Planning & Buying Awards

Branded Entertainment: Brand/Product Placement

So Yummy & Kraft Heinz 2023 Shoppable Campaign by First Media for Kraft Heinz

First Media orchestrated So Yummy's collaboration with Kraft Heinz which aimed to revolutionize shoppable content on social platforms. The Easter-themed video soared as the #1 most viewed video within weeks, ranking 6th across all categories in 2023 among 8K+ sponsored food videos on Facebook and YouTube. Three videos ranked in the top 10. Metrics speak volumes: 76K+ purchases and 16M+ shoppable impressions, alongside 160M+ organic impressions, 600K+ engagements, 26K+ shares, and over 78M views. The campaign not only exceeded metrics but also maintained top-of-mind presence for Kraft Heinz brands.

Affiliated Agency: NA

Credits: NA

Microsoft Bing, Warner Bros. Discovery and Charles Barkley present “The Match,” a celebrity golf showdown by Carat for Microsoft

In a world moving at the speed of AI, Microsoft Bing aimed to be at the forefront of the cultural zeitgeist and relevant conversations. Microsoft wanted to provoke curiosity and turn any existing fear around use of generative AI into FOMO. Inserting Bing into a cultural tent-pole event was critical. The Bing target audience -- Culture Tastemakers -- are young, diverse, urban, open to new things in tech and beyond. First Media believed they would have a passion for Sports, notably the NBA. Partnering with Warner Brothers Discovery and tapping into its many umbrellas aligning with sports (TNT, Bleacher Report (B/R), House of Highlights HoH) allowed Microsoft to not only reach its target audiences but also generate awareness across multiple platforms, priming those audiences to want to learn more. The wide variety of ways in which Bing was showcased during "The Match" drove significant lift in familiarity and directional lift in usage intent.

Credits: Alison Pember: Director, Branded Media and Entertainment; Microsoft Stacey Terrien: Senior Director, Marketing; Microsoft Natalie Smart: Senior Integrated Marketing Manager, Search & AI; Microsoft Trevor Jezierski: Senior Marketing Media Manager; Microsoft Laura Pekarek: Senior Director, Content; Carat  Amanda Azzi: Senior Manager, Content; Carat Shawn Wu: Senior Director, Analytics; Carat Caitlin Kline: Associate Director, Video Investment; Carat Tyler Cone: VP, Comms Planning; Carat Patrick Yu: Senior Director, Digital; Carat John Gearity: Director, Comms Planning; Carat Chris Ferlazzo: Senior Manager, Digital; Carat Julia Segarra: Senior Associate; Digital; Carat

NO BALLS, NO GAME by OMD Dominicana for Farmacia Carol

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

Affiliated Agency: Pagés BBDO

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

Branded Entertainment: Contests/Events/Experiential

Paramount+ Yellowjackets Season 2- UK Food Truck by Wavemaker US for Paramount+

To promote Season 2 of Yellowjackets, a US show about hunger and survival, Wavemaker created a clever stunt in the UK. They set up a Yellowjackets food truck at South Bank, offering treats named after the show’s characters and scenes. The stunt was a huge success that sparked interest and discussion for the show. Wavemaker used a tasty and immersive way to introduce a new UK audience to Paramount’s thrilling series Yellowjackets.

Credits: Catherine Rardin, Manager, Sports, Live & Gaming, Wavemaker US Kaitlyn Bigica, Partner, Group Director/Brand Partnerships, Wavemaker US Annemette Tolstrup, Global Client Director, Wavemaker Andrew Baldwin, Global Client Lead, Wavemaker Alex Giacon, General Manager, Minute Media Rob Thomas, Creative Solutions Activation Manager, Minute Media

AVEENO® Launches its 3rd Annual StartUp Collective to Help Close the Skin Health Equity Gap by UM for Kenvue - Aveeno

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

Affiliated Agency: Mediabrands Content Studio: Collaborative Agency (custom content and creative); CultureCon: Experiential and Media Partner; Golin: PR; Mirror Digital: Media Partner; US Sweeps: Competition Fulfillment Partner

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

Beauty on your Own Terms by Mediahub / Conde Nast for Xeomin

This campaign has empowered adult Gen Z and young millennial women and men to embrace self-care and beauty on their own terms, and finally has introduced XEOMIN into the hearts and minds of consumers. The campaign utilizes a diverse and unexpected mix of celebrities and influencers including Joe Jonas, Christina Aguilera and Whitney Cummings. Content has run across CTV, native, online video, display, articles and social media.The effort generated 1,300 earned media placements and more than 13 billion earned impressions.

Affiliated Agency: Devries Global, Conde Nast

Credits: Emma Hilal, Director, Consumer and Digital Marketing, Merz Aesthetics Roberto Casas, VP, US Marketing, Merz Aesthetics Nathaniel Culp, Associate Director, Consumer Marketing, Merz Aesthetics Dan Strickford, Director, US Brand Communications, Merz Aesthetics Jennifer Weiss, SVP, Group Media Director, Mediahub Laurie Nunziata, Senior Account Director, Conde Nast Samantha Lipman-Porter, Head of Industry, Health, Conde Nast Carlos Peña, Executive Director, Production and Activation, Health Stacey Stapleton, SVP, Devries Global Emily Vignone, Media Director, Mediahub

Branded Entertainment: Original Film/Video

Starfield Launch Campaign by Liquid Advertising for Bethesda Softworks

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

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

When I Grow Up by Ever.Ag for Ever.Ag Agribusiness

It's not easy running an agricultural retail business, what with fickle farmers, unpredictable weather and constantly changing fertilizer recommendations. Ever.ag decided to show these hardworking heroes it understands the ups and downs of their lives by tapping local child actors to star in “When I Grow Up.” The kids deadpan their way through the long list of daily aggravations. The humorous take also calls attention to problems the company solves for customers.

Credits: Andrea Borgerding, Marketing Manager, Ever.Ag Chais Parkos, Right Line Filming

Branding

Uncrap The World by PMG for Who Gives A Crap

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

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

Strong as Granite by Initium Health for State of New Hampshire Department of Health and Human Services

"Strong as Granite" a campaign by New Hampshire Department of Health and Human Services together with Initium Health, educates and empowers Granite Staters to seek behavioral health help without stigma. The campaign shows that getting help is not weak, but brave and beneficial for individuals, communities, and the state. The campaign reflects the state's unique culture and values, and adapts to different audiences and needs. Strong as Granite aims to change the perception of mental health and substance use issues, and connect people with the resources they deserve.

Credits: Elise Plakke, Executive Creative Director,Initium Health James Corbett, Principal,Initium Health Kate Bailey, Senior Public, Health ConsultantInitium Health Ivonne Hernandez, Project Manager,Initium Health Rob Bossi,Bossi Photography, Photographer Kyle Johnston, Videographer,Lookwell Media Elisabeth Gerber, Fresh Not Canned, Art Director Editor, Vito DeCandia Erika Sabatos, Media Buyer, E Media Jen Arnold, Jen Arnold Creative, Script Writer Collin Boyd, Senior Producer Marvin Kaiser, Initium Health, Graphic Designer Lisa Morgan, Initium Health, Graphic Designer Emma Gownley, Public Health Researcher,Initium Health Lead Stylist, Anchor Artists, Marci Duart Heidi Evora-Santiago, Hair & Make Up Thea Vaporis, Hair & Make Up Eric Hubler, Copywriter Devin Hatchett, Copy Editor, Initium Health Jimmy O’Brien, Production Assistant Owen Cassidy, Production Assistant Casting, Kathy LongsdorffAgency DirectorNew England Models Group Talent & Management

Porsche Cayenne Car Configurator by Infillion and PHD for Porsche

Porsche wanted to promote its Cayenne, a five-seater sports car that offers space and performance. It partnered with Infillion and PHD to create a “car configurator” ad that let users design their own Cayenne on various devices. The ad also reduced the ad load for the rest of the content. The ad had an ‘Explore All Models’ button to direct users to the Porsche website. The ad targeted potential buyers and achieved high engagement and brand lift. The campaign increased awareness and consideration, the main goal, and was a success.

Affiliated Agency: PHD (Media)

Credits: Lee Tross, Senior Client Partner, Infillion Julie Homerding, Senior Client Success Manager, Infillion Morgan Payne, Associate Account Manager, Infillion Nikki Koppers, Senior Creative Strategist, Infillion Victoria Choe, Senior Graphic Designer, Infillion Hannah Chan, Producer, Infillion Hayley Morlock, Associate Director, Strategy, PHD Callie Dodd, Supervisor, Strategy, PHD Ana Pagan Garcia, Media Strategist, PHD Ayesha Coker, Vice President of Marketing, Porsche Scott Baker, Director, Marketing Communications, Porsche Nasreen Qureshi, Content Strategy, Brand Marketing, Porsche Nnedike von Bergen, Digital Marketing Manager, Porsche Chandra Culpepper, Content & Production Manager, Porsche Meagan Sabato, Digital Marketing Specialist, Porsche

Business Media

Ryder - It’s More Than a Name by Hunterblu Media for Ryder System, Inc.

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

Affiliated Agency: Street Factory Media - Marketing Agency, Activation Execution

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

Don't Be Sorry, Call Ari by Park & Battery for Esquire Bank

Parks & Battery’s “Don’t Be Sorry, Call Ari” campaign for legal industry financial services provider Esquire Bank (referencing founder Ari Korbhaber), leaned into lawyers’ inherent competitiveness. Employing a style mimicking legal advertising to advertise to law firms, the campaign’s targeted approach involved using OTT streaming to reach firms during commutes, near and in their own offices, while leaning into Esquire’s LawyerIQ brand offering a competitive edge via case studies and other resources. The verdict? It resulted in qualified leads eight times more effective than traditional referral-based approaches.

Credits: Ted Kohnen, CEO Michael Ruby, President & Chief Creative Officer Greg Cavaluzzo, VP Integrated Marketing & Media Rebecca Falk, SVP Client Services Daniel Santos, VP Creative Services Jenny Truong, ACD Design Kristen Kremkau, Sr. Director of Content Matt Dignan, Head of Web Development Ricardo Weibezahn, Head of Video, US

AARP Caregiving Benefits Campaign by o2kl for AARP

To promote AARP's series of employee workshops, created on behalf of employers, providing resources on family caregiving, o2kl launched a B2B marketing awareness campaign. Utilizing trade partnerships paid social, and a lead nurture program, they reached audiences seeking caregiving-informed training and resources. The approach connected with this group, leading to webinar attendance outperforming industry benchmarks by 34%, a click-through-rate 56% higher than benchmarks, generating a cost-per-click rate 123% below benchmark; ultimately resulting in 23% more leads generated than prior campaigns.

Credits: Farrell Crowley: Director of Media & Analytics at o2kl Jaci Gary: Associate Media Director at o2kl Andrew Garafalo: Account Director at o2kl Michael Lander: Creative Director at o2kl Catie Banks: Project Manager at o2kl Alex Androff: Senior Analyst at o2kl

Content Marketing

Buzzing Engagement: Driving Conversations and Conversions with Content Marketing by Jackson Spalding for Orkin Commercial

Jackson Spalding was tasked with growing Orkin Commercial’s CRM database. Jackson Spalding implemented a multi-channel, full funnel approach to grow leads through strategic pillars that married content and paid media. A mix of enticing, seasonal blog content and rich, educational eBooks was used. With a smaller portion (15%) of the budget being optimized towards driving traffic, the majority of efforts and investment were geared towards generating contact information. The campaign generated a cost per lead 73% under the benchmark, allowing for 2,300 new leads.

Credits: Melissa Kovach, Media Supervisor, Jackson Spalding Rachel Weber, Head of Paid Media, Jackson Spalding Michael Carrol, Director of Social and Programmatic Media, Jackson Spalding Llana NeeSmith, Paid Media Specialist, Jackson Spalding Emily Caldwell, Content Strategist, Jackson Spalding Thais Cuffy, Content Strategist, Jackson Spalding Allison Giblin, Account Lead, Jackson Spalding Desiree Fulton, Account Lead, Jackson Spalding Haley Swift, Graphic Designer, Jackson Spalding Dallas Bryan, Graphic Designer, Jackson Spalding

Making Every Day a Dark Wednesday for Netflix by Mediahub for Netflix

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

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

Pressing Play for Squid Game: The Challenge on Netflix by Mediahub for Netflix

Mediahub got fans of the original Squid Game series excited to watch a reality competition version on Netflix via an in-app Uber game, Instagram Story polls with Bleacher Report and prediction pools with DraftKings. Uber delivered 2x its CTR benchmark and 2x its benchmark of time spent on an ad. Bleacher Report polls caught Kevin Durant’s attention, resulting in 13.4 million earned impressions and DraftKings prediction pools resulted in 2x their entry benchmarks. Squid Game: The Challenge became the #1 English language series on Netflix.

Affiliated Agency: BBH New York (Creative Agency)

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

Creative

Plunge into Creativity by Optimal for PLUNGE

D2C wellness company Plunge increased spend on social media by 30% MoM in June last year, driving 2x impressions compared with the previous period. The company needed a change to avoid frequency fatigue, maintain efficiency, and improve ROAS. Optimal’s Performance Creative team developed 20 static and 12 video assets with detailed motion graphics, 3D modeling, and a new brand identity. The social campaigns click rates rose 20%, conversion rates rose 140%, and new CPA rose 62%. The company believes it helped it establish itself as a household name in the wellness space and contributed its 972% increase in paid acquisition YoY.

Affiliated Agency: Optimal, full-funnel paid media agency

Credits: Paula Thompson, VP Client Strategy, Optimal James Hall, Creative Strategist, Optimal Nery Solano, VP Marketing, PLUNGE

ASPCA - Through Their Eyes by Laughlin Constable for American Society for the Prevention of Cruelty to Animals (ASPCA)

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

Affiliated Agency: 1. Chicago Recording Company - Sound Design 2. Love,Homestead - Production Company 3. Nolo Digital Film Color - Correction / Post Production

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

NO BALLS, NO GAME by OMD Dominicana for Farmacia Carol

The pharmacy Farmacia Carol and agency OMD used baseball to show Dominican men the “game of their lives is in their hands” in one of the most innovative campaigns. By delaying a professional baseball game because "there were no balls in good condition” to play with, the campaign explained health issues around testicular cancer. After the announcement of the delay blew-up on social media, the group revealed the stunt in the 4th inning. The campaign supported self-examine videos, live sports, and more. The message of prevention reached about 447k on TV, 5.3m impressions, and 427k interactions.

Affiliated Agency: Pagés BBDO

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

Data

Papa Murphy's 2023 Data-Driven National System Campaign by Barkley for Papa Murphy's

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

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

Yellowjackets S2 by Adludio for Paramount+ with Showtime

Paramount+ with Showtime tapped Adludio, an AI-powered platform, and Horizon Media, to develop an attention-led data-driven mobile advertising campaign to promote the release of Yellowjackets, second season. It was important the brand only paid for an ad click-through to the website rather than a traditional impression. Adludio’s ML buying algorithm made it happen. The campaign, an interactive ad that invited users to engage with it, before displaying snippets from the show, ran between March and April 2023 in the U.S. Interactions with the ad brought in 13.79% engagement rate, 11.16% click-through rate, and 65.34% video click-through rate.

Affiliated Agency: Adludio & Horizon Media

Credits: Kentaro Oi, Director of Design, Adludio Andrew Munro-Lott, Account Executive, Adludio Melissa Altman, Associate Director, Horizon Media Paramount+ with SHOWTIME: CMO, Paramount+ Domestic and Showtime, Michael Engelman EVP,Consumer Marketing, Puja Vohra SVP, Executive Creative Director, Garrett Wagner VP, Creative Director, Rachele Honner VP, Creative Director, 360 Design, Maral Mofrad VP, Brand & Program Marketing, Jennifer Gatto VP, Campaign Management, Kim Kahne Senior Creative Director, Laura Kane Senior Creative Director, Heidi Berg Senior Director, Program & Originals Marketing, Greg Heller Senior Manager, Program & Originals Marketing, Taylor Thomas Associate Creative Director, Ryan Cantorna Director, Campaign Management, Alexa Garfinkle Director, AV Production, Jennifer Garelick Senior Art Director, Jordan Lyle Senior Writer Producer, Eric Jaugey Senior Manager, AV Production, Hailey DePreta Manager, Campaign Management, Caroline Jordan Associate Producer, Jonathan Hazin Lead Graphics Producer, Rosanne Raposo VP, Media Marketing Strategy & Insights, Erin Flynn Director, Media Marketing Strategy & Insights, Ashley Marchetto Sr. Manager, Media Marketing Strategy & Insights, Kasey Hughes Manager, Media Marketing Strategy & Insights, Paolo Recto Agency; Creative, LEGION

InMarket x Bob Evans Farms – Mashed Cauliflower by InMarket for Bob Evans Farms

As inflation continues to affect consumers at the grocery store, Bob Evans Farms partnered with InMarket to promote the launch of its Mashed Cauliflower product by building a marketing strategy that drives brand awareness, and consideration. The campaign encouraged viewers to click through the ad to see the perfect meal and showcase several of its products and information at peak times in the day. It drove up click-through rates by 5.31% and resulted in a 6.3% sales lift and an overall $966,000 increase in incremental sales. This generated a $6.44 return on ad spend customer.

Credits: Michael Della Penna, Chief Strategy Officer, InMarket Joe Intile, VP of Creative Services, InMarket Liam Beesley, Senior Rich Media Designer Todd Morris, CEO, InMarket Sue Picard, Executive Sales Director, InMarket Tony Fung, Director of Shopper Marketing & E-Commerce, Bob Evans Farms Greta Santori, Director, Client Leadership, The Mars Agency

Influencer Marketing

#DisasterReady by Moore for IFAW

The International Fund for Animal Welfare #DisasterReady influencer marketing campaign powered by Moore teamed up with 11 pet influencers to spread awareness on the importance to be prepared and show up for your pets in case of emergency. Nano to mega influencers were engaged on Instagram and TikTok. The Instagram engagement rate surpassed industry standards by 4X, while TikTok engagement exceeded the industry platform average by 63%. The campaign exceeded benchmarks by 45% in terms of reach and impressions and obtained qualified leads.

Affiliated Agency: Agency: Moore Role: IFAW worked with Moore through their GIVEfluential platform to create and execute an influencer marketing campaign, including campaign design, influencer identification and contracting, campaign execution, reporting and analytics.

Credits: Amber Aragon, Influencer Marketing Manager, Moore's 1st Degree Division, April Robb, Deputy Vice President Content Marketing, IFAW Catherine Charlebois, Social Marketing Coordinator, IFAW

 

#SpikevaxPartner Community by Coegi for Moderna

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

Affiliated Agency: Open Influence

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

ESPN x NBA Finals by ESPN Media & Publicis for ESPN

With young NBA viewers being down 21%, Zenith | Publicis Imagine was tasked with pulling young fans back. The strategy entailed allowing anyone to be an NBA ESPN influencer. The effort connected with 366 content creators, 78% of which were ages 18-34. More than 600 submissions posted delivering 155MM impressions and 6MM engagements. It shattered video completion and engagement rate metrics +104% and +164% above benchmarks and resulted in a 15% increase in linear viewership YoY and increased ages 18-34 composition of 5%.

Credits: Inna Kern, VP, ESPN Elissa Henderson, Director, ESPN Tim Sobiesczcyk, SVP, Zenith / Publicis Imagine John Baker, Director, Zenith / Publicis Imagine Justin Lucero, Associate Director, Zenith / Publicis Imagine

Media Plan

Own the Triangle by Goodby Silverstein & Partners for Doritos

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

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

Open the Frontdoor: Creating a new category and application by Chemistry for Frontdoor

For 50 years, Frontdoor Inc. has sold home warranties under the American Home Shield brand. Frontdoor became a consumer-facing company in 2023, launching a new brand and app via their agency Chemistry. They used a three-phase media plan to introduce the brand and app, targeting people on their phones with intriguing and diverse tactics connecting users with home maintenance pros. They partnered with live sports, streaming services, podcasts, HGTV, and Amazon. They created a unique partnership with Amazon Prime where Frontdoor showed up at people’s front doors as custom-branded boxes. Once interest was piqued through the broad media tactics, they ensured continuous exposure with an in-app download campaign within Apple and Google. Their media plan surpassed their goals in awareness, search, traffic, and downloads.

Affiliated Agency: Lockard Wechsler Direct-Buying support for Linear TV and CTV

Credits: Jason Dille, Chief Media Officer, Chemistry Kylee Brown, Associate Media Director, Chemistry Katie Boardman, Media Director, Chemistry Tory Hogsett, Associate Director Paid Search, Chemistry Rachel Rogers, Senior Media Planner/Buyer, Chemistry Brittany Rainone, Media Supervisor, Chemistry Travis Eash, Digital Media Planner/Buyer, Chemistry Lucas Beardsley, Media Planner/Buyer, Chemistry Laura Weston, Senior SEM Specialist, Chemistry Julie Stimmel, EVP Digital Client Services, Chemistry Kelly Holley, Group Account Director, Chemistry Jenna Mahood, Digital Account Executive, Chemistry

Redefining Love by Starcom for McDonald's

McDonald’s had been losing relevance and share with Multicultural Young Adults, the driver of Quick Service Restaurants future success. McDonald's needed to draw them back in while building long-term brand affection. MC Young Adults were turning the status quo upside down when it came to almost everything – including relationships. MC Young Adults are the least traditional generation when it comes to relationships. To connect with this audience, Starcom and McDonald's created a meal for two called MOMENTS OF CONNECTION to share with best friends, situationships, or anyone in between. Integrating across the Match ecosystem (Tinder, Chispa, BLK), McDonald's invited users to share the new meal with their matches. On Instagram, they invited fans to ask their special someone to join them at McDonald’s using an innovative Bot that created custom invitations via a series of prompts. Their Super Bowl TV spot featured couples talking about each other’s McDonald's order. All this built buzz leading into the Valentine’s Day launch of the Cardi B & Offset meal. By aligning with modern dating culture, they delivered stellar results, driving visits and growing penetration among MC Young Adults, up versus year ago and dramatically outpacing the QSR category which declined.

Affiliated Agency: Lead Creative Agency: Wieden + Kennedy New York, Media Agencies: Navigation Boulevard, Burrell, Admerasia, PR Agency: Boden, Additional Agencies: Alma, IW Group, and Burrell Creative

Credits: Maria Zavala, Media Manager, McDonald's Sonia Morales, Senior Vice President, Starcom John Castellanos, Director, Starcom Jimmy McCormick, Associate Director, Starcom Taylor Reinhardt, Supervisor, Starcom Robert Lohman, Supervisor, Starcom William Gao, Manager, Starcom Amelia Olivi, Manager, Starcom

Multicultural/LGBT Media

Representation Matters in Speaking with Underserved Heart Failure Patients by N2 & Novartis for Novartis

Heart failure (HF) is hard to diagnose without a patient's medical history. This is especially challenging for underrepresented groups who face barriers and biases in the healthcare system. They have higher death and hospitalization rates from HF than other groups. To help them, N2 and Novartis created three tailored patient guides for African Americans, Hispanics, and Women. They used data to distribute the guides to the most relevant providers' offices. The guides improved engagement and education for HF patients. The program brought a high ROI and reached even more underrepresented patients.

Credits: Eric Steinberg, SVP, N2 Lauren Lincoln, SVP, N2 Yesenia Bautista, VP Investment POC, N2 Lyndon Chin, Associate Director Investment, N2 Chadi Saab, Executive Director - Integrated Experience Planning, Novartis Matt Silver, Associate Director - Experience Personalization & Optimization, Novartis Terri Bess Battle, Executive Director - Sr Marketing Strategist - Heart Failure, Novartis

Zyrtec “Retreated” Series by UM for Kenvue - Zyrtec

ZYRTEC kicked off the 2023 Spring allergy season with a strategic mission: to heighten awareness and resonate with diverse audiences, particularly from Hispanic and African American backgrounds. Kevin Hart’s multi-platform media company, Hartbeat, brought their comedic vision to life, and viewers were treated to an abundance of comedy associated with Hartbeat’s platform. Audience response was positive, amassing 7.6 million total views—surpassing expected viewership by 68%. This was further amplified by 114,000 engagements across platforms.

Affiliated Agency: Mediabrands Content Studio: Collaborative Agency (custom content and creative); Hartbeat: Media Publishing and Creative Partner; Camp Yoshi: Production Partner

Credits: Brand Credits: • Stephanie Espinoza, Associate Brand Manager, Kenvue • Casey Adams Jones, Communications Lead, U.S. Self Care, Kenvue Agency Credits: • Elena Doerrbecker, VP, Planning, Onevue • Lauren Collins, Director, Planning, Onevue • Erin Druckenmiller, VP, Content Director, Mediabrands Content Studios • Nicole Santagata, VP, Content Director, Mediabrands Content Studios • CJ Williams, Content Manager, Mediabrands Content Studios • Erinn Greene, Senior Associate, Mediabrands Content Studios • James DeBarros, Group Creative Director, Mediabrands Content Studios • Roberto Rubio, Associate Creative Director, Mediabrands Content Studios • Tiffanni Spann, Creative Lead, Mediabrands Content Studios • Zhanna Bennett, Creative Lead, Mediabrands Content Studios • Lori Cilmi, VP Integrated Investment, OneVue • Catherine Flynn, VP Integrated Investment, OneVue • Michelle Pearlman, Associate Director, Integrated Investment, OneVue Media Partner Credits: • Erica Cosgrove: VP, Brand Partnerships, Hartbeat • Bree Statesman: Client Service Manager, Hartbeat • Tina Maher: SVP, Client Service Group Director, Hartbeat • Michael Rodriguez Dueñas: Branded Content Producer, Hartbeat • Stephen Loguidice: SVP, Head of Partnerships & Advertising, Hartbeat Production Partner Credits: • Shequeita Frazier, Camp Yoshi Co-Founder • Rashad Frazier, Camp Yoshi Co-Founder and Creative Director • Ron Frazier, Camp Yoshi Co-Founder and Production Lead • Steffen Jean-Pierre, Camp Yoshi Guru • Alex Forestier, Camp Yoshi Director of Photography • Alana Kambury, Camp Yoshi Production Consultant

SYMTUZA® Conversations: Moving Lives Forward, Together by UM for Johnson & Johnson, SYMTUZA®

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

Affiliated Agency: Mediabrands Content Studio: Collaborative Agency (custom content, creative, talent, and production); Kinesso: Paid Social Media

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

Native Marketing

The Look of Raw Love AR Selfies by Exverus Media for Stella & Chewy's

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

Affiliated Agency: PadSquad Media provided rich media ad technology

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

National Grid’s Commitment to Delivering the Clean Energy Transition by Props for National Grid

National Grid collaborated with Props, a platform that offers storytelling services, to promote electric vehicles through its Drive Clean Initiative. It leveraged the power of curated creators who share their stories and endorse the brand's message, reaching more people and generating more trust and engagement than conventional ads or PSAs. Props' approach of selecting skilled creators in a relevant field enhances the credibility and impact of the brand's message for the target audience. The campaign achieves unprecedented results.

Credits: Joseph Perello, Chief Executive Officer & Founder, Props Bryan Grimaldi, Vice President of Corporate Affairs, National Grid Matt Motley, Stakeholder Engagement and Marketing Campaigns, National Grid Alyssa Clark, Vice President, Props Jennifer Bohuslavsky, Stakeholder Engagement & Marketing Campaigns, National Grid Megan Matera, Director of Client Success, Props Malcolm Mead, Senior Manager of Media and Business Intelligence, Props Courtni Frey, Creators and Content Leader, Props Josie Krentz, Design Leader, Props

RBFF: Find Your Best Self on the Water by Colle McVoy for Recreational Boating & Fishing Foundation

Fishing is not only a classic American hobby, but also a source of empowerment and well-being for women and girls, according to IPSOS research. To inspire more women to try fishing, Take Me Fishing, a brand by Recreational Boating & Fishing Foundation, together with Colle McVoy launched a campaign called "Find Your Best Self on the Water" with stories of female anglers. To amplify the campaign, they partnered with unconventional media outlets like Forbes, Hypebae and Vanity Fair, who featured influential women from different fields who enjoyed fishing. The campaign achieved impressive results in reach, engagement and effectiveness.

Affiliated Agency: Forbes, Media Publisher; Hypebae, Media Publisher; Vanity Fair, Media Publisher;

Credits: Christine Fruechte, Chief Executive Officer, Colle McVoy; Ciro Sarmiento, Chief Creative Officer, Colle McVoy; Steve Knapp, Managing Director, Media and Data Science, Colle McVoy; Kerry Moore, Media Director, Colle McVoy; Mike Schwab, VP, Group Account Director, Colle McVoy; Megan Beasley, Account Supervisor, Colle McVoy; Dustin Black, Executive Creative Director, Colle McVoy; Lydia Choi, Creative Director, Colle McVoy; Theo Harris, Senior Copywriter, Colle McVoy; Rachel Piacenza, Senior Director of Marketing, RBFF; Joanna Lario, Senior Digital Marketing Manager, RBFF;

New/Emerging/Experimental Media

Carhartt + January Digital, Record-Setting Holiday eComm Strategy by January Digital for Carhartt

Carhartt and its media agency January Digital created a holiday multi-touch digital media campaign focused on new customer acquisition, social commerce, content, and data-driven approach. The two developed the strategy with a focus on Santa's relentless pursuit to deliver presents in a variety of weather conditions wearing the most comfortable clothes. Success meant working closely with the retail merchandising teams using data to find the perfect product mix that appealed to the target audience. The results increased the return on ad spend by 6% versus the previous agreed-on goal. It outpacing industry benchmarks by increasing brand awareness, ad recall, consideration, and purchase intent across CTV, video, and social partners.

Credits: Susan Hennike, Chief Brand Officer, Carhartt Chad Cornstubble, SVP of Direct to Consumer, Carhartt Charlotte Roach, Director Marketing, Carhartt Katelyn Aubuchon, Director Marketing, Carhartt Brendan Lokes, Manager Brand Media, Carhartt Conor McCarrey, Senior Marketing Specialist, Content, Carhartt Jessy Robison, Marketing Specialist, Performance, Carhartt Jeremy Ekes, Senior Director, Client Strategy & Service, January Digital Brian Borchers, Director, Client Strategy & Service, January Digital Sarah Nguyen, Director, Client Strategy & Service, January Digital Salome Sadovnik, Senior Manager, Client Strategy & Service, January Digital Vincent Kreuder, Senior Manager, Client Strategy & Service, January Digital Raquelle Kleiman, Manager, Client Strategy & Service, January Digital Dan Mele, Manager, Client Strategy & Service, January Digital Molly Meyer, Manager, Client Strategy & Service, January Digital Brittany Collins, Senior Coordinator, Client Strategy & Service, January Digital Christen Borg, Senior Coordinator, Client Strategy & Service, January Digital

Snack Cards by Goodby Silverstein & Partners for Frito-Lay

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

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

La-Z-Boy: The Decliner by Colle McVoy for La-Z-Boy Incorporated

Lazy Boy wanted to change consumer perception of the brand, so it taped the agency Colle McVoy to create what it calls The Decliner, an AI-powered recliner prototype that allowed the owner of the chair to generate a excuse to cancel an event via SMS text by pulling the recliner's handle. The Decliner conveyed the brand’s comfort and motion benefits. It also provided an opportunity to rollout the campaign to celebrate National Lazy Day on August 10, 2023, through digital video content, social media, influencers and creators, retailers and employees. In one month, The Decliner generated 1.1 billion impressions, 96,000 social engagements and a 50% increase in sales that first weekend. Architectural Digest even reached out for a feature interview, the ultimate sign of a shifting brand perception.

Affiliated Agency: Rally Studios, Video production; MNFX, Fabrication/Packaging;

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

Outdoor Media

Bucks Win You Win by Outdoor Nation Agency (ODN) for Manna/Bridgeman - Wendy’s

Wendy's ran an outdoor advertising campaign triggered after Milwaukee Bucks wins, offering a free Frosty to customers. From the fall of 2022 and early in 2023, 10 digital boards were activated in the Milwaukee DMA immediately after each Bucks win, continuing until midnight the following night. Wendy’s saw a +73% increase in total Frosty redemptions, outperforming the previous campaigns that relied on local TV, radio and print.

Affiliated Agency: Outdoor Nation Agency (ODN)

Credits: Gina Sisk, Media Director, Manna/ Bridgeman (Wendy's) Kristy Schlepp, CEO, ODN Agency Ian Dallimore, VP of Digital Growth, Lamar Advertising Jennifer Rzepiejewski, Sales Account Executive, Lamar Advertising Jennifer Hunt, Senior Account Director, ODN Agency

Pressing Play for Squid Game: The Challenge on Netflix by Mediahub for Netflix

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

Affiliated Agency: BBH New York (Creative Agency)

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

PUMA Nitro 3D Anamorphic by Talon America for PUMA

PUMA promoted the NITRO technology in their running shoe line with a larger-than-life 3D Anamorphic Billboard in the heart of Times Square. The campaign generated awareness for three key shoes - Deviate NITRO™ 2, Velocity NITRO™ 2, and ForeverRun NITRO. Times Square was chosen for its iconic status, high footfall, and its proximity to the PUMA Flagship. The campaign pushed new limits for outdoor advertising in the digital age.

Affiliated Agency: Havas Media Group

Credits: Talon America: Jim Wilson, CEO, Talon America Jonathan Conway, COO, Talon America Enza Chiodi, Chief Client Officer, Talon America Barbara Cevallos, Group Director, Client Strategy, Talon America Michael Masone, Director, Client Strategy, Talon America Grand Visual: Dan Dawson, Chief Creative Officer, Grand Visual Mariel Hernandez, Director, Grand Visual PUMA: Renata Andersen, Associate Director, Media, Marketing Communications – Media, PUMA Goldie Paul, Manager,Media & Marketing Communications – Media, PUMA Matthew Taylor , Team Head Creative Project Management – Media, Puma Havas Media Group: Greg James, CEO, Havas Media Group, North America Michelle Kim, VP, Group Client Leader Daniela Kelly, Associate Director, Mx Planning

Performance Media & Marketing (including Direct Response, TV, Email, etc.)

Icelandair Flies High with AI by Brainlabs for Icelandair

Icelandair had to change flight routes based on border rules during COVID-19, and needed to find a way to increase awareness of new flight paths and destinations. Brainlabs worked with the airline to develop an AI-enhanced targeting campaign that included developing persona targeting, running dynamic creative ads on Facebook and Instagram, and increasing brand lift via CTV to reach new users to drive bookings with Scibids AI custom algorithms. Flight searches were added into the algorithm to help the AI garner learnings and optimize toward bookings, which created a brilliant strategy. The search impact reached 291% when CTV ads were served 3x. Overall flight bookings increased by 120%. Persona-based prospecting and tiered retargeting bidding led to a more than 88% in ROAS in the first month, and then further 14% increase in the following.

Credits: Anjlee Majmudar / VP, Programmatic / Brainlabs Will Larcom / Group Account Director / Brainlabs Yusra Sheryar / Senior Programmatic Strategist / Brainlabs Dani Collier / Programmatic Trader / Brainlabs

ASPCA - Through Their Eyes by Laughlin Constable for American Society for the Prevention of Cruelty to Animals (ASPCA)

The ASPCA picked up its campaign strategy, as donations began to stagnate. It called on the agency Laughlin Constable to reverse the sad-dog perception of the ASPCA and promote one that showed promise, loyalty toward the animals' wellbeing and safety. The campaign, aimed at increasing donations to help animals in need see a brighter future, engaged audience through a multi-channel, full-funnel media plan. One spot, called "Location," tugs at the hearts of all types of animal lovers. The companies didn't share the amount of the increase in donations, but said using a matched-market measurement approach and this strategy helped. The agency claims the campaign improved brand perceptions, increased engagement and drove incremental donations and revenue, all of which were directly attributed to the campaign. The donations not only help dogs and cats, but other animals such as horses.

Affiliated Agency: 1. Chicago Recording Company - Sound Design 2. Love,Homestead - Production Company 3. Nolo Digital Film Color - Correction / Post Production

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

Increasing Patient Traffic - Diversifying Audience Demands by Vuja De Digital for Exer Urgent Care

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

Affiliated Agency: Keen DS - Data/Marketing Measurement Platform

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

Print (magazines and newspapers)

“How Focus Takes Us Further” by Giant Spoon for GE, New York Times Advertising

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

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

Research/Consumer Insights

Media Sentiment Mapping by Allen & Gerritsen for Allen & Gerritsen

This novel research technique gets at an often-ignored component of media consumption: The emotional connection people may (or may not) have toward media. Media Sentiment Mapping goes beyond reach, affinity or cost to paint a more human picture of audience consumption habits based on emotional resonance. Someone who liked a specific news channel now may be indifferent. Or perhaps they’ve come to see a local paper as a treasured part of their community. These custom surveys reveal the true media landscape for every audience.

Credits: William Phipps, SVP Head of Media, Allen & Gerritsen Sathvy Reddy, Manager Analytics, Allen & Gerritsen

La-Z-Boy: The Decliner by Colle McVoy for La-Z-Boy Incorporated

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

Affiliated Agency: Rally Studios, Video production; MNFX, Fabrication/Packaging;

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

Equitable Back To School by o2kl for Equitable

Teachers may excel at lesson plans. But they fall short in retirement plans. “Let’s Plan How” succeeds by diving into educators’ lives, learning more about their motivations, daily struggles, and money worries. It collected data on willingness to work with financial pros and retirement literacy, then turned those stories into an inspired campaign using multiple channels and tactics. The new approach generated a 161% lift in applications and a 139% increase in conversions while lowering costs by 35%.

Credits: Cristina Morales: Head of Group Retirement Marketing at Equitable Leon Barsoumian: Head of Data, Analytics and Insights at Equitable Laura Prager: Director Paid Media Marketing at Equitable Farrell Crowley: Director of Media and Analytics at o2kl Arshi Ansari: Director of Strategy at o2kl Lele Engler: Associate Media Director at o2kl Alex Androff: Senior Analyst Amy Brader: Account Director at o2kl Michael Lander: Creative Director at o2kl Catie Banks: Project Manager

Social Media

So Yummy & Kraft Heinz 2023 Shoppable Campaign by First Media for Kraft Heinz

First Media orchestrated So Yummy's collaboration with Kraft Heinz which revolutionized shoppable content on social platforms. The Easter-themed video soared as the #1 most viewed video within weeks, ranking 6th across all categories in 2023 among 8K+ sponsored food videos on Facebook and YouTube. Three videos ranked in the top 10. Metrics speak volumes: 76K+ purchases and 16M+ shoppable impressions, alongside 160M+ organic impressions, 600K+ engagements, 26K+ shares, and over 78M views. These campaigns not only exceeded metrics but also maintained top-of-mind presence for Kraft Heinz brands.

Affiliated Agency: NA

Credits: NA

Shifting Kroger Shoppers’ Perception of Grocery Pickup through Snapchat AR by dentsu X for Kroger

Hoping to shift shoppers’ perception of grocery pickup from a backup option to the primary way to buy, Kroger worked with dentsu X to create a Snapchat campaign highlighting how Kroger makes shopping easier with free pickup and a personalized shopping experience. The result was especially notable among consumers ages 21-24 with a 17 point lift in ad awareness, a 16 point lift in brand favorability and a 17 point lift in action intent.

Credits: Polyna Luangsisongkham, Strategic Media Partnerships Lead, Kroger Sydney Bobbs, Media Partnership Specialist, Kroger Ihuoma Atanga, Social Media Manager, Kroger Phoebe Male, Social Media Specialist, Kroger Nadia Samuylina, Paid Social VP, dentsu X Justin Marshall, Paid Social Group Director, dentsu X Tori Waite, Paid Social Director, dentsu X Marc Bedingfield-Haase, Paid Social Sr. Manager, dentsu X, Parris Montgomery, Paid Social Manager, dentsu X Katie Bollock, Client Services Group Director, dentsu X Nicole Tarazona, Client Services Associate Director, dentsu X Alexa Thibodeaux, Client Services Sr. Associate, dentsu X Ashley Keetle, Client Leadership VP, dentsu Creative, Brittney Rossi, Sr. Director, dentsu Creative Danielle Cook, Account Supervisor, dentsu Creative Bridget Jewell, Executive Creative Director, dentsu Creative Daniela Quint, Sr. Account Executive, Snapchat Danielle Heller, Sr. Account Manager, Snapchat

Grimace's Birthday Gets Out of Hand by Starcom for McDonald's

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

Affiliated Agency: ative Agencies: Wieden + Kennedy NY, Burrell Creative. PR Agency: GolinMedia Agencies: Burrell, Canvas Worldwide, Admerasia. Cre

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

TV or Interactive/Enhanced TV

Where The Players Play by TRG for Choctaw Casinos and Resorts

Choctaw Casinos & Resorts paired with the agency TRG to play a wild card, partnering with high-profile DFW legends to augment its sponsorships. The team partnered with legends such as Troy Aikman, Darren Woodson, Pudge Rodríguez, Emmitt Smith to position Choctaw as the casino “Where the Players Play.” Five videos were created to highlight the legends and the casino’s amenities. They aired exclusively in sports content reaching 16 million impressions; 151,000 casino visits; and outperformed KPIs by more than 4%.

Affiliated Agency: RPM Sports and Entertainment

Credits: Erica Kosemund, Choctaw Casinos & Resorts Heath Griffith, TRG Alyse Noryan, TRG Grayson Orr, TRG Rhonda Contreras, TRG Jeff Armstrong, RPM Sports & Entertainment Taylor Sexton, RPM Sports & Entertainment Tara Allison, TRG Lilli Boren, TRG Clint Carter, TRG Tim Tone, TRG

Porsche Cayenne Car Configurator by Infillion and PHD for Porsche

Porsche worked with Infillion and PHD to create an interactive car configurator experience for the Cayenne brand that aired on CTV, but also ran on mobile and desktop. When interacted with it would reduce the ad loads for the remainder of the viewing time on the program being watched. Two body options were offered, along with color choice and wheel configurations. The campaign drove significant lift, about 13% lift in awareness, and 17% lift in consideration, and saw 4.7 interactions on mobile and an 7.7% click-thru rate on desktop.

Affiliated Agency: PHD (Media)

Credits: Lee Tross, Senior Client Partner, Infillion Julie Homerding, Senior Client Success Manager, Infillion Morgan Payne, Associate Account Manager, Infillion Nikki Koppers, Senior Creative Strategist, Infillion Victoria Choe, Senior Graphic Designer, Infillion Hannah Chan, Producer, Infillion Hayley Morlock, Associate Director, Strategy, PHD Callie Dodd, Supervisor, Strategy, PHD Ana Pagan Garcia, Media Strategist, PHD Ayesha Coker, Vice President of Marketing, Porsche Scott Baker, Director, Marketing Communications, Porsche Nasreen Qureshi, Content Strategy, Brand Marketing, Porsche Nnedike von Bergen, Digital Marketing Manager, Porsche Chandra Culpepper, Content & Production Manager, Porsche Meagan Sabato, Digital Marketing Specialist, Porsche

NO BALLS, NO GAME by OMD Dominicana for Farmacia Carol

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

Affiliated Agency: Pagés BBDO

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

Public Service

Use Safer AZ by R&R Partners for Arizona’s Health Care Cost Containment System – AHCCCS

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

Affiliated Agency: NA

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