minutes of footage along with live predictive data, and continuously updated, personalizing game predictions alongside team-inspired guac recipes. The campaign contributed to a 20% increase in avocado imports in the month leading up the game. Fans spent an average of nine minutes on the site, created nearly two million pageviews, and 564 million earned impressions across 100 major media features.
Credits: Kristian Bottini, CEO, 270B Lynn Bossange, Creative Director, 270B Chantal Sagnes, Managing Director, 270B Rafaela Prada, Art Director, 270B Corey Austin, Creative Technologist, 270B Kagan Baker, Account Director, 270B Kyle Knox, Associate Director of Digital Marketing, Avocados From Mexico; Recovering Profitability with Rapid Experimentation by NetElixir for Big Dee's Tack & Vet Supply
Big Dee's Tack & Vet Supply ended Q1 2026 with year-over-year gross sales down despite a 27% increase in marketing spend, showing platform automation alone had reached its limits. The retailer worked with NetElixir, and in March agreed to integrate first-party data signals such as geography, products, and churn risk to strengthen Google’s automated bidding platform. Five of six tests the retailer ran beat the automated system, which increased orders by 26% for just 7% more cost. It also delivered an 8.3x return on ad spend. The strategy turned an unprofitable quarter into the company’s strongest performance of the year.
Affiliated Agency: NetElixir - eCommerce Growth Partner + Paid Media Management
Credits: Robert Graham - Associate Director, Client Strategy - NetElixir Gopi Krishna Bettam - Associate Director, Ad Operations - NetElixir Balram P H - Operations Manager - NetElixir Jena Ianiro - Marketing Manager - Big Dee's Tack & Vet Supply Christie Ferrara - Business Systems Specialist - Big Dee's Tack & Vet Supply McKenzie Miavitz - Social Media and Digital Content Specialist - Big Dee's Tack & Vet Supply Jessica Roslan - Business Systems Manager - Big Dee's Tack & Vet Supply; Nestlé Boosts Personalization and Efficiency with AI‑Driven Customer Insights by Treasure AI for Nestle
Treasure AI unified Nestle’s fragmented website, CRM, purchase, and campaign data into shared customer profiles. Previously, Nestle could not tell if someone who bought a KitKat also purchased baby food. In Brazil, this consolidation expanded campaign reach from 64,000 people to more than 9 million, increased engagement by 140%, and retained 36% of at-risk customers. In Mexico, unified data raised CRM click-through rates by 71%, reduced cost per lead by 49%, achieved 132% of the new-contact target, and generated $4.9 million in media and CRM savings plus $2.3 million in operational efficiencies.
Affiliated Agency: N/A
Credits: Rafael Flores, CPO and CGO, Treasure AI Miriam Mendoza, Director of Communications and Media, Nestlé Mexico Daniela Marques — Head of Consumer Engagement, Nestlé Brasil

Content Marketing Campaign: From Stage to Sip: McDonald’s Turns Music Content into Beverage Demand by ADMERASIA for McDonald’s
To launch its beverage platform among Asian American Gen Z, McDonald's partnered with iQIYI's AAPI Summer Concert, weaving beverages into original performances, backstage rituals and interviews from five artists—making products feel native, not scripted. A cross-platform hub extended reach with exclusive content and a direct path to ordering. Music fans loved it, with engagement hitting 1.8x the benchmark, content completion 1.9x, click-through 1.9x, and store-visit lift 1.7x the benchmark—proving cultural integration can drive real restaurant traffic.
Credits: Bess Cades, Director, Media Investment, McDonald’s Jamie Krinsky, Director, Go to Market Media, McDonald’s Ashley Hegan, Manager, Media Strategy, McDonald’s Doris Huang, Managing Partner, ADMERASIA Michael Lai, VP, Media Services, ADMERASIA Karena Chu, Senior Media Director, ADMERASIA Charles Chang, Associate Director, Media Strategy & Investment, ADMERASIA Alex Nguyen, Media Supervisor, ADMERASIA Alicia Zhang, Senior Media Specialist, ADMERASIA Agnes Millenia, Media Specialist, ADMERASIA; Audible Presents: Gil of Exhaustion by Live The Agency for Audible Brazil
How do you sell wellness without adding to the burnout? Audible skipped the productivity-and-balance clichés and instead turned Gil of Vigor—one of Brazil's most energetic personalities—into "Gil of Exhaustion," quietly changing his Instagram handle before revealing any brand connection. Curiosity did the work: the campaign spread through content exploring everyday pressure and burnout, humor included, and generated 90+ million impressions (61% organic), 82% of Audible's annual engagement in under two weeks, and a 133% jump in brand searches.
Affiliated Agency: Arizona, production partner Triple A Produção / Crossmedia Ltda., production partner
Credits: Vivian Arias, Creative Director, Audible Renata Gasperoni, Director of Brand & Content Marketing, Audible Rita Cunha, Public Relations, Audible Jessica Street, Brand and Content Marketing Manager, Audible Gilberto Vares, Media Manager, Audible Leonardo Neumann, Director of Original Content, Audible Adriana Alcântara, General Director, Audible Brazil Fernando Schaer, Audio Production Specialist, Audible Aline Rossin, CEO, Live The Agency Isabella Pipitone, Executive Creative Director, Live The Agency Thais Zimmer, Creative Manager, Live The Agency Caroline Araújo, Art Director, Live The Agency Thomaz Ballverdu, Senior Copywriter, Live The Agency Lucas Polato, VP Connection & Performance, Live The Agency Duda Monteiro, Production and Projects Manager, Live The Agency Isabella Cândido, Senior Producer, Live The Agency Fernanda Brandão, Insights Coordinator, Live The Agency Thiago Guimarães, Data Insights, Live The Agency Fernanda Kraemer, Strategy Director, Live The Agency Gisele Ferreira, Planning Supervisor, Live The Agency Daniel Bontempo, Director, Arizona Alessandra Lepiani, Executive Producer, Arizona Marcelo Hack, Executive Director, Arizona Luciana Ramos, Head of Production, Arizona Mariana Garcia, Account Manager, Arizona; Drivin' Dirty by Jellyfish for BISSELL
Bissell wanted to make its low-interest portable deep clean category relevant to skeptical, creator-obsessed Gen Z audiences with "Drivin' Dirty," a social-first series starring creator Bloody Osiris. He transforms filthy car interiors into chaotic, funny, satisfying entertainment—no product claims needed. Built for TikTok, Reels and Shorts and amplified across CTV, video, audio and DOOH, the campaign turned product performance into shareable content. Impact: stronger Gen Z relevance, increased category consideration, and proof entertainment-first marketing drives real commercial growth.
Affiliated Agency: Gynmasium (production partner)
Credits: Chris Kimbrell, VP Client Management, Jellyfish Karen Bennett, Managing Director, Jellyfish Lisa Weinstein, VP Client Management, Jellyfish John Dawson, VP Strategy, Jellyfish Cecilia Lung, Paid Social Director, Jellyfish Ian Ritter, Programmatic Director, Jellyfish Taku Uyeda, Senior Paid Social Manager, Jellyfish Hannah Maxwell, Senior Programmatic Manager, Jellyfish Rene Barnard, Account Manager, Jellyfish Adam Faze, CEO/Founder, Gymnasium + Team

Content Marketing: Single Execution: Realtor.com x Netflix The Boroughs by Realtor.com for Netflix
To generate buzz and awareness for its otherworldly new sci-fi series "The Boroughs," Netflix teamed with Realtor.com for a high-impact content-marketing campaign. A native, interactive disruption of the real estate browsing experience brought the shadow of a monster's hand and static to a home listing page customized with supernatural elements that reloaded to play the series trailer, turning standard browsing into an immersive campaign moment and driving engagement that surpassed benchmarks and increased time spent.
Affiliated Agency: Mediahub
Credits: Ramsey Taha, Media Supervisor, Mediahub Simi Sodipe, Assistant Media Planner, Mediahub Samantha Hernandez, Sr. Media Planner, Mediahub Sophie Turner, VP Media Director, Mediahub Laura Kelly, Managing Director, Entertainment, Mediahub Hayley Henderson, SVP Client Lead, Mediahub Thankam Thomas, Sr. Media Manager, Netflix Irene Wisniewski, Coordinator, UCAN Series Marketing, Netflix Ali Feinstein, Director, UCAN Series Marketing, Netflix Demetrius Pace, Digital Producer, Netflix Annalise Mantz Lowenstein, Senior Creative Branded Content Manager, Realtor.com Chris Phillips, VP, Brand Content Sales, Realtor.com Kristina Hacker, Sr. Manager, Media Go-To-Market, Realtor.com Jennie Nguyen, Sr. Media Pre-Sales Marketing Manager, Realtor.com Peter Dellegrazie, National Account Executive, Media, Realtor.com Eileen Davis, Media Solutions Account Manager, Realtor.com Rebecca Hoskins, Freelance Designer, Realtor.com; Realtor.com x Mortgage Matchup by Realtor.com for Mortgage Matchup
To dispel mortgage misconceptions and myths and inform and educate prospective buyers, Mortgage Matchup partnered with Realtor.com for an interactive campaign featuring branded content. To drive engagement and qualified site traffic, they developed a quiz to test users' knowledge of mortgages and prepare them for the next step - contacting a Mortgage Matchup home loan expert. Within the first two months, the campaign drove an engagement rate of 10x the benchmark and a click-through rate of 6x the benchmark.
Affiliated Agency: N/A
Credits: Nicole Roberts, Team Leader, Communications & Media, United Wholesale Mortgage Nick Sullivan, Media Planner & Buyer III, United Wholesale Mortgage Ashley Romero, Team Leader, Marketing, United Wholesale Mortgage Bridget McKinely, VP, Digital Marketing, United Wholesale Mortgage Lauren Miller, SVP, Marketing, United Wholesale Mortgage Abby Carravallah, Marketing Strategist II, United Wholesale Mortgage Annalise Mantz Lowenstein, Senior Creative Branded Content Manager, Realtor.com Chris Phillips, VP, Brand Content Sales, Realtor.com April Buschur, Senior Account Director, Advertising Sales and Partnerships, Realtor.com Pearse Leonard, Customer Account Manager, Staff, Realtor.com Ariel O'Sullivan, Customer Account Manager, Staff, Realtor.com Kelly Millington, Freelance Designer, Realtor.com; Feeding the Fandom by The Many for Panda Express
Panda Express became part of how fans experience album releases, partnering with Genius to create brand connections and discovery within a cultural context. For two Taylor Swift and Harry Styles releases, Panda treated each artist as its own community, connecting menu offerings with each artist's visual aesthetics, cultural moments and lyrical fan cues. By tailoring content to each community, the custom takeovers drove a +4.2 lift in Brand Consideration and a +0.9 lift in Brand Preference.
Affiliated Agency: Opinionated (Creative, Taylor Swift execution)
Credits: Quintin Debley, Associate Media Planner, The Many June Park, Senior Media Planner, The Many Christian Pettinelli, Associate Media Director, The Many Nicole Reinertsen, Media Director, The Many Crystal Chou, Group Media Director, The Many Jacq Quinton, Senior Art Director, The Many Landon Groves, Senior Copywriter, The Many Jeremiah Wassom, Group Creative Director, The Many Alli Adamonis, Group Brand Director, The Many Hayley Gubala, Director of PM and Resource Management, The Many Joe Kim, Senior Brand Marketing Manager, Panda Restaurant Group Diana Huang, Senior Brand Marketing Manager, Panda Restaurant Group

Contest/Promotion/Sweepstakes: Later x Kepler x Five Below: Operation Golden Dumpling by Later for Five Below
With the launch of the Golden Ticket Dumpling Series, Five Below turned a standard product drop into a viral obsession. Fans searched for several rare versions of the $7 squishy toy with a "golden ticket" hidden inside, which awarded the winner a $1,000 shopping spree. The gamified, tiered structure kept shoppers hunting long after the first gold dumpling was found, generating over 69 million impressions and a 5.47% engagement rate. Results: a total inventory sell-out and a 4x spike in retail foot traffic on launch day.
Affiliated Agency: Later: Strategy, Creative & Content Production, Influencer Management, Community Management Kepler Influence: Campaign Analytics & Performance Reporting
Credits: Five Below: Abhinav Agrawal, VP Digital Marketing, Five Below Sarah Platten, Sr. Director, Digital Media, Five Below Amanda Luvera, Sr. Manager, Brand Social & Affiliate Partnership, Five Below Kepler: Kim Garcia, VP Social, Culture & Entertainment, Kepler Audrey Bloemer, VP Client Services, Kepler Lauren Gallagher, AVP Client Services, Kepler Herleen Bansal, Strategy Manager, Kepler Sara Addis, Strategy Manager, Kepler Later: Doug Borchert, SVP Partnerships, Later Carly Slater, Account Director, Later MK Keefe, Social Media Manager, Later Nicole Kobeda, Director Social Media Services, Later Lauren Sacco, Account Manager, Later Bridget Monahan, Account Coordinator, Later Jordan Bettinson, Account Lead, Later; The GO Route by Love Advertising for Motiva Enterprises & 76
With the GO Route sweepstakes, fuel brand 76 automatically turned gas station fill-ups into a chance to win a free trip to the 2026 College Football Playoff National Championship in Miami. Paid and organic media delivered more than 35 million combined impressions, with main spots starring ESPN analyst Kirk Herbstreit and his golden retriever Peter. Tens of thousands of fans created an account, thousands more completed a qualifying entry, and participants fueled up with tens of thousands of gallons of gas through the game app.
Credits: Adam Brown, Project Manager, Love Advertising Betsy Smith, Print Production Manager, Love Advertising Brett Reiland, Managing Creative Director, Love Advertising Brittany Williams, Vice President, Strategy, Love Advertising Charles Booth, Associate Creative Director, Motion, Love Advertising Claire Colvill, Brand Director, Love Advertising Delaney Moreno, Brand Manager, Love Advertising Denise Fano, Senior Brand Supervisor, Love Advertising Deverin Hayes, Managing Director, Content Production, Love Advertising Don Gutierrez, Studio Lead, Love Advertising Joel Rottier, Senior Vice President, Creative Services, Love Advertising Jon Kane, Senior Vice President, Love Advertising Karla Lozano, Senior Studio Artist, Love Advertising Keith Robertson, Senior Editor/Motion Designer, Love Advertising Kelley Rodriguez, Vice President, Media, Love Advertising Kristin Toohey, Project Supervisor, Love Advertising Lisa Parker, Vice President, Brand Management, Love Advertising Lisa Spence, Vice President, Public Relations, Love Advertising Maggie Bain, Associate Creative Director, Copy, Love Advertising Maren Stankewitz, Junior Studio Artist, Love Advertising Megan Stamos, Digital Media Manager, Love Advertising Megan Stark, Media Planner/Buyer, Love Advertising Nicole Orchard, Web/Email Developer, Love Advertising Richard Gil, Associate Digital Director, Love Advertising Steven Mann, Director, Digital Experience, Love Advertising; Hyatt Inclusive Collection: “Time Here Is Worth More” by Infillion and Assembly Global for Hyatt
In March 2026, Hyatt’s Inclusive Collection and agency Assembly Global aimed to reach affluent travelers planning their summer vacations with a sweepstakes fans could enter while attending NCAA’s Big East tournament IRL. Effort included courtside LEDs, a center video board, and a vacation-themed fan cam with a QR code that unlocked contest entry. Results: 3 million+ in-stadium impressions, attention from 5 million viewers on broadcasts of the live games, plus Instagram stories from NBC Sports, Big East, and ultimate tournament winner St. John’s University.
Credits: Infillion: Crystal Mozal, Managing Director, Client Partnerships, Infillion Nick Black, Senior Client Success Manager, Infillion InStadium Lizzy Cochrane, Client Success Manager, Infillion InStadium Troy Kehoe, Managing Director, Infillion InStadium Jamie Auslander, SVP, Measurement Research and Analytics, Infillion Ashley Avarino, Senior Research Programs & Client Success Manager, Infillion Alec Herzog, Senior Project Manager, Infillion Michael Colella, SVP, Creative Studio, Infillion Pedro Ramirez, Art Director, Infillion Hyatt: Karen Dechaux, Director, Global Brand Marketing, Inclusive Portfolio Ana Tomicevic, VP, Global Brands, Inclusive Portfolio Assembly Global: Bari Tuch, Associate Director, Activation, Assembly Jamie Snider, Sr. Director, Client Experience, Assembly Kristin Giles, Associate Director, Client Experience, Assembly

Digital Out of Home Campaign: Live-Score DOOH Drives +51% Site Visits for Nassau & Paradise Island by Net Conversion x Nassau & Paradise Island for Nassau & Paradise Island Promotion Board (NPI)
To bypass high 2026 World Cup advertising rates, Nassau & Paradise Island and Net Conversion launched a digital out-of-home campaign in New York, Atlanta and Miami - key flight-feeder cities for the Bahamas - running live World Cup score overlays adjacent to destination messaging. Tracking real-world exposure against consumer online activity using view-influenced visit metrics, the campaign drove a 51% YOY increase in website traffic, 87% visitation lift in New York and 110% search lift in Atlanta.
Credits: Victoria Hanson, Marketing Analyst, Net Conversion Nathan Hughes, Analytics Analyst, Net Conversion Members of Marketing & Advertising at Nassau & Paradise Island; Pantalones Tequila’s Digital OOH campaig by Mediaplus North America for Pantalones Tequila’
Pantalones Tequila combined bold, playful creative featuring Matthew McConaughey's vibrant persona with a high-visibility OOH footprint to showcase the brand's irreverent spirit and help it stand out and reach tequila drinkers through shared cultural moments in high-visibility spaces in major cities. from NYC's Times Square to Miami and Dallas. The campaign generated 77.8M+ impressions and an additional 17.8M+ in added value. Pantalones' digital OOH campaign demonstrated how a challenger brand can use out‑of‑home to become recognized and relevant.
Credits: Tamara Alesi, CEO, Mediaplus North America Laura Kavanaugh, SVP, Head of Media, Mediaplus North America Sam Cinquemani, Media Director, Mediaplus North America Rickie Bannister, Associate Media Director, Mediaplus North America Devin Cudahy, Media Planner, Mediaplus North America Daniella Beshar, Associate Media Planner, Mediaplus North America; LA28 Ticketing Marketing Launch by LA28 for TVGla
Giant, animated Olympians towered over iconic Los Angeles venues from Sunset Boulevard to the Forum to create larger-than-life "Olympic-Sized Moments" in a unique digital out-of-home campaign. Each activation was customized for its location, expressing the scale of the upcoming Games. The campaign generated 84 million impressions, driving engagement for Ticket Draw registration with over 1.5 million sign-ups in the first 24 hours. Registrations surpassed 5 million across 194 countries within 6 weeks.
Credits: LA28 Olympic & Paralympic Games Olivia Cheng, Vice President, Marketing and Digital Engagement Eric Vexelman, Senior Director, Integrated Marketing Amanda Wah, Director of Ticket Sales Marketing Zofeea Genota, Sr. Manager, Digital Content TVGla Oliver Newton, Senior Vice President, Head of Client Services Tracy Rinehart, Executive Producer Julie Gargan, Executive Creative Director Car Rafanan, Creative Director James Reynolds, Creative Director Lourd Ebuen, Senior 3D/Motion Graphic Designer Morgan Keep, Senior Art Director Tamra Brown, Copywriter

Email: Campaign: Ashley Bedroom Mattress Journey by Zeta Global for Ashley
Ashley Bedroom Mattress launched an automated email campaign to encourage both first-time and repeat purchases in categories like bedroom furniture and mattresses. Working with Zeta Global, the brand leveraged customer behavior and purchase history. The result was an email journey that featured clean design, warm messaging, seasonal offers and curated shopping galleries. The campaign, which felt helpful rather than promotional, generated a 20% lift in the firm’s conversion rate and a 4% increase in the orders per customer. It also strengthened Ashley’s automated email program.
Affiliated Agency: NA
Credits: Kris Geist, Executive Creative Director, Zeta Global, Madison Merryman, Creative Director, Zeta Global, Kieran Grant, Art Director 2, Zeta Global, Melissa Avanzato, Senior Copywriter, Zeta Global, Steph Fung, Digital Production Designer, Zeta Global, Amy Lee, Traffic Manager, Zeta Global, Heather Anding, VP, Strategic Consultant, Zeta Global; NerdWallet Onboarding Journey by Bold Orange Company for NerdWallet
NerdWallet was effective at driving conversions during its onboarding journey. But the company wanted to move beyond that initial transaction to build a long-term relationship with people exploring a loan or mortgage, checking their credit score or connecting financial accounts. Working with Bold Orange, it launched a seven-email experience across 12 days. Acknowledging what brought the customer to NerdWallet, it used dynamic content to offer unbiased advice, human expertise and helpful resources, all guided by the key question: “What money goal are you working on?”
Credits: Jason Henricksen, Creative Director, Bold Orange Company — Entry Writer / Campaign Contributor Maddie Rode, Senior UX/UI Designer, Bold Orange Company — Entry Writer / Campaign Contributor Chloe Hjerpe, Senior Copywriter, Bold Orange Company — Entry Writer / Campaign Contributor Stacy Kjelland, SVP, Senior Director, Client Strategy & Services, Bold Orange Company — CSS Megan Reardon, Senior Director, Client Strategy & Services, Bold Orange Company — CSS Kristin Stern, Supervisor, Client Strategy & Services, Bold Orange Company — CSS Vince Keefe, Senior Director Experience Strategy, Bold Orange Company — Strategy Stephanie Ogilvie, Senior Strategist, Bold Orange Company — Strategy; Road Trip Games by Love Advertising for Phillips 66 Company
Phillips 66 went beyond the usual emails sent by gas brands --mostly coupons or rewards balances. I Spy, the Licenses Plate Game, a four-round March Madness-style offering, was crowned the greatest road trip game of all time. It featured vintage design and rubber hose animation built for the inbox. Over 140,000 people opened at least one round, and 64% engaged with three or more. Clicks ran 617% over the average campaign YoY, and the final round pulled twice the click-through rate of the first.
Credits: Adam Brown, Project Manager, Love Advertising Alex Graber, Associate Creative Director, Love Advertising Joel Rottier, Senior Vice President, Creative Services, Love Advertising Jon Kane, Senior Vice President, Love Advertising Jorge Gomez, Group Account Director, Love Advertising Kylie Key, Senior Brand Supervisor, Love Advertising Lea Greteman, Brand Manager, Love Advertising Nicole Orchard, Web/Email Developer, Love Advertising Richard Gil, Associate Digital Director, Love Advertising Sam Malone, Copywriter, Love Advertising Steven Mann, Director, Digital Experience, Love Advertising

Gaming: ARC Raiders Media Campaign by Liquid Advertising for Embark Studios
The campaign for the launch of ARC Raiders involved four phases -- pre-order, tech test, launch, and post-launch reception. The campaign aimed to build crediblity through a five-month beta-to-launch funnel that converted early-access players into advocates. The initiative also segmented audiences beyond extraction-shooter enthusiasts -- targeting co-op squads, survival fans, and adventure seekers. ARC Raiders saw an 80% social sentiment lift, became the most Google-searched game of 2025, and surpassed pre-order goals by 60%.
Credits: Chris Gillette (Liquid Advertising) SVP, Global Media Maria Mohammad(Liquid Advertising) Marketing Director Pierre Gerber (Liquid Advertising) Senior Producer Chris Hepburn (Liquid Advertising) SVP, Creative Services Ashley St. Germain (Embark Studios) Marketing Director; Click It to the Beat by MobileFuse for National Highway Traffic Safety Administration (NHTSA)
The Click It to the Beat campaign presents the National Highway Traffic Safety Administration's Click It or Ticket message as an interactive mobile game. Users tap along to “click” seat belts into place, earning points as they interact with the message. The experience turns “click it” into a literal interaction. The campaign delivered a 36% engagement rate.
Affiliated Agency: Stratacomm: https://stratacomm.net/, Tombras: https://tombras.com/
Credits: Kris Smith, Media Director, Stratacomm Zack Toland, RVP of Sales, MobileFuse Todd Casselman, VP of Creative, MobileFuse Jackie Snyder, Senior Art Director, MobileFuse Brandyn Baca, Senior Digital Designer, MobileFuse Guilherme Ozkaynak, Junior Creative Developer, MobileFuse; Making Lunar New Year Playable by The Many for Panda Express
Panda Express partnered with Super League to create Fornite and Roblox experiences that aimed to introduce Lunar New Year to a younger generation. In Roblox, Panda transformed its obstacle course with Lunar New Year décor, food and content, while a holiday-themed Pei Pei appeared across the Roblox universe. In Fortnite, players entered a Panda Express portal to experience a Lunar New Year cutscene and earn branded wearables, while another integration invited players to find Pei Pei and collect Panda coins.
Affiliated Agency: N/A
Credits: Quintin Debley, Associate Media Planner, The Many June Park, Senior Media Planner, The Many Christian Pettinelli, Associate Media Director, The Many Nicole Reinertsen, Media Director, The Many Crystal Chou, Group Media Director, The Many Joe Kim, Senior Brand Marketing Manager, Panda Restaurant Group Diana Huang, Senior Brand Marketing Manager, Panda Restaurant Group

Humor: Break a Mindless Habit by Copacino Fujikado for Sound Transit
Most Puget Sound drivers weren't choosing their commute—they were defaulting to it, out of habit. Sound Transit named that habit "car-brain," turning a mindless routine into something people questioned. Ridership rose 23% year-over-year (23 million-plus trips), Link light rail jumped 127% in the campaign's first month, and the 2 Line grew 63%. The idea resonated so widely it spawned limited-edition "car-brain" merchandise—rare territory for a transit agency, and proof the concept broke went beyond typical transportation messages.
Credits: Copacino Fujikado: Agency Sound Transit: Client; Rivals by Lewis for Martens BeLite
Did America need another light beer? BeLite bet its personality could answer that. "It's Time to BeLite" turned the name into an invitation, brought to life through "Rivals" spots where natural enemies bond over a beer—a hunter and a deer, a knight and a dragon, a surfer and a shark. The joke traveled across ads, social, PR and retail, landing 30 media placements reaching 31.6 million and 6 million paid social impressions. Sales rose 13.4% weekly, hitting 19.9% growth in Alabama.
Credits: Jennifer Carter, VP, Channel Engagement, Lewis Ryan Gernenz, VP, Creative Director, Lewis Blake Young, ACD, Art Director, Lewis Stephen Curry, ECD, Copywriter, Lewis Cassidy King, Channel Engagement Supervisor, Lewis April Colburn, Content Planning Supervisor, Lewis Brian Curtin, Creative Director, Production, Lewis Andy Cargile, Production Director, Lewis Andy Stewart, Motion Design, Lewis Anthony Guin, Graphic Artist, Lewis; AHF – Coachella + Lollapalooza by AHF, billups for AIDS Healthcare Foundation (AHF)
A billboard telling festivalgoers to get tested feels like an interruption—so AHF made the message sound like the festival itself. At Coachella, Justin Bieber lyrics became STD-awareness billboards ("Love Yourself," "Too Late to Say Sorry?") along desert routes. In Chicago, Sabrina Carpenter's "Bed Chem" became rideshare and taxi-top ads pointing to freeSTDcheck.org. By borrowing the culture instead of competing with it, AHF put public health messaging directly into festivalgoers' physical journey, making sexual health part of the moment rather than a break from it.
Credits: billups Team Shannon Durkan Kelley Orozco April Davis Brianna Thomas AHF TeamL AIDS Healthcare Foundation Jason Farmer Gavin De Reuck Allan Gines Mahika Kawale CREDITS FOR LOLLAPALOOZA billups Team Shannon Durkan (billups) Kelley Orozco (billups) Will Wilson (billups) Rachel Moorefield (billups) AHF Team Jason Farmer Gavin De Reuck Allan Gines Mahika Kawale

Influencer Campaign: Wake Up with CrAIg by West BBDO & Critical Mass for AT&T Business
"Wake Up With CrAIg" turned Craig Robinson into a fictional small business owner and reunited "The Office" cast to build his story in real time—episodic content, livestreams and social interactions unfolding over a year. Rather than just promoting through influencers, the campaign let talent actively create the narrative, redefining influencer marketing as immersive storytelling. With 9 billion earned media impressions, this campaign was the most successful in AT&T's history.
Credits: Matt Miller, Chief Executive Officer/Chief Creative Officer, West BBDO Joe Rivas, President AT&T and Global Clients, Omnicom Nicole Granese, Chief Strategy Officer, West BBDO Danger Bea, Executive Creative Director, West BBDO Chris Santaiti, Creative Director, West BBDO Kurt Warner, Creative Director, West BBDO Jose Hurtado, Art Director, West BBDO Matt Epstein, Copywriter, West BBDO Olivia Romas, Senior Copywriter, West BBDO Patrick Cambria, Senior Designer, West BBDO Jonathan Fan, Communications Strategy Director, West BBDO Trae Watlington, Group Strategy Director, West BBDO Steffanie Golliher, Senior Strategy Director, West BBDO Siena Frolich, Junior Strategist, West BBDO Matty Candelario, Business Lead, West BBDO Jenn Estorga, SVP, Account Director, West BBDO LOB Lead: Jenn Estorga, West BBDO Niki Lohr, Business Director, West BBDO Natalie Cervantes, Business Manager, West BBDO Devri Beckett, Group Project Manager, West BBDO Desiree Townsend, Group Business Affairs Lead, West BBDO Michele Tonogan, Business Affairs Specialist, West BBDO Harvey Lewis, EVP Senior Broadcast Consultant, West BBDO Val Carlson, Chief Creative Officer, Critical Mass Lauren Barrett, Group Creative Director, Critical Mass Matt Goldberg, Creative Director, Critical Mass Lowell Ong, Creative Director, Critical Mass Alison Steingold, Creative Director, Critical Mass Jaymie Senga, Associate Creative Director, Critical Mass Molly Learner, Senior Copywriter, Critical Mass Arion Lapuz, Senior Art Director, Critical Mass Harley Kane Villena, Senior Copywriter, Critical Mass Mateo Hernandez, Designer, Critical Mass Bailey Upper, Designer, Critical Mass Conor Brandt, Copy Lead, Critical Mass John McNally, Associate Copywriter, Critical Mass Shannon McEvoy-Halston, SVP, Strategy, Critical Mass Kaitlyn Mason, Strategy Director, Critical Mass Alexis Rosenthal, Associate Strategy Director, Critical Mass Amanda Lang, Associate Strategist, Critical Mass David Matzker, VP, Client Partner, Critical Mass Cindy Gapinski, VP, Client Partner, Critical Mass Elisabeth McMenamy, Senior Account Director, Critical Mass Melissa Morales, Account Director, Critical Mass Lisa Del Castillo, Senior Project Manager, Critical Mass Sarah Sehgal, Project Coordinator, Critical Mass Kristina Tikhonova, Associate Program Director, Critical Mass Jessica Everington, Project Manager, Critical Mass Alonso Aguilar, Project Coordinator, Critical Mass Nancy Rojas, Associate Technology Director, Critical Mass Simon Mealing, Associate Technology Director, Critical Mass Miguel Molina, Associate Creative Engineer Director, Critical Mass Diego Balmaceda, Developer, Critical Mass James Ty, DevOps Engineer, Critical Mass Showayne Johnson, Quality Assurance Specialist, Critical Mass Pedro Ramos, Senior Product Engineer, Critical Mass Andrew Tucci, Director of Brand Production, OTP Juliet Diamond, Executive Producer, OTP Tommy Costello, Senior Producer, OTP Marinna Breda, Producer, OTP Alexander Gill, Associate Producer, OTP Devon Mackay, Asset Manager, OTP Sahar El-Kadri, Producer, OTP; SheaMoisture “Silk Press In A Bottle” by SheaMoisture for SheaMoisture
SheaMoisture launched Silk Press In A Bottle with a fictional creator-led "scandal," recruiting Masai Russell, Clarke Peoples, Kirah Ominique and Serena Page for a "(Silk) Press Conference" interrogated by Law Roach, then stress-tested the product in Miami's heat and humidity via "Sheacation." The hero film drew 1M+ organic views in six hours; a major retailer's weekly sales surged 55%, Amazon sales climbed 70% week-over-week, and Sheacation drove 8M views and $670K in earned content value.
Affiliated Agency: Collectively (creator marketing); UEG (talent); Mirror (experiential); Brandtech Consulting (social media); Gravity Road (strategy/creative); LaForce (PR)
Credits: Reema Amin, Head of Marketing, SheaMoisture ShaNiece Pyles, Content Lead & Creative Director, SheaMoisture Brianna Wright, PR & Influencer Marketing Lead, SheaMoisture Alyssa Ackerman, Social Media Lead, SheaMoisture Lauren Cantres, Influencer Marketing Manager, SheaMoisture Raven Walker, SVP, Client Partnerships, Collectively Kirby James, Senior Account & Strategy Director, Collectively Jessica Han, Supervisor, Collectively Tamia Simmons, Manager, Client Strategy, Collectively Fatima Scott, Director, Production, Collectively Addis Embiyalow, Executive Producer, Collectively Josie Garcia, Senior Producer, Collectively Quiana Haynes, Producer, Collectively Eunice Pak, Producer, Collectively Dora Fenyvesi, VP, Client Management, UEG Dylan Froome, VP, Talent, UEG Denise Dilemn, Senior Manager, Talent, UEG Katie Raynes, Manager, Account, UEG Andrew Hurewitzer, Managing Partner, Mirror Rachel Haas, Chief of Operations and Client Services, Mirror Noelle Weadock, Associate Creative Director, Mirror Ashley Acosta, Executive Producer, Mirror Eduardo Perez, Content Lead, Mirror Madeline Kos, Design Lead, Graphic, Mirror Mathilde Lacroix, Design Lead, 3D, Mirror Devyn Moore, Graphic Designer, Mirror Yadi Quinones, Director of Production, Mirror Michael DiPietro, Engineering & Fabrication, Mirror Olivia Conrad, Creative Assistant, Mirror Ina Joseph, Account Manager, Brandtech Consulting Olivia Salzman, Senior Account Director, Brandtech Consulting Laura Greene, Senior Strategist, Brandtech Consulting Weseli Thoman, Social Strategist, Brandtech Consulting Kaitlyn Mirands, Social Media Manager, Brandtech Consulting Robyn Hislop, Graphic Designer, Brandtech Consulting Rosie Hart, Chief Client Officer, Gravity Road Oli Timbs-Harrison, Business Director, Gravity Road Sophie Cullianen, Executive Creative Director, Gravity Road Callum Furminger, Senior Producer, Gravity Road Shareina Chandler, Senior Creative, Copy Writer, Gravity Road Kristina Morris, Senior Creative, Art Director, Gravity Road Met Christofi, Editor, Gravity Road Ivy Candelaria, SVP, LaForce Paola Cespedes, Senior Director, LaForce Nyash Warren, Senior Director, LaForce Kendra Key, Account Supervisor, LaForce; It's Not Magic. It's Mushrooms. by Rise and Shine and Partners for Mushroom Council
With 70% of mushrooms bought by just 30% of consumers, the category needed superfans, not buyers. "It's Not Magic. It's Mushrooms." recruited creators spanning multiple worlds—chef Matty Matheson, fitness icon Robin Arzón, gaming duo Danny and Aly, and TikTok's Logan Moffitt—so mushrooms felt discovered, not pitched. The program drove 109 million impressions, 4.3 million engagements, and up to 6x more saves than typical collabs. The New York Times even profiled Matheson as "Mr. Mushroom." That's culture, not just clicks.
Credits: Cristie Mather, Vice President, Marketing, Mushroom Council Adriane Rippberger, Director of Marketing, Mushroom Council Mitch Koch, Brand Integration Director, Rise and Shine and Partners Abby Matthews, Brand Integration Manager, Rise and Shine and Partners Amber Benson, Partner / Director of Media and Communications Strategy, Rise and Shine and Partners Aaron Komo, Social & Influencer Strategy Director, Rise and Shine and Partners Blake Degerstrom, Associate Media Director, Rise and Shine and Partners Noah Isaacs, Media Planner, Rise and Shine and Partners Grant Smith, Creative Director, Rise and Shine and Partners Matt Hunziker, Senior Copywriter, Rise and Shine and Partners Tabitha Evans, Art Director, Rise and Shine and Partners Andrea Sueker, Project Management Director, Rise and Shine and Partners

Influencer - Single Execution: The 'Booch is Back: How Lindsay Lohan and Health-Ade Won the Digital Feed by Scale by Zambezi for Health-Ade Kombucha
Health-Ade Kombucha partnered with Lindsay Lohan to turn her authentic, nostalgic connection to kombucha into a mainstream wellness moment for Millennial women and Gen Z. Scale by Zambezi extended the hero commercial into a three-month social and streaming takeover across Meta, TikTok, YouTube, YouTube TV, Roku, and Amazon Fire TV. A platform-specific mix of :06, :15, :30, and :40 creatives optimized storytelling and engagement. With a $252K budget, the campaign generated 28.6M impressions, 10.4M video views, 250K ad-recall lifts, and consistently exceeded video-completion benchmarks across social and CTV.
Affiliated Agency: Juxtapose: Creative Agency; Scale by Zambezi: Media Agency
Credits: Scale by Zambezi: Denise Jensen: Media Director Brendan McGee: Associate Media Director, Social Lourenzo Smith: Associate Media Director Adelaide Knight: Senior Paid Social Strategist Caitlin Cohen: Assistant Media Planner Generous Brands, Health-Ade Callie Kamide: Vice President Integrated Marketing Sandra Heidrich: Vice President Marketing, Health-Ade + Evolution Fresh Sierra Taoatao: Director Brand Creative Juxtapose Executive Producer: Luke Anderson Creative Director: Nora Bussolari Creative Producer: Charlie Wilson Agency Producer: Antonia Shapolsky PRODUCTION CREW Director: Jocelyn Cooper Creative Producer: Brandon Dermer International Producer: Jonas Dolkart Local Producer: Fadi Harb / Candice Ackerman Production Assistant / Runner: Bryan Gatdula Production Coordinator / VIP Chaperone: Euresha Sathiapaul DOP: Elias Trad 1st Assistant Director: Leia Hasrouty 2nd Assistant Director: Hamad Noman Casting Agent: Dexter Dalisay Art Director: Maria Villegas Props Master: Ilya Zykov Focus Puller: Joseph Kfoury Gamma Crew: Andrew Al Kadamani Sound Recordist: Lara Zakhour Stylist / Wardrobe: Sarah Keyzour Stylist / Wardrobe Assistant: Pensee Al Sayed Hair and Makeup: Sadia Malik Hair and Makeup Assistant: Kholoud Almesmari Location Manager: Ruchir Tandon LL TEAM Hair: Danielle Priano Makeup: Ash K Holm Wardrobe Stylist: Slimi Dayaa Nails: Noemi Doroja; Audible Presents: Gil of Exhaustion by Live The Agency for Audible Brazil
Audible wanted to promote well-being without adding to the pressure of productivity and self-improvement messaging. The brand partnered with Brazilian personality Gil of Vigor, transforming him into “Gil of Exhaustion” to humorously spotlight everyday burnout. Before the campaign launched, Gil changed his Instagram username, sparking organic curiosity and conversation. The idea expanded into a content ecosystem featuring relatable stories, creators, and humor around exhaustion and slowing down. The campaign generated 90M+ impressions, 61% organic reach, 82% of Audible’s annual engagement in under two weeks, 48% video retention, 99% positive comments, and a 133% increase in searches.
Affiliated Agency: Arizona, production partner Triple A Produção / Crossmedia Ltda., production partner
Credits: Vivian Arias, Creative Director, Audible Renata Gasperoni, Director of Brand & Content Marketing, Audible Rita Cunha, Public Relations, Audible Jessica Street, Brand and Content Marketing Manager, Audible Gilberto Vares, Media Manager, Audible Leonardo Neumann, Director of Original Content, Audible Adriana Alcântara, General Director, Audible Brazil Fernando Schaer, Audio Production Specialist, Audible Aline Rossin, CEO, Live The Agency Isabella Pipitone, Executive Creative Director, Live The Agency Thais Zimmer, Creative Manager, Live The Agency Caroline Araújo, Art Director, Live The Agency Thomaz Ballverdu, Senior Copywriter, Live The Agency Lucas Polato, VP Connection & Performance, Live The Agency Duda Monteiro, Production and Projects Manager, Live The Agency Isabella Cândido, Senior Producer, Live The Agency Fernanda Brandão, Insights Coordinator, Live The Agency Thiago Guimarães, Data Insights, Live The Agency Fernanda Kraemer, Strategy Director, Live The Agency Gisele Ferreira, Planning Supervisor, Live The Agency Daniel Bontempo, Director, Arizona Alessandra Lepiani, Executive Producer, Arizona Marcelo Hack, Executive Director, Arizona Luciana Ramos, Head of Production, Arizona Mariana Garcia, Account Manager, Arizona; Always in Rotation by The Many for Panda Express
Panda Express recognized music as an authentic cultural passion for younger audiences, but knew celebrity endorsement alone wouldn’t create relevance. Partnering with Genius and rising artist UMI, Panda found a shared truth: some favorites always stay “in rotation.” UMI’s “Top 5” paired her five mainstay songs with Panda’s Original Orange Chicken, while “In Rotation” connected music with the brand’s bold flavors. Rather than a traditional endorsement, UMI’s credibility and musical taste drove the content. The campaign generated 16K+ social reactions and a 3.02% engagement rate—more than 3X the benchmark—while strengthening brand consideration and conversion.
Affiliated Agency: N/A
Credits: Quintin Debley, Associate Media Planner, The Many June Park, Senior Media Planner, The Many Christian Pettinelli, Associate Media Director, The Many Nicole Reinertsen, Media Director, The Many Crystal Chou, Group Media Director, The Many Joe Kim, Senior Brand Marketing Manager, Panda Restaurant Group Diana Huang, Senior Brand Marketing Manager, Panda Restaurant Group

Interactive: Campaign or Single Execution: McDonald's Holiday Event - Grinch Meal by Admerasia for McDonald's USA
Playful, gamified interaction met product discovery in McDonald's Grinch Meal launch. Consumers blinked to activate augmented-reality filters, triggering holiday animations featuring Grinch Meal elements, and moved their phones to add seasoning to fries. Combining Meitu's photo-editing capabilities and AR experiences, the campaign's shake-to-season component achieved more than 4.5x its click-through benchmark, surpassing its completion-rate benchmark by 23 percentage points. On Meitu, AR filter downloads averaged twice the daily level of prior comparable McDonald’s activations.
Credits: Doris Huang, Managing Partner, ADMERASIA Michael Lai, VP, Media Services, ADMERASIA Karena Chu, Senior Media Director, ADMERASIA Andrew Hung, Associate Media Director, ADMERASIA Kym Manuel, Senior Media Specialist, ADMERASIA Zoe Wong, Senior Media Specialist, ADMERASIA Joshua Nathan, Media Specialist, ADMERASIA Bess Cades, Director, Media Investment, McDonald’s Jamie Krinsky, Director, Go to Market Media, McDonald’s Ashley Hegan, Manager, Media Strategy, McDonald’s; The Drama You Want by Publicis Imagine for Hulu Brand
Retail storefronts transformed into dynamic windowscapes, providing responsive, interactive experiences in a campaign by Hulu, Publicis and Visual Feeder to establish Hulu as the top drama streaming destination. By night, storefronts became neon-lit interactive canvases featuring motion-activated controls and gesture sensors, allowing pedestrians to browse titles and watch trailers and turning foot traffic into active brand interaction. The immersive activation yielded 100,000 unique interactive sessions, exceeding campaign goals with a 10% year-over-year KPI increase.
Credits: Barrie Gruner, EVP, Hulu Kristina Stavros, VP, Hulu Sarah Loeb, Director, Hulu Lenni Paolini, Manager, Hulu Martin Bazua, Planner, Hulu Nicole Meyers, EVP, Publicis Imagine Catherine Krug, SVP, Publicis Imagine Felix Morritt, VP, Publicis Imagine Katie Dunn, Director, Publicis Imagine Brianne Fender, Associate Media Director, Publicis Imagine Nemo Campbell, VP, Publicis Imagine Tammy Shih, Associate Media Director, Publicis Imagine Keanna Dunn, Buyer, Publicis Imagine Trinity Gray, Buyer, Publicis Imagine; KERV.ai: Turning Kitchen Inspiration into Action for IKEA with Carat by KERV.ai for IKEA
KERV partnered with IKEA and Carat in a contextual campaign targeting people during real-time cooking and dining moments to identify and activate moments with highest attention and intent across premium online video inventory, validated through a controlled test. They showed relevance at the moment yields stronger outcomes than standard audience-based targeting, outperforming across all KPIs with a 129% higher interaction rate, 66.7% higher click-through rate, and 8.4% higher video-completion rate versus third-party behavioral placements.
Affiliated Agency: Carat: Global media buying agency - Manage the media strategy and ad placements
Credits: Emily Kassel, Integrated Media Leader, IKEA Ali Sherretta, Integrated Media Specialist, IKEA Alejandra Galvez, Integrated Media Manager, IKEA Adam Reninger, Group Director, Carat Jordan Sykes, Associate Media Director, Carat Joelle Komosinski, Senior Associate, Carat Danielle Houpt, Senior Associate, Carat Vivek Joshi, Associate, Carat Jake Williams, VP, Brand & Agency Partnerships, KERV.ai Stephanie Ventura, Sr. Director, Brand & Agency Partnerships, KERV.ai Bill Roberson, VP of Media, Creative Strategy, KERV.ai Cade Edwards, Client Success Lead, KERV.ai Isabella Jones, Client Success Lead, KERV.ai

Lifecycle Programs: Nothing Bundt Cakes - Large Cake Anniversary Email Series by Zeta Global for Nothing Bundt Cakes
Nothing Bundt Cakes reached out to one-time large Bundt Cake buyers in an effort to turn a single celebration into an annual tradition. Working with Zeta Global, it contacted these customers one month more before their anniversary. The three-touch series included offers that increased in value with each touch, additional products and flavor varieties and the brand’s loyalty program. Reaching 250,000+ guests, the campaign delivered a conversion rate that was 250% higher than the brand’s average for existing customers, and a 4% average order value.
Affiliated Agency: NA
Credits: Heather Anding, VP, Strategic Consultant, Zeta Global Nira Kotay, Strategic Consultant, Zeta Global Robert Marron, AVP, Data Science and Analytics, Zeta Global Kris Geist, Executive Creative Director, Zeta Global Madison Merryman, Creative Director, Zeta Global Kieran Grant, Art Director 2, Zeta Global Luke Byrum, Junior Designer, Zeta Global Melissa Avanzato, Senior Copywriter, Zeta Global Steph Fung, Digital Production Designer, Zeta Global Kay Hanusa, Traffic Manager, Zeta Global; TurboTax Welcome Journey by Bold Orange Company for Intuit TurboTax
Intuit TurboTax recognized that not all of its customers began their tax-filing season in the same place. Working with Blood Orange, the brand choose to alter its post-authentication welcome series into an effort built on customer decisions rather than products during its annual high-volume lifecycle moment. The result: a personalized filing journey build on four progressive moments: Activation, Education, Guided Choice and Appreciation. Over 307,000 customers re-authenticated with TurboTax and the program greatly outperformed that of the prior year, based on engagement and response metrics.
Credits: Dana Hendricks, Director of Client Strategy & Services, Bold Orange Company Martina Kochnitcharska, Coordinator, Client Strategy & Services, Bold Orange Company Jocelyn King, Associate Creative Director, Bold Orange Company Brandi Alyce, Associate Creative Director, Bold Orange Company Chloe Hjerpe, Senior Copywriter, Bold Orange Company Kali Ghazi, Senior Project Manager, Bold Orange Company Riley Linn, Senior Production Designer, Bold Orange Company Joseph Wheaton, Senior Email Developer, Bold Orange Company Nicole Nechodumu, QA Analyst, Bold Orange Company

Programmatic: Experian, American Home Shield, and Fallon Improve CPA efficiency by 18% with Curation by Experian for American Home Shield
Warranty pioneer American Home Shield (AHS) sought to better segment and target in-market home-warranty audiences through audience curation, no easy task given rising acquisition costs and the challenge of identifying likely homeowners or in-market households in an environment constrained by privacy. Partnering with Experian’s Audigent, AHS achieved an 18% improvement in cost-per-action efficiency, including 3.7x more cost-effective streaming audio and 28% lower cost for AHS prospecting display vs. pre-partnership benchmarks. Using Experian data, AHS identified high-value segments and programmatically activated this data through private marketplaces.
Affiliated Agency: Fallon Worldwide, Agency of Record, and Frontdoor Inc., Parent Company of American Home Shield
Credits: Michael Lang, Senior Director - Midwest Sales, Experian Marketing Services Richard Wong, Trading Lead, Experian Marketing Services Daniel Armenti, Online Marketing Supervisor, Experian Marketing Services Nakul Bhatia, Digital Media Supervisor, Fallon Kevin Rustad, Sr. Media Planner, Fallon Andrea Steele, Director - Media & Marketing, American Home Shield John Hasselle, Director of Marketing Planning & Strategy, American Home Shield Michele Rick, Director of Direct Marketing, American Home Shield; Turning Programmatic Into a Tourism Growth Engine by MiQ for Greater Miami Convention & Visitors Bureau, City of Miami Beach, VML, MiQ
Greater Miami Convention & Visitors Bureau and City of Miami Beach worked with VML and MiQ to conduct destination marketing in a new way. Rather than run 11 campaigns as separate media buys, the efforts were unified under a single programmatic strategy. This coordinated audience activation, cross-channel optimization and performance measurement. The approach generated 166.5 million impressions, reached 28.9 million unique households and drove 402,022 clicks and 16.9 million video completions, along with 440,545 attributed site visits. And site visitation rates rose for both organizations.
Affiliated Agency: VML – Creative and media strategy partner
Credits: MiQ, VML, GMCVB teams; How Workday unified brand and industry messaging at scale by Jellyfish for Workday
Workday, a global B2B software platform, serves clients across more than 25 industries, each of which requires tailored messaging for products, audiences and landing pages. When Workday refreshed its brand identity in FY2026, it faced the challenge of scaling its new visual guidelines, messaging pillars and tone. Working with Jellyfish, it was able to dynamically generate creative that could adapt at scale while staying on brand. Programmatic activity was reduced from 27 separate campaigns to three scalable frameworks, suggesting a new marketing model for B2B.
Credits: Patrick Rubenstein, VP Client Management, Jellyfish Kristin Musselman, VP Client Management, Jellyfish Yili Chou, Jellyfish Caitlin Becker, Programmatic Director, Jellyfish Karen Bennett, Managing Director, Jellyfish

Rich Display Media: Single Execution or Campaign: Click It to the Beat by MobileFuse for National Highway Traffic Safety Administration (NHTSA)
The National Highway Traffic Safety Administration (NHTSA) wants to persuade drivers to buckle their safety belts. But it found there was a better way than its old Click It or Ticket message. The new message, Click It to the Beat, transforms the task of buckling the seat belt into a fast-paced rhythm game. Users tap along to “click” seat belts into place, while earning points. MobileFuse utilized rich media to drive the message. The result was a 36% engagement rate, beating the 5–10% benchmark.
Affiliated Agency: Stratacomm: https://stratacomm.net/, Tombras: https://tombras.com/
Credits: Kris Smith, Media Director, Stratacomm Zack Toland, RVP of Sales, MobileFuse Todd Casselman, VP of Creative, MobileFuse Jackie Snyder, Senior Art Director, MobileFuse Brandyn Baca, Senior Digital Designer, MobileFuse Guilherme Ozkaynak, Junior Creative Developer, MobileFuse; VISIT FLORIDA: Beyond the Beach Carousel | Outdoor, Nature, Trails by WunderKIND Ads for VISIT FLORIDA
Unlike its beaches, Florida’s springs, trails, state parks and paddling routes are hidden treasures, and a static banner is of little help. Visit Florida’s Outdoor, Nature, Trails (ONT) worked with WunderKIND helped to build a rich media carousel that allowed the inventory unfold in sequence inside the unit so viewers could self-select the version of the state that resonated. The effort generated a 4.9% visit rate, beating ONT’s usual campaign average of 3.08%. It also delivered 60,900 visits at a cost of $0.41 per visit.
Affiliated Agency: Miles Partnership / AdGeniuty
Credits: Suhail Mahajan, Sr. Director of Sales, WunderKIND Ads Kayla Coe, Director of Digital Media & Strategy, AdGenuity/Miles Partnership

Search Marketing: SEM Campaign: Scaling Practice Bookings Through API Attribution and Value-Based Bidding by The Shipyard for CAPS by The Shipyard for Columbus Aesthetics & Plastic Surgery (CAPS)
Columbus Aesthetic & Plastic Surgery, a four-location plastic surgery and MedSpa group in Ohio, wanted to compete against well-funded regional health networks. The obstacle wasn't THE budget, it was visibility. The account’s lack of closed-loop attribution made it difficult to connect ad spend to actual patient bookings. By integrating API booking data and Google Ads, the team transitioned to value-based bidding, then refined geographic and demographic targeting, and optimized campaign structures with fresh, promotion-based ad assets. Total practice bookings grew by 36%. Optimizations drove a 43% additional growth in the existing patient bookings.
Credits: Sophie Ryland, Associate Media Director, The Shipyard Hanna Caldeira, Media Supervisor, The Shipyard Will Evans, Account Supervisor, The Shipyard; Generating Incremental Conversions with AI Max by Level Agency for COUNTRY Financial
Level Agency restructured Country Financial's paid search program in early 2026, driving a 12% month-over-month increase in quote volume and a 21% rise in policy sales. The phased strategy added Microsoft Advertising as a new channel, but also rebuilt Google Search campaigns for greater account control, and launched dedicated brand campaigns across Google and Bing to capture demand. It also introduced target CPA portfolio bidding and expanded into Performance Max, giving automation clear efficiency targets. Better structure, rebuilding campaigns around intent, giving automation the right efficiency signals, capturing branded demand, and expanding into channels competitors worked.
Credits: Ryan Staniak, Director of Marketing, COUNTRY Financial; Justin Starnes, Media Manager, Level Agency; Steven Hines, AVP Client Services, Level Agency; Lisa Woolf, VP Client Services, Level Agency; How Project Management Institute found new paths to demand by Jellyfish for Project Management Institute
Jellyfish increased sales for Project Management Institute’s entry-level certification (CAPM) program during a slow holiday season by identifying a gap where PMI did not appear in search. The change achieved 21% rise in policy sales by analyzing how AI bots like ChatGPT, Gemini, and Claude talk about career advice. Using those insights, the agency targeted new customers through Google Ads and Microsoft Advertising, launching dedicated brand campaigns across Google and Bing to capture demand. Then it introduced target CPA portfolio bidding and expanded into Performance Max, giving automation clear efficiency targets, rebuilding campaigns around intent, giving automation perfect efficiency signals, capturing branded demand, and expanding into channels competitors.
Credits: Eric Meyer, VP Client Management, Jellyfish John Dawson, VP Strategy, Jellyfish Alyson Scacciotti, Senior Paid Search Director, Jellyfish Karen Bennett, Managing Director, Jellyfish Mike Golembo, Senior Paid Search Manager, Jellyfish Ujjaval Bhatt, Paid Search Director, Jellyfish

Search Marketing: SEO Campaign: How AdRoll Grew its CTV Search Presence by 200% to Drive Awareness and Interest for its New CTV Product by AdRoll for AdRoll
AdRoll grew its CTV search presence by 200% to drive awareness and interest in its new products, and helped marketers lacking information and guidance measure and optimize their own campaigns. The company built the CTV Knowledge Center, an educational hub that answered common questions marketers ask. The hub also demonstrated to brands how to start with AI-focused, search-first content. From June 2025 to April 2026, AdRoll’s campaign increased CTV search clicks by 49% and improved average rankings for new product launches from position 37 to 7.
Credits: Shae Henrie, Head of Content Marketing, AdRoll Wilson Lau, Lead Marketing Manager, SEO & Customer Intelligence, AdRoll Rochelle Burnside, Content Marketing Manager, AdRoll; Proving the ROI of SEO and achieving record organic performance during a time of industry-wide declines. by NP Digital for USClaims
Consumer litigation funder USClaims founded in 1996 had an underperforming digital presence. Its website lacked SEO, UX, and CRO optimization, leaving organic traffic stagnant and lead generation reliant on paid media. NP Digital deployed a full-funnel content and SEO strategy, and social listening campaign that identified specific needs for case support. Changes drove ranking growth, AI visibility, traffic, leads, and deals, with improved cost during an industry-wide organic decline. Key pages were reoptimized based on current search terminology. Organic clicks rose 47% YoY in May 2026, AI Overviews increased by 733%, and organic leads increased by 168%.
Credits: Lindsay Neilson: Group Account Director, NP Digital Kelcy Makin: Senior Account Manager, NP Digital Vincent Nezzer: SEO Strategist, NP Digital Tierney Brannigan: Director of Content Strategy, NP Digital Sabina Weiner: Director of Marketing, USClaims Daniel Tallet: Market President, USClaims; Creating demand in a zero-click world. by NP Digital for DHL Express
DHL Express Australia needed to grow its qualified digital pipeline by creating demand earlier in the customer journey and connecting marketing investment to business results, not just compete for it. The digital landscape in 2026 was growing too fast, so the delivery company turned to NP Digital to increase its digital pipeline by 20% YoY. The agency created a full-funnel strategy that built awareness, shifted spending toward upper-funnel demand generation, and optimized paid search for lead quality. It included podcasts, and combined organic with paid search that expanded visibility across traditional and AI-powered search, while unified measurements showed how paid and organic activity influenced pipeline, account engagement, and revenue.
Credits: Ash Dharan: Head of Paid Media, NP Digital Bowan Spanbroek: VP of Strategy & Product, NP Digital Adam Kelly: Head of Solutions. NP Digital Joe Scott: Head of Content, NP Digital Lachlan Hogben: Senior SEO Manager,. NP Digital

Social Campaign Across Platforms: Reinventing Social Reach by Exverus by Brainlabs for Premier Protein
Premier Protein became the first brand to test Social Reach, an innovative ad format extending social media content to the open web at no additional cost. In a campaign targeting GLP-1 users across social and TV, Social Reach drove 3.3MM more completed video views than Meta. Meta, Pinterest, and TikTok delivered +11 points in awareness and +11 points in purchase intent. Numerator confirmed Premier Protein was the top-selling product in its retail segments for the third consecutive year.
Affiliated Agency: BarkleyOKRP, Creative Agency
Credits: Tasha Day, VP of Planning & Strategy, Exverus by Brainlabs Miranda Johnson, Media Supervisor, Exverus by Brainlabs Lorus Samo, Senior Media Planner, Exverus by Brainlabs Huy Pham, Media Supervisor, Exverus by Brainlabs Starla Birnbaum, Assistant Media Planner, Exverus by Brainlabs Ryan Schuster, Director of Search & Social, Exverus by Brainlabs Sean Edwards, Director of Programmatic & E-commerce, Exverus by Brainlabs Clara Barsoom, Manager Search & Social, Exverus by Brainlabs Jordan Keligond, Specialist Search & Social, Exverus by Brainlabs Charles Lai, Director of Analytics, Exverus by Brainlabs Aaron Silva, Associate Director of Ad Operations, Exverus by Brainlabs Hillary Kupferberg, VP of Performance Media, Exverus by Brainlabs Melissa Andraos, SVP of Strategy, Exverus by Brainlabs Jack Win, Head of Operations, Exverus by Brainlabs Talia Arnold, Managing Partner, Exverus by Brainlabs William Durrant, Executive Director, Exverus by Brainlabs; The Re-Rebrand by HBO Max x Razorfish for HBO Max
When HBO Max reverted to MAX for its third rebrand in five years, the response on social media ranged from mockery to confusion. HBO responded by leaning into self-deprecating humor. By dropping 65 content pieces across six platforms within 24 hours, the campaign generated 16 million views, a 1,200% spike in mentions, 97% positive sentiment, and 106+ press features. HBO shaped the narrative and ultimately, what started as an identity crisis became HBO entertainment, showcased across social channels.
Credits: • Brian Carley Chief Creative Officer at Razorfish • Bill Leopold Vice President, North American Social at HBO Max • Conor Driscoll Associate Manager, Social Media at HBO Max • Joseph Bertolini Social Analyst at Razorfish • Mallory Ziglar Director, Operations at HBO Max • Steve Rebeiro Manager, Social Media at HBO Max • Ben Sahle Senior Director, Social Strategy at HBO Max • Nye Caple Associate Manager, Social Media at HBO Max • Sarah Lee Manager, Social Media at HBO Max • Dean Page Associate Manager, Social Media at HBO Max • Megan Zenger Senior Manager, Social Media at HBO Max • Amirah Campbell Video Editor at Razorfish • Leif Lyon-Miller Senior Social Analyst at Razorfish • William Schretzman Motion Designer at Razorfish • Taylor Markey Senior Social Analyst at Razorfish • Gabe Najar Social Analyst at Razorfish • Sebas Santafe Senior Manager, Social Media at HBO Max • Samantha Cheng Social & Digital Marketing Lead, APAC at HBO Max • Veronika Benzon Senior Director, Social Media EMEA at HBO Max • Joa Tous Senior Director, Social Media LATAM at HBO Max • Ashleigh Bruton Head of Social, Australia at HBO Max • Michael Hagos VP, Brand Creative at HBO Max • Shauna Spenley Chief Marketing Officer at HBO Max • Eric Pallotta Global SVP Brand Marketing and Social Media at HBO Max; Participation Is the New Media Currency: How Civil Media Built a Media Model Around What Audiences Do by The Heart Monitors for Civil Media / Don't hate Debate TV
Civil Media created "Don't Hate Debate TV" to test how different topics, perspectives, formats and emotions drive audience participation as media currency. In its first year, it launched over 600 executions and analyzed 1,230 videos across YouTube and TikTok, generating over 10 million views, developed a community of over 50,000 members, with an average 50–63% YouTube completion rate. The initiative drove 220,000 participation actions, published 353 community polls and attained a 12.4% average community-poll participation rate.
Credits: Robin Lemberg , Founder/Creator , The heart monitors / Civil Media

Social: Use of Single Platform: CVS Media Exchange + Reddit turned conversations into conversions for Haleon by CVS Media Exchange (CMX) for Haleon
CVS Media Exchange used Reddit as its platform to reach shoppers mid-search for gut-health advice, pairing 90M ExtraCare loyalty insights with Reddit's native, community-driven placements. LiveRamp's Clean Room tech closed the loop, matching ad exposure to actual purchases for deterministic sales attribution. Results: 131% stronger ROAS than category benchmarks, 8.1% higher unit share, 600% higher unit sales growth versus the prior year, and 2x the CTR of the next-best channel—proving social conversation can drive verified retail sales.
Credits: Luke Hannan-Sr Manager, Strat Marketing (CVS Media Exchange) Casey Traverse-Product Marketing Manager (CVS Media Exchange) Gretchen Reisner-Lead Director, Client Insights & Strategy (CVS Media Exchange) Courtney Meara-Lead Director, Sales Enablement (CVS Media Exchange) Aimee Peitzmeier-Sales Enablement Manager (CVS Media Exchange) Ari Ben-Canaan-Sr Marketing Manager (CVS Media Exchange) Allison Volpicelli-Lead Director, Creative (CVS Media Exchange) Brett Dameron-Associate CD, Creative (CVS Media Exchange) Carey Terranova-Associate CD, Creative (CVS Media Exchange) Jeffrey Lin-Manager, Business Analytics (CVS Media Exchange) Venkata Meda- Staff Data Engineer, (CVS Health) Sucharitha Rumesh-Sr Software Development Engineer (CVS Health) Stephanie Goldfarb-Lead Director, Optimization (CVS Media Exchange) Molly McCann-Sr Manager, Optimization (CVS Media Exchange) Christophe Dilworth-Lead Director, Media Planning (CVS Media Exchange) Robyn Beauchamp-Sr Media Planning Manager (CVS Media Exchange) Natalia Boettcher-Sr Media Planning Manager (CVS Media Exchange) Steven So-Lead Director, Owned & Operated (CVS Media Exchange) Bridget Zayner-Sr Manager, Ad Operations (CVS Media Exchange); Full-Funnel Social Acceleration Across HCP & DTP Care Journeys by EVERSANA INTOUCH for Corcept Therapeutics, Incorporated
Corcept used Meta as its single platform to connect two very different audiences: patients and physicians, moving both from awareness to action. Uniting disease education with branded messaging, Meta became the leading driver of completed self-assessments for the Cortisol in Control patient hub, outpacing all other channels combined. On the HCP side, Meta beat industry click-through benchmarks and fueled steady quarter-over-quarter growth in verified sign-ups and "Contact a Rep" completions—proving one platform could move both sides of a clinical journey.
Affiliated Agency: EVERSANA INTOUCH
Credits: • Myles Lawless, Sr. Director, Digital & Omnichannel Marketing, Corcept Therapeutics • Petra Nelson, Director, Digital & Omnichannel Marketing, Corcept Therapeutics • Elizabeth Whitcher, Associate Director, Marketing, Corcept Therapeutics • EVERSANA INTOUCH; Send Noods by Goodby Silverstein & Partners for Maruchan Saucy Noods
Maruchan used Snapchat to turn a 50-year-old pantry staple into Gen Z's late-night obsession. The insight: "Saucy Noods" sounds a lot like "Saucy Nudes," and Gen Z's ramen cravings hit at the same hour as their flirty texts. Launched on Valentine's Day, Sponsored Snaps disguised as messages from a friend or crush arrived after 9pm with "Open for Saucy Noods." The stunt beat Snapchat's 3.5% open-rate benchmark by 288%, hitting 13.6%, and fueled Maruchan's #1 sales month on Amazon ever.
Credits: Client: Maruchan Brand: Saucy Noods Spot Name: Saucy Noods Valentines Day Air Date: 1/15/25 Agency: Goodby Silverstein & Partners Client VP, Marketing: Jeff Woronets Marketing Director: Katelyn Stokes Marketing Manager: Samantha Bell Agency Creative Chief Creative Officer: Margaret Johnson Art Director: Sara Ryan Copywriter: Hannah Cruise Account Services Managing Partner: Brian McPherson Group Account Director: Shanley McClure Brand and Communication Strategy Partner, Head of Communication Strategy: Christine Chen Strategy Director: Charlotte Cordova Junior Strategist: Riya Sinha

Best Tentpole Campaign: CLA March Madness CTV by The Shipyard for Clifton Larson Allan
CliftonLarsonAllen (CLA) used March Madness as a strategic opportunity to expand beyond existing audiences and reach high-intent, net-new users. Investing $65K in Advanced CTV through The Trade Desk, CLA paired premium live tournament programming with Business Decision Maker targeting to reach valuable new households. The 22-day campaign delivered 98% incremental reach, introducing more than 425,000 net-new households. While nearly 6,000 new users visited during the campaign, momentum continued afterward: new users increased 39% in the following 22 days, with 97% of growth driven by first-time visitors—demonstrating the campaign's ability to generate sustained demand.
Credits: Shannon Price, Senior Programmatic Trader, The Shipyard Amanda Wallingford, Programmatic Director, The Shipyard Mattie Stevens, Media Planner, The Shipyard Megan Isler, Media Director, The Shipyard Kenzie Poelking, Senior Account Manager, The Shipyard Dave Ronk, Group Account Director, The Shipyard Kristen Gardner, Program Lead, The Shipyard Becky Bauer, Managing Director of Marketing and Brand, CLA; Mesquite Grand Opening by Commit Agency for Peter Piper Pizza
Peter Piper Pizza turned the opening of its first corporate-owned DFW location in Mesquite into a community event through a month-long organic social campaign. The rollout used an ESPN-inspired “Breaking News” announcement, locally relevant countdowns, nostalgic street interviews, an opening-week Reel, and six DFW micro- and macro-influencers selected for engagement, sentiment, and brand fit. The campaign generated 540,661 TikTok impressions, 86,571 Facebook impressions, 91,038 Instagram impressions, and 163,254 creator views. Most importantly, the location generated $95,427 in sales during its first 11 days, proving social excitement could drive real-world traffic.
Credits: Genaro Perez, Chief Marketing Officer, Peter Piper Pizza Mary Ellen Thieroff, Digital Marketing Manager, Peter Piper Pizza Rochelle Romero, Brand Manager, Peter Piper Pizza Gene Watson, Director of Social Media, Commit Agency Jade Frazier, Social Media Manager, Commit Agency Amy Perez, Account Supervisor, Commit Agency Stephanie Pentelute, Vice President of Client Services, Commit Agency; Giving Lunar New Year Center Stage by The Many for Panda Express
Panda Express elevated Lunar New Year from a seasonal marketing moment into a major cultural tentpole, celebrating its authentic connection to American Chinese culture. The centerpiece was Panda’s first hand-drawn animated short film, which aired on television and generated 24M+ YouTube views. The celebration expanded across social, digital, gaming, creators, music, and partnerships, generating 333M impressions. The campaign drove Panda’s highest-ever Lunar New Year Consideration score, up 7 points year over year, while store visits rose 5.5%, online-order revenue increased 18.1%, and February delivered the quarter’s strongest same-store-sales growth.
Affiliated Agency: The Many (Media); Opinionated (Creative); Mighty Joy (Social)
Credits: Crystal Chou, Group Media Director, The Many Nicole Reinertsen, Media Director, The Many Christian Pettinelli, Associate Media Director, The Many June Park Senior Media Planner, The Many Quintin Debley, Media Planner, The Many Alex Huang, Digital Director, The Many Ailyn Ventura, Senior Digital Specialist, The Many Gabriela Elizondo, Director of Analytics, The Many Joe Kim, Senior Brand Manager, Panda Restaurant Group Diana Huang, Senior Brand Manager, Panda Restaurant Group

Best Use of Video on Social Platforms: The Re-Rebrand by HBO Max x Razorfish for HBO Max
HBO added Max back to its name — and became a universal punchline. Too many rebrands, too much confusion. Rather than hide its poor judgment, the streamer mocked itself! Some 65 content pieces dropped in 24 hours across six platforms. By turning a bad decision into clever marketing, even insulting comments became smart content. IP accounts ("Harry Potter," "True Detective") added to the discussion. The result? 16 million views, a 1200% spike in mentions and 97% positive sentiment. An identity crisis became real entertainment.
Credits: • Brian Carley Chief Creative Officer at Razorfish • Bill Leopold Vice President, North American Social at HBO Max • Conor Driscoll Associate Manager, Social Media at HBO Max • Joseph Bertolini Social Analyst at Razorfish • Mallory Ziglar Director, Operations at HBO Max • Steve Rebeiro Manager, Social Media at HBO Max • Ben Sahle Senior Director, Social Strategy at HBO Max • Nye Caple Associate Manager, Social Media at HBO Max • Sarah Lee Manager, Social Media at HBO Max • Dean Page Associate Manager, Social Media at HBO Max • Megan Zenger Senior Manager, Social Media at HBO Max • Amirah Campbell Video Editor at Razorfish • Leif Lyon-Miller Senior Social Analyst at Razorfish • William Schretzman Motion Designer at Razorfish • Taylor Markey Senior Social Analyst at Razorfish • Gabe Najar Social Analyst at Razorfish • Sebas Santafe Senior Manager, Social Media at HBO Max • Samantha Cheng Social & Digital Marketing Lead, APAC at HBO Max • Veronika Benzon Senior Director, Social Media EMEA at HBO Max • Joa Tous Senior Director, Social Media LATAM at HBO Max • Ashleigh Bruton Head of Social, Australia at HBO Max • Michael Hagos VP, Brand Creative at HBO Max • Shauna Spenley Chief Marketing Officer at HBO Max • Eric Pallotta Global SVP Brand Marketing and Social Media at HBO Max; Take a Hike by RP3 Agency for Appalachian Trail Conservancy
To promote the Appalachian Trail — and the lesser known Appalachian Trail Conservancy — the term “take a hike” was transformed. A former insult became an invitation to experience the wonders of nature. And to spread that message, the ATC tapped Kevin Nealon as its spokesman. Social, digital and late-night talk shows weighed in, alerting Americans to a wilderness that should be explored and cherished. National interest grew. And a record 975 million impressions helped spur a 25% increase in donations. Walk on!
Credits: Tuesday Poliak, Chief Creative Officer, RP3 Agency Jeri Ward, Chief Marketing Officer, Appalachian Trail Conservancy Jeff Grace, Creative Director, RP3 Agency Amanda Moore, Design Director, RP3 Agency Olivia Childs, Art Director, RP3 Agency Elaine Luzietti, Copywriter, RP3 Agency Maja Husar, Head of Strategic Planning, RP3 Agency Jono DeCosta, Head of Media & Performance, RP3 Agency Ayse Altunisik, Media Supervisor, RP3 Agency Kristiana Johnson, Account Supervisor, RP3 Agency Melanie Appel, Head of Account Leadership, RP3 Agency Jeff Grace, Director, RP3 Agency John Melin, Editor, RP3 Agency Walker Corl, Editor, RP3 Agency Adam Maffei, Producer, RP3 Agency; Hate Goes All Ways: Turning an Anti-Division Idea Into Participatory Scale by The Heart Monitors for Civil Media / Don't Hate Debate TV
Social platforms encourage outrage, turning disagreements into hateful encounters. Civil Media used social videos, such as a black woman hating all whites, to suggest dehumanizing a race denigrates, rather than promotes, dialogue. Another asked audiences to hold conflicting views without telling them which to reject. “Hate Goes All Ways” worked to promote civility, even when sides disagreed. The four videos reached 3.38 million viewers, while the campaign added 12,800 subscribers. Divisions exist. But maintaining human dignity can move the conversation forward.
Credits: Robin Lemberg , Founder/Creator , The Heart Monitors / Civil Media

Online Marketing Excellence by Industry Sector and Websites

Activism/Public Service: Corporate Responsibility or Non Profit: Take a Hike by RP3 Agency for Appalachian Trail Conservancy
The Take a Hike campaign from RP3 transformed a small nonprofit into a national cultural force. By reframing “Take a Hike” from an insult into an empowering invitation, the work didn’t just raise awareness, it reshaped public perception of the trail and mental health. Partnering with Kevin Nealon brought humor, authenticity and instant reach, while the “Definition Petition” turned passive viewers into active supporters. Nearly one billion impressions, $81 million in donated and earned media, and 85x the reach of paid advertising alone.
Credits: Tuesday Poliak, Chief Creative Officer, RP3 Agency Jeri Ward, Chief Marketing Officer, Appalachian Trail Conservancy Jeff Grace, Creative Director, RP3 Agency Amanda Moore, Design Director, RP3 Agency Olivia Childs, Art Director, RP3 Agency Elaine Luzietti, Copywriter, RP3 Agency Maja Husar, Head of Strategic Planning, RP3 Agency Jono DeCosta, Head of Media & Performance, RP3 Agency Ayse Altunisik, Media Supervisor, RP3 Agency Kristiana Johnson, Account Supervisor, RP3 Agency Melanie Appel, Head of Account Leadership, RP3 Agency Jeff Grace, Director, RP3 Agency John Melin, Editor, RP3 Agency Walker Corl, Editor, RP3 Agency Adam Maffei, Producer, RP3 Agency; Check-in Chain by The Many for Wounded Warrior Project
During National Suicide Prevention Awareness Month, Wounded Warrior Project wanted to expand the conversation around veteran suicide and mental health to veterans and Gen Z. While mental-health conversations have become increasingly visible online, many people still feel unsure what they can actually do to help. The campaign from The Many gave them one simple action: Ask someone, "How are you really doing?" With $104K in media investment, the campaign generated 17.6 million impressions, 11.4 million video views and 865K+ engagements, with a 64.7% view-through rate.
Affiliated Agency: Thibault Debaveye - Director; Union Production - Post Editorial
Credits: Kate DeMallie, Senior Brand Director, The Many Jeremiah Wassom, Group Creative Director, The Many Jon Menager, Senior Project Manager, The Many Crystal Chou, Group Media Director, The Many Maxine Francisco, Senior Media Planner, The Many Alex Huang, Senior Digital Director, The Many Mariam Boyadjian, Digital Media Specialist, The Many Ryan Tucker, Manager - Creator Management, The Many Dave Sonsky, Content Marketing & Social Media Director, Wounded Warrior Project Judith Edwards, Manager, Social Media, Wounded Warrior Project; AHF – Coachella + Lollapalooza by AHF, billups for AIDS Healthcare Foundation (AHF)
AIDS Healthcare Foundation and Billups turned two major music festivals into opportunities to put sexual health into the cultural conversation. AHF used the artists and language audiences were already talking about to make its message feel part of it. At Coachella, AHF tapped Justin Bieber's performance with lyric-inspired billboards. "LOVE YOURSELF" pointed towards condom education. For Lollapalooza, AHF adapted the idea to Chicago. "Got Bed Chem?" referenced Sabrina Carpenter's hit song and headline set while directing audiences to freeSTDcheck.org.
Credits: billups Team Shannon Durkan Kelley Orozco April Davis Brianna Thomas AHF TeamL AIDS Healthcare Foundation Jason Farmer Gavin De Reuck Allan Gines Mahika Kawale CREDITS FOR LOLLAPALOOZA billups Team Shannon Durkan (billups) Kelley Orozco (billups) Will Wilson (billups) Rachel Moorefield (billups) AHF Team Jason Farmer Gavin De Reuck Allan Gines Mahika Kawale

Automotive: Campaign: Buy Diane's Car by PMG for Bring a Trailer
PMG created an engaging promotion for Bring a Trailer targeting car enthusiasts gathered for Formula 1 week in Las Vegas. Creative centering on “Buy Diane’s Car” drove a 220% lift in “Bring a Trailer” Google searches, and a 70% lift in new Vegas users to the site, who averaged more than two minutes browsing once they arrived. The listing itself pulled 11,226 sessions, with 430 driven directly by QR scans. Paid social reached 537,000 people on the Strip, delivering 1.62 million impressions at $20 CPM.
Credits: n/a; Subaru Loves To Help by Open Influence for Subaru of America
An initiative under the Subaru’s Loves to Help benefiting Operation Warm rejected the traditional scale-first influencer model in favor of credibility-led storytelling. Two core content pieces expanded into eight posts across Instagram, TikTok and YouTube Shorts and resulted in 11.05M+ impressions, 1.41M engagements and 63,103 clicks. CTR reached 4.97%, nearly five times benchmark, while 93.8% of sentiment was positive. The campaign created by Open Influence, demonstrated that purpose-driven automotive marketing grounded in credible, human storytelling can deliver both emotional connection and measurable audience action.
Affiliated Agency: Carmichael Lynch
Credits: Jessica Tobey - VP of Partnerships - Open Influence Hannah Cruz - Associate Director - Open Influence Laurie Bignal - Senior Account Manager - Open Influence Mary Taylor - Account Coordinator - Open Influence Maegan Buzzella - Paid Social Manager - Open Influence Danielle Drubner - Director, Paid Social - Open Influence Alexie Sourou - Paid Social Specialist - Open Influence Lauren Hill - Associate Media Director - Carmichael Lynch Jessica Helman - Assistant Media Planner - Carmichael Lynch Kristen Buckner - Assistant Account Manager - Carmichael Lynch Alex Weaver - Group Account Director - Carmichael Lynch Lisa Fahning - Account Director - Carmichael Lynch Taylor Lord - Group Media Director - Carmichael Lynch Gigi Flom - Senior Planner - Carmichael Lynch Eden Swanson - Group Planning Director - Carmichael Lynch Patrick Hanna - Creative Director - Carmichael Lynch Bhavik Gajjar - Creative Director - Carmichael Lynch Elizabeth Winchester - Associate Social Director - Carmichael Lynch Alicia Lees - Social Media Strategist - Carmichael Lynch Christina Valente - Love Promise Community Commitment Manager - Subaru of America Cara Palumbo - Love Promise Community Commitment Specialist - Subaru of America Alex Cabrera -Integrated Advertising Manager - Subaru of America Allison Krumm - Social Media & Influencer Strategy Manager - Subaru of America Maxie Ehrlich - Lead Social Media Specialist - Subaru of America Amy Rosenzweig - Senior Social Media Specialist - Subaru of America Ryan Johnson - Integrated Media Manager - Subaru of America

Beauty/Cosmetics: Campaign: Sephora x Lyft: Delivered to Beauty by Digitas for Sephora
While Amazon wins on convenience, only 30% of beauty buyers feel excited by its deliveries, versus 70% for Sephora. So during Prime Day, Sephora partnered with Lyft to flip the script: Sephora-striped cars offered discounted rides straight to stores, complete with in-app content, promo codes, and VIP treatment on arrival, including samples and exclusive promotions. Influencer buzz and PR (doubling coverage goals) amplified the stunt near Amazon's own backyard, proving prestige beauty's real value lives outside the shipping box.
Credits: Zena Arnold, Chief Marketing Officer, Sephora U.S. Anne Cambria, SVP, Marketing - Brand, Retail, Creative and Insights, Sephora Candace Payne, VP, Brand & Seasonal, Sephora Blakeley Vaughn, VP, External Communications, Sephora Brent Mitchell, VP, Social Media and Influencers, Sephora Megan Black, VP, Digital Marketing & Media, Sephora Laura Sokol, Marketing Manager, Sephora Beverly Basiga, Director External Communications, Sephora Emma Faber, Manager External Communications, Sephora Kat Thomsen, Creative, Sephora Cara Mia Wilde, Creative, Sephora Annie Ma, Media Director, Sephora Samantha Yankiling, Social, Sephora Nya Jones, Social, Sephora Charles Reed, Production, Sephora Mary McDonald, Project Management, Sephora Molly Keenan, Marketing Manager, Sephora Atit Shah, Chief Creative Officer, Digitas Gabriel Cheung, Chief Creative Officer, Le Truc Jennifer Awasano, EVP Creative, Digitas Adam Van Dusen, Associate Creative Director, Le Truc Lisa Eri, Associate Creative Director, Le Truc Samuel Kim, Designer, Le Truc Eric Witman, Creative Director, Le Truc Steven Fried, Producer, Digitas Shabnum Palomba, EVP Media, Digitas Toby Feakins, EVP Media Strategy, Zenith Shannon Sullivan, VP Media Strategy, Digitas Roberta Remigi, SVP Strategy, Digitas Jordan Hasak, SVP Connections Strategy, Digitas Manisha Dayananda, Senior Brand Strategist, Digitas Kathleen Metzger, SVP Data & Analytics, Digitas Eli Lichtman, Associate Director Data & Analytics, Digitas Megan Baker, SVP Account, Digitas Mckenzie Bryan, VP Account, Digitas Amanda Clary, VP Project Management, Digitas Hannah Martin, Project Manager, Digitas Steph Gilbert, EVP External Comms, Digitas Karli Keeler, VP External Comms, Digitas Brian Irving, Chief Marketing Officer, Lyft Suzie Reider, Executive Vice President, Lyft Media and Lyft Business Shane Dwyer, Head of Sales, Lyft Ads Mattan Bitner, Head of Engineering, Lyft Ads Jenny Liu, Head of Marketing, Lyft Ads Katie Hegarty, Sales Team Lead, Lyft Ads Maddie LaJoie, Account Management Lead, Lyft Ads Christina Yee, Creative Designer, Lyft Ads Megan Arend, Group Product Manager II, Lyft Ads; Reclaiming fame: How ChapStick drove 50% YoY sales growth & took back its place in culture by Croud & Born Social for ChapStick
ChapStick built the lip care category, then watched 99% of social mentions of its own name go to competitors. To reclaim relevance, ChapStick and Croud/Born Social tapped nostalgia through a limited-edition Ugly Sweater collection, blending creator storytelling with full-funnel paid media across TikTok, YouTube and Meta, repurposing creator content into ads and optimizing in real time to stay fresh. The result: 83+ million reached, a 16-point relevance lift, an 18-point purchase-intent lift, and 50% year-over-year sales growth for the collection.
Credits: Thomas Esposito, Associate Director of Media Operations, Croud Parker Laba, Senior Biddable Account Manager, Croud Jay Rivera, Biddable Account Manager, Croud Gabriela Carlos, Analytics Director, Croud Steph Ross, VP of Social & Influencer, Born Social Holly Adams, Senior Influence Manager, Born Social Jadyn Briggs, Influence Account Executive, Born Social Ryan Warnberg, Associate Creative Director, Born Social Mary Kingcott, Creative Designer, Born Social; Vanity Vandals by Movers+Shakers for e.l.f. Cosmetics
America's bathroom counters are a battleground, and e.l.f. Cosmetics turned the chaos into evidence. "Vanity Vandals," a nearly 10-minute true-crime mockumentary, investigated the "Vanity Vandalism" epidemic—clutter caused by e.l.f.'s irresistibly affordable prices—complete with detectives, interrogations and a red-carpet premiere at TCL Chinese Theatre. The case went on to earn 3+ billion media impressions, 61 million social views, and $1.4 million in organic EMV from creators, up 264% versus its predecessor, with fans already demanding a sequel.
Credits: Laurie Lam, Chief Brand Officer, e.l.f. Cosmetics Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Cosmetics Chelsey Duckworth, Director Integrated Marketing + Communications, e.l.f. Cosmetics Ashley Rosebrook, Chief Creative Officer, e.l.f. Cosmetics Desi Gallegos, VP, Creative Director, e.l.f. Cosmetics Nimrat Brar, AVP, Creative, e.l.f. Cosmetics Jocelyn Choi, Associate Director, Marketing Operations, e.l.f. Cosmetics Jenn Washington, Director of Brand Marketing, e.l.f. Cosmetics Pamela Henzi, AVP Brand Marketing, Interim, e.l.f. Cosmetics Hallie Gersten, Senior Brand Manager, e.l.f. Cosmetics Brittany Barbanera, Associate Director, Paid Media, e.l.f. Cosmetics Alex Kasper, Sr. Director, Integrated Marketing Communications, e.l.f. Cosmetics Regine Fung, AVP, Global Paid Media, e.l.f. Cosmetics Jennifer Zaitz Sutherlin, Vice President e.l.f. Made (Entertainment), e.l.f. Cosmetics Micah Jesse Koffler, Global Director, Influencer & Creator Marketing, e.l.f. Cosmetics Evan Horowitz, CEO & Co-Founder, Movers+Shakers Geoffrey Goldberg, CCO & Co-Founder, Movers+Shakers Caitlin Woods, Creative Director, Movers+Shakers Justin Adelman, Group Account Director, Brand Partnerships, Movers+Shakers Emily Larsen, Social Media Director, Movers+Shakers Devon Archbold, Strategy Director, Movers+Shakers Daniel Ostrander, Director of Integrated Production, Movers+Shakers Grace Adams, VP, Integrated Production, Movers+Shakers Emma Melamed, Sr. Account Manager, Movers+Shakers Tamara Baskin, Sr. Influencer Marketing Manager, Movers+Shakers Mariel Weinand, Sr. Content Creator, Movers+Shakers Cara Zozula, Assoc. Director, Integrated Production, Movers+Shakers Juan Marquez, Sr. Social Media Manager, Movers+Shakers

Beverage (alcoholic and non-alcoholic): Chug Life by stiletto collective for Rambler Sparkling Water
The Texas-born Rambler water brand upped visibility by connecting with music and festival fans, alongside influencer collaborations and a social-first “Chug Life” push. Highlighting its texture and versatility clicked. So did activations with Austin City Limits and nationwide ads in priority stores that drove traffic to Rambler’s online site. Sales grew more than 70% this year and the brand is now approaching an estimated $40 million in annual sales, proving targeted micro-campaigns — geography, audience and retail availability — work.
Credits: Ly Tran, Founder/ceo, stiletto collective Daniella Meyers, Director, Brand & Performance, stiletto collective; Fueled by Rev Heads by The Many for NOS Energy
NOS Energy focused on car enthusiasts to promote its drink with fans. Aligning with Donut Media, a third-generation Chevy Camaro was transformed into a custom NOS vehicle. The build was documented in a branded episode, with NASCAR’s Ricky Stenhouse Jr driving the finished car. Plus, the Camaro wasn’t just a reconstruction. It was a sweepstakes prize. Thanks to social content and YouTube pre-rolls, 1M+ views and 6.9M impressions were generated. Talk about building customer interest from the ground up!
Affiliated Agency: N/A
Credits: Maxine Francisco, Media Planner, The Many Christian Pettinelli, Associate Media Director, The Many Nicole Reinertsen, Media Director, The Many Crystal Chou, Group Media Director, The Many Alli Adamonis, Group Brand Director, The Many; Vertuo World 2026 Campaign by Teads for The Nestle Group/Nespresso
Nespresso employed a full press with Dua Lipa to reach coffee lovers. Teamed with Teads and Croud, the Q2 digital campaign invited users to personalize their “morning coffee moment.” The customized interactive was profitable, grabbing attention and pouring serious brand lift. The strategy, coupled with CTV HomeScreen placements, served up solid engagement. It reached over 6M unique households with targeted Vertuo World messaging and outperformed industry benchmarks by +70% (video) and +195.5% (display) in APM. Now that’s a caffeine lift!
Affiliated Agency: Croud
Credits: Maha Khwaja, Sr. Manager of Integrated Media, Nespresso Baylie Braverman, Manager of Media Planning and Strategy, Nespresso Abigail McGuire, Media Specialist, Nespresso Ricardo Ibarra Martinez, Brand and Communications Director, Nespresso Alana Kelly, Content Marketing, Nespresso Morgan Leathers, Executive Director, Client Lead, Croud Marisa Neamonitis, Executive Director of Biddable Media, Croud Lauren Gidlow, Associate Director, Biddable Media, Croud Alex Esposito, Biddable Account Manager, Croud Caroline Schulweis, Senior Sales Director, Teads Kaite O’Grady, Senior Account Manager, CX, Teads Matthew Adlestein, Director of Creative Strategy, Teads

Business-to-Business Campaigns: Always Show Up by HLK for Channel Seed
Channel’s network of seed pros wanted to reach farmers. But to break through a crowded field, it used real agronomists and humor to promote the potential for performance growth. Launched across video, digital, social and a dedicated landing page, the campaign’s “Always Show Up” message was just that: an ongoing service that didn’t end at purchase. That targeted focus delivered 50,000 social mentions and doubled TikTok followers. The perception switch also centered Channel as a source of both expertise and dependability.
Credits: Darren Brickel, Creative Director, HLK Will Sharpe, Associate Creative Director - Writer, HLK Dani Gratton, Associate Creative Director - Art Director, HLK Claire De Rocco, Art Director, HLK Hannah Kfoury, Agency Producer, HLK Lydia Wallbaum, Account Supervisor, HLK Kendall McDermott, Brand Planning Director, HLK Krystal Evans, Brand Planner, HLK Kyra Lavalais, Assistant Account Manager, HLK ZAPATA, Director, Paradise ZAPATA — Director; Bring Clarity to Chaos by Mediaplus North America for Transunion
Perception is everything. Too often, committees choose a name brand, rather than the best brand. TransUnion decided to increase visibility with strong media placement, effectively upping its authority. From digital OOH to Cannes to leading trade pubs, the company positioned itself as a leader in the marketing industry. Once familiarity was achieved, it underscored its strong skill-set to decision makers. The six-month campaign produced 2.6 billion earned impressions and marketing qualified leads were up five-fold with the same spend. That's called success.
Credits: Tamara Alesi, CEO, Mediaplus North America Jasmine Presson, Chief Strategy Officer, Mediaplus North America Laura Kavanaugh, SVP, Head of Media, Mediaplus North America Stefanie Flaum, VP Group Media Director, Mediaplus North America Meredith Robinson, Director of Media, Mediaplus North America Vanessa Tropona, Media Supervisor, Mediaplus North America Hannah Tilds, Associate Media Planner, Mediaplus North America Rose Huang, Senior Strategist, Mediaplus North America; It starts with Adobe by Critical Mass for Adobe
Adobe is known for design and production, but not AI. To get CMOs to identify the company as their AI source, it switched gears. An intense, laser-focused campaign focused on changing CMO perceptions to ensure they would begin their AI adoption journey with Adobe. The message: Adobe is your trusted AI partner. Human-led, but Adobe-accelerated. Ads went global — from events to sports partnerships. The result? 1.6B global impressions and a 30% uptick in ROI. Message received.
Credits: Val Carlson, Chief Creative Officer, Critical Mass Jen Dorman, Executive Creative Director, Critical Mass Andrew Dolby, Executive Creative Director, Critical Mass Kate Foley, Group Creative Director, Critical Mass Jon Ehrlich, Group Creative Director, Critical Mass Diana Prymack, Associate Creative Director, Critical Mass Rodrigo Ruiz, Senior Art Director, Critical Mass Grant Owens, Chief Strategy Officer, Critical Mass Scott Sinclair, VP, Strategy, Critical Mass Joanna Mathews, Group Strategy Director, Critical Mass Alysson Scartz, EVP, Global Client Lead, Critical Mass Perry Cottrell, EVP, Client Operations, Critical Mass Chris Hurdiss, VP, Client Partner, Critical Mass Lauren McDole, Sr. Account Director, Critical Mass Ali Ewasiuk, Sr. Account Manager, Critical Mass Oli Moorman, SVP, Delivery, Critical Mass Alejandra Campos, Group Program Director, Critical Mass Anil Chakravarthy, President, Customer Experience Orchestration Business, Adobe Rachel Thornton, SVP, CMO, Enterprise Marketing, Adobe Marissa Dacay, VP, Global Field & Campaign Marketing, Adobe Ashley Chang, Sr. Director, Global Narrative & Content, Adobe Lori Debortoli, Sr. Director, Adobe Studio, Adobe Warren Frost, Sr. Creative Director, B2B Enterprise, Adobe Ashley Penn, Sr. Director, Global Enterprise Digital Marketing, Adobe Heather Combs, Sr. Director, Head of Brand Strategy, Adobe Jason Ridge, Group Manager, Marketing Program Management, Adobe Lindsay Tyler, Director of Brand Production, Omnicom Production Haley Silverman, Senior Producer, Omnicom Production Peter Humble, Producer, Omnicom Production Courtney Jenkins, Senior Music producer, Omnicom Production Tamika Knight, Senior business affairs Specialist, Omnicom Production Ben Strebel, Director, Biscuit Filmworks Edit - The Den Editorial Audio - Omnicom Studios Post - Coffee & TV Music - MAS (Music and Strategy)

Consumer Packaged Goods: Stick to Real by Archer for Archer
In a protein-obsessed world, this campaign cut through the food noise with a suave and savvy bull. Archer's "Stick to Real" launched its first national platform by turning modern life's absurdity up to eleven—an over-the-top dinner party—until Archer's blue bull appeared with a simpler answer: real food, clean ingredients. Backed by Hulu, full-funnel digital and LA Dodgers sponsorship, the campaign followed 90% year-over-year sales growth, nearly 16x the category average, marking Archer's first true act of brand-building.
Affiliated Agency: o Creative Agency: Demonstrate o Production Team: Brave o Media Buying: Ignited o Influencer: Palms Creative o PR: Crafted
Credits: o Andrew Thomas, VP Marketing, Archer o Amy DeMallie, Media Director, Ignited o Stephen Thi, Media Director, Ignited o Scott Sidlo, Media Supervisor, Ignited o Charlie Good, Sr. Media Planner. Ignited o Kyle Jepsen, Asst. Media Planner, Ignited; Mars Wrigley Halloween 2025 by Clinch & Mars Wrigley for Mars Wrigley
For Halloween 2025, Mars Wrigley partnered with Clinch to turn Walmart shopper data into hyper-personalized creative across Snickers, M&M'S, Skittles and Twix—71 unique messages and 355 asset variations tailored to baking, trick-or-treating and gathering occasions. Real-time signals like purchase history and ad engagement let Mars shift spend dynamically between seasonal phases. The result: 132 million impressions, a 76%+ year-over-year ROAS increase, and a 73% drop in CPM—one of Mars Wrigley's most successful Halloween campaigns yet.
Credits: Chris Bendeck, Associate Director, Brands & Content, Mars Wrigley Jason Smith, Client Partner, Clinch; Reclaiming fame: How ChapStick drove 50% YoY sales growth & took back its place in culture by Croud & Born Social for ChapStick
ChapStick built the lip care category, then watched 99% of social mentions of its own name go to competitors. To reclaim relevance, ChapStick and Croud/Born Social tapped nostalgia through a limited-edition Ugly Sweater collection, pairing creator storytelling with full-funnel paid media across TikTok, YouTube and Meta—repurposing creator content into ads and optimizing in real time. The campaign made more than 83 million impressions and achieved a 16-point relevance lift, an 18-point purchase-intent lift, and 50% year-over-year sales growth for the collection.
Credits: Thomas Esposito, Associate Director of Media Operations, Croud Parker Laba, Senior Biddable Account Manager, Croud Jay Rivera, Biddable Account Manager, Croud Gabriela Carlos, Analytics Director, Croud Steph Ross, VP of Social & Influencer, Born Social Holly Adams, Senior Influence Manager, Born Social Jadyn Briggs, Influence Account Executive, Born Social Ryan Warnberg, Associate Creative Director, Born Social Mary Kingcott, Creative Designer, Born Social

Education: Every Peso, more potential. 59.6% more leads with just 2.6% more investment. by NP Digital for Tecmilenio
Tecmilenio needed more high school leads without a proportional budget increase, so it redesigned its media mix to give each channel a clearer job. Search campaigns were rebuilt around intent, Performance Max drove efficient scale, Meta shifted toward parents and urgent enrollment windows, and TikTok entered as a controlled test for incremental demand. The result: meaningful growth in lead volume and stronger cost efficiency, building a smarter, more scalable media foundation for future enrollment cycles.
Credits: Joyce Sosa: Account Director, NP Digital Francisco Ramirez: Paid Media Manager, NP Digital Alejandro Medina: Paid Media Specialist, NP Digital Hazel Martínez Cruz: Coordinadora de Campañas Digitales, Tecmilenio Daniel Sánchez Santos: Líder de Campañas Digitales, Tecmilenio Jorge Mier: Analista de Performance, Tecmilenio; State of Idaho – Fentanyl Prevention 2026 by billups for State of Idaho / Office of the Governor
Idaho didn't need a scarier fentanyl message, just a clearer one: half of all fake pills with fentanyl contain a lethal dose. That single fact ran across five markets in school networks, convenience stores, commuter bulletins and street projections, anchored by a first-of-its-kind blacklight billboard that made pills glow to reveal hidden danger. The campaign sparked real conversations—families shared photos of the projections, students reconsidering their own risk—turning a scrollable statistic into something Idaho communities actively discussed.
Credits: billups Drake Cooper

Financial Services: Plan Well, Play Well by Copacino Fujikado for Symetra Life Insurance Company
The Plan Well, Play Well campaign, which coincided with the 2026 Winter Olympics, saw the launch of Season 3 of the branded entertainment series featuring basketball player Sue Bird, sports commentator and former competitive ice skater Tara Lipinski and hockey player Hilary Knight. The campaign aimed to show that financial planning can create the freedom to pursue new passions. The campaign was built around long-form YouTube episodes supported by YouTube Shorts, Meta placements, influencer partnerships, and sequential messaging.
Credits: Copacino Fujikado: agency Symetra Life Insurance Company: client; Bron: The Seed Phrase Museum by Bron for Bron
The campaign for the crypto wallet Bron focuses on common ways crypto holders lose everything -- such as forgotten passwords, phishing scams and laptops thrown in landfills. A 90-second film anchors the campaign across Bron's social channels and The Seed Phrase Museum -- a digital exhibit featuring ways people lose access to crypto. Visitors to The Seed Phrase Museum's site can take a quiz to see if their own crypto is exposed and access a practical safety guide.
Affiliated Agency: Be The Fox (Creative & Production Agency)
Credits: Dmitry Tokarev, Founder, Bron Tyler Kenyon, CMO, Bron John Ogun, Director, Be The Fox Tom Saunders, Head of Production (on site), Be The Fox Trak Ellis-Hill, Creative Director, Be The Fox Meg Price, Executive Producer, Be The Fox Diana Ellis-Hill, Executive Producer, Be The Fox Holly Edwards, Producer (remote), Be The Fox Cheyne Mills, Producer (on site), Be The Fox Bud Gallimore, DOP (Bron Museum), Be The Fox Rick Joaquim, Editor (Bron Buddies), Be The Fox Ray Stevens, Editor (Bron Museum), Be The Fox Gianni Battaglia, Editor (Bron Buddies), Be The Fox; Chase Home Lending 2026 Pilot Program by Open Influence for Chase Home Lending
The Chase Home Lending campaign involved 11 creators -- including parents, young entrepreneurs, professional athletes, realtors and designers -- who used their own homebuying journeys and renovations to introduce Chase Home Lending’s tools and options. Across TikTok and Instagram, creators shared lessons from their own first purchases. The campaign generated more than 79 million views and reached more than 22 million followers. It also drove more than 1.2 million unique visitors to the Chase Home Lending landing page.
Credits: Elizabeth Ollis - VP, Brand Partnerships – Open Influence Stephania Quintero - Senior Account Manager – Open Influence Amanda Fineman - Associate Account Manager – Open Influence Crystal Ling – Senior Director, Account Management – Open Influence Christa Zambardino - SVP, Brand Partnerships – Open Influence Emma Neubart - Sales Coordinator – Open Influence Elizabeth Schimmel - Senior Strategist – Open Influence Danielle Drubner - Senior Director, Paid Social – Open Influence Rachel Rivera - Paid Social Manager – Open Influence Mark Leskowyak - Head of Digital & Brand Strategy - JPMorgan Chase & Co. Michelle Gastin - VP, Marketing - Home Lending, JPMorgan Chase & Co. Barry Hess - Managing Director Marketing Home Lending, JPMorgan Chase & Co. Richa Goyal - Chief Marketing Officer Home Lending, JP Morgan Chase & Co.

Health/Wellness: Campaign: Take a Hike by RP3 Agency for Appalachian Trail Conservancy
The Take a Hike campaign aimed to raise awareness of the Appalachian Trail Conservancy while also persuading people that public lands are important to mental wellbeing and worth protecting. The campaign featured actor and comedian Kevin Nealon in videos -- including one in which he expresses disappointment that Big Dictionary defines "take a hike" as "a rude way of telling someone to leave." Appalachian Train Conservancy saw a 20% surge in its email list in three months and a 25% year‑over‑year funding increase.
Credits: Tuesday Poliak, Chief Creative Officer, RP3 Agency Jeri Ward, Chief Marketing Officer, Appalachian Trail Conservancy Jeff Grace, Creative Director, RP3 Agency Amanda Moore, Design Director, RP3 Agency Olivia Childs, Art Director, RP3 Agency Elaine Luzietti, Copywriter, RP3 Agency Maja Husar, Head of Strategic Planning, RP3 Agency Jono DeCosta, Head of Media & Performance, RP3 Agency Ayse Altunisik, Media Supervisor, RP3 Agency Kristiana Johnson, Account Supervisor, RP3 Agency Melanie Appel, Head of Account Leadership, RP3 Agency Jeff Grace, Director, RP3 Agency John Melin, Editor, RP3 Agency Walker Corl, Editor, RP3 Agency Adam Maffei, Producer, RP3 Agency; Trace Minerals x Blis: Turning Wellness Intent into Retail Growth by Blis, part of T-Mobile Advertising Solutions for Trace Minerals
The campaign for Trace Minerals, a national supplement brand, used behavior-based targeting to serve ads to two audiences -- ingredient-conscious families and premium wellness shoppers. Connected TV led a plan that spanned online video, rich media and audio. Metrics included a 99% Connected TV completion rate, 99% audio listen-through rate, 79% online video completion rate and 0.74% display click-through rate. The brand saw a 14.6% uplift in average sales per household.
Affiliated Agency: hunterblu media
Credits: Hallie O’Brien, Media Planner, hunterblu media Taylor Parr, Associate Media Director, hunterblu media Jessica Blumberg, Co-Founder, hunterblu media David Hunter, Co-Founder, hunterblu media Mike DeTrana, Head of Analytics, hunterblu media Mandy McCarthy, Chief Marketing Officer, Trace Minerals Vanessa McPhill, Director Media & Insights, Trace Minerals Lucy Bell, Sales Director, Blis, part of T-Mobile Advertising Solutions Laiba Fatima, Technical Account Manager, Blis, part of T-Mobile Advertising Solutions; A Better Way to Unwind by stiletto collective for Tejas Tonic
Tejas Tonic, which makes hemp-derived beverages with a farm-to-can approach, aimed to reach health-conscious consumers -- particularly millennial women and sober-curious people. With major platforms restricting cannabis-related advertising, the company drew on targeted digital media, social, email, public relations, out-of-home, local partnerships and a revamped website for the "A Better Way to Unwind" campaign. Revenue increased 30% and wholesale distribution nearly doubled from 800 to almost 1,500 accounts.
Credits: Ly Tran, Founder/ceo, stiletto collective Daniella Meyers, Director, Brand & Performance, stiletto collective

Hispanic Marketing Campaign: El Èxito Comienza Aquí by New Jersey Innovation Authority for Business.NJ.gov
New Jersey’s roughly 150,000 Hispanic business owners are the state’s fastest-growing entrepreneurial demographic. The Business.NJ.gov focused on this demographic, called on the New Jersey Innovation Authority to create four campaign concepts. Tests showed the campaigns raised state support by 17% to 70%. Featuring business owners recruited through the Statewide Hispanic Chamber of Commerce, the January 2025 campaign ran across streaming, social media, and email, generating a 260% higher click-through rate and 58% lower cost per click than English-language videos.
Credits: Nanette Lerner Creative Director New Jersey Innovation Authority Katie Fiore Director New Jersey Innovation Authority Maria Skouras Marketing Lead New Jersey Innovation Authority Eesha Parasnis Marketing Research Lead New Jersey Innovation Authority; Every Peso, more potential. 59.6% more leads with just 2.6% more investment. by NP Digital for Tecmilenio
Tecmilenio, a university within the Tec de Monterrey ecosystem in Mexico, created a growth strategy to gain more high school students during the 2024 and 2025 year without increasing its media investment. NP Digital created a campaign that brought stronger results without relying on increased spending and adapted to audience behavior and enrollment demands. Search campaigns were used to identify audience intent, with Google Performance Max as a driver. Meta campaigns targeted parents with urgent enrollment messages. TikTok was introduced in a controlled test to explore incremental demand without compromising overall performance.
Credits: Joyce Sosa: Account Director, NP Digital Francisco Ramirez: Paid Media Manager, NP Digital Alejandro Medina: Paid Media Specialist, NP Digital Hazel Martínez Cruz: Coordinadora de Campañas Digitales, Tecmilenio Daniel Sánchez Santos: Líder de Campañas Digitales, Tecmilenio Jorge Mier: Analista de Performance, Tecmilenio

House/Home Campaign: Perfetto 3.0 by Mediaplus North America for De’Longhi
In a category overwhelmed by retailer-driven messaging and promotional noise, De’Longhi deliberately chose a different path: cinematic storytelling, cultural credibility and long term brand building. Anchored by Brad Pitt, shaped through Taika Waititi’s creative vision and amplified through premium media environments, Perfetto 3.0 reframed coffee from a product to a lifestyle. The awareness first campaign went on to generate measurable gains
Credits: Stefanie Flaum, VP Group Media Director, Mediaplus North America Nicole Long, Media Director, Mediaplus North America Luke Harrison, Associate Media Director, Mediaplus North America Sohyun Jeon, Media Supervisor, Mediaplus North America Kelsey Vrooman, Media Planner, Mediaplus North America; Apartment Therapy's Gardening Genie In Partnership With Miracle-Gro by Apartment Therapy Media for Miracle-Gro
Apartment Therapy partnered with Miracle-Gro to launch Gardening Genie, an AI chatbot which answers planting questions and analyzes user-uploaded photos for tips. The tool features integrated advice and shoppable product recommendations within each custom plant care plan. By embedding the tool within the Yard Therapy editorial destination, readers were funneled into it through banner media and a custom interstitial. The campaign met delivery goals, exceeded performance benchmarks and generated substantial lifts above expectations across ad awareness (+4%), brand familiarity (+6%), and purchase intent (+5%).
Affiliated Agency: Omnicom – Miracle-Gro Media Agency
Credits: Kelsey Arnold, Executive Director of Brand Partnerships, Apartment Therapy Media Anna Hoffman, Executive Creative Director, Creative Studios, Apartment Therapy Media Anabelle Plaza, Project Manager, Apartment Therapy Media Andrew Berry, Vice President, Engineering, Apartment Therapy Media Alexandra Wozniczka, Senior Graphic Designer, Apartment Therapy Media Matt Gurry, Editorial Director, Creative Studios, Apartment Therapy Media Courtney Balestier, Senior Copy Writer, Creative Studios, Apartment Therapy Media Reece Cooper, Account Manager, Apartment Therapy Media Ivy Peterson, Manager, Brand Innovation & Strategy, Apartment Therapy Media Vijay Nathan, Senior Vice President of Product, Apartment Therapy Media Alison Goldman, EIC, Cubby & Dorm Therapy; Director, Special Projects, Apartment Therapy Media Michelle Schumaker, Director, Media Strategy and Planning, Miracle-Gro Veronica Beck, Integrated Marketing Manager, Miracle-Gro Ali Van Loon, Media Manager, Miracle-Gro Nick Martin, Media Manager, Miracle-Gro Jason Wolske, Director, Creative Brand Lead, Miracle-Gro Katie Stratico, Brand Manager, Miracle-Gro Giavanna Paradiso, Senior Analyst Influencer and Social Selling, Miracle-Gro Xan Palay, Sr. Manager, Creative Producer, Miracle-Gro Elisa Banerjee, Assistant Brand Manager, Miracle-Gro Sadie Newman-Tornow, Senior Account Supervisor, Zeno Group Marissa Rutherford, EVP, Managing Director, Mediahub Hilary Fried, SVP, Group Media Director, Mediahub Santia Nance, VP, Group Media Director, Mediahub Allison Slocum, Director Strategy, Mediahub Sydney Lenhart, Media Director, Mediahub Nicole Dolan, Media Director, Mediahub Hannah London, Supervisor, Mediahub Olivia Kingsborough, Media Planner, Mediahub Fiona Farnon, Media Planner, Mediahub; Life's Too Short for Beige Walls by stiletto collective for SUPPLY Showroom
Stiletto Collective helped SUPPLY make its first real investment in advertising with a digital-first campaign focused on residential interior designers and by proxy affluent homeowners across the country, with priority markets outside its Austin home base. Programmatic, social, search and publisher advertising drove qualified designers to a gated trade-signup experience, protecting professional pricing while building a new national database of potential customers. 92% of new website sessions came directly from digital advertising. Landing-page views from new trade prospects increased 333% and conversion reached 29%.
Credits: Ly Tran, Founder/ceo, stiletto collective Craig Mikes, Creative Director, stiletto collective Daniella Meyers, Director, Brand & Performance, stiletto collective

Pharma/Health/Wellness: Campaign: The Savings Wrangler by GoodRx for GoodRx
Playing off the analogy that dealing with prescription costs is like “the Wild West,” GoodRx launched its “Savings Wrangler” – a cowgirl who rides into pharmacies “to help consumers regain control” – and her ballad-singing prairie-dog sidekick, Dusty Pete. The campaign used TV, streaming, social, programmatic, CRM, radio, OOH, display, in-app placements, web integrations, earned media, and a Times Square subway station takeover. Results: measurable lifts in awareness, consideration, and engagement, outperforming healthcare advertising benchmarks, and establishing a distinctive creative platform that continues to evolve.
Affiliated Agency: Ad-Like Objects, Alkemy X, Allison Worldwide, Andresen Digital, BUTTER, Barking Owl, Eleven Sound, Jill Bogdanowicz and Company 3, Hungryman, HutchCo, Legacy Effects, Parliament, Supper Club, Versus, &Walsh, 21st Century Brand
Credits: Amy Davis, VP, Brand & Creative, GoodRx Grace Shilton, Principal, Brand Marketing - Contract, GoodRx Ben Becker, Executive Creative Director, GoodRx - Contract, Ad-Like Objects Nick Loftus, Executive Creative Director, GoodRx - Contract, Ad-Like Objects Kyle Parr, Associate Creative Director, Copy, GoodRx Stephanie Wong, Sr. Program Manager, GoodRx Richard Case, VP, Media, GoodRx Tiffany Quach, Sr. Manager, Advertising & Promotions, GoodRx Zach Levin, Sr. Manager, Advertising & Promotions, GoodRx Tin Tran, Sr. Designer, GoodRx Deme LeNoir, Director, Social, GoodRx Mike Johnson, Sr. Designer, GoodRx Justin Seidner, Sr. Producer, GoodRx Carolyn Casey, Sr. Producer - Contract, GoodRx Lara Drew, Business Affairs - Contract, GoodRx Sue Winter, Creative Director, GoodRx Tim Donza, Brand Strategy - Contract, GoodRx Julie Morris, OOH Producer, GoodRx Robbie Barclay, Director, GoodRx Christopher Schulz, Sr. Video Producer, GoodRx Felix Rojas, Sr. Video Producer, GoodRx Will Jauregui, Video Editor, GoodRx Lauren Casparis, Vice President, Communications, GoodRx; Geisinger Health Turned Medicare Disruption into Membership Growth by Vision Media for Geisinger Health
Designed to increase awareness, drive consideration, and acquire new members for its Medicare Advantage plan, Pennsylvania’s Geisinger Health used broadcast TV, direct response TV, OTT and streaming television, radio, streaming audio, out-of-home, print, programmatic display, online video, and paid search to reach key targets like its own patients, consumers nearing 65, veterans, diabetics and vulnerable populations. Results included: digital conversions increased 214% Y-o-Y ; cost-per-acquisition declined 39%; brand awareness rose 8.6%; direct-response television drove 62.4% more inbound marketing responses and 35.8% more conversions.
Affiliated Agency: Duft Watterson - creative agency
Credits: Kate King, Account Strategist, Vision Media Max Barkley, Associate Digital Media Planner, Vision Media Claire Rogers, Print Media Buyer, Vision Media Tianna Patrick, Programmatic Media Manager, Vision Media Stephanie Howcroft, OOH Media Buyer, Vision Media; "Keeping it 100" by UnitedHealthcare for UnitedHealthcare
The “Keeping It 100” campaign, featuring results from a decade of research into 100 centenarians and real stories from five of them, was designed to position UnitedHealthcare as a trusted voice on healthy aging by challenging common perceptions of decline and dependence. The campaign used paid and organic social media, owned content and earned media, with short-from videos, data carousels and individual profiles that were published across Facebook, Instagram, LinkedIn and YouTube Shorts. Results: over 127 million impressions, and 180 articles and syndicated placements.
Credits: Marissa Adams, Associate Director, Brand Strategy, UnitedHealthcare Emma Erdman, Account Director, Colle McVoy Joel Weber, Creative Director, Tilt Studios

QSR/Fast Casual/Delivery: Gotta Habit Meal Deals by Exverus by Brainlabs for Habit Burger & Grill
Habit Burger & Grill faced a tough balancing act: delivering quality while keeping prices low during a category slump. The brand launched “Gotta Habit Meal Deals (GHMD),” supported by a new brand platform “Fresh Like That,” which balanced awareness with conversion for full-funnel coverage. The channel mix was built to clear reach and frequency thresholds, and creative strategy paired urgency hooks with differentiation messaging. The results: GHMD's share of Total Habit Sales in test markets surged 18.6% above the pre-campaign baseline at 99% statistical significance.
Affiliated Agency: Optimism BH, creative agency
Credits: Georgia Schreiner, Media Director, Exverus by Brainlabs Corey Boyle, Media Supervisor, Exverus by Brainlabs Jillian Telman , Senior Media Planner, Exverus by Brainlabs Karla Calderon, Assistant Media Planner, Exverus by Brainlabs Sean Edwards, Director of Programmatic & E-commerce, Exverus by Brainlabs Lexi Semanskee, Sr. Programmatic Planner, Exverus by Brainlabs Ryan Schuster, Director of Search & Social, Exverus by Brainlabs Michael Robbins, Director of Search & Social, Exverus by Brainlabs Aaron Silva, Associate Director of Ad Operations, Exverus by Brainlabs Michael Petryshyn, Manager of Search & Social, Exverus by Brainlabs Prachi Rokade, Search & Social Specialist, Exverus by Brainlabs Tasha Day, VP of Media Planning & Strategy, Exverus by Brainlabs Hillary Kupferberg , VP of Performance Marketing, Exverus by Brainlabs Josh Edelman, VP of Analytics, Exverus by Brainlabs Jack Win, Head of Operations, Exverus by Brainlabs Talia Arnold, Managing Partner, Exverus by Brainlabs William Durrant, Executive Director, Exverus by Brainlabs; McDonaldland VR by ADMERASIA for McDonald's
McDonaldland VR turned “media” into the experience itself. The idea was simple: stop telling people about McDonaldland and let them visit it. The campaign used VR and spatial computing as the central hub. Success was measured through participation alongside scaled reach and earned impact. The campaign reframed nostalgia as something you live, not just remember. It bridged generations by giving Millennials the joy of rediscovery while meeting Gen Z in the spaces and behaviors they already embrace.
Credits: Jamie Krinsky, Director, Go to Market Media, McDonald's Bess Cades, VP, Media Services, McDonald's Courtney Harris, Manager, U.S. Marketing, Customer Engagement, McDonald's Nathaniel Gaynor, Sr. Marketing Manager, Brand Partnerships, McDonald's Michael Lai, VP, Media Services, Admerasia Karena Chu, Director, Media Strategy & Investment, Admerasia Alex Nguyen, Supervisor, Media Strategy & Investment, Admerasia Christina Yang, Media Specialist, Media Strategy & Investment, Admerasia Kevin Ng, Manager, Adverve Kenton DeSanti, Producer, Future House Studios Ryan Bird, Supervisor, Future House Studios; Intent, Not Keywords: Paid Search to Drive Growth by Citrus Advertising for Peter Piper Pizza
Citrus’s continuously learning, always-on search strategy moved Peter Piper Pizza from a static keyword program to a continuously learning demand system. Seven purpose-built strategies were developed from the process, which included Birthday, Brand Conquest, Game Night, Non-Brand, Team Building, TO/Delivery and Tucson Only. Every campaign returned at least 12.1x, with Birthday driving more than a quarter of program revenue—proof that intent-driven, daily-managed SEM outperforms a “set it and forget it” approach.
Credits: Genaro Perez, Chief Marketing Officer, Peter Piper Pizza Mary Ellen Theiroff, Digital Marketing Manager, Peter Piper Pizza Rochelle Romero, Brand Marketing Manager, Peter Piper Pizza Sheila Lemon, Owner & CEO, Citrus Advertising Curt Craighead, Director SEM, SEO & Strategic Analysis, Citrus Advertising

Retail/E-Commerce: Win Wisconsin by The Variable for Thorogood
Thorogood, competing in a market dominated by massive legacy giants like Carhartt, needed a different approach. Outspent 5:1 by competitors, the brand ranked last in unaided, about 1%, and aided awareness, 15%, among its core audience. Premium CTV became the strategy, combining television’s reach and storytelling using Amazon DSP, the brand leveraged shopping and streaming signals to reach men ages 35 to 59 in skilled trades. A $150,000 investment delivered reach and frequency across Amazon Prime, NBCU/Peacock, Samsung TV Plus, Fubo and Sling. Amazon Brand Lift showed a 6% awareness lift vs. 3.75% competitor average. Among consumers exposed two or more times, lift reached 9%. For a $25,000 display investment, retargeted CTV ads generated 3,409 Amazon product-page views, 281 add-to-carts, 95 purchases and $19,841.24 in attributable revenue.
Credits: Courtney Lewis, Chief Executive Officer & Partner, The Variable Matt Cook, President, Chief Creative Officer & Partner, The Variable Matteson Fields, VP, Group Creative Director, The Variable Chris Vernon, Associate Creative Director, The Variable David Sherrill, Senior Editor, The Variable Cassidy Dupas, Senior Studio Designer, The Variable Julia Gray, Group Account Director, The Variable Katie Hannah, Account Director, The Variable Sara Spain, Account Supervisor, The Variable Gracely Murphrey, Senior Director, Business Affairs, The Variable Mudi Diejamaoh, Vice President, Brand Strategy, The Variable Nick Rogers, Vice President, Media Strategy, The Variable Erika Esterline, Media Director, The Variable Maddie Lipe, Media Supervisor, The Variable Keith Rose, Producer,; The Day In-Store Real-Time Targeting Met AI-Programmatic Buying by Publicis Media Middle East for Sensodyne (Haleon)
Haleon, in partnership with Publicis Media, Carrefour, Advertima, and Precision Media, ran a pilot program in UAE that linked an AI strategy and in-store audience recognition to programmatic media buying for Sensodyne, which provides oral care products. The four-group A/B test demonstrated that real-time demographic targeting drove a 68% incremental SKU sales uplift and increased overall brand sales by 30.69% while operating eight times more efficiently than traditional loop-based delivery. About 65% of the 13.9 million impressions delivered reach in the intended 20 to 45 age range targeted audience. By closing the loop between in-store impressions and point-of-sale data, the campaign delivered proof of performance.
Affiliated Agency: Publicis Media / Publicis Le One: Lead media & creative agency, strategy, execution, testing. Advertima: AI-powered in-store audience recognition technology partner. TheNeuron: DSP Tech partner
Credits: Mazen Mroueh: Head of Retail Media & Partnerships - Publicis Media Middle east Hussein Khader: Co founder - Neuron Iman Nahvi: Co Founder - Advertima; Vertuo World 2026 Campaign by Teads x Nespresso for The Nestle Group/Nespresso
Nespresso’s Teads-led retail media Vertuo World campaign featured the brand's global ambassador Dua Lipa to reach premium coffee audiences across CTV, home screen, and mobile. The interactive format, paired with CTV home-screen placements served as a digital "countertop" that captured attention at every stage of the process. The strategy used a VYDE Conversational Unit to personalize the experience by letting users choose a “morning coffee moment,” while Lumen and Lucid measured brand lift. The campaign reached more than 6 million unique households and exceeded industry benchmarks by over 70% for video and 195.5% for in-app display.
Affiliated Agency: Croud
Credits: Maha Khawaja, Sr. Manager of Integrated Media, Nespresso Baylie Braverman, Manager of Media Planning and Strategy, Nespresso Abigail McGuire, Media Specialist, Nespresso Ricardo Ibarra Martinez, Brand and Communications Director, Nespresso Alana Kelly, Content Marketing, Nespresso Morgan Leathers, Executive Director, Client Lead, Croud Marisa Neamonitis, Executive Director of Biddable Media, Croud Lauren Gidlow, Associate Director, Biddable Media, Croud Alex Esposito, Biddable Account Manager, Croud Caroline Schulweis, Senior Sales Director, Teads Kaite O’Grady, Senior Account Manager, CX, Teads Matthew Adlestein, Director of Creative Strategy, Teads

Sports: Thrilling Awaits by twoxfour for Churchill Downs
Churchill Downs sought to strengthen the Kentucky Derby’s position as a global must-experience destination while creating new sources of demand beyond race day. Facing increasing competition for premium sporting experiences—including Formula 1’s 2026 Miami Grand Prix that same weekend—the strategy, developed with twoxfour, targeted affluent travelers, luxury seekers, and entertainment audiences through programmatic, social, video, paid search, premium partnerships, and international media. Lifestyle, fashion, food, and hospitality content broadened the Derby’s appeal beyond racing. The campaign helped sustain awareness leading into race weekend, contributing to the most-watched Derby since 1988, averaging 19.6 million viewers across NBC and Peacock.
Affiliated Agency: NA
Credits: Allegra Sunday, Account Director, twoxfour Susan Lulich, SVP, Director of Client Leadership, twoxfour Jason Haddad, SVP, Director of Media, twoxfour Kaitlyn Collins, Media Supervisor, twoxfour Stephanie Farber, Associate Performance Media Director, twoxfour Mitch Kontarev, Performance Media Supervisor, twoxfour Dan Ouweneel, Director of Strategy and Insights, twoxfour Annie Tsikretsis, Chief Operating Officer, twoxfour Adam Von Ohlen, Chief Creative Officer, twoxfour Bill Lindsey, Executive Creative Director, twoxfour Rei Young, Associate Creative Director, twoxfour Aaron Bonsignore, Associate Creative Director, twoxfour Kate Ohman, Social Media Supervisor, twoxfour Haley Holz, Video Editing, twoxfour; Hoka: The Speed Project by Jellyfish for HOKA
HOKA redefined experiential marketing around The Speed Project by becoming an active part of the race rather than a traditional sponsor. Its Mojave Desert Postal Service, a roving outpost along the 300-mile Los Angeles-to-Las Vegas route, gave runners space to recharge, connect, and share their experiences while capturing authentic stories through interviews, photography, audio, and film. These stories fueled a broader content ecosystem spanning a hero film, athlete and creator content, paid social, and a digital hub. By reflecting the race’s culture and community, HOKA strengthened relevance, engagement, and earned a genuine place within running culture.
Affiliated Agency: Creator Marketing: Collectively
Credits: Jo Wallace, Global Executive Creative Director, Jellyfish Michael Kirwan, VP Creative, Jellyfish Ang Dahir, VP Media Strategy Ale Duque, Media Strategy Senior Manager, Jellyfish Cailey Gribben, Senior Integrated Producer, Jellyfish Jackie Steinberg, VP Client Management, Jellyfish Meredith Aird, Account Director, Jellyfish Creator Marketing: Collectively

Technology: Hardware or Web Services: Bring Clarity to Chaos by Mediaplus North America for Transunion
Bring Clarity to Chaos transformed B2B marketing for TransUnion Marketing Solutions by addressing a perception problem, not a product problem. The campaign recognized that committee decisions stall because buyers fear choosing incorrectly; familiarity reduces that risk. Awareness became a behavioral strategy, using trusted trade publications, premium digital, video, streaming, social, audio, OOH, and major industry moments to build credibility before evaluation. Consistent, sequenced visibility increased unaided awareness 10 points, familiarity 7, consideration 8, and marketing-qualified leads 4.9x, all with flat spend—demonstrating that smarter media can simultaneously strengthen brand and drive performance.
Credits: Tamara Alesi, CEO, Mediaplus North America Jasmine Presson, Chief Strategy Officer, Mediaplus North America Laura Kavanaugh, SVP, Head of Media, Mediaplus North America Stefanie Flaum, VP Group Media Director, Mediaplus North America Meredith Robinson, Director of Media, Mediaplus North America Vanessa Tropona, Media Supervisor, Mediaplus North America Hannah Tilds, Associate Media Planner, Mediaplus North America Rose Huang, Senior Strategist, Mediaplus North America; The Irish Times Expands Advertiser Base with New Technology by Permutive for The Irish Times
The Irish Times Group reaches 2.9 million people weekly but struggled to win non-endemic advertisers because it lacked the precision to prove audience relevance and overcome entrenched perceptions. Using Permutive’s AI-powered DMP and agentic technology, the publisher transformed its first-party data into granular, brief-specific cohorts and actionable consumer insights. AI agents supported audience building, planning, inventory optimization, and campaign performance. The approach simultaneously demonstrated audience fit and improved live campaign results, enabling The Irish Times to win advertisers it previously could not—proving relevance, scale, and competitive advantage through data-backed audience precision.
Credits: Klemen Sesel, Senior Customer Success Manager, Permutive David Murphy, Group Head of Digital Media Solutions, The Irish Times Group

Travel/Tourism Campaigns: "Mother Nature's City" by Copacino Fujikado for Visit Seattle
Promoting city travel is common. Seattle chose to marry its urban sensibilities with nature, remaking its image as Mother Nature’s City. Trees, parks and shoreline beckoned as much as its cosmopolitan elements. A 360-campaign push brought the message of the Pacific Northwest’s beauty and possibilities home. Be it Hulu or trade show ads, Seattle emerged as the calm, go-to destination. Travels who saw the campaign generated an estimated 2,205 trips and $15.5 million in economic impact. Smart branding booked tourist growth.
Affiliated Agency: C+C (Public Relations)
Credits: Client: Visit Seattle Agency: Copacino Fujikado; Drive To Europe by Talon & Havas New York for Wyndham Hotels & Resorts
Americans who long to see Europe, but can’t afford soaring price tags got a whimsical lift. Wyndham promoted driving the U.S. to see European replicas! From the Eiffel Tower in Paris, Texas, to the Parthenon in Nashville, imitation became the highest form of flattery. Roadside attractions morphed into affordable summer fun. The idea wasn’t to neglect future European vacations, but to enjoy the wonders of travel, just closer to home. Think of it as a prelude to the main event.
Credits: Karin Prior, SVP, Client Experience Havas Media Evelyn Marino, VP, Client Experience Havas Media Alex Stoller, VP, Strategic Planning Havas Media Chris Hoopes, Director Strategic Planning Havas Media Sam LeMark, VP Investments Havas Media Wendolyn Garrido, Associate Director, Performance Investment Havas Media Jen Natuzzi, Managing Director HNY Tyronne Schaffer, Group Creative Director Havas New York Josh Kornrich, Executive Producer Havas New York Megan Foley Smith, Group Strategy Director HNY Eduarda Castro, Creative Director HNY Alice Burton, Associate Creative Director HNY Hamza Ali, Senior Art Direct HNY Danielle Alviano, Senior Director Brand Marketing, Wyndham Hotels & Resorts Brittany Hardaker, Director Brand Marketing, Wyndham Hotels & Resorts Lauren Cipressi, Senior Director Paid Media, Wyndham Hotels & Resorts Allie Payne, Director Social Media, Wyndham Hotels & Resorts Barbara Cevallos, VP Client Strategy, Talon Jacqlyn Roberts, Group Director, Talon Michael Masone, Director Client Strategy, Talon Lukas Auletti, Manager Client Strategy, Talon; Visit Philadelphia 2025 – 2026 Civic Pride Campaign by Visit Philadelphia for Visit Philadelphia
Visit Philadelphia was coping with residents’ negative perceptions of the city. The goal was to realign fear with reality. Promoting Philly’s progress and unique offerings, Harmelin Media starting converting skeptics into fans — neighborhood by neighborhood. Targeted media messaging made the campaign personal — and the city locally relevant. From gay pride to historic sites, the flavor of Philadelphia propel citizens to recommend and rediscover its charms. Visits generated $13.4 billion in economic impact, including $7.9 billion in direct spending.
Affiliated Agency: Harmelin Media - Media Buying / Planning Agency
Credits: Jenifer Harmelin / Harmelin Media / Senior Director Laura Wertz / Harmelin Media / Manager Neil Frauenglass / Visit Philadelphia / Chief Marketing Officer Cathy McVey / Visit Philadelphia / Senior VP of Strategic Integration Ethan Blades / Visit Philadelphia / Senior Director of Marketing

Wildcard: Open Lines by Duncan Channon for Pacific Gas and Electric Company (PG&E)
To regain consumer trust, Pacific Gas and Electric’s developed “Open Lines,” an integrated campaign that used unscripted conversations, frontline storytelling and social-first formats to create a more open exchange between the utility and its customers. Later the campaign evolved into “Truck Talk,” a video series in which frontline workers responded directly to consumer criticism. It was distributed via YouTube, paid social, CTV and multilingual channels. Measurable results included a +4.6 point increase in brand trust among exposed audiences and +6.5 point increase in Latino customer sentiment.
Credits: Madeline Robinson, Media + Analytics, Duncan Channon Rob Griffin, Media + Analytics, Duncan Channon Jason Cantor, Media + Analytics, Duncan Channon Kyle Rovinski, Media + Analytics, Duncan Channon Aidan Steiner, Media + Analytics, Duncan Channon Natalia Rey, Media + Analytics, Duncan Channon Sarah Wiler, Media + Analytics, Duncan Channon; Yes on 50, The Election Rigging Response Act by Polaris Campaigns for Yes on Prop 50
A nine-week campaign to pass California’s Proposition 50 – the “Election Rigging Response Act” -- faced a 38% baseline poll and $6.4 million early spending deficit. A $31 million campaign, combining the scale of live sports with programmatic targeting, included CTV/OTT, YouTube, premium publishers, addressable cable, news site videos, and Spanish-language/Latino placements. The campaign reached 95% of 18+ adults 18+, and Prop 50 passed with 64% support – including the flipping of six predominantly Latino Trump-voting counties. It moved independent support from 37% at launch to 59%.
Affiliated Agency: Bearstar Strategies, Creative & Production
Credits: Tom Pino, CEO, Polaris Campaigns Audrey Elman, Media Director, Polaris Campaigns Caitlin Berreitter, Senior Media Buyer, Polaris Campaigns Collin Moore, Director of Research & Analytics, Polaris Campaigns; Clear the Air Podcast Series by SMACNA for SMACNA
The Sheet Metal and Air Conditioning Contractors Association podcast, “Clear the Air,” aims to increase public awareness of the work its member companies are doing and provide members with thought leadership to help them run their businesses. Interviews with labor leaders and educational voices focus on topics spanning professional development strategies and technical issues. For example, a discussion of the fire safety apparatus for hospitals and schools ties into work to improve indoor air quality in public spaces, a priority even more important since the pandemic.
Credits: Seth Lennon, Director of Content Development and Media Relations Policy, SMACNA

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