Excellence in Online Advertising

Advanced TV

Roger Beasley Hyundai Case Study: Better Targeting Leads to Better Results in Advanced TV by Spectrum Reach for Roger Beasley Hyundai Dealership

Danny Read Advertising worked with Spectrum Reach to determine the effectiveness of audience-targeted, impressions-based buying compared to probabilistic measurement in driving reach and website engagement for a Texas auto dealership. A market test compared business outcomes for a campaign using Spectrum Reach's Multiscreen Attribution versus a traditional campaign. The audience-based, data-driven media-planning and buying strategy drove a 57% greater response rate, greater reach and frequency for the dealership, with visits up 3x to the dealership's website vs. the traditional campaign.

Affiliated Agency: DR Advertising - the Agency for Roger Beasley Hyundai, a Hyundai and Kia auto dealership with multiple Texas locations

Credits: Michelle Aragon, VP Brand Marketing and Strategy Chris Foley, Manager, Brand Marketing and Strategy Dori Witt Account Executives, Spectrum Reach, Austin TX Ray Eve Michel Account Executives, Spectrum Reach, Austin TX Marty Newman, Account Executive, Spectrum Reach, San Antonio, TX Ben Haight, Advanced Advertising Sales Manager, Spectrum Reach, Austin, TX Landon Sims, Owner, DR Advertising (formerly Danny Reed Advertising) Melissa Bagan, Account Manager, DR Advertising (formerly Danny Reed Advertising)

OneTouch Solutions "Annie" by VMLY&R for LifeScan OneTouch

To drive awareness of One Touch products that help people with diabetes, LifeScan worked with VMLY&R and Samba TV and partnered with NOM in a YouTube TrueView campaign that earned 7.5MM video impressions and 4MM video views, with a VTR of 53.17%. A CTV campaign with Samba TV reached 3.6M, with incremental lift in household reach of 11.6%. and over 34MM total households in the target audience. CTV performed the best, with 85% of impressions served on CTV incremental to the linear TV spot.

Credits: Jennifer Kohl, Executive Director VMLY&R Eva Kuczynski, Director, VMLY&R Kortney Brand, Supervisor, VMLY&R Kate Voyten, Head of Marketing & E-Commerce, LifeScan Lindsay Kalaw, Global Media & Digital Engagement, LifeScan Francesca Kalbach, Global Media Engagement, LifeScan Kyra Wilson, Global Integrated Media Manager, LifeScan

Steve-O’s “Hot Sauce for Your Butthole” by MNTN for Steve-O

Everyone loves a challenge! Steve-O rose to Ryan Reynolds' challenge, eating the world's hottest chile pepper, then moving on to launch his new hot sauce on the MNTN platform while feeling the heat. The campaign caught fire, running on Peacock, CBS, NBC and Fox. It was covered by 24 outlets and scored 600 million earned media impressions. The new product became the best-selling one on SteveO.com - sales soared 41% and it outperformed its cost-per-visit goal by 32%, with a $0.03 cost per completed view.

Credits: Mark Douglas, President and CEO, MNTN Ryan Reynolds, Chief Creative Officer, MNTN

Advertising/Promotion Web site or Microsite

Netflix Home of True Crime by Movement Strategy for Netflix

Getting a 360 view of a crime scene really helps those amateur sleuths. Netflix hyped its content destination -- Home of True Crime -- on social media focusing on its ‘light’ true crime shows in particular. One Facebook post asked -- in a 360 degree interactive view of things -- asked “What can you find?”. And then one looks for clues. This was part of some 13 videos and other posts, which gained 5.7 million views across four platforms grabbing 300,000 engagements. Ah hah! Got you!

Credits: Jason Mitchell, CEO at Movement Strategy Christy Pregont, Chief Creative Officer at Movement Strategy Alex Krutchkoff, Creative Director at Movement Strategy Jake Fertig, Creative Director at Movement Strategy Christopher Crompton, Art Director at Movement Strategy Austin Mitchell, Copywriter/Content Strategist at Movement Strategy Diana Jannuzzi, Strategy Director at Movement Strategy Kevin Smith, VP, Head of Accounts at Movement Strategy Kylie Ladd, Senior Data & Insight Strategist at Movement Strategy Wendy Kong, Director of Data & Insight at Movement Strategy Giang Luc, Senior Project Manager at Movement Strategy Nikki Ahmed, Senior Producer at Movement Strategy Tanu Muino, Director at Underwonder Frank Borin, Producer at Underwonder Lauren Cortizo, Creative Marketing at Netflix Sean Dobson, Creative Marketing at Netflix Melanie Grabow, Creative Marketing at Netflix

SingleCare Ad Campaign by SingleCare for SingleCare

Saving on prescriptions -- via theSingleCare, a free service -- might have one scratching one’s head. Two major TV commercials -- one in Spanish starring John Leguizamo, and another in English with Martin and Charlie Sheen -- boosted its awareness. Leguizamo's ad resulted in 43 million people in the U.S. Spanish-speaking community using the service. For the Sheen spot, we find the two actors arguing over who will say the key line: "You can save up to 80% right at the register." That's a sale!

Affiliated Agency: The Boathouse Agency

Credits: Gaurav Misra, President & Chief Marketing Officer, SingleCare Aram Rappaport, Executive Creative Director, The Boathouse Agency Pepper Humphrey, Producer, The Boathouse Agency Susan Stover, Producer, The Boathouse Agency

BlogHer Inclusive Future by SHE Media for Philip Morris International

Looking to actually measure diversity, equity and inclusion efforts in workplaces is no easy task even for the most altruistic of companies. Philip Morris International under the BlogHer microsite and events, looks to get more granular with articles, discussions, and recommend reading for those DEI focused executives. In its second year, Inclusive Future -- its DEI measurement push -- has grown to nearly one million viewers for its event and digital content. We are all part of this.

Credits: Susan Getgood, VP Strategy, Planning & Client Services Jennifer Denton, SVP Live Media Erika Kirschner, Sr. Director Client Services Caitlin Corkery, Director Live Media Chloe Castleberry, Branded Content Producer, SHE Media Sheila Patel, Director of Design Marielle Verni Webster, Design Manager, Marketing

Artificial Intelligence

The Colorado Tourism Office Sees 106% Lift in Clickthrough Rates Using SORT – Perion’s Cookieless and Privacy-First Technology by Perion Network Ltd. for The Colorado Tourism Office

The Colorado Tourism Office tapped Perion Network’s cookieless technology, SORT, which pulls in signals across advertising channels and optimizes traffic. The campaign aimed to identify and target ads to travelers interested in visiting Colorado. The campaign ran from July 26, through September 20, 2021. The paid awareness campaign delivered 5,573,493 impressions, and about 181,743 clicks. The campaign garnered 406,644 completed ad views at about 17 seconds per engagement time.

Affiliated Agency: N/A

Credits: • Adi Shpak, Data Science Team Lead at Perion • Assaf Meirovich, R&D Vice President at Perion • Anat Berenstein, Director of Product at Perion

The Right Way to the Right Attention by Starcom for Visa

Visa worked with Starcom’s Attention Maximiser machine learning technology to predict passive user behavior and attention. Rather than force consumers through a non-skippable or intrusive ad format, the AI platform learns consumer habits that identify the times they are willingly to engage longer with content. The approach delivered a 87% increase in viewable time, and higher viewability rates that averaged 84% compared with a 56.9% benchmark. It achieved vCPMs of 82% lower than the fixed bid benchmark. The impressions also were delivered on standard IAB formats, without the need to force users through non-skippable or unavoidable ads.

Credits: Brenna Larson, Client Partner, Starcom Jo Parrish, Business Director, Starcom Jacques Edeling, Head of Programmatic, Starcom Ed Goodger, Programmatic Manager, Starcom Ellie Moss, Programmatic Director, Starcom William Maltby, Data Engineer, Performics

Protect the Environment with Earthjustice, LoopMe and Quigley by LoopMe & Quigley for Earthjustice

LoopMe and Quigley drove brand awareness for Earthjustice, a nonprofit environmental law that fights for a healthier environment in court. The company fights to ban things like dangerous pesticides. The awareness campaign required identifying users wanting to protect the environment to build custom audiences. The PurchaseLoop Brand survey supported the goals by leveraging outcomes data to optimize campaigns, the results were more impactful. LoopMe asked users “Have you heard of the nonprofit Earthjustice?” It not only measured the brand lift, but also used the survey data in real time to drive incremental uplift in awareness in-flight.

Affiliated Agency: Quigley

Credits: Gracen Bear, Account Executive, LoopMe David Frash, Senior Sales Director, LoopMe Allie Arnold, Account Manager, LoopMe Matt Costabile, Senior Director of Client Services & Programmatic Operations, LoopMe Taryn Nagata, Media Director, Quigley Melissa Platero, Digital Media Supervisor, Quigley Tabitha Kim, Associate Media Planner, Quigley

Content Marketing Campaign

Work Reimagined by Forbes for Webex by Cisco

Webex by Cisco partnered with Forbes to create a virtual events series featuring branded content, a premium hub, digital display ads, animated videos and social amplification on the future of hybrid work. In 2 months, that storytelling and content, drew 6.8M+ impressions and 451K+ page views. Of those visitors,70% were likely to work in the computer software industry, and 60% were between Director and C-Level. Visitors were also 2.4X more interested in technology and computing, and 48% worked for companies with $100MM+ in annual revenue.

Credits: Sarah Curry: Director, Content Solutions at Forbes Adelaide Hill: Senior Manager, Content Partnerships at Forbes Leah Monroe: Sales Planner Ashley Fleck: Manager, Content Partnerships Brian Lee: Senior Project Manager, Content Partnerships at Forbes Andrey Silvka: Senior Editor, Content & Design Studio at Forbes Martine Ehrhart: Designer, Forbes Content & Design Studio at Forbes Olivia Hine: Director, Integrated Partnership Marketing at Forbes Stella Bernstein: Intern, Content & Design Studio at Forbes Eva Kaplan: Sales Planner at Forbes

Black Future by Spike DDB for Cadillac

Cadillac sought to reach young Black innovators and creators with this campaign for its new Escalade-V tied to Black Music Month in June. Director Spike Jordan imagined a ‘New Atlanta’ while emphasizing Cadillac’s connection to the audience. The campaign featured a TV spot narrated by rap artist Killer Mike, and included NFT art on Atlanta’s futuristic landscape. It used the line, “The world is your instrument, play it your way.” The effort showcased Black Art and Black Music and effectively celebrated inclusion as a lifestyle.

Affiliated Agency: Spike DDB

Credits: Spike Lee, CEO and COO, SpikeDDB Lemon Andersen, Executive Creative Director, SpikeDDB Clarence McGann, Creative Director, SpikeDDB Alex Tyree, Creative Strategist, SpikeDDB Natasha Williamson, Group Account Director, SpikeDDB Cameo Paschal-Fair, Multicultural Marketing Account Manager, SpikeDDB CJ Pasley, Senior Account Executive, SpikeDDB Stella Sterlin, Project Manager, SpikeDDB Sophia Aladenoye, Strategist, SpikeDDB L. Lopez, Executive Producer, SpikeDDB Temi Lawson, Art Director, SpikeDDB Juanita Slappy, Head of Multicultural Marketing, Cadillac Lizzy Dinnella, Business Performance Lead, Cadillac

Authentic Voices of Pride by Carat USA for GM/Chevrolet

GM/Chevon engaged the LGBTQ+ audience with this campaign featuring LGBTQ+ individuals telling their stories. The challenge was to use the right tone and to highlight LGBTQ+ equality and inclusion in a genuine and entertaining way, while also educating non- LGBTQ+ audiences. LGBTQNation’s Authentic Voices of Pride videos discussed homelessness, how LGBTQ+couples built their families and the journey to self-discovery by a star soccer player. They also covered justice reform and other topics. The campaign served the audience in a way that was authentic to Chevrolet.

Affiliated Agency: Q. Digital and Linqia

Credits: - Brian McCallum, EVP, Managing Director, Carat, Detroit, Brian.McCallum@carat.com  - Ayla Borkowski, Associate Director Planning, Carat, Detroit, Ayla.Borkowski@carat.com  - Kaitlin Christensen, Associate Director Content, Carat, Detroit, Kaitlin.Christensen@carat.com

Content Marketing: Single Execution

Chipotle Bends Reality With First-Ever NHL Mixed Reality ‘moment' by Mediahub for Chipotle

A giant hand broke through the ice and a Chipotle burrito bowl was pushed across the arena by a zamboni in a first-of-its-kind ad execution highlighting Chipotle’s NHL sponsorship deal. The Famous Group used mixed-reality technology to pull off the clever, disruptive stunt during a live hockey game, entertaining audiences in-stadium and at home. The broadcast reached 1.1M viewers, and Mediahub amplified the stunt across Bleacher Report, Open Ice and NHL on TNT, earning another 560K impressions and achieving a 53% view rate.

Affiliated Agency: Venables Bell & Partners, The Famous Group

Credits: Michelle Gaudet, VP, Group Media Director, Mediahub Chris Brandt, Chief Marketing Officer, Chipotle Stephanie Perdue, VP Marketing, Chipotle Scott Robinson, Senior Manager, Chipotle Shelley Sheppard, Creative Director, Chipotle Bianca Pettinicchi, Senior Creative, Chipotle Maria Contino, Media Director, Chipotle Andrew Isaacson, EVP of Production, The Famous Group CJ Davis, EVP, Creative Technology, The Famous Group Hemu Karadkar, Creative Director, The Famous Group Erik Beaumont, Head of Mixed Reality, The Famous Group Adam Berger, Producer, Mixed Reality, The Famous Group Gil Colon, Producer, Mixed Reality, The Famous Group Symon Coak, Producer, Mixed Reality, The Famous Group Jeremy Lobdell, Lead UE Artist, The Famous Group Alex Zambrano, Pixotope Artist / Graphics Operator, The Famous Group Justin West, Account Director, Venables Bell & Partners Greg Coffin, Creative Director, Venables Bell & Partners Gus Johnston, Group Creative Director, Venables Bell & Partners Diego Zelaya, Sr. Art Director, Venables Bell & Partners Michael Ng, Sr. Copywriter, Venables Bell & Partners

Paper Sheds Light On Multilingual Tutoring Challenges W/ MyCode/HipLatina by Mediahub for Paper

Drawing on real-life customer experiences and data and research results from BIPOC-focused studies, tutoring company Paper partnered with MyCode & HipLatina to provide information, insights, resources and strategies to help multilingual families cope with educational challenges. The campaign featured custom editorial and infographics and a high-impact unit buy to amplify its messaging to Black and Asian audiences. The partnership drove over 40,000 new site visits and engagement increased over the course of the 3-month campaign duration, surpassing benchmarks.

Credits: Hillary Patton, VP, Group Media Director, Mediahub Megan Handerhan, Associate Media Director, Mediahub Barron Coleman, Sr. Media Planner, Mediahub Peter Colon, Media Planner, Mediahub Femaris Pena, SVP Director, Diversity Demand and Supply Christina Summers, Associate Director, Diversity Demand and Supply Blake Belanger, Group Vice President East, MyCode

The Joy of the Plan by Quigley for JPMorgan Chase and Marriott

How do you reawaken interest in a travel credit card when travel is on hold during a pandemic? Marriott Bonvoy re-ignited interest in travel and its rewards, partnering with the Atlantic on an interactive campaign to raise brand awareness and encourage people to imagine, plan and engage in travel experiences - featuring editorial content communicating the benefits of travel, a custom landing page, a weekend getaway map and vacation generator. The campaign surpassed expectations and benchmarks and over-delivered on total page views and unique visitors.

Credits: Client: JPMorgan Chase Executive Director, Marriott Co-brand Portfolio: Denée Carrington Vice President, Marketing: Ravin Holden Marriott: Senior Director, Card Acquisitions: Audra Dallitis Director, Card Acquisitions: Jennifer Snowden Agency: Quigley Executive Vice President, Media & Analytics: Scott Marsden Media Director, Strategy and Planning: Jacquie Alves Media Director, Strategy and Planning: Taryn Nagata Media Supervisor, Strategy & Planning: Melissa Platero Executive Creative Director: Sariah Dorbin Group Creative Director: Nicole Ellingson Group Account Director: Rose Bush Sr. Copywriter: Tom Daley Partner: Re:think, the branded content studio at The Atlantic.

Contest/Promotion/Sweepstakes

2022 Aviram Awards — Tech for Humanity by Forbes for Aviram Family Foundation

The Aviram Family Foundation and Forbes partnered on a new competition, "Aviram Awards — Tech for Humanity," to spotlight Middle Eastern and North African startups developing solutions to social and environmental challenges. The competition aimed to provide winners with a springboard for long-term growth. Forbes promoted the competition on social media, ads and on its own properties -- including the homepage. The competition's final phase took place on March 22 in Dubai, where more than 180 experts gathered to discuss the pressing regional issues.

Affiliated Agency: Gitam BBDO IM

Credits: Ruth Chute-Manning: Sales Director at Forbes Louisa Goujon: Marketing Director at Forbes Sherry Phillips: Chief Sales & Marketing Officer at Forbes Jessica Charles: VP, Programming & Events at Forbes Menaka Menon: Director of Events at Forbes Delisha Fields: Executive Director of ForbesLive at Forbes Lex Engel: VP, Audience & Community Marketing at Forbes Mary Margaret Soderquist: Senior Manager, Audience & Community Marketing at Forbes Gaston Alegre: Director, Audience and Community Marketing at Forbes Shae Carroll: VP, Social Sales at Forbes Jeremey Campbell: Designer at Forbes Meghan Donovan: Designer, Content & Design Studio at Forbes Morgan O'Hare: Associate Director, Content Partnerships at Forbes Hayley Morris: Coordinator, Content Partnerships at Forbes Chad McClymonds: Senior Video Director at Forbes Leah Bottone: Senior Video Producer at Forbes Allison Rickert: Executive Director, Project Management, Content Partnerships at Forbes Jocelyn Swift: Director Corporate Communications at Forbes Peter Barnet & team, Founder and Co-CEO at Promosis

M&M'S® Album Art by Breaktime Media, The Mars Agency & Mars Wrigley for Mars

The Mars Agency, in collaboration with Breaktime Media, created an interactive campaign for Walmart that involved inviting shoppers to take a personality quiz that determined their “music vibe.” After answering a few questions, shoppers were matched with a music genre and a curated Spotify playlist. Consumers could upload a picture of their Walmart receipt showing their M&M'S purchase for a chance to win M&M'S branded Skullcandy earbuds.

Credits: Caitlin Garrett, EVP - Client Service & Operations, Breaktime Media Kendra Zdanowski, Senior Client Service Manager, Breaktime Media Chloe Chow, Lead Content Producer, Breaktime Media Emma Seraichick, Visual Design Lead, Breaktime Media Carolyn Robbins, Senior Omnichannel Marketing Manager, Mars Wrigley Laurie Godfrey, Senior Associate Brand Manager, Mars Wrigley Stephanie Tophoney, Customer Display Manager, Mars Wrigley Amy O'Brien, Omnichannel Marketing Manager, Mars Wrigley Austin Daniels, Customer Business Leader- Walmart Future Consumption, Mars Wrigley Megan Rottcher, Customer Business Leader- Walmart Instant Consumption, Mars Wrigley Colleen Kane, Associate Director, MediaCom Samantha Bigham, Customer Development Director, The Mars Agency Jenna Matthews, Customer Development Manager, The Mars Agency Madison Jackson, Customer Development Manager, The Mars Agency Jeanette Widen, Execution Manager, The Mars Agency Alex Sato, Client Leadership Director, The Mars Agency Molly Aaron, Client Leadership Manager, The Mars Agency Nicole Rose, Client Leadership Account Executive, The Mars Agency Brian Riemer, Creative Director, The Mars Agency Minyan Huang, Associate Creative Director, The Mars Agency Kira Crugnale, Art Director, The Mars Agency Sarah Black, Senior Copywriter, The Mars Agency

Lunchables Adventure for Lost Treasure by Lunchables and Merkle for Lunchables

The Lunchables Adventure for Lost Treasure campaign involved a series of gamified augmented reality experiences that gave parents and kids the opportunity to search for lost treaures in four virtual worlds. If players found the treasure, they could enter for a chance to win a prize. Also, some Lunchables packages included codes for a chance to win $10,000.

Affiliated Agency: Merkle, Balti Virtual

Credits: • Tracy Crawford, Senior Account Director, Merkle • Danielle Gianakis, Client Services, Merkle • Mark Kwas, Senior Producer, Merkle • Kyle Morris, Associate Creative Director, Merkle • Darrin Brege, VP, Creative Director, Merkle • Jeff DeLiso, Senior Software Engineer, Merkle • Will Gee, CEO, Balti Virtual • Colleen Devos, SVP, Account Director, TKH • Casey Lissau, VP, Creative Director, TKH • Myranda Rogers, Senior Art Director, TKH • Ashley Delaney, Associate Director, The Kraft Heinz Company • Ann Symonanis, Brand Manager, The Kraft Heinz Company • Molle Klein, Associate Brand Manager, The Kraft Heinz Company • Estefania Navarro, Marketing Analyst, The Kraft Heinz Company • Liz Janz, Marketing Manager, The Kraft Heinz Company • Katie Hunstad, Associate Director, The Kraft Heinz Company

Digital Out of Home Campaign

Now You by Exverus Media for MasterClass

The marketplace of interactive classes has become competitive with the advances of streaming platforms and scaling of online learning. With competition in the marketplace, MasterClass has set out to go even bigger by launching new instructor and interactive classes on a wide range of topics including writing, design, style, sports, arts, business, and more, while also aiming to go global! MasterClass launched a clever OHH and digital campaign in highly receptive cities, such as New York City, Los Angeles, and Washington D.C.

Affiliated Agency: Anomaly LA

Credits: Ian Clark - Associate Media Director Tasha Day - VP, Planning Talia Arnold - Head, Planning & Strategy Antonio Cruz - Media Planning Salvina Lim - Media Planning Jack Win - Head, Ops Aaron Silva - Ad Operations Guillermo Galindo - Ad Operations William Durrant - President

City National Bank Celebrates New York City by Critical Mass and City National Bank for City National Bank

Being an official bank of Tribeca Festival and the 75th Annual Tony Awards, City National Bank took it to the streets with its Out-of-Home campaign at several key locations across New York City, capitalizing on conversation. To further drive awareness and engagement, Critical Mass helped CNB reach audiences via paid media resulting in over 23 million impressions, as well as a significant increase in engagement rate and CTR, helping the bank further its historical connection to the entertainment industry.

Credits: o City National Bank Client Team: • Linda Duncombe, EVP, Chief Marketing, Digital and Product Officer, City National Bank • Patrick McCarthy, SVP, Head of North America Marketing and MarTech, City National Bank • Samantha Davies, SVP, Strategic Partnership, Events and Community, City National Bank • Brooks Lambertson, VP, Corporate Sponsorship Activation, City National Bank • Juliana Engler, VP, Corporate Sponsorship Activation, City National Bank • Melissa Adams, SVP, Head of Brand Advertising and Direct Marketing, City National Bank • Shári G. Lynch, VP, Integrated Marketing, City National Bank • Cassandra Parra, Media Marketing Manager, City National Bank • Nicole Oliha, SVP, Head of Creative and Brand Marketing, City National Bank • Paul Allan, VP, Sr. Art Director, City National Bank • Jennie Jackson, VP, Creative Lead, City National Bank • Joanna Baker – VP, Manager Creative Production, City National Bank • Karen Scauzillo, SVP, Owned Media Marketing Manager, City National Bank • Margaret Tillman, VP, Collateral & Merchandising Manager, City National Bank • Edd Uzzell, VP, Social Media & Content Marketing Manager, City National Bank • Kady Bennett, VP, Marketing Automation Specialist, City National Bank • Alex Rodgers, VP, Digital Content Specialist, City National Bank o Critical Mass Team:  Mike McGrath-Sing: Creative Director, Critical Mass  Dan Spooner: Associate Creative Director, Critical Mass  Jordan Heidendahl: Art Director, Critical Mass  Nima Samadi: Sr. Copywriter, Critical Mass  Alyssa Bowman: Designer, Critical Mass  Kattia Salazar: Production Designer, Critical Mass  Carol Roth: VP, Client Partner, Critical Mass  Rebecca Germond: Account Director, Critical Mass  Nicole Barajas: Senior Account Manager, Critical Mass  Ryan DiCecca: Senior Project Manager, Critical Mass  Dani Ossa-Rivera: Project Coordinator, Critical Mass  Caroline Mercier: Senior Content Analyst, Critical Mass  Neil Woodburn: VP, Media, Critical Mass  Nicoletta Milito: Associate Media Director, Critical Mass  Taylor Agathen Shah: Senior Media Planner, Critical Mass  Katherine Penick, Sales Director, Midwest, Vistar Media; Will Chaklos, Partner Manager, Vistar Media; Lauren Lawhead, Director of Analytics, Vistar Media

PUMA MB.01 – “Not From Here” by Talon America and Havas Media Group for PUMA

PUMA teamed up with Talon America and Havas Media Group to launch an AR OOH campaign announcing the NBA superstar’s signature basketball shoe. The campaign featured a takeover of strategic NYC placements intended to captivate pedestrians’ attention and prompt engagement. The experience allowed consumers to take photos creating personalized content for social sharing. The symbiosis of OOH and digital media created memorable moments and behavioral response resulting in the campaign being cut short due to the shoe being sold out.

Affiliated Agency: Talon’s digital creative production agency Grand Visual & PUMA Basketball creative agency Nowadays

Credits: Talon America: - Jim Wilson, CEO, Talon America - jim.wilson@talonoutdoor.com - Jonathan Conway, COO, Talon America - jonathan.conway@talonoutdoor.com - Enza Chiodi, Senior Vice President, Client Strategy, Talon America - enza.chiodi@talonoutdoor.com - Helen Kim, VP, Client Services, Talon America – helen.kim@talonoutdoor.com - Barbara Cevallos, Director, Client Services, Talon America – barbara.cevallos@talonoutdoor.com - Michael Masone, Client Manager, Talon America – michael.masone@talonoutdoor.com Grand Visual: - Dan Dawson, Chief Creative Officer, Grand Visual - dan.dawson@grandvisual.com - Ben Smith, Business Director, Grand Visual – ben.smith@grandvisual.com - Nathelie Meng, Project Director, Grand Visual – Nathelie.meng@grandvisual.com PUMA: - Josh Tetreault, Creative Director, PUMA – josh.tetreault@puma.com - Dave Santilli, Production Artist, PUMA – dave.santilli@puma.com - Evan Gutride, Creative Planner, PUMA – evan.gutride@puma.com - Renata Andersen, Team Head, Marketing Communications – Media, PUMA; renata.andersen@puma.com - Goldie Paul, Junior Manager, Marketing Communications – Media, PUMA; goldie.paul@puma.com Nowadays Creative: - Stefan Knecht, Creative Director, Nowadays Creative – stefan@nowadays.com - Kate Swanson, Account Manager, Nowadays Creative – kate@nowadays.com - Kristen Selasky, Account Director, Nowadays Creative – kristen@nowadays.com - Eric Collins, Executive Creative Director, Nowadays Creative – eric@nowadays.com - Ali Lee, Art Director, Nowadays Creative – ali@nowadays.com Havas Media Group: - Greg Walsh, CEO, Havas Media Group, North America – greg.walsh@havasmg.com - Samantha O’Regan, Vice President, Group Director, Investment, Havas Media Group – Samantha.oregan@havasmedia.com - Natalize Metzgar, Connections Planing Supervisor, Havas Media Group, Natalie.metzgar@havasmedia.com - Yuka Kawano, Digital Investment Associate, Havas Media Group, yuka.kawano@havasmedia.com

Email: Campaign

T-MOBILE TechUp Email Series by Zeta Global for T-Mobile

T-Mobile faced a challenge: it had to inspire customers in need of a device upgrade due shifting network technology to act. It did this with an email campaign combining lifestyle imagery and the best options for phones and deals. Its November Touch effort pulled an aggregate unique open rate of 52% and a 21.4% unique click to open rate. The December Touch generated a 42.2% aggregate open rate and uniqueclick-to-open rate of 18.1%. In a CTA test, the winner showed an average lift of 66%.

Affiliated Agency: Movable Ink - Real- time testing

Credits: KRIS GEIST - Executive CD, Zeta, RICH PATTERSON - Director of Creative Strategy, Zeta, EMILY PRESTON - Creative Director and Copy, Zeta, KIERAN GRANT - Art Director, Zeta , ANNABELLE SMOOT - Art Director, Zeta, MARIE SCHULTZ – Copywriter, Zeta, AMY LEE - Traffic Manager, Zeta, HEATHER ANDING - Senior Account Director, Strategic Consulting, Zeta, PHILLIP EBY - Director of Analytics, Zeta, JEFF MINBIOLE - Account Manager, Zeta, NICK LENCIONI - Account Manager, Zeta

McDonald's Menu Hacks by Epsilon for McDonald's

McDonald’s tapped into the viral Gen Z and millennial subculture by combining familiar items in specialized, off-menu creations like Surf & Turf sandwiches and Land, Air & Sea. These Menu Hacks were sourced from customers themselves. The result drove a 27% increase in transaction frequency, a 36%+ increase in average check size and an +80% boost in margin per customer. The campaign, a spiritual successor to McDonald’s Famous Orders (e.g., the Travis Scott Meal), pulled a 23% unique open rate and an 11% click-to-open rate.

Affiliated Agency: Epsilon: CRM Agency, Creative and Development; Wieden+Kennedy: Agency of Record, Creative Platform

Credits: Michael Poenar, Art Director, Epsilon Wesley Chaderton, Copywriter, Epsilon Jason Kertz, Creative Director, Epsilon Emma Lahvis, Project Manager, Epsilon Isha Joshi, Project Manager, Epsilon Aaron Newton, Copy Editor, Epsilon Mike Dugo, QA, Epsilon George Palaszewski, Developer, Epsilon Christina Rachel P, Developer, Epsilon Prakash Anthony, Developer, Epsilon Ravindra L, Developer, Epsilon Bikramjit singh deo, Developer, Epsilon Madhava Keerthy, Developer, Epsilon yashaswini m.m, Developer, Epsilon Ekta Chauhan, Developer, Epsilon

MyMcDonald's Rewards Year-in-Review by Epsilon for McDonald's

McDonald’s sent dynamic personalized emails for its Rewards Year-in-Review campaign, with no two customers receiving the same email. It assigned creative identifiers based on past mobile app behaviors. The emails not only included rewards points, but also individualized messaging such as “Up at the Crack of Dawn!” and “a Dusk ‘til Cravings Goner.” The campaign drew an open rate of 29.9% and a 0.05% unsubscribe rate. The highest click drivers, calls to action like “Redeem Now,” pulled a 1.4% click rate and 4.8% click-to-open rate.

Affiliated Agency: Epsilon: CRM Agency, Creative and Development; Wieden+Kennedy: Agency of Record, Creative Platform

Credits: Margaret Raczkowiak, Art Director, Epsilon Wesley Chaderton, Copywriter, Epsilon Jason Kertz, Creative Director, Epsilon Emma Lahvis, Project Manager, Epsilon Aaron Newton, Copy Editor, Epsilon Mike Dugo, QA, Epsilon George Palaszewski, Developer, Epsilon Siljan CD, Developer, Epsilon Yashaswini M.m., Developer, Epsilon Christina Rachel P, Developer, Epsilon Prashanth Dp, Developer, Epsilon

Gaming

"Anything Can Happen" - Ubisoft Rainbow Six Siege North American League by Damage for Ubisoft

Ubisoft’s Rainbow Six Siege North American League video game needed a brand refresh. Among a multi-media campaign, a coordinated series of videos was produced fort the HyperX Esports Arena inside the Luxor Las Vegas. This included trailers of gaming pro player’s knowledge of game “sounds”. Overall the agency produced 20 pieces of video content for some to 1.4 million subscribers on the R6 Esports YouTube channel, growing its Twitter page by more than 2,000 monthly followers. Yes, game on.

Credits: David Shochat - Content Strategy Lead, Ubisoft Jonathan Runkle - Executive Creative Director, Damage Andrew Dubois - Head of Brand Management, Damage Angelina Altobano - Art Director, Damage Emil Fernandez - Design Director, Damage Johnny Ward – CEO, Damage

GiveFTW by Caffelli for Intel

Gaming to give, not just to take? GiveFTW is a community giving game where sponsors donate money for charity and prizes for gamers for social causes. All this offers up increased brand sentiment for GiveFTW partners. Last year -- season one -- was sponsored by Intel making a $50,000 donation each to Trevor Project and Oceana. The site’s message is “You don’t need to open your wallet. You don’t need to buy anything. Just bring your time, energy, and a little competitive spirit.” Hand me that controller!

Credits: Marcelo Anteparra-Naujock,CEO and Executive Creative Director, Caffelli Jeanie Carlson, Media Director, Caffelli

Castrol Strengthens Brand Recall with Blended In-Game Advertising by InMobi for Castrol

Lubricating up for gamers, Castrol wanted more brand awareness for its Castrol Power 1 product among younger gamers -- in the Philippines, home to over 15.5 million mobile gamers, ages 18-44. It worked with Xaxis and InMobi on an immersive -- but unobtrusive -- in-game mobile experience to gain purchase intent. The game -- in just one month -- delivered over 2.5 million. impressions and the ads had a viewability rate of 96.85%. Change your game; and change your oil.

Affiliated Agency: GroupM - Mindshare Philippines (lead agency), Xaxis Philippines

Credits: Jovi Tupas, Head of Sales - Philippines, InMobi; Jessica Banzuela, Sales Manager, InMobi; Emil John, Lead - Account Management, InMobi; Akanksha Singh, Lead Ad Monetization, InMobi; Camille Sabale, Marketing Manager, Castrol; Mathieu Cuny, Managing Director, Xaxis; Eunice Ong, Engagement Manager, Xaxis; Renzo Bautista, Digital Planner, Mindshare

Humor

Minions: The Rise of Gru x The Daily Show by Velocity for Universal Pictures

Why are Minions so funny? Maybe it’s those goggles -- or perhaps a Minions-looking big balloon apparently hitting the shores of Ireland blocking traffic. All good material for Comedy Central’s “The Daily Show” pseudo- documentary segment. True or not, the new movie “Minions: The Rise of Gru”, via a social media campaign produced more than 700,000 organic views online. Bottomline: $125 million for an Independence Day 4-day box office record in its first weekend. Those goggles see a lot.

Credits: Allison Zerden - VP, Studio Marketing & Branded Content, Velocity Arian Monteagudo - Sr. Director, Studio Marketing & Branded Content, Velocity Alexandra Woog - Sr. Director, Studio Marketing & Branded Content, Velocity Kara Ginnetty - Manager, Studio Marketing & Branded Content, Velocity Eric Lavis, Manager, Studio Marketing & Branded Content, Velocity Melissa Bolton-Klinger - Director/Group Creative Director, Velocity Alex Piliouras - Creative Director, Velocity Jere Orlandi - Executive Producer, Velocity Jaimie Sarubbi - Producer, Velocity Candice Young - Editor, Velocity Sheree Shu - Producer, Good Hustle David Gorn - Director of Photography, Good Hustle Dan Butts - Art Director, Good Hustle Good Hustle Production Company Annah Zafrani - SVP, Integrated Marketing, Universal Pictures Beth Rehn - VP, Integrated Marketing, Universal Pictures Olivia Boyd - Director, Integrated Marketing, Universal Pictures

Clifford The Big Red Dog x Velocity – “I Like Big Mutts” by Velocity for Paramount Pictures

Paramount’s theatrical movie “Clifford The Big Red Dog” looking to get to both parents and kids in cinema used Nickelodeon’s Gabrielle Green (“That Girl Lay Lay”) through an old-school song -- a 1990s track “I Like Big Mutts”. The 50-second music video/ad piece generated three million social media impressions -- well above its target. “Dog” not only pulled in over $100 million at the global box office but it became the most-watched film to date on Paramount+. Some bark and bite.

Credits: Allison Zerden – VP, Studio Marketing, Velocity Chase Cusack – Director, Studio Marketing, Velocity Katie Franc – Coordinator, Studio Marketing, Velocity Robyn Brown, VP, Group Creative Director, Velocity Jaimie Sarubbi – Producer, Velocity Candice Young – Editor, Edit Nerd San Patrick Kelly – Director Luke Stevens – Line Producer Danielle Kupchak, EVP Global Creative Content, Paramount Pictures Saffronia Threatt,VP Worldwide Creative Content, Paramount Pictures 11. Steve Millunzi, VP Worldwide Creative Content, Paramount Pictures

Sun-Maid Raisin House – A Trick-or-Treaters Nightmare by Havas Media Group for Sun-Maid Raisins

Certain Halloween snacks were just made to be favorites -- like big full-size candy bars. But raisins? Not so much. Typically, it’s Sun-Maid Raisins' worst day of the year. So why not flip the script? Make raisins the holiday’s scariest treat of the year with some self-deprecating humor under a theme of candy-givers being a scary Sun-Maid Raisin House -- complete with a cleanup kit for holiday treat giving homes. The campaign created 1.4 billion impressions and 6.2% higher sales for the holiday. Treat trick... or just trick?

Affiliated Agency: Quench, FKB, Havas Formula, Jeffrey Scott Agency

Credits: Kristin Ambrookian, Director, Client Leadership, Havas Media Group; Spencer Bahler, Portfolio Lead, Havas Media Group; Shawn Mulroney, SVP, Client Lead, Havas Media Group; Maria Duque, Planner, Connections Planning, Havas Media Group; Elizabeth Robbins, Director, Social Strategy, Havas Media Group; Trish Reid, Supervisor, Social Strategy, Havas Media Group; Fernando Herrera, VP, Marketing, Sun-Maid

Influencer Campaign

How FRÉ Skincare Used Humanz to get 400%+ ROAS and a 35% increase in online sales in the heavily over-saturated cosmetics market. by Humanz for FRÉ Skincare

FRÉ Skincare worked with influencer marketing platform Humanz to harness the power of true influencers/content creators and made them sales partners, using data to ensure that its creators reflected the values and believed in the products of the brand. To boost awareness and sales of its products, FRÉ developed a social media influencer campaign with dedicated influencers, who created more than 500 pieces of content and helped bring in thousands of new customers and generate an overall sales increase of 35% and a 400% ROAS.

Affiliated Agency: none

Credits: Liav Chen, CEO, Humanz Roi Naman, COO, Humanz Liron Tamir Levy, General Manager, Humanz

With U, She Can by Quotient and VLMY&R Commerce for U by Kotex®

U by Kotex partnered with Quotient on an influencer/retail promotion campaign to drive awareness, education, and action to help resolve the issue of "period poverty." The campaign identified authentic content creators and included a matched donation initiative to help women in need: for every product purchased at CVS, maxi pads were donated to the Alliance for Period Supplies. The campaign generated over 5.8 million social impressions and drove a 49% rise in shoppers for the brand at CVS vs. the previous 52-week period.

Affiliated Agency: VLMY&R Commerce - U by Kotex supporting agency

Credits: Jillian Simco - Brand Manager, Shopper Marketing Kimberly-Clark; Brenda Karls-Skalec – Shopper Engagement Kimberly-Clark; Matt Kosko – Brand Manager U by Kotex®; Tracie LaDeau – Business Development Manager CVS U By Kotex®; Victoria Nino – Sales Director Social Media & Influencer Marketing Quotient Leah Pentecost – Creative Project Manager Quotient; Bailey Gowins – Senior Digital Campaign Manager Quotient; Ashley Huffman – Account Director VLMY&R Commerce; Jessica Frye – Account Supervisor VLMY&R Commerce; Caterina Parola – Account Executive VLMY&R Commerce;

Campbell Ritchie: No Compromise by Lightbeam for Hear Me Raw (www.hearmeraw.com)

Natural, vegan brand Hear Me Raw wanted to educate, enlighten and inspire viewers to do the best for themselves and their skin, and the planet. Lightbeam Studios created a documentary featuring a makeup artist/influencer and leader in the clean beauty movement. Lightbeam's distribution of brand-funded films alongside premium-quality independent films was key in giving the film reach and impact. The campaign generated 100K+ impressions and 50K+ views. On paid media, Lightbeam channels outperformed Hear Me Raw’s social channels, and drove greater engagement.

Credits: Studio: Lightbeam (www.lightbeam.tv) - Stephanie Sharis, CEO - Parker Williams, CCO - Jesse Scolaro, EP Production Company: Vinyl Foote Productions (www.vinylfoote.com) - Tiffany Bartok, Director - Jayce Bartok, Producer Brand: Hear Me Raw (www.hearmeraw.com) - Mike Indursky, CEO Talent/Influencer: Campbell Ritchie, make-up artist (https://www.instagram.com/campbellritchie/)

Interactive: Campaign

What's Your Next Audio Obsession? by CBC/Radio-Canada, Rogers Sports & Media, Initiative, Contobox for CBC/Radio-Canada - CBC Listen

Canada’s national public broadcaster CBC/Radio-Canada set out with a four-pillar approach to increase engagement and attention rates. It partnered with a media network to ensure premium space and time guarantee, using deterministic and contextual metrics to determine audiences engaging most. Users spent about 26 seconds with the CBC campaign, exceeding publisher's benchmark by 11%, and global benchmark by 43%. More than a quarter of people expressed interest in the ad engaged with it, resulting in 20% increase in engagement rate over their 2020 campaign.

Affiliated Agency: Rogers Sports & Media, Initiative

Credits: Rogers Sports & Media: Andra Lajeunesse, National Account Executive, Digital Sales Lucy Emanuele, Manager, Advanced Advertising & Go-to-Market Nicole Pineda, Elevate Sales & Strategy Lead Shawna Bedard, Account Manager, Digital & Programmatic Sales Initiative: Cara Schneider, Supervisor, Communications Design Melis Atalay, Communications Designer Kylie Dicy, Supervisor, Communications Design CBC: Cindy Scanlon, Manager, Media & Print Production Jayson Chan, Creative Manager, Marketing, Communications & Brand Nadia Greenidge, Senior Manager, Radio & Audio Joanna Dine, Senior Communications Officer Stefanie Macchiusi, Production Lead Contobox: Janeal Orr, VP, Client Services, Ramon Rey, Account Manager, Robert Scott, VP, Marketing and Research, Scott Victor, VP, Experience Management, Svitlana Melnyk, Front End Developer Firuz Azizvov, Project Manager Eugene Kozlov, Senior Front End Developer

You Have to See It by Zenith for TikTok

TikTok needed to give non-users a reason to use the platform. The campaign had to increase key perception and awareness metrics. It worked with Zenith to describe TikToks instead of showing them. The campaign featured people on TikTok, not just teens and dancers, but people like grandmas and warehouse workers. It invested in TV, cinema, OOH, and radio, such as NBA opening week, SNL, and Spider-Man. QR codes were added to OOH ads. The campaign drove large increases in breakthrough and likeability scores across demos and key non-user targets for exposed vs. unexposed.

Affiliated Agency: Saatchi and Saatchi, The Pub

Credits: Brent Poer, Global Client Lead, Zenith Carla Serrano, President, CSO, Publicis Groupe, Le Truc Daniel Lobaton, Chief Creative Office, Saatchi Neil Heyman, Founding Partner, Le Truc Jon Bellinger, Creative Director, Copywriter, Saatchi Evan Schultz, SVP, Creative Director,Le Truc Daniela Gilsanz, Associate Creative Director, Art Director, Le Truc Ivan Whitted, Associate Creative Director, Copywriter, Le Truc Agatha Sohn, Designer, Saatchi Jared Grant, Strategy Director, Le Truc Rob Ichelson, Account Director, Saatchi Ciara Siegel, Account Director, Saatchi Anna James, Account Manager, Saatchi Perri Rubenstein, Account Executive, Saatchi Brianna Leone, Project Manager, Saatchi Lisa Rimmer Business Affairs, Saatchi Aoife O'Donnell Business Affairs, Saatchi Danielle Hallack, Producer, Saatchi Dennis Marchesiello, Producer, Saatchi Jason Slesinski, Producer, Saatchi Natalie Zeller, Associate Producer, Saatchi Jackie Ling, EVP Strategy, Zenith Kim Shores, VP, Strategy, Zenith Coleman Engellenner ,SVP, Digital Investment, Zenith Loni Rosenstein, SVP, National Video Investment, Zenith Gianna Passarelli, Director Digital Investment, Zenith Sean Marshall, Director, Strategy, Zenith Shea Coleman-Bellatty, VP, Content Strategy, Zenith Kendall Wall, Supervisor, Content Strategy, Zenith Anne-Marie Hunter, Associate Director, Zenith Sydney Komoto, OOH Supervisor, Zenith Greg Zinny, Senior Producer, The Pub Spencer Noble, Animator Motion Media Production, The Pub Doug Zaner, Animator Motion Media Production, The Pub Rich Caputo, Creative Service Manager, The Pub Patrick Farrell, Creative Service Manager, The Pub Camilo Francione, Senior Production Artist, The Pub James Du, Production Artist, The Pub Aaron Stoller, Director, Biscuit Filmworks Shawn Lacy, Partner/Managing Director, Biscuit Filmworks Holly Vega, Executive Producer, Biscuit Filmworks Andrew Travelstead, Executive Producer, Biscuit Filmworks Sean Moody, Head of Production, Biscuit Filmworks Jessica Cooper, Producer,Biscuit Filmworks

Sun-Maid Raisin House – A Trick-or-Treaters Nightmare by Havas Media Group for Sun-Maid Raisins

Sun-Maid and Havas Media Group created the Sun-Maid Raisin House – A Trick-or-Treater's Nightmare. The Raisin House activation and digital extensions showed there’s nothing scarier than getting raisins on Halloween, except being the house that hands them out. The strategy was built around pushing witty, self-deprecating messaging in unexpected environments that deviated from Sun-Maid's imaginative creative tone. The Sun-Maid Raisin House garnered 1.4 billion impressions and a 6.2% sales bump, while creating a unique, ownable angle into Halloween for years to come.

Affiliated Agency: Quench, FKB, Havas Formula, Jeffrey Scott Agency

Credits: Kristin Ambrookian, Director, Client Leadership, Havas Media Group; Spencer Bahler, Portfolio Lead, Havas Media Group; Shawn Mulroney, SVP, Client Lead, Havas Media Group; Maria Duque, Planner, Connections Planning, Havas Media Group; Elizabeth Robbins, Director, Social Strategy, Havas Media Group; Trish Reid, Supervisor, Social Strategy, Havas Media Group; Fernando Herrera, VP, Marketing, Sun-Maid

Interactive: Single Execution

Amelia Island Winter Campaign - Find Your Escape by PadSquad for Amelia Island Convention & Visitors Bureau, with Starmark

Time your weather-related campaigns well as travelers will then be packing their bags in no time. In December of last year, Amelia Island Convention & Visitors Bureau focused on northeast U.S. markets with a heavy winter season using a “weather-triggered digital campaign”. One digital messaging followed a blowing umbrella, amid a black and white NYC winter scene, to a sun-drenched beach where the umbrella landed transformed amid a couple of lounge chairs. A 10.9% engagement rate also helped record visitation. Take time in the sun.

Affiliated Agency: Starmark

Credits: Kara Gindlesperger, Account Supervisor, Starmark Sherene Irani, Media Director, Starmark Dale Baron, VP, Executive Creative Director, Starmark Jacob Edenfield, Group Creative Director, Starmark Angelique Marlieb, Sr. Copywriter, Starmark Noman Rafiq, UI/UX Designer, Starmark Amy Boek, CMO, Amelia Island Convention & Visitors Bureau Megan Quirk, Regional VP of Sales, PadSquad Paige Yacobian, Senior Account Manager, PadSquad Eric Heigl, Associate Director Customer Success, PadSquad Ashley Martinez, Marketing Director, PadSquad PadSquad Creative Team, Creative Team, PadSquad

Make Tonight Pasta Night with Barilla® Blue Box by Breaktime Media & Barilla for Barilla

More at home dining due to Covid disruptions had pasta maker Barilla thinking about new pasta shapes and tastes using an interactive digital activation -- including a quiz to find the right personalized pasta. Lots of eating resulted in an incremental sales lift and a seven-to-one return on media investment. The company says this is a big deal considering the average price for a box of pasta can be $2.00 or less. So eat and savor this up.

Credits: Caitlin Garrett, EVP - Client Service & Operations, Breaktime Media Kendra Zdanowski, Senior Client Service Manager, Breaktime Media Chloe Chow, Lead Content Producer, Breaktime Media Emma Seraichick, Visual Design Lead, Breaktime Media Debbie Zefting, Director - Shopper Strategy and Engagement, Barilla Stephanie Garris, Manager - Marketing Services, Barilla Olivia Jameson, Senior Associate Brand Manager, Barilla

Who Said? by Gelesis/Plenity and The&Partnership for Gelesis/Plenity

Decades old conundrums of losing weight while trying to eat what you love can always be a good foundation to build a weight loss product/service. Plenity, the prescription weight management aid, strolled into this with sidewalk-based 30 x 10 foot billboard stocked with wrapped “cake rolls” for passersby to help themselves. At the same time they could talk to brand ambassadors about -- what else -- losing weight. In two days 3,500 people were feted, and growing Plenity’s followers on social media. All that tastes good, no?

Affiliated Agency: mSix&Partners, Bompass & Parr

Credits: Client: Lance Tyler, SVP Marketing, Gelesis Maggie Sadowski, Senior Director of Brand Strategy & Marketing, Gelesis Account: Lesley Rivard, Managing Director, The&Partnership Ryan Colet, Business Director, The&Partnership Maura Larkin, Account Supervisor, The&Partnership Strategy: Colm Murphy, Chief Strategy Officer, The&Partnership Tiffany Jyang, Strategist, The&Partnership Creative: Hannah Fishman, CCO, The&Partnership Bipasha Mookherjee, Creative Director, The&Partnership Greg Kouts, Creative Director, The&Partnership Georgia Trimble, Copywriter, The&Partnership Samuel Trimble, Art Director, The&Partnership Maddy May, Designer, The&Partnership Megan Flett, Producer, The&Partnership Media: Shabnum Palomba, Managing Director, mSix&Partners Stephen Shoemaker, Audience Planner, mSix&Partners

Mobile Marketing

Bakugan Holiday Campaign 2021 — Video and Interactive End Card by Tapjoy (acquired by ironSource) for Spin Master

Spin Master, which has a line of toys from its Bakugan franchise, wanted to reach consumers where they spend most of their time. It worked with Tapjoy to create media moments that combine innovation and play in unexpected ways. Spin Master’s campaign opened with a pre-roll video to capture the audience’s attention and introduce the Bakugan brand. The Bakugan campaign drove a 92% video completion rate, exceeding Tapjoy’s benchmark by 6%.

Affiliated Agency: PHD Media - Supporting ad agency

Credits: Emilee R., Strategic Account Manager, Tapjoy Audrey Zheng, Visual Designer, Tapjoy Navi Purewal, (Former) Senior Account Executive, (Former) Tapjoy

TextNow Significantly Improves Mobile App Inventory Monetization with InMobi and LiveRamp by InMobi for TextNow

TextNow, a provider of free phone service in the U.S, wanted to implement a sustainable monetization strategy for in-app advertising. It leveraged its partnership with InMobi. In late 2021, TextNow adopted InMobi’s UnifID to implement LiveRamp Authenticated Traffic Solution (ATS) and increase the addressability of its opted-in user base. Integrating with UnifID and ATS helped TextNow’s iOS consented inventory to increase addressability. eCPMs rose 146% for native ads and 35% for banner ads on iOS. The campaign experienced a 73% lift in fill rates.

Affiliated Agency: LiveRamp

Credits: Ram ‘TK’ Krishnamurthy, VP & GM Meson/Customer Success, InMobi; Tiffany Mendoza - Senior Customer Success Manager, InMobi; Srisha Mahuli - Lead Solution Engineering, InMobi; Sonali Haldar – Head of Solution Engineering, InMobi; Cecilia N’zaou - Head of Product Marketing, InMobi; Ryan Shute - Business Development, LiveRamp; Travis Clinger - SVP Addressability and Ecosystem, LiveRamp; Evan Thor - Director, Ad Monetization and Operations, TextNow

S’More Achieves 65% Uplift in the App Engagement Time with MoEngage by MoEngage for S'More

S’More, a dating app that goes beyond superficial looks to connect people, needed a way to build better relationships among its 300,000 customers. So, it taped MoEngage for help. The platform focuses on characteristics about the profile’s owner. It wanted to drive engagement and deliver personalized customer experiences to build its loyal customer base. Personalized communications across push notifications, emails, and SMS allowed them to better educate customers about S’more and drive retention. The campaign drove 65% lift in the app engagement time, 20% increase in customer retention from the first day, 15% higher onboarding completion rates.

Credits: MoEngage: Meagan White, VP of Marketing North America, Irmina Myszkowska, Senior Product Marketing Manager, Christina Harewood, Senior Director of Client Success, Stephanie Robotham, Member of the Board of Advisors, Nikki Kyriakopoulos, Senior Marketing Programs Manager, Luisa Franson, Product Marketing Manager, S’More: Adam Cohen Aslatei, CEO, Sneha Ramachandran, Head of Operations

Podcasts/Digital Audio

Moink – Ethical Meat with Exceptional Taste by Oxford Road for Moink

Subscription-based meat box Moink leveraged nine key messaging components and 71 sub-components to drive specific consumer actions for what it bills “Ethical Meat with Exceptional Taste.”. There were 50+ ad variants tried in multi-variate tests, resulting in a 27% decrease in state image ad CPA a 67% decline in audio ad CPA and a 58% decrease in audio ad CPS. The top-performing ad was “Best Bacon I ever Had.” Moink now has a way to predetermine the results of advertising on audio and across channels.

Affiliated Agency: Marpipe

Credits: Dan Granger, CEO and Founder of Oxford Road Stew Redwine, Creative Director at Oxford Road Pierce Porterfield, Head of Product at Marpipe Sam Russo, Chief Operating Officer at Marpipe Dan Pantelo, CEO and Founder of Marpipe Lucinda Cramsey, Founder of Moink

“Force Multiplier”: Where Action Meets Impact by Salesforce.org for Salesforce.org

Force Multiplier, a podcast by Salesforce and iHeart Media, seeks to solve some of the world’s biggest problems through collaborations, resulting in a “force multiplier” effect. Hosted by Baratunde Thurston, the show features such guests as cultural icon Charlamagne Tha God, the CEO of The Nature Conservancy, the Head of Advocacy at UNICEF and the Chief Surgeon at Doctors Without Borders. Force Multipler blends humor, wisdom compassion and in-depth conversation. In the second season, Salesforce.org donated all pre, mid, and post-roll advertising inventory to nonprofits.

Credits: • Cristina Jones, Chief Engagement Officer, Salesforce.org • Madison Slinker, Senior Director Brand Marketing and Strategy, Salesforce.org • Lauren Jauco, Brand Design Manager, Salesforce.org • Tony Oblen, Senior Manager, Design, Salesforce.org • Cal Habayeb, Director Strategic Sales Programs, Salesforce.org • Justin Bryant, Director Customer Marketing, Salesforce.org • Gayle Troberman, CMO, iHeart Media • Andy Kelly, SVP Custom Podcasts, iHeart Media • Yvonne Sheehan, Marketing Consultant, iHeart Media • James Foster, Executive Producer Custom Podcasts, iHeart Media • Casey Apel, Director Client Success, iHeart Media • Jay Brunson, Marketing and Creative Development, iHeart Media • Chrystina Woody Train, Founder, Buckshot Marketing, Creative and culture consultant

Havas Media and Havas Chicago - National Association of REALTORS® “That’s Who We R” Campaign with iHeart’s “Stuff You Should Know” Podcast by Havas Media Group for The National Association of REALTORS®

Force Multiplier, a podcast by Salesforce and iHeart Media, seeks to solve some of the world’s biggest problems through collaborations, resulting in a “force multiplier” effect. Hosted by Baratunde Thurston, the show features such guests as cultural icon Charlamagne Tha God, the CEO of The Nature Conservancy, the Head of Advocacy at UNICEF and the Chief Surgeon at Doctors Without Borders. Force Multipler blends humor, wisdom compassion and in-depth conversation. In the second season, Salesforce.org donated all pre, mid, and post-roll advertising inventory to nonprofits.

Affiliated Agency: Havas Chicago

Credits: Ashley Vanasse, SVP, Group Client Lead, Havas Media Group; Stephanie DiCicco, Director, Connections Planning, Havas Media Group; Karen Bebart, Director, Consumer Strategy & Brand Advertising, The National Association of REALTORS®; Casey Carpenter, Strategy Director, Havas Chicago Creative;

Programmatic

ironSource Exchange & PubMatic - Brand Advertising Demand by ironSource & PubMatic for PubMatic

ironSource Exchange partnered with PubMatic to unlock brand budgets and increase monetization for developers, creating what the companies call a clear path to premium video inventory. The partnership, which doubled mobile video eCPM and drove higher revenue for publishers, benefited from running top-of-funnel awareness campaigns across Auto, Entertainment, and Retail verticals. Rewarded video ads drove 600% increase in revenue, 83% video completion rates, and 95% viewability rates. Overall campaign performance in these categories suggested that the ads engaged users and improved retention while promoting user experiences.

Affiliated Agency: PubMatic - Demand Partner

Credits: Ari Brandt, VP Global Marketplace & Strategic Development, ironSource

Build Your Smart Home Today by The Home Depot & Contobox for The Home Depot

Home Depot created a programmatic campaign to educate consumers and drive sales for its Smart Home suite of products using first-party consumer data to create lookalike audiences with messages like Build Your Smart Home Today, and Stay Connected With the Brands You Love. The upper funnel phase interactive ad units delivered 206% higher engagement rates compared with retail benchmark, and return on ad spend of 13% higher than the company’s average. Personalized product recommendations drove clickthrough rates 25-times higher than the retail average. Personalized product recommendations delivered 315% increase in ROAS, compared with benchmarks.

Credits: The Home Depot: Tracy Ball, Seema Kapadia, Jane Kartasheva, Dora Tzakas, Erin Cronin, Cody Spears, Seth Mandel, Sara Palacios, Bianca Colaco Contobox: Zahily Calderon, Julie Bay, Whitney Huong, Yustin Musidi, Anushervon Khidirov, Firuz Azizov, Musso Mirkholov

Master Every Fix by Canadian Tire's Mastercraft & Contobox for Canadian Tire's Mastercraft

Canadian Tire’s Mastercraft set out to use 12 metrics to model data and better understand the process of gaining attention to ads by consumers. Data from a Nielsen Brand Lift study guided changes that drove an engagement rate 13% higher than previous campaigns. It increased engaged clickthrough rates by 147%, and decreased negative brand sentiment by 33%, compared to the control group, which saw a 42% improvement over the last campaign. The campaign beat Nielsen’s brand favorability benchmark by 50%, and improved compared with the previous campaign by 150%.

Credits: Canadian Tire Brand: Natalya Lukie, Jennifer Haslam, Rick Butler; Emily Foster Canadian Tire Strategy & Planning: Claudia Ortiz Canadian Tire Execution: Tomasz Maslowski Contobox: Erica Brodie, Robert Scott, Julia Blinkina, Scott Victor, Firuz Azizov, Erika Sinkovics, Anushervon Khidirov, Svitlana Melnyk

Rich Display Media: Single Execution or Campaign

Master Every Fix by Canadian Tire's Mastercraft & Contobox for Canadian Tire's Mastercraft

Canadian Tire’s Mastercraft Tools is a category leader, but had room to expand. It needed to get more consumers to pay attention to inventory. That meant tweaking a traditional campaign. Interactive ads promoted key features and added content, which upped attention metrics. That led to higher engagement and action from potential buyers. By tailoring creative, the new focus upped the brand’s favorability. The campaign drove an engagement rate 13% higher than previous campaigns and increased its engaged clickthrough rate by 147%.

Credits: Canadian Tire Brand: Natalya Lukie, Jennifer Haslam, Rick Butler; Emily Foster Canadian Tire Strategy & Planning: Claudia Ortiz Canadian Tire Execution: Tomasz Maslowski Contobox: Erica Brodie, Robert Scott, Julia Blinkina, Scott Victor, Firuz Azizov, Erika Sinkovics, Anushervon Khidirov, Svitlana Melnyk

iRobot OS "Situation Roomb" by iRobot + Infillion for iRobot

The iRobot OS “Situation Roomb” campaign kicks up the technology’s unique abilities. It reminds consumers the smart-home vacuum cleaner deals with a familiar problem, pet hair shedding, but its voice control allows it to change course if instructed. The ad underscores the Roomb’s nifty abilities — it can be locked so kids can’t deploy it — and programmed to avoid obstacles. To learn more, users could interact with the experience, via connected TV, or utilize a QR code with their mobile phones. Housework made easy.

Affiliated Agency: Digitas

Credits: Names kept confidential at request of client

Search Marketing: SEM Campaign

Navigating 2022’s Choppy Waters with Search by Media Storm, A Merkle Company for Celebrity Cruises

Celebrity Cruises relied on Media Storm, a Merkle company, to help it recover from early COVID-19 shutdowns, and adapt through the Omicron strain. The SEM strategy removed keyword redundancy, created campaign structures, rolled out new creative, refined audience approach, and implemented bidding measures. In the first half of 2022, compared with the first half in 2021, SEM campaigns drove 68% more online bookings and 75% more online booking revenue. Click-through rates improved by 170%, and a 16% reduction in CPC contributed to a 64% improvement in online ROI.

Credits: • Justin Levine, VP of Search & Social, Media Storm • Eddie Majdi, Associate Director of Search & Social, Media Storm • Madison Coats, Senior Planner of Search & Social, Media Storm • Roddy Ackerman, Planner of Search & Social, Media Storm • Alex Weintraub, Director of e-Commerce Marketing, Celebrity Cruises

A mid-funnel mindshift: How ConnectWise and NP Digital increased ROAS of paid search by 100%. by NP Digital for ConnectWise

ConnectWise, which provides software tool, and agency NP Digital collaborated on a project to retool marketing metrics. The two developed a reforecasting plan that required a shift in optimization strategy to better inform marketing qualified leads. Return on ad spend increased 100%, which created about $180,000 per month more in the marketing budget by stopping underperforming campaigns. The funds were reinvested into marketing to improve performance resulting in a 25% decline in cost per sales, and 166% increase in sales qualified opportunity conversion rates, and 68% in opportunities.

Credits: Page Sands: VP Marketing, ConnectWise Rick Salmon: Senior Digital Marketing Manager, ConnectWise Katie Roney: Pay Per Click Manager, ConnectWise Lindsay Neilson: Sr. Account Director, NP Digital Britney McClelland: Paid Media Manager, NP Digital Reggie Bautista: Sr. Paid Media Manager, NP Digital Cory Eckley: Paid Media Specialist, NP Digital

Qdoba Growth In the Pandemic by 9Rooftops|Cogniscient Media for Qdoba Restaurant Media Development late COVID

COVID changed Qdoba's business model, requiring it to adapt to societal shifts on the web. It needed to build its website presence and increase online orders and revenue, driven by SEM. Cogniscient Media | 9Rooftops helped the company optimize budgets, create impression bid-share strategies, and frequently update geotargeting strategies for store locations. Changes achieved a 59% increase in overall clicks, while bringing CPC down by 5%. The campaign drove 71% click-through rates, 53% increase in store visitors, and 23% increase in revenue.

Credits: Jonathan Kagan, VP Search, Cogniscient Media|9Rooftops Mandy Stultz, Associate Media Director, Cogniscient Media|9Rooftops Grace Awosogba, Search Associate, Cogniscient Media|9Rooftops Dave Buklarewicz, EVP Media, Cogniscient Media|9Rooftops Luke Bredensteiner, Senior Analyst, Cogniscient Media|9Rooftops Josh MacCarty, Director Data Science, Cogniscient Media|9Rooftops Carolyn Butler, Cogniscient Media|9Rooftops Cam Huey, Cogniscient Media|9Rooftops Erin Mullaney, Cogniscient Media|9Rooftops

Search Marketing: SEO Campaign

Flying High: How Wpromote Grew Organic Revenue by 550% for Travelpro by Wpromote for Travelpro

The travel industry, hit hard during the past year, also affected suitcase purchases, presenting the Wpromote team with challenges to increase visibility, conversions, and traffic through SEO for luggage manufacturer Travelpro. When consumers began to once again show interest in travel, Wpromote deployed in-depth competitor analysis, unconventional keyword research, and technical fixes to deliver increases across nearly every key performance indicator. Organic revenue rose by more than 550% and search impressions about 400% year-over-year.

Affiliated Agency: n/a

Credits: Mark Costigliola -Travelpro | Manager Ecommerce Operations Brooke Guldin - Travelpro | Manager Ecommerce Tyler York - Wpromote | Sr Content Marketing Mgr Victor Uhlman - Wpromote | Sr Mgr SEO Emily Salvani - Wpromote | Manager, Data Strategy

ONE SEARCH 2021 by Reprise Digital for AMERICAN EXPRESS INSURANCE

2021 presented an interest in COVID insurance and related health prevention. AMEX INSURANCE didn´t have a specific product to support the need. 62% of the brand's products weren’t relevant for users. Reprise Digital divide services based on relevance--direct, secondary and non-relevant—and designed a strategy—One Search for ecommerce, SEO+SEM—to connect with consumers. Combined, organic and paid, increased performance. Traffic to the site rose by 564%; acquisition by 523%; conversions by 7,867%; and revenue by 3,693%.

Affiliated Agency: TANIA ANDRADE

Credits: Ilze Cruz, Growth Director, Reprise; Andrea Ugalde, SEO Consultant, Reprise; José Ríos, SEO Consultant, Reprise; and Tania Altamirano, Account Director, UM

Leveraging SEO & content to help build a brand: How we increased organic search traffic by 561% for Lantern by Sofi. by NP Digital for Lantern by SoFi

LanternCredit.com, a SoFI service that offers money tips, tools, and services, had little non-brand organic search visibility after launch, compared with its top competitors Nerdwallet, Bankrate, and Credit Karma, which dominated search engine result pages. It relied on NP Digital. The company develop a SEO strategy, targeting research, content, public relations, and SEO best practices. The strategy boosted the company’s rankings on Google by about 1,164%; organic search traffic by 516%; and conversions by 260%.

Credits: AJ Smith: Head of Content, Lantern by SoFi Caroline Hwang: Senior Managing Editor, Lantern by SoFi Mike Ouyang: Director of Product Marketing, Lantern by SoFi Jessica Pozantides: Senior Account Director, NP Digital Jessica Honeycutt: Senior Account Manager, NP Digital Nicole Kasielski: Project Manger, NP Digital Kevin Keene: Senior SEO Strategist, NP Digital Tierney Brannigan: Senior Content Strategy Manager, NP Digital

Social Campaign Across Platforms

Yellowjackets Builds A Social Hit by Movement Strategy for SHOWTIME Networks, Inc

It's not easy to catapult a show from debut to Showtime's second-most streamed program. But the campaign for Yellowjackets–a buzzy blend of survival epic, psychological horror story, and coming-of-age drama–broke through and helped power a megahit. Influencers appealed to a cross-generational audience, with episode teasers and analysis. Fans created original artwork. This campaign broke through competing peak TV noise from hundreds of titles, leveraging unique voices and original content. Mentions increased 27 times, and reach doubled 8 times in ten weeks.

Credits: MOVEMENT Lisa Norris, Creative Director Connor Palomino, Associate Creative Director Chloe Israel, Copywriter Sophie Li, Junior Art Director Kemy Acacia, Account Director Lindsay Doscher, Associate Director Project Management Nick Mangiapane, Associate Director Digital Content Jake Moody, Community Manager Kimmy Shoval, VP, Head of Influencer Marketing Jill Perera, Senior Influencer Marketing Manager SHOWTIME Dani Calogera, VP, Brand & Digital Marketing Marie Goldstein, Director, Brand & Digital Marketing Paula de Oliveira, Digital Marketing Coordinator Irina Finerman, Director, Digital Content & Partnerships Jacqueline Vissat, Sr. Manager, Digital Marketing

JanSport x Rakuten Advertising “Carrying the Load for Teen Mental Health” by JanSport x Rakuten Advertising for JanSport

Few brands know as much about teenage baggage as JansSport. This mental-health awareness campaign thoughtfully helps them unpack their struggles, making an authentic connection. This creative isn't clever or cool. It's kind and compassionate. Acknowledging that back-to-school in 2021 was especially fraught, "Disorientation" offered hope. iMore than 500,000 young people watched at least ten minutes of this video content – in media where videos and brand experiences usually last only a few seconds. J

Credits: Nicole Garza, Director Client Services, Rakuten Advertising Claire Shiels, Manager Client Services, Rakuten Advertising Trevor Richardson, Senior Account Manager, Rakuten Advertising

Candyman x Growing Up Back: Chicago by Velocity for Universal Pictures

A campaign for a horror movie that puts all those jumpscares into cultural context, challenging perceptions about diversity? Yes, please! Universal Pictures partnered with VH1 to leverage diverse voices, weaving history about Chicago and Cabrini Green into "Growing Up Black" to create organic conversations. Black entrepreneurs, entertainers, and community leaders gave their personal take on what makes growing up in Chicago so unique. "Growing Up Black: Chicago" explored the urban legend of Candyman, getting more than 335,000 organic views.

Credits: Allison Zerden - VP, Studio Marketing & Branded Content, Velocity Alexandra Woog - Director, Studio Marketing & Branded Content, Velocity Kara Ginnetty - Manager, Studio Marketing & Branded Content, Velocity Libba Smith - Coordinator, Studio Marketing & Branded Content, Velocity Kyle Hepp - Executive Producer, VH1 Heather Haynes - Senior Producer, VH1 Ray Hunt - Senior Director, VH1 Sam Hendricks - Line Producer, VH1 Annah Zafrani – SVP, Integrated Marketing, Universal Pictures Tara Martino: VP, Integrated Marketing & National Publicity, Universal Pictures

Social: Use of Single Platform

Find your Monster Match by Cramer-Krasselt for Cedar Fair

Lots of people love Halloween. Lots of people find love on Tinder. Cedar Fair’s s unexpected “Find Your Monster Match” campaign played on both, jolting Tinder users into action with Lisha the Banshee and Chuck the Butcher, both with looks to, well, die for. Engaging with the Halloween Haunt monsters encouraged Tinder users to buy tickets to the amusement park's Halloween Haunt, so they could "meat" their monster crushes in the flesh.

Credits: • Kelley Ford, EVP, Chief Marketing Officer, Cedar Fair Entertainment Company • Stella Smith, Corporate VP Advertising, Cedar Fair Entertainment Company • Jord Christopher, Content Producer, Cedar Fair Entertainment Company • G. Andrew Meyer, ECD, Cramer-Krasselt • Carlos Fernandez, VP, Group Creative Director, Cramer-Krasselt • Sean Collander, Associate Creative Director, Cramer-Krasselt • Courtney Robinson, Junior Copywriter, Cramer-Krasselt • Seth Schreiber, Junior Art Director, Cramer-Krasselt • Julie Sheridan, SVP, Group Account Director, Cramer-Krasselt • Dana Fulena, VP, Account Director, Cramer-Krasselt • Jackie Livingston, Account Supervisor, Cramer-Krasselt

Driving Brand Love on Tik Tok by Bounteous for Wawa

Wawa wanted to woo Gen Z, making TikTok the obvious choice for a new campaign. But it also knew the audience it wanted most–the 18 to 24 crowd–is resistant to almost any type of advertising. This campaign wins because it did its homework faithfully, studying TikTok trends and finding opportunities to adapt the Wawa voice. Featured content included the “I’m on Vacation” trend with users throwing back hoagies––not shots. The campaign increased its followers by more than 1875% in 2021.

Affiliated Agency: None.

Credits: Wawa: Todd Miller, Senior Director of Brand Strategy and Experience; Lauren Friedrich, Manager of Content, Social Media and Locations; Janelle Wankum, Social Media Lead; Becky Lane, Community Management Lead.Bounteous: Ariel Norwood, Senior Director, Marketing Engagement; Karley Dowdy, Social Media Manager, Alexa Archer, Social Media Specialist; Raya Wahbeh, Social Media Strategist; Siobhan Treacy, Social Media Strategist; Madeline Bill, Social Media Specialist; Brian Barto, Group Creative Director; Scott Oeschger, Creative Director; Katy Mancini, Creative Director; Alexis Armstrong, Program Director; Catherine Freeman, Project Manager; Yulia Budko, Associate Director, Media Strategy; Cassie Farrell, Paid Social Specialist; Leah Pellegrino, Senior Designer; Nathan Kaszuba, Senior Designer; Carter Chan, Designer; Chris Latshaw, Designer; Sandy Chou, Designer; Joe Durkin, Senior Director, Client Service; Devon Wescott, Account Director; Taylor Sorillo, Senior Account Manager

Break Free TV by Goodby Silverstein & Partners for Capri Sun

To recapture its place in America's lunchboxes, Capri Sun needed to communicate in a new world–one where kids have little free time. This delightful campaign works because it gets why kids love YouTube. With “Break Free TV,” these five episodes of kooky fun include a rapping bee, a self-aware bubble, naughty clouds and a cranky cushion. Season 1 was a sweet success, with a video-completion rate (VCR) 60% higher than the top kid-media company’s VCR benchmarks. Kids get a break. And Capri Sun gets its shine back.

Credits: Client: Capri Sun VP of North America Marketing & Head of The Kitchen: Jessica Vultaggio VP of North America, Brand Communications: Nina Patel Associate Director, Brand Communications: Samantha Mills Brand Manager, Brand Communications: Erin Fitzgerald Manager, U.S. PR & Media Relations, Kate Kitchell Creative Agency: Goodby Silverstein & Partners Co-Chairman: Jeff Goodby Chief Creative Officer: Margaret Johnson Creative Director: Tony O’Neill Creative Director: Rony Castor Art Director: Thomas Gledhill Copywriter: Lennie Galloway Director of Production: Jim Haight Producer: Jill Silberstein Managing Partner: Brian McPherson Group Account Director: Becca Morris Account Director: Callen Gustafson Account Manager: Carmen Guan Assistant Account Manager: Adrianne Medina Partner, Head of Brand Strategy: Bonnie Wan Partner, Head of Communication Strategy: Christine Chen Deputy Director of Brand Strategy: Kelly Evans-Pfeifer Communication Strategy Director: Drew Forrest Brand Strategist: Kelly Kikuchi Director of Business Affairs: Judy Ybarra Business Affairs Manager: Yelena Kompaneyets Broadcast Traffic Director: Ruchele Eisenman Broadcast Traffic Manager: Rowena Cuejilo Finance Operations Manager: Sean Hay Client Accountant: Alan Chunlun Su Animation Production Company Company name: BlinkInk Director: James Papper Producer: Jack Bristow Executive Producer: Joe Byrne Mix, Sound Design and Music Music: Major Tom Sound Design: Major Tom Sound Designer: Jacob Wheeler Company Name Starcom EVP Director: Chris Harder Agency PR: Britta Petersen CEO/Top Exec: Michael Epstein Media Client Support Director: Alyssa Kelly Associate Director: Maddie Franke Supervisor: Jennie Hubbard Senior Associate: Diana DeLeon

Best Tentpole Campaign

The Best Thing Since Online Banking by Hawkeye Agency for Bread Financial

The Hawkeye Agency helped Bread Financial, a new financial services brand, launch into an already crowded and highly competitive market and by reaching Gen-Z consumers, a group that is overlooked and underappreciated, who feel stuck in the middle and credit hungry while wanting their dreams for a better life realized without all the high costs and restrictions. The campaign resulted in 600 million impressions to date. Website traffic was up 33% post launch, which led to about 20,000 new customers.

Affiliated Agency: The Elements Music

Credits: Client (Bread Financial): Nick Antonelli, Chief Marketing Officer Jenny Hogan, Head of DTC Channel Marketing Marc Lincewicz, Director, Brand & Creative Agency Betsy Demarchi, Senior Manager, Digital Channel Marketing Lindsay Hoag, Sr. Specialist, DTC Channel Marketing Agency (Hawkeye: Janet Barker-Evans, SVP Executive Creative Director Jennifer Bell, VP Creative Director Blake Cleavenger, Associate Creative Director Pam Gampper, Associate Creative Director Jacob Latchem, Sr. Writer Chris Santo, Sr. Writer Ike Peters, Sr. Writer Olivia LeRoy, Art Director Georgia Davis, Jr. Art Director Tricia Cody, Jr. Copywriter Debby Robertson, VP Account Director Jennifer Drabek, Account Director Amber Armbruster, Account Director Jaime Puskar, Account Director Emily Hanmer, Senior Account Executive Lauren Rohde, Account Executive Kelly Calleo, VP Data Design Mark Rovai, VP Strategy Patricia Yakesch, Director of Strategy Tran Javier, Sr. Strategist Kelly Ginley, VP, Media Strategy Jessica Krasin, Associate Media Director TInYan Shing, Media Supervisor Emma Pio, Media Planner Paula Espitia, Media Planner Katalina Rodriguez, Social Strategist Donald Lampert, Director of Search & Social Grace Williamson, Social Media Supervisor Katie Kosinski, Associate Director, Project Management Matt Stafford, Sr. Copy Editor Andrew Janis, SVP Analytics Anthony Gentry, Analytics Manager

Global Wrapped 2021 by UM New York for Spotify | Consumer

UM New York helped Spotify reach new audience for its Wrapped listening experience. After seven consecutive years, Wrapped 2021 risked becoming obsolete, particularly for a younger Gen Z target with increasingly shortening attention spans. It launched using multiple high impact moments across partners and markets on Gen Z’s favorite platforms, TikTok, YouTube and Twitter. A partnership with Stream Elements - a new-to-Spotify gaming creator partner - helped reach the gaming community. Baselines increased by 12.9% and the 2021 uplift was 54.9% higher than 2020.

Credits: Alexandra Defeo, VP Group Partner, UM NY Max Kabakov, VP, Group Partner, Strategy, UM NY Michele O'Brien SVP, Global Operations Spotify UM NY Kristen Jones, EVP Managing Partner UM NY Denise Centofante, SVP, Client Business Partner, UM NY

Ecolab Science Certified: Take Back Your Social Life and Influencers by Wavemaker for Ecolab

Wavemaker’s “Take Back Your Social Life” campaign was part of a larger initiative to support the return of business across the food service industry. Wavemaker had to differentiate Ecolab Science Certified from competitors who are making similar claims. To build trust and understanding, Wavemaker enlisted A-list talent Magic Johnson, who married the passion the targeted audience had in sports with their favorite social activity – going to restaurants. Local micro influencer voices also were tapped to drive awareness to specific locations with the seal.

Affiliated Agency: Hill+Knowlton Strategies, Buzzfeed

Credits: Gail Peterson, Chief Marketing Officer, Ecolab Shannon Pettitt, Vice President of Global Brand and Talent Development, Ecolab Kelley Walhof, Senior Manager, Brand Communications, Wavemaker Kaitlyn Bigica, Partner, Group Director, Brand Partnerships, Wavemaker Gabriella Koppelman, Manager, Content & Experiences, Wavemaker

Best Use of Video on Social Platforms

Netflix Home of True Crime by Movement Strategy for Netflix

Armchair detectives rejoiced in this Netflix campaign, reveling in the stylish spattering of clues and Easter eggs leading up to its new slate of true-crime offerings. The Netflix Home of True Crime solidified its position among streamers, inviting fans in to explore and discover. Well-thought-out social activations let crime-solvers chew over each intrigue, engaging, commenting and sharing with other true-crime fanatics. With thirteen owned posts and videos, the Home of True Crime gained 5.7 million views across four platforms, with a total of 300,000 engagements.

Credits: Jason Mitchell, CEO at Movement Strategy Christy Pregont, Chief Creative Officer at Movement Strategy Alex Krutchkoff, Creative Director at Movement Strategy Jake Fertig, Creative Director at Movement Strategy Christopher Crompton, Art Director at Movement Strategy Austin Mitchell, Copywriter/Content Strategist at Movement Strategy Diana Jannuzzi, Strategy Director at Movement Strategy Kevin Smith, VP, Head of Accounts at Movement Strategy Kylie Ladd, Senior Data & Insight Strategist at Movement Strategy Wendy Kong, Director of Data & Insight at Movement Strategy Giang Luc, Senior Project Manager at Movement Strategy Nikki Ahmed, Senior Producer at Movement Strategy Tanu Muino, Director at Underwonder Frank Borin, Producer at Underwonder Lauren Cortizo, Creative Marketing at Netflix Sean Dobson, Creative Marketing at Netflix Melanie Grabow, Creative Marketing at Netflix

200 Billion: Share The Wealth by Bold Orange Company for Be The Match

Everyone has spent at least a little time fantasizing about how they'd behave as a billionaire, showering money on those in need. This high-impact video works by playing with that fantasy: Would you give your money to this sick child? That struggling family? The twist is that we all have billions and billions of stem cells–and if we want, we can choose to give them to others in need. The video builds awareness of the Be The Match Registry and inspires people to sign up.

Affiliated Agency: N/a

Credits: Jim Specht, Chief Experience Officer, Bold Orange Company Allie Rangel, Group Creative Director, Bold Orange Company Jenny Johns, Senior Art Director, Bold Orange Company Ryan Inda, Copywriter, Bold Orange Company MK Smith, Producer, Bold Orange Company Cody Brown, Editor, Bold Orange Company Stacy Kjelland, VP, Client Strategy + Services, Bold Orange Company Megan Reardon, Director, Client Strategy + Services, Bold Orange Company Jodie Youngquist, Senior Project Manager, Bold Orange Company

Scream x MTV Cribs by Velocity for Paramount Pictures

Remakes of movies aren't inherently interesting–-even if they are horror classics. But in the case of the new version of Scream, this video makes us eager to back to the infamous Prescott House again. With film star Dylan Minnette as the tour guide, it partners with MTV Cribs, touring the house that is the epicenter of every one of Ghostface’s killing sprees. Custom creative reached a targeted cross-generational audience, helping to launch the film to the #1 spot in its opening weekend.

Credits: Allison Zerden (VP, Marketing and Branded Content) Jay Rocco (Sr. Director, Marketing and Branded Content) Alexandra Woog (Director, Marketing and Branded Content) Karen Aresti (Senior Manager, Marketing and Branded Content) Kara Ginnetty (Senior Manager, Marketing and Branded Content) VP, Group Creative Director: Melissa Bolton-Klinger Creative Director: Alex Piliouras Director: Steve Millunzi, Paramount Pictures Writer: Steve Millunzi, Paramount Pictures Producer: Jaimie Sarubbi Producer: Danielle Kupchak, Paramount Pictures Producer: Saffronia Threatt, Paramount Pictures Producer: Steve Millunzi, Paramount Pictures Producer: Mark Shockley, Evolution LA Production Coordinator: Diya Mehta Editor: Nick Miletic

Online Marketing Excellence by Industry Sector and Websites

Activism/Public Service: Corporate Responsibility

CSR Campaign by Critical Mass and City National Bank for City National Bank

Many companies tout diversity as a value, but few can demonstrate ways they make a difference in the world around them. City National Bank demonstrates the many ways it gives back. Its 2021 Corporate Social Responsibility report is a celebration of continued efforts to be part of positive solutions, highlighting the meaningful change it has on clients, colleagues, and communities.

Credits: City National Bank Client Team: • Linda Duncombe, EVP, Chief Marketing, Digital and Product Officer, City National Bank • Patrick McCarthy, SVP, Head of North America Marketing and MarTech, City National Bank • Karen Scauzillo, SVP, Owned Media Team Manager, City National Bank • Margaret Tillman – VP, Merchandise and Collateral Manager, City National Bank • Jane Penaflor, VP, Sales Enablement, City National Bank • Melissa Adams, SVP, Head of Brand Advertising and Direct Marketing, City National Bank • Shári Lynch, VP, Integrated Marketing, City National Bank • Cassandra Parra, Media Marketing Manager, City National Bank • Nicole Oliha, SVP, Head of Creative and Brand Marketing, City National Bank • Lori Cicero – VP, Design Lead, City National Bank • Diego Mojarro – VP, Video Production Manager, City National Bank • Susie Perez – VP, Brand Strategy, City National Bank o Critical Mass Team:  Mike McGrath-Sing: Creative Director, Critical Mass  Dan Spooner: Associate Creative Director, Critical Mass  Jordan Heidendahl: Art Director, Critical Mass  Nima Samadi: Sr. Copywriter, Critical Mass  Alyssa Bowman: Designer, Critical Mass  Kattia Salazar: Production Designer, Critical Mass  Carol Roth: VP, Client Partner, Critical Mass  Rebecca Germond: Account Director, Critical Mass  Nicole Barajas: Senior Account Manager, Critical Mass  Ryan DiCecca: Senior Project Manager, Critical Mass  Dani Ossa-Rivera: Project Coordinator, Critical Mass  Caroline Mercier: Senior Content Analyst, Critical Mass  Neil Woodburn: VP, Media, Critical Mass  Nicoletta Milito: Associate Media Director, Critical Mass  Taylor Agathen Shah: Senior Media Planner, Critical Mass

You Can Be Anything Series by Mirrored Media for Mattel

Mattel's new episodes of the Barbie You Can Be Anything series are full of inspiration, with an age-appropriate documentary style that's always accessible, but never dumbed-down. One of the six episodes includes Dr. Jane Goodall, and the Goodall Barbie doll was trending on Twitter upon its release. That story got coverage all over the world, including NBC Nightly News. Even Chelsea Clinton posted about her chat with Dr. Goodall to discuss the impact of this partnership, helping broaden the YCBA Series reach even further.

Credits: Justin Lefkovitch: Executive Producer & Director: Mirrored Media Davey Johnson: Producer: Mirrored Media Matt Skala: Producer: Mirrored Media Gaby Maese: Graphic Designer: Mirrored Media Mozhgan Setoodeh: Producer: Mirrored Media Joseph Shahood: Editor: Mirrored Media Mandy Hughes: Producer: Mattel Devin Tucker: PR: Mattel

Activism/Public Service: Non-Profit

Protect Our Press by Allen & Gerritsen for Protect Our Press

This effort seeks to protect local journalism, recognizing that the shriveling of this once-vital industry contributes to the epidemic of fake news and misinformation. Acknowledging that advertising is culpable in this decline, it stepped up its spending on local media from 13% to 20%, urging others to take the pledge. Working with both the 4As and ANA, it has also set up direct “Protect Our Press’ buys with clients such as the Museum of Science and the Boston Globe, forming unique thought leadership programs.

Credits: Will Phipps, SVP, Head of Media, Allen & Gerritsen Derek Welch, VP, Allen & Gerritsen Ryan Bacharach, Copy Writer, Allen & Gerritsen Hanna Kregling, Designer, Allen & Gerritsen

The Future of Work: Forging an inclusive economy by The Guardian Labs US for Ford Foundation

The informal economy represents a whopping 2 billion people whose work is not regulated or protected by the state, and whose workers lack basic labor rights and social protections, make minimal wages and lack all benefits. Ford Foundation and WIEGO (Women in Informal Employment: Globalizing and Organizing) partnership with the Guardian’s branded content studio illuminates this growing sector. With engaging interactive features, it led to 15 million campaign impressions.

Credits: N/A

A Health Study on Reaching a Multicultural Community Through Hyperlocal Bilingual Advertising by a4 Advertising for The Arizona Department of Health Services Director

Often, the biggest campaigns win the most awards. But this effort breaks through because of its remarkable smallness, often as small as a single Zip code. The Arizona Department of Health Services needed to encourage members of a multicultural community with extremely low COVID vaccination rates. This hyperlocal campaign bridged generational, cultural and language differences, generating 3.5 million impressions, It sparked a180% increase in vaccination appointments and a 50% decrease in COVID-19 cases.

Affiliated Agency: None

Credits: Jessica Rubio, Regional Account Executive at a4 Advertising - key manager and point of contact for the campaign

Automotive: Campaign

Leyendas by GMC Sierra by My Code for GMC Sierra

My Code's H Code team created an inspirational and aspirational campaign with authentic talent that naturally reflected the importance of culture and tradition, while honoring the unique storytelling heritage of the Latinx demographic. This campaign was amplified through social and digital media and culminated with a cross-promotion with the Hispanic Heritage Youth Awards, setting GMC as the brand that understands and drives Latinos to success.

Affiliated Agency: Carat

Credits: Elynor Collado, Senior Manager of Production, My Code Mariah Picou, Senior Creative Manager, My Code Jessica Garcia, Creative Producer, My Code Frank Mederos, Creative Producer, My Code Pauleta Bassin, Senior Account Manager, My Code

Black Future by Spike DDB for Cadillac

Spike DDB created “Black Future,” a creative campaign for Cadillac featuring the Escalade-V alongside rap artist and car aficionado, Killer Mike. Rising director Spike Jordan captures the vision of stepping into a CGI created world. The spot features the works of Black NFT artists like Nyla Hayes, who created NFTs which benefitted the Save The Music Foundation. Cadillac shows that being inclusive, not only takes speaking up more, but doing more as well and making inclusion a lifestyle and not a moment.

Affiliated Agency: Spike DDB

Credits: Spike Lee, CEO and COO, SpikeDDB Lemon Andersen, Executive Creative Director, SpikeDDB Clarence McGann, Creative Director, SpikeDDB Alex Tyree, Creative Strategist, SpikeDDB Natasha Williamson, Group Account Director, SpikeDDB Cameo Paschal-Fair, Multicultural Marketing Account Manager, SpikeDDB CJ Pasley, Senior Account Executive, SpikeDDB Stella Sterlin, Project Manager, SpikeDDB Sophia Aladenoye, Strategist, SpikeDDB L. Lopez, Executive Producer, SpikeDDB Temi Lawson, Art Director, SpikeDDB Juanita Slappy, Head of Multicultural Marketing, Cadillac Lizzy Dinnella, Business Performance Lead, Cadillac

Zeus & Hera by Goodby Silverstein & Partners for BMW

Goodby Silverstein & Partners shows how a Super Bowl effort is about more than just the TV spot by leveraging something that people cannot resist, a good old-fashioned rumor. Since the ad featured Arnold Schwarzenegger and Salma Hayek, the agency leaned in to the internet’s obsession with future projects. The result was four and a half billion earned-media impressions, 13 million organic YouTube views, 46,000 clicks-to-site-from-search on Super Bowl Sunday, 712,000 visits to the site and 44,000 new social followers.

Credits: BMW President and CEO, BMW of North America: Sebastian Mackensen Senior VP Customer & Brand BMW: Jens Thiemer VP, Marketing: Uwe Dreher VP Brand Communication & Brand Experience: Stefan Ponikva VP, Corporate Communications: Adam Sykes Head of Brand Strategy & Communications: Albi Pagenstert Head of Content, Digital, & Editorial Marketing: Susanne Giuliani Head of Content Creation & Production: Max Bauer Media & Communications Manager: Lisa Judge Corporate Communications Spokesperson: Phil Dilanni Senior National Marketing Specialist: Lauren Martens Content Lead, Content Creation & Production: Steffi Armbruster National Media Specialist: Zach Ambrosino Social Media Specialist: Jaime Pritchard Lifestyle, Brand and Internal Communications Specialist: Matthew Spadaro Goodby Silverstein & Partners Partner: Rich Silverstein Chief Creative Officer: Margaret Johnson Executive Creative Directors: Matt Edwards and Wes Phelan Associate Creative Directors: Carlos Rangel and Kevin Leung Copywriter: Sam Dworkin Art Director: Michael Rodriguez Junior Art Director: Emilio Diaz Head of Production: Leila Gage Executive Broadcast Producer: Matt Flaker Senior Broadcast Producer: Kateri McLucas Broadcast Producer: Dan Chang Director of Graphic Services: Jim King Photography: Quinn Gravier Sr. Print Producer: Noah Dasho Graphics Producer: Kristin van Praag Executive Interactive Producer: Tena Goy Senior Interactive Producer: Severin Sauliere Director of Production Arts: Will Hung Production Artist: Joanna Pham and Maria Leung Managing Partner: Leslie Barrett Group Account Director: Jenna Duboe Account Director: Crystal Chan and Alissa Sheely Account Manager: Rebecca Bell and Ali Bentin Integration Manager: Olivia Mullen Partner, Head of Brand Strategy: Bonnie Wan Group Brand Strategy Director: Stephanie Phillips Brand Strategy Director: Kevin DeStefan Junior Brand Strategist: Lyniece Hill Partner, Head of Communication Strategy: Christine Chen Group Communication Strategy Director: Dong Kim Senior Communication Strategist: Matt Hudgins Junior Communication Strategist: Josh German Deputy Director of Research Strategy: Jane Warren Junior Research Strategist: Whitney Thomas Director of PR: Meredith Vellines Director of Business Affairs: Judy Ybarra Senior Business Affairs Manager: Heidi Killeen Broadcast Traffic Director: Ruchele Eisenman Senior Broadcast Traffic Manager: Edgar Ornelas Production Company Company name: Hungry Man Director: Bryan Buckley Director of Photography: Scott Henriksen Producer: Matt Lefebvre Managing Partner: Mino Jarjoura Executive Producer/Dir of Sales: Dan Duffy Production Designer: David Skinner First AD: Craig Owens Editorial Company Company name: NO6 Editor: Jason MacDonald Senior Assistant Editor: Max Redinger Assistant Editor: Riley Donigan Executive Producer: Corina Dennison Head of Production: Laura Molinaro Telecine Company name: Company 3 Colorist: Tom Poole Color Producer: Alexandra Lubrano VFX/Finishing Company name: The Mill Executive Producer: Hillary Thomas Senior VFX Producer: Derek Tekus Creative Director: John Leonti 2D Leads: Benoit Mannequin, Alexander Candlish 3D Leads: Jessica Groom, Robert Chapman Animation Lead: Jacob Bergman VFX Coordinator: Charlotte Preuss, Chloe Gauthier Sound Design Sound Design: Q Department Music Olympus Music: Squeak E Clean Creative Director: Justin Hori Palm Springs Music: “Theme from Eternal Sunshine of the Spotless Mind” Driving Music: “Electric Avenue” by Eddy Grant Music Consultant: David Fisher Mix Company name: Sonic Union Sound Designer/Mix Engineer: Steve Rosen Assistant Mixer: Joey Glick Studio Director: Justine Cortale Still Imagery Retouching: Ankur Patar CGI: Fury Imaging Retouching: Sam Nordemann

Beverage (alcoholic and non-alcoholic)

CASE STUDY – BLACK RIFLE COFFE​E by a4 Advertising for Black Rifle Coffe​e Company

The veteran-owned company that targets military and law-enforcement, decided to serve up data alongside its coffee. A pixel was placed on the company’s site to measure the impact of media on driving customer engagement. One big push was the selective use of OTT, augmenting the linear campaign with digital buys, resulting in a 29% lift in site traffic. The other takeaway: striving for incremental reach would minimize waste and attract more prospective customers. That’s a smooth cup of java.

Affiliated Agency: none

Credits: Caitlin Monaghan VP Group Account Director

Diageo’s Crown Royal partnered with Aki Technologies, an Inmar Intelligence Company by Aki Technologies, an Inmar Intelligence Company for Crown Royal

Crown Royal knows alcohol and football go together. That’s why it promoted its signature cocktails via mobile video. The messaging and design was customized, so the creative would score with fans in big NFL cities, such as Kansas City, New Orleans and Los Angeles. Ad copy, logos and calls to action varied, depending on the viewers and their preferred team, purchase history and location. Aki Technology created 90 videos using its personalized tech to send specific ad messages to specific fans. Touchdown!

Credits: Cristina Costa, Senior Director of CPG at Aki Technologies Risa Crandall, SVP of CPG Strategy and Sales at Aki Technologies Wendy Su, Creative Director at Aki Technologies Sean Ye, Senior Motion Graphics Designer at Aki Technologies Anna Mallory, Motion Graphic Designer at Aki Technologies

Modelo Fighting Spirit by Horizon Media for Modelo/Constellation Brands

From swimming medalist Nathan Adrian to “BarberKing” Garcia, Modelo’s ongoing “Fighting Spirit” campaign celebrates drive against all obstacles. To increase sales, Modelo had to reach a broader demo, while sustaining its core Hispanic base. That meant a 44% increase in digital focus, airing spots on major streamers, as well as a strong social component. Custom tags and QR codes let viewers easily order Modelo. The result? Modelo grew from the #3 to the #2 beer in dollar sales in the U.S.

Credits: Maria Perez, SVP Managing Director, Horizon Media Jason Lee, SVP, Digital Director, Horizon Media Lauren, Digital Director, Horizon Media Lisa Dellasala, SVP, Director, Video Investment, Horizon Media Theodore Montalvo, VP, Director, Video Investment, Horizon Media Greg Gallagher, VP, Brand Marketing, Constellation Brands Ryan Anderson, Director of Brand Marketing, Constellation Brands Emily Galt, Sr. Director, Media & Digital Marketing, Constellation Brands Brittany Stefankiewicz, Director, Media & Digital Marketing, Constellation Brands Rose Russo, Sr. Manager, Media & Digital Marketing, Constellation Brands

Business-to-Business Campaigns

A Beautiful Return by Park & Battery for Questex/International Beauty Show

The Questex International Beauty Show was back this year after a two-year hiatus due to the pandemic. But registrations were lagging with one month to go before the event. So Questex launched an omni-channel campaign to engage beauty and wellness professionals, using influencers to persuade them. The result: The International Esthetics, Cosmetics & Spa Conference drew tens of thousands of attendees, thanks to nearly 9 million social media impressions and millions of digital and streaming impressions. The campaign now serves as the playbook going forward.

Credits: Ted Kohnen, Chief Executive Officer, Park & Battery Michael Ruby, President & Chief Creative Officer, Park & Battery Kate Spellman, Chief Marketing Officer, Questex Jill Birkett - VP Travel and Wellness Group, Questex Shelli Winter - VP Customer Experience, Questex Jennifer Rosen - Group Marketing Director, Questex

CLA (CliftonLarsonAllen LLP) Brand Campaign 2022 by The Shipyard for CLA (CliftonLarsonAllen LLP)

CLA (CliftonLarsonAllen LLP), a professional services firm, sought to drive growth and introduce clients and prospects to the new CLA brand. It launched a three-phase, multi-channel campaign that will deliver 214 million impressions. Using a bicycle motif and the headline, “It Takes Balance,” in both ads and video, the campaign drew a 170% increase in media-driven net new qualified leads. And delivery has led to extended time on landing pages—148% above the B2B benchmark. In addition, the campaign will produce 30% in added value.

Credits: Dave Sonderman – Chief Creative Officer Ryan Conover – Executive Creative Directo Tony Sharpe – Creative Director Eric Davis – Associate Creative Director Amanda Mazzola – Senior Designer Ginger Biss – Senior Copywriter Elizabeth Kim – Production Designer Val Vento-Johnson – Director of Account Strategy Ahnie Mosle – Director of Research and Insights Ross Capers – EVP Media Services Lauren Golda – Media Planner Rachel Rutledge – Advertising Operations Specialist Emily Bonsignore – Media Supervisor Harrison Bassani – Programmatic Director Ellie Ward – Programmatic Coordinator Jelani Gibson – Associate Strategist Lauren Banks – VP Group Account Director Dave Ronk – Account Director Andrew Hulse – Senior Account Manager Amanda Ziraldo – Senior Account Manager Liz Ross – VP, Production Services Jackie Robles – Senior Producer Kyle Vicioso – Senior Digital Producer Brittany Bartle – Production Coordinator Blake Williams – Director of Data Strategy Jeffrey Johnson – Senior Data Developer Robbie Cuadros – Senior Data Developer Rick Milenthal – CEO

Everyday Heroes by Just Global for Proofpoint

Cybersecurity firm Proofpoint wanted to celebrate Everyday Heroes—those whose job it is protect themselves and their companies from malware “from offices to kitchens and spare rooms.” The campaign, which featured simple imagery, outperformed the percentage CTR for LinkedIn and programmatic by 200-300% in all targeted regions. CISO engagement was 600% above the benchmark. In addition, programmatic ads were 60-80% more cost- effective than the benchmark set for CPC. Marketing qualified leads were 59% above the target, and sales qualified leads were 28% above target.

Affiliated Agency: Kingpin Communications - Media Buying Partner, TechTarget - Intent Data Partner

Credits: John Langstone, Head of Creative, Just Global

Consumer Packaged Goods

Thirst Trap by Whalar for Clé de Peau Beauté

Martha Stewart starred in beauty brand Clé de Peau Beauté's campaign that ran on TikTok and Instagram. Stewart appeared in five videos that drew on her “thirst trap” nickname, which originated from a selfie she posted to Instagram. The first video explained how Clé de Peau helped the 80-year-old celebrity become a “thirst trap,” while the four subsequent videos featured different products.

Affiliated Agency: HAUS OF SÔS (Creative Agency, Creative Direction & Creative Strategy), Autumn Communications (PR)

Credits: Name Company Position MARTHA STEWART MARTHA STEWART LIVING OMNI MEDIA INC. TALENT Alessio Rossi Shiseido EVP Shiseido, Clé de Peau Beauté US & Head of Americas Digital Transformation Emily Coppock Shiseido Vice President, Integrated Marketing Jessie Dawes Shiseido Vice President, Integrated Marketing Strategy & Consumer Engagement, Shiseido and Clé de Peau Beauté Kaajia Cassin Shiseido Director, Communications for Cle de Peau Beaute at Shiseido Americas Corporation Denise Kreft Shiseido Communications for Clé de Peau Beauté and Shiseido U.S. ASHLEY RUDDER Whalar HEAD OF CREATORS MEGAN OWSIK Whalar SVP BRAND PARTNERSHIPS Courtney Bartholomew Whalar VP, Communications CAPTAIN JACK RUDDER HAUS OF SÔS Creative Director KE’ANDRA SAMONE HAUS OF SÔS Director Rachel Moskowitz Autumn Communications Director BEN LEVINE Creative Artists Agency, LLC Television Agent DORIAN ARRICH MARTHA STEWART LIVING OMNI MEDIA INC. Executive Manager for Martha Stewart EUGENE MULLIGAN PELLICULE FILM Director PERE DUIGNAN PELLICULE FILM Director Of Photography STEVE KASHUK PELLICULE FILM SOUND ANDREW BEARDSWORTH PELLICULE FILM GAFFER IAN Rutter PELLICULE FILM GRIP JOCELYN WORRALL MARTHA STEWART LIVING OMNI MEDIA INC. SET DESIGN DAISY TOYE MARTHA STEWART LIVING OMNI MEDIA INC. MAKEUP EUGENE TOYE MARTHA STEWART LIVING OMNI MEDIA INC. HAIR PAOLO NIEDDU MARTHA STEWART LIVING OMNI MEDIA INC. WARDROBE STYLIST ADRIAN FLORES MARTHA STEWART LIVING OMNI MEDIA INC. WARDROBE ASSISTANT

Chip’s Got Talent by Chips Ahoy! And Merkle for Mondelēz Chips Ahoy!

Chips Ahoy! partnered with America’s Got Talent on a dedicated microsite where the audience could interact with four different Chips Ahoy! characters for the chance to win prizes. The initiative featured four unique Chips Ahoy! characters with personalities ranging from outgoing and energetic to loyal and sweet, and talents that included singing, ballet, magic, and lifting chocolate chunks. Consumers could vote for their favorite cookie, share the promotion with friends, or shop for Chips Ahoy! products.

Affiliated Agency: Merkle, Team POP, Vayner, Momentum

Credits: Julia Rosenbloom, Brand Manager, Chips Ahoy! Equity

Hands Free by Goodby Silverstein & Partners for Cheetos

The “Hands Free” campaign for Cheetos leaned into tech headlines by suggesting that Cheetos dust on hands was the inspiration for hands-free technology. The campaign launched with a full-page New York Times ad crediting Cheetos with inspiring a list of hands-free technology, including automatic doors, voice-activated lights, hands-free robots, automated dog feeders and the like. The campaign involved a 60-second video showing the “true” story of hands-free innovations, as well as billboard ads in front of tech companies.

Credits: Frito-Lay: Cheetos SVP Brand Marketing Director: Stacy Taffet SR Brand Director: Jessica Spaulding Marketing Director: Melody Macaluso Brand Manager: Dorothy Doan Strategic Insights Director: Brodie Dunn Goodby Silverstein & Partners Chief Creative Officer: Margaret Johnson Creative Director: Stefan Copiz Creative Director: Eamonn Dixon Senior Art Director: Fabio Santoro Senior Copywriter: Pedro Furtado Executive Producer: Sara Ward Producer: Charlotte McConnell Account Director: Chris Nilsen Account Director: McKenzie Badger Account Manager: Daney Ramirez Assistant Account Manager: Aimee Fung Group Brand Strategy Director: Ralph Paone Brand Strategy Director: Gabriella Dishotsky Junior Brand Strategist: Kelly Kikuchi Communication Strategy Director: Caitlin Neelon Senior Communication Strategist: Jacob Sperla Associate Business Affairs Manager: Howie Mapson Broadcast Traffic Manager: Rowena Cuejilo Production Company Company name: Biscuit Filmworks Director: Aaron Stoller, Biscuit Filmworks Partner / Managing Director: Shawn Lacy Executive Producer: Holly Vega UPM: Jay Veal Producer: Jennifer Walker Head of Production Sean Moody Director of Photography: Jody Lee Lipes Production Designer: Jeremy MacFarlane Editorial Company Company name: Arcade Editor: Jeff Ferruzzo, Arcade Assistant Editor: Dean Miyahira Producer: Tom Barnett Executive Producer: Crissy DeSimone Telecine Company name: Co3 Colorist: Tim Masick Senior Color Producer: Kevin Breheny VFX/Finishing Company name: Parliament Sound Design and Music Music: Assemble Sound Mix Company name: Lime Mixer: Joel Waters Assistant Mixer: Collin Thomas Executive Producer: Susie Boyajan Partner Agencies: OMD: Director, Integrated Media Planning: Kim Forrester Vayner: Account Director: Marissa Ruskin KPR: Vice President: Manuela Gould Amazon: Head of NA Endemic, Brand Innovation Lab: Adam Stalker VTProDesign: Executive Producer: Paul Elsberg

Entertainment: Games/Music/TV/Other

The Sopranos Bada Binge! by Big Village for HBO, HBO Max

HBO and HBO Max partnered with Big Village to launch Bada Binge!, a cross-platform campaign running across YouTube, TikTok, Facebook, Instagram and Twitter leading up to the premiere of "The Many Saints of Newark." The campaign challenged fans to re-watch six "Sopranos" seasons in six weeks and featured new content on YouTube and short-form content on TikTok to engage younger audiences. The campaign drove an increase of almost 200% in HBO Max streams of The Sopranos compared to average monthly views in 2021.

Credits: Jason Mulderig, SVP of Brand Marketing, HBO Max Duane Munn, VP of Brand Marketing, HBO Max Bill Leopold, Director of Editorial Strategy and Production, HBO Max Sabrina Barekzai, Director of Social Publishing, HBO Max Sarah Lee, Manager, Publishing Strategy, HBO Max Megan Zenger, Manager, Editorial HBO Max Ariana Bacle, Manager, Editorial, HBO Max Gabrielle Otero, Manager, Editorial, HBO Max Chantal Rochelle, Manager, Editorial, HBO Max Becca Lambright, Brand Marketing Strategist, HBO Max Fiona Shea, Coordinator, Editorial, HBO Max Rebecca Alifimoff, Coordinator, Editorial, HBO Max Tasha McCaskiel, Coordinator, Editorial, HBO Max Katherin Herrera, Coordinator, Publishing HBO Max Steven Rebeiro, Manager, Publishing Strategy, HBO Max Colby Anderson, Coordinator, Publishing, HBO Max Dean Page, Coordinator, Publishing, HBO Max Louis Segura, Manager, Publishing Strategy, HBO Max Conor Driscoll, Coordinator, Publishing, HBO Max Preeti Singh, Coordinator, Publishing, HBO Max Daniel Leng, Coordinator, Editorial, HBO Max Liliana Kinsey, Coordinator, Editorial, HBO Max Kaitlyn Miranda, Coordinator, Editorial, HBO Max Alessandra Donnelly, Manager, Publishing Strategy, HBO Max Julia Kaplowitz, Coordinator, Publishing, HBO Max Amari Diaw, Coordinator, Publishing, HBO Max Steve Scutellaro, Managing Director, Big Village Lindsey Allison, Head of Strategy, Big Village Matt Steinwald, Executive Creative Director, Big Village Jana Cudiamat, Account Director, Big Village Nadine Cheung, VP, Creative Director, Big Village Scott Jones, Associate Creative Director (ART), Big Village Caroline Garrett, Producer, Big Village Jonathan Mesquita, Sr. Editorial Strategist, Big Village Brenna Grant, Project Manager, Big Village Alex Grybauskas, Video Editor, Big Village Tatiana Lam, Motion Graphics Designer, Big Village, Chelsea Hassler, VP Social Strategy, Big Village

What's Your Next Audio Obsession? by CBC/Radio-Canada, Rogers Sports & Media, Initiative, Contobox for CBC/Radio-Canada - CBC Listen

To drive awareness, attention and engagement for its audio products, CBC/Radio-Canada partnered with a media network on a campaign that offered premium environments with a time guarantee. The campaign used strategic targeting, experience-driven ad creative and a quiz to help users find the right content. Users spent 26 seconds on average with the campaign. The campaign outperformed the time guarantee by 61% and reached 15% of Canadians ages 18-34, and 90% of engaged users took the quiz.

Affiliated Agency: Rogers Sports & Media, Initiative

Credits: Rogers Sports & Media: Andra Lajeunesse, National Account Executive, Digital Sales Lucy Emanuele, Manager, Advanced Advertising & Go-to-Market Nicole Pineda, Elevate Sales & Strategy Lead Shawna Bedard, Account Manager, Digital & Programmatic Sales Initiative: Cara Schneider, Supervisor, Communications Design Melis Atalay, Communications Designer Kylie Dicy, Supervisor, Communications Design CBC: Cindy Scanlon, Manager, Media & Print Production Jayson Chan, Creative Manager, Marketing, Communications & Brand Nadia Greenidge, Senior Manager, Radio & Audio Joanna Dine, Senior Communications Officer Stefanie Macchiusi, Production Lead Contobox: Janeal Orr, VP, Client Services, Ramon Rey, Account Manager, Robert Scott, VP, Marketing and Research, Scott Victor, VP, Experience Management, Svitlana Melnyk, Front End Developer Firuz Azizvov, Project Manager Eugene Kozlov, Senior Front End Developer

Global Wrapped 2021 by UM New York for Spotify | Consumer

Wrapped, which celebrates the past year's cultural moments for listeners, needed to reach a younger target audience with a shorter attention span. Spotify created a range of shared new experiences. The campaign added five new markets and an influencer partnership, and launched with content capturing moments across partners and markets on TikTok, YouTube and Twitter. The Wrapped 2021 campaign drove greater increases in campaign awareness vs. 2020 for most markets. In markets measuring both years, baselines increased by 12.9%, and 2021 was 54.9% higher vs. 2020.

Credits: Alexandra Defeo, VP Group Partner, UM NY Max Kabakov, VP, Group Partner, Strategy, UM NY Michele O'Brien SVP, Global Operations Spotify UM NY Kristen Jones, EVP Managing Partner UM NY Denise Centofante, SVP, Client Business Partner, UM NY

Pharma/Health/Wellness: Campaign

INNOVO - Just A Dream by INNOVO, Quirk Creative, Simulmedia for INNOVO

Dream sequences vividly bring to life a world without worries for women with bladder leaks in a campaign for INNOVO products. Simulmedia used its TV+ platform for cross-channel TV advertising to target and reach the brand's audience of active women age 35 and older. The data-driven campaign had better performance across all key metrics vs. the 2019 campaign, driving more than 271k site visitors, and helped drive one of the brand's best sales periods, and the response rate more than quadrupled.

Affiliated Agency: Quirk Creative - Creative & Production & Simulmedia - Media planning & buying

Credits: INNOVO: Susan Trent - Chief Executive Officer at INNOVO Allison Loughlin - Head of Marketing at INNOVO Ruta Johnson - Marketing Director at INNOVO Quirk: Kim Svarney - Managing Director Jenna Josepher - ECD Wren Sieber - Creative Director, Commercial Director Emily Draper - Associate Creative Director, Copywriter Christopher Quesada - Account Director Evelyn Ng - Producer Stacey Branson - Production Coordinator Simulmedia: Jordan Friedman - Account Executive Kelsey O'Brien - Director, Account Management Erica Meyer - VP, Account Management Conor Finnegan - VP, Advertising Operations Jeff Bilotta - Director, Video Investment Dakota Best - Ad Operations Manager

Multi-Platform Brand Campaign by Restore Hyper Wellness for Restore Hyper Wellness

Restore Hyper Wellness has a mission: help people feel better and do more of what they love. It has delivered over 3 million services and helped thousands of people. Its first national ad campaign showcased the company's role as an alternative to traditional health care and how it helps people proactively manage their health through a range of modalities and network of health and wellness centers. The campaign featured new retail designs, a redesigned website, social posts, and ads, driving 81% YoY sales growth.

Affiliated Agency: Hunt, Gather (https://huntgathercreate.co/) developed our new website (restore.com)

Credits: David Fossas, Chief Marketing Officer - Restore Hyper Wellness Carolyn Connolly, Head of Brand Experiences - Restore Hyper Wellness Roslyn Myers, Head of Digital & Social - Restore Hyper Wellness Krista Maloney, Creative Director - Restore Hyper Wellness Tara DeGennaro, Senior Art Director - Restore Hyper Wellness Nina Gorski, Art Director - Restore Hyper Wellness Michelle Spierto, Project Manager - Restore Hyper Wellness Kayte Stein, Marketing Manager - Restore Hyper Wellness Brad Crete, Demand Gen Manager - Restore Hyper Wellness Guallie Garcia, Facebook Ads Specialist - Restore Hyper Wellness

Blind Angels by Courageous Studios for Gilead Sciences

The Blind Angels films tell the stories of grassroots activists working to provide vital health information, treatment and care for people living with AIDS in the American South. Part of a larger campaign by Gilead Sciences, the films were distributed across CNN, its social platforms and a digital hub, and were presented at international HIV/AIDS conferences and screened at LGBTQ+ and Southern film festivals. The campaign generated 9M social impressions, 30M digital impressions, with 6M TV viewers and drove over $283M in donations.

Credits: Michal Shapira, Head of News & Entertainment Marketing Solutions & Brand Studios, Warner Bros. Discovery; Otto Bell, Chief Creative Officer, Courageous Studios; Paul Sundue, Creative Director, Courageous Studios; Umbreen Butt, Director, Courageous Studios; Stephen Winter, Co-Director, Courageous Studios; Bennett Madison, Story Producer, Courageous Studios; Sara Intrator, Producer, Courageous Studios; Kate LaBrecque, Senior Project Manager, Courageous Studios; Stephen Vocaturo, Project Manager, Courageous Studios; Shlomo Godder, Director of Photography, Courageous Studios; Kim Boortz, Founder & President, KB Health Strategies; Andrea Porzio, Senior Director, HIV Marketing, Gilead Sciences;

QSR/Fast Casual/Delivery

7E Take it To Eleven by dentsu for 7-Eleven

This was 7-Eleven's first fully integrated marketing campaign in years. It showcases the diverse stories that embody the “Take it to Eleven” spirit, from Japanese rockabilly to a group of all-female low-rider enthusiasts to a free-spirited roller-skating performer and a quirky pop punk garage band. The fully-integrated effort from dentsu features catchy music and includes TV, digital, social, search, OOH and radio, both paid and owned channels.

Credits: Christine Reed, VP Planning, Atlanta, Christine.reed@dentsu.com  Jonathan Awtrey, Director, Planning, Atlanta,  Jonathan.awtrey@dentsu.com  Sarah McDonagh, Associate Director, Planning, Atlanta,  sarah.mcdonagh@dentsu.com  Taylor Doane, Associate Director, Planning Atlanta,  taylor.doane@dentsu.com  Cristen Cagle, Sr. Manager, Planning Atlanta,  cristen.cagle@dentsu.com  Celia Boyd, Manager, Planning Atlanta,  celia.boyd@dentsu.com  Ryan Maas, Sr. Manager, Planning Atlanta, ryan.maas@dentsu.com  Jodie Rink, Sr. Associate, Planning, Jodie.rink@dentsu.com  Laura Siegel Manager, Planning Laura.Siegel@dentsu  Tina Worke Sr. Associate, Planning Tinsai.worke@dentsu.com  Sara Beth Naylor, Associate director, Paid Search sarabeth.naylor@dentsu.com  Heather Chancey, Group Director, Client Services, Heather.Chancey@dentsu.com  Alicia Reddington, Sr. Manager, Client Services, Alicia.reddington@dentsu.com  Luke Balencia Sr. Associate, Client Services, luke.balencia@dentsu.com  AJ Kadam, VP Analytics, amitjai.kadam@dentsu.com

Golden Krust Campaign Redevelopment in Paid Search and YouTube by 9Rooftops|Cogniscient Media for Golden Krust

The campaign for Golden Krust from 9Rooftops|Cogniscient Media features promotional messaging focusing on highly-defined audience breakouts. Through a strategic combination of campaign tactical adjustments, it resulted in a 223% lift in high value actions on a 17% increase in budget and a remarkable 64% decrease in cost per high value action. Fine-tuned audience breakouts with selective video assignment reached the right audience at the right time, including demographic and age targeting as well as specific interests.

Credits: Jonathan Kagan, VP Search, 9Rooftops|Cogniscient Media Mandy Stultz, Associate Media Director, 9Rooftops|Cogniscient Media Grace Awosogba, Search Associate, 9Rooftops|Cogniscient Media Dave Buklarewicz, EVP Media, 9Rooftops|Cogniscient Media Steven Clarke, Golden Krust Taneesha Frederick, Golden Krust

Retail/E-Commerce

Shoppertainment by Horizon Media for Petco

Petco partnered with Horizon Media to create an integrated social experience for the millennial pet parents who typically have no existing pet retailer loyalty and who expect retail experiences to be entertaining. As this new generation of pet owners is being willing to splurge on their loved ones, Horizon Media’s strategy for Petco was to spark joy of pet parenthood through the magic of discovery with shoppertainment resulting in considerable gains in brand loyalty, while also opening the doors of a new commerce channel.

Affiliated Agency: Blue Hour Studios: Full-Service/Creative Agency; Night Market: Shopper Marketing/Commerce Agency; Edelman: Public Relations Agency

Credits: Peggy McCann, EVP Managing Partner, Horizon Media Kelly Leach, SVP Managing Director - Business Solutions, Horizon Media Alana Milazzo, Associate Director, Horizon Media Adam Gerber, VP Digital & Social, Horizon Media Sarah Bachman, EVP Head, Blue Hour Studios Matt Higggins, VP Account Strategy, Blue Hour Studios Kimberlie Christen, VP Consumer Engagement, Blue Hour Studios Taylor Michelle Gerard, VP Content & Creative, Blue Hour Studios Randy Browning, President, Night Market Patrick Brady, VP eCommerce, Night Market Logan Benjamin, Director, Shoppable Media

L.L.Bean 2H’21 Brand Campaign by Mediahub for L.L.Bean

With the post-pandemic return to favorite activities, L.L.Beans positioned itself as a “friendly guide” providing helpful tips on the outdoors gear, helping people re-engage with their traditions. With the help from Mediahub, L.L. Beans was able to re-engage the loyalty audience and grow consideration for the brand. As a result, the campaign saw a significant increases in confidence across brand, a considerable lift in website traffic and online orders, making it one of L.L.Bean’s most successful years ever in its 100+ year history.

Affiliated Agency: Gnarly Bay (Creative)

Credits: Chuck Gannon, Director - Brand & Performance Media, L.L.Bean Greg Tucker, Senior Brand Media Strategist, L.L.Bean Christina Chase, Senior Product & Advertising Content Planner, L.L.Bean Brendan Marrese, SVP, Group Media Director, Mediahub Kyle James, Associate Media Director, Mediahub Olivia Pettenati, Associate Media Director, Mediahub Adam Bass, Assistant Media Planner, Mediahub Allie Young, Associate Media Director, Investments, Mediahub Claire Hickey, Media Supervisor, Investments, Mediahub Sam Delaney, Media Buyer, Investments, Mediahub CharDay VinCal, Media Buyer, Investments, Mediahub Alice Williams, VP, Director, Programmatic, Mediahub Tatyanna Hubbard, Senior Programmatic Trader, Mediahub Dana Saint, Director, Gnarly Bay Dan Riordan, EP/Creative Director, Gnarly Bay Aaron Schurman, Head of Production, Gnarly Bay Lily McLaughlin, Producer, Gnarly Bay Tyler Murgo, Cinematographer, Gnarly Bay CJ Taglione, Post Production Supervisor, Gnarly Bay Jordan Ingram, Head of Post, Gnarly Bay Jack Ieronimo, Edit + Color, Gnarly Bay Jared Blizzard, Mix, Gnarly Bay Derek Delehunt, 1st AD, Gnarly Bay Robert Clark, Production Coordinator, Gnarly Bay Jennifer Dunlea, Art Director, Gnarly Bay Marty Lucero, AC, Gnarly Bay Buck St. Thomas, Sound, Gnarly Bay Jeff Hoyt, Gaffer, Gnarly Bay

SLOWVEMBER by Reprise Digital for DECIEM

DECIEM, an innovative D2C beauty disruptor, together with Reprise Digital, rolled out a November month-long promotion campaign (Slowvember) to encourage deliberate and mindful shopping while still pursuing ambitious revenue goals as a company. The campaign strategically leveraged consistent “Shop Slow” messaging, amplified across paid & organic search, social, display, programmatic and audio channels.

Credits: Jacqueline Awenus, Group Account Director, Performance, Reprise; Brayden Maxwell, Associate Director, Search, Reprise; and Nathalie Miras, Director, Social, Reprise; Heather Stables, Sr. Director Ecommerce (Global), DECIEM; Corissa Henry, Head of Digital Media (Global) DECIEM; Iman Said, Digital Media Manager (Global) DECIEM; Amy Bi, VP of Brand (Global), DECIEM; and Jason Santos, Creative Director, DECIEM

Technology : Hardware

Gucci x Oura Ring by ŌURA Health for ŌURA Health

Gucci and Oura partnered to bring fashion and technology together by releasing a first-of-its-kind collaboration. The flashy wearable is a ring made from black titanium and 18-karat yellow gold, featuring the Gucci logo and a braided torchon ornament. Aside from boasting an elevated look, the ring delivers personalized health data, insights, and daily guidance via sleep and fitness tracking sensors, making it both innovative and stylish. The ring comes with an Oura membership with the mission in mind to help on a “journey of self-discovery.”

Affiliated Agency: Moxie Communications Group - PR Agency

Credits: Tom Hale, Chief Executive Officer, ŌURA Health Karina Kogan, Chief Marketing Officer, ŌURA Health Michael Chapp, Chief Operating Officer, ŌURA Health

Dynamic conversion value integration in paid search: Optimizing for global profitability across Tektronix’s complex sales journey.​ by NP Digital for Tektronix

A manufacturer of tests and measurement solutions for a range of industries, Tektronix has been committed to support the innovators around the world in their technological advances. To better qualify their conversion across Google search Ads program, Tektronix teamed with NDP. By working across various stakeholders and departments as well as through conducting a series of interviews with the client’s sales, analytics, and product teams, Tektronix’s dynamic conversion value has been optimized for global profitability across complex sales journey.

Credits: Riley Grubb: Sr. Digital Media Specialist, Tektronix Michelle Smith: Digital Demand Gen Manager, Tektronix JP Demas: Director Digital Marketing and Analytic, Tektronix Jeff Lattner: Account Director, NP Digital Gil Hong: Sr. Paid Media Manager, NP Digital Melissa Gonzalez: Paid Media Manager, NP Digital

Technology/Web Services

Now You by Exverus Media for MasterClass

MasterClass, already a big success via its celebrity/expert hosted educational video, was now looking for more targeted aspirants: CATS - Curious, Aspiring, Thirty-Somethings. Its “Now You” campaign featured young consumers looking for new expertise in all kinds of areas featuring Serena Williams (tennis), Lewis Hamilton (auto racing), Anna Wintour (fashion) & Helen Mirren (acting). MasterClass had a 667% increase in organic search traffic; a triple-digit increase in trends activity. I just learned that.

Affiliated Agency: Anomaly LA

Credits: Ian Clark - Associate Media Director Tasha Day - VP, Planning Talia Arnold - Head, Planning & Strategy Antonio Cruz - Media Planning Salvina Lim - Media Planning Jack Win - Head, Ops Aaron Silva - Ad Operations Guillermo Galindo - Ad Operations William Durrant – President

FTX “You In/The Trade” Launch Campaign with Tom Brady & Gisele Bundchen by dentsu X for FTX

Cryptocurrencies have been all the rage -- though perhaps less so recently. Still, last year, FTX in a TV campaign with NFL’s legendary Tom Brady and model Gisele Bundchen, helped to make crypto more “approachable” in primetime ads of NFL TV programming. Then, getting a featured 60-second spot in the Super Bowl with Larry David, added to the awareness spike. FTX posted the strongest awareness lifts against competitors -- up 72% in aided awareness and 167% more in aided ad awareness. Get me a broker.

Affiliated Agency: Denstu Creative

Credits: Kristen Baker, SVP Integrated Media, dentsu X  Ashley Long, Director Integrated Media, dentsu X  Lindsey Stapleton, Manager Planning, dentsu X  Julie Goldstein, SVP Investment lead, dentsu X  Ryan Gibson, Director National Video Investment, dentsu X  Michael Tooley, Director Digital Activation, dentsu X  Ashley Anselmo, Manager, dentsu X

April by Hawkeye Agency for TaxAct

Maybe we need a helpful tax persona to lead us by the hand when it comes to heavy duty tax issues -- and of course tax refunds. TaxAct, a tax service, sought calm and ease through the persona “April” to handle this. A national campaign pulled in 60 million paid and organic views. A YouTube spot “Cloudy with a Chance of TaxAct” posted 22.8 million views to date, in which April shows us how it would rain money. Umbrellas open or closed.

Affiliated Agency: SiximeSon – sonic branding Dumbstruck – Emotion analytics testing

Credits: TaxAct(Client): Alicia Chrapaty, CMO Gary Hawthorne, Director of Creative Nicole Coburn, Head of Brand Strategy and Product Marketing Curtis Campbell, President of TaxAct Chris Walters, President and CEO of Blucora Raj Doshi, CMO and CGO of Blucora Agency(Hawkeye): Brendan McKenna, Executive Creative Director Jenn Bell, Creative Director Chris Santo, Sr. Writer Olivia LeRoy, Art Director Georgia Davis, Jr. Art Director Peter Norman, Producer Andrea LeFevre, Account Director Leonard Hilty, Senior Account Executive

Travel/Tourism Campaigns

Visit California Newsletter Redesign by Zeta Global for Visit California

VisitCalifornia.com’s enewsletter design needed a makeover. By updating messages and imagery, the “Road Trip” theme drove the creative campaign with the promise of adventure. Visuals celebrated the state’s spectacular beauty — and the appeal to nature worked. Enticing photography and an easy-to-navigate site meant emails could target specific users: food lovers to theme-park goers. The site reached a 53% open rate and a 21% clickthrough rate with tailored work. Best of all: Those who received the data-enriched emails increased their visits to the Golden State by 27%.

Affiliated Agency: Meredith

Credits: KRIS GEIST - Executive Creative Director, Zeta, CHRISTINE CUCUZZA - Global Creative Director, Zeta, COLLEEN ZAJAC - Senior Copywriter, Zeta, MAGGIE GOODNER - Junior Art Director, Zeta, ANDRÉA FORSYTHE - Art Director, Zeta, DANIELLE MISHKIT - Creative Project Manager, Zeta, STACIE TURESON - Vice President, Client Services, Zeta, CAROLINE DROESSLER - Senior Director, Strategic Consulting, Zeta, SHERA LIBRATY - Senior Account Director, Zeta

Amelia Island Winter Campaign - Find Your Escape by PadSquad for Amelia Island Convention & Visitors Bureau, with Starmark

A weather-triggered campaign aimed at key Northern cities — NYC, Boston, Philadelphia, D.C. — made an enticing suggestion: “change your wintertude.” Promoting sun, sand and outdoor activities on Florida’s Northeast coast, the brand campaign switched on when temps dropped, easily lured those in wet, cold climes to the warmth only a few hours away. This specific, user-friendly media execution led to a 10.9% engagement rate which, after the Covid travel disruptions, set record visitation to Amelia Island the first half of 2022.

Affiliated Agency: Starmark

Credits: Kara Gindlesperger, Account Supervisor, Starmark Sherene Irani, Media Director, Starmark Dale Baron, VP, Executive Creative Director, Starmark Jacob Edenfield, Group Creative Director, Starmark Angelique Marlieb, Sr. Copywriter, Starmark Noman Rafiq, UI/UX Designer, Starmark Amy Boek, CMO, Amelia Island Convention & Visitors Bureau Megan Quirk, Regional VP of Sales, PadSquad Paige Yacobian, Senior Account Manager, PadSquad Eric Heigl, Associate Director Customer Success, PadSquad Ashley Martinez, Marketing Director, PadSquad PadSquad Creative Team, Creative Team, PadSquad

Visit Massachusetts by ThinkArgus for Massachusetts Office of Travel and Tourism

Massachusetts isn’t just top colleges — it’s chock-full of history, whale sightings, nature trails and culture. To promote nearby out-of-state tourism, the Mass. tourist office put Boston and Cape Cod at the center of city-coastal options with a compelling caveat. Both nature and cosmopolitan activities can be accessed the same day — hikes in the a.m. and top museums and restaurants in the p.m. The “Choose your Adventure” theme showcased the distinct experiences Massachusetts offered, utilizing photos and videos from people statewide to underscore its versatility.

Credits: Caitlin Dodge, CEO Scott Zoback, Managing Director Jose Nieto, Chief Strategy Officer Jen Perry, Executive Creative Director Jacob Parker, Creative Director Jamie Ong-Goldring, Group Account Director Katie Lewis, Account Director Cyan Dana, Associate Director of Project Management