2015 International ANDYs Award Jury Diaries: Mark Tutssel, Global Chief Creative Officer of Leo Burnett WW

Take a look at the ANDY Awards through the eyes of Mark Tutssel! Follow him on Instagram at: @tutssel58 for more wonderful photos from Costa Rica!

2015 International ANDYs Award Jury Diaries: Mark Tutssel, Global Chief Creative Officer of Leo Burnett WW

by: Mark Tutssel

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On route to the Andaz Peninsula Costa Rica. The first major creative awards show of 2015. Judged by some of the world’s best: DeCourcy, Greenberg, Keller, Graf, Byrne, Joshi, Nobay, Eastwood, Favat, Ortiz, Eriksson.

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The first day of judging begins in sunny Costa Rica.

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Day 1 begins with bottled courage. A reminder to a jury tasked with looking for the most innovative, creative and unforgettable work of the past year.

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Advertising is subjective.

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The Three Musketeers. End of day one.

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The stage is set for Day 2. The calm before the storm.

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A spotlight on the world’s bravest work.

Debbi Vandeven. Jury member.

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Debbi Vandeven. Jury member.

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“The Future’s Bright…”

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Aussie Legends. My good friends Nobby and Matt.

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Keller, Tutssel, Greenberg, Nobay

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The ANDY Andaz VW Camper.

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Day 3 comes to an end. Only the brave survive.

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Day 4. The debate is about to begin

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I leave you with this. Jury President Colleen DeCourcy used this inspirational quote — thank you, Dan Wieden — to remind us what we were there to reward: Bravery. We found the brave ideas by asking ourselves, “Who was prepared to fail?”

In Apple’s latest update, emojis get diverse

Diverse Emojis

In Apple’s latest update, emojis get diverse

by: Associated Press

NEW YORK (AP) – Lovers of emojis, the cute graphics that punctuate online writing and texts, will soon be able to pick from different skin tones and depictions of families with two moms or two dads on Apple devices.

Apple Inc. has incorporated more diverse emojis into the developer version of the latest update to its mobile operating system. The iPhone and iPad maker has not said when the update will be available for all users.

Currently almost all the emojis depicting people or body parts, such as a fist or bicep, look white on Apple devices and other platforms. More cartoon-like faces that are smiling, crying, winking or suggestive of other emotions come in a shade of yellow reminiscent of “The Simpsons” characters.

An Apple spokeswoman said Tuesday that the company is working with the Unicode Consortium, the nonprofit organization that sets the standards for the pictograms, “to update the standard so that it better represents diversity for all of us.”

Unicode last fall proposed adding five new skin color options for emojis. A Unicode technical report says users worldwide want emojis that better reflect global diversity.

Apple is adding more than 300 additional emoji, including new icons of gay families and 32 new country flags.

Devices made by Cupertino, California-based Apple as well as those running Google Inc.’s Android operating system dominate the smartphone and tablet market.

Google spokeswoman Liz Markman said the Mountain View, California, company said it had no news to share Tuesday regarding diverse emojis.

Looking Back on the 2015 International ANDY Awards!

ANDY 2015 sand

@PeteFavat: I love this family! #Andy2015 #ANDYawards Day 3

The International ANDY Awards continued its ongoing celebration of the bravest and most creative work in advertising last week in Costa Rica with a slew of events and activities in addition to the hard work in the jury room. Wednesday kicked off with a breakfast by McCann Worldgroup, along with a wonderful Barista Break thanks to Post Factory NY!

Following a full morning of judging and a lunch hosted by Leo Burnett Worldwide, the jury enjoyed some local cuisine for dinner at the rustic and legendary Father Rooster surfside restaurant.

Serious Judging

@SaadHussein: Serious judging in progress #ANDY2015

The fourth day began bright and early with a breakfast for the jury members, hosted by JWT. Then following another jam-packed day of judging, the jurors went on a wild river safari at the Palo Verde National Park, thanks to Wieden + Kennedy! It was quite an adventure exploring Costa Rica’s breathtaking wildlife.

River safari 1

@SaadHussein: That monkey deserves a gold #ANDY2015

Crocodile

@PeteFavat: This dude is nasty. He gets gold. #Andy2015 #ANDYAwards

Juan Carlos

@SaadHussein: Juan Carlos demonstrating the crocodile mating call #ANDY2015

Deutsch LA helped the Jury regain their energy with breakfast on Friday, and then the team set off to finish their last day of the 2015 ANDYs judging. In between deciding which brave work to add onto this year’s shortlist, they broke for a power lunch hosted by AdForum, and then continued on to their last round of judging.

Fri breakfast

@XantheWells: Last breakfast in paradise #ANDYawards #andy2015 thank you for the amazing time @andyawards!!!

The team bid farewell to beautiful Costa Rica with a party at the Pacifico Beach Club celebrating the completion of judging the bravest work in the industry for ANDYs 2015!

Dinner drink Last nightHugs smiles

(Photo cred: Sa’ad Hussein @SaadHussein)

Here are some of our favorite photos from the ANDY Awards!

Jury members bw Pura Vida Ad Women Shut Up GerryArchitecture Tussel with TutsselCosta Rica A-TeamDebbi Vaneven In the trees

(Photo creds: Pete Favat @PeteFavat, Sa’ad Hussein @SaadHussein, and Mark Tutssel @Tutssel58)

Color

@SaadHussein: #ANDY2015 in colour. Thank you. See you next year.

Want to find out if your brave work made the cut on the 2015 International ANDY Awards Shortlist? Check it out here! http://bitly.com/1D3W3e6

And don’t worry – the ANDY Awards are not over quite yet! Celebrate with us on Wednesday, April 22nd in New York City as we honor our brave agencies featured on the shortlist! Click here for more information.

Career Advice Wanted: How to Find a Mentor

Career Advice Wanted: How to Find a Mentor

by: The Creative Group Blog

How_To_Find_Mentor

No matter where you are in your career, having a mentor you can turn to for trusted advice is invaluable. This person can serve several important roles: a sounding board, a source of insider knowledge on business topics, and a connector to key industry contacts.

It’s easy to understand the importance of a mentorship program. Harder is knowing how to find a mentor and, once you do, how to approach that person. Here are some tips to keep in mind as you navigate this process.

Know What You’re Looking For

You can’t just haphazardly jump into a mentoring relationship. Think about the areas where you could use the most guidance. Maybe it’s how to be a more persuasive communicator, a more effective leader or a more successful freelancer. Or perhaps you need help defining a long-term career trajectory, learning the business aspects of the industry, or establishing better work-life balance. Maybe it’s all of the above!

Write down your goals so you can pinpoint your needs. In general, it’s also wise to search for a would-be mentor who possesses traits such as authenticity, empathy and creativity.

Where to Find a Mentor

If you’re currently employed, start by seeing if your company has a mentoring program. You also can ask your manager for advice on how to find a mentor. He or she may know of potential candidates, or even volunteer his or her own services. Many senior-level creative professionals enjoy playing a part in someone else’s career growth, so don’t be afraid to aim high.

While a mentor within your own organization will be better equipped to speak to specific challenges and help your in-house job prospects, consider broadening your search. In fact, since the ideal mentoring relationship is a long-term one, it may be better to seek career advice from someone outside your company. After all, you need to be able to speak freely about on-the-job challenges, like managing tricky relationships or positioning yourself for a promotion.

How to find a mentor outside of work? Network. Look for suitable candidates as you attend conferences, seminars, business lunches and meet-and-greets – anywhere admirable leaders can be found.

How to Approach a Potential Mentor

It’s not necessary to have an in-depth relationship with potential advisers, but they should know who you are before you ask them to be a mentor. Once you’ve identified someone whose character and professional acumen you admire, make the initial contact. Reach out – preferably by email and not by phone or in person – and explain why you think he or she would be an ideal mentor. Then suggest that the two of you get together for coffee or lunch. (An email allows you to present your case succinctly and gives the other person time to consider your proposal.)

During the initial meeting, outline what you hope to learn from this person and why you find his or her insights valuable. Also mention your commitment to learning and what you’ll bring to the relationship.

If you respect the person but he or she doesn’t even know your name, it’s trickier but still possible to establish a mentor-mentee relationship. Gradually start building a professional connection before approaching the person, or ask a mutual acquaintance to make an introduction.

A great mentor can be a pathway to professional growth and success. With determination, planning and courage, you can find a seasoned advisor to guide your creative career.

This article was originally published on HOW.

What’s been happening so far at the 2015 International ANDY Awards in Costa Rica!

David Eriksson

(Photo cred: David Eriksson @corbenyr)

The International ANDYs Jury kicked off the 2015 ANDYs Awards this week in Costa Rica to a welcome cocktail reception, hosted by Amazon Media Group. Their first round of judging the most creative, bravest work in our industry ended with a well-deserved evening of tapas and cocktails at the swanky Chao Pescao restaurant, hosted by Havas.

Yesterday started with an early rise to breakfast, hosted by CP+B, followed by a yoga break to get ready for round 2 of judging! A wonderful Fireside Chat by our brave leader and ANDYs Jury Chair Colleen DeCourcy and Steve Susi, Creative Director at Amazon followed their lunch, hosted by R/GA!

Stay tuned for more updates on our 2015 International ANDYs Awards by following their Twitter and Instagram @ANDYAwards!

Mark Tutssel

@Tutssel58: Keller, Tutssel, Greenberg, Nobay #ANDYawards #ANDY2015

Pete Favat and Colleen DeCourcy

@PeteFavat: My pal. :) #sista #Andy2015 #ANDYawards @cdecourcy

Pete Favat

@PeteFavat: Day 2 #ANDYawards #Andy2015 break in the action. @cdecourcy @xanthewells @byrnesides David Nobay

Xanthe Wells

@XantheWells: Judgin #andy2015

The Inspiration Alliance

 The Inspiration Alliance

AD Club Young Professional Committee member Jessalin Lam and Jessica Mendoza created The Inspiration Alliance, a community dedicated to inspire professionals to learn through a series of workshops, speaking events and more. They are kicking off the event series with a career workshop led by career management and leadership coach, Jennifer Malach from 20/20 Career Solutions.

Below are details for their kick-off event:

  • Date: Tuesday, March 3rd
  • Time: 6:30PM – 8:00PM
  • Location:RocketFuel, 100 W. 33rd Street, 3rd Floor – ID required
  • Description:Jennifer will be leading a group coaching session through presentation, take-aways and exercises to set your work and life goals and create a clear action plan for 2015.

Register at: http://bit.ly/theinspirationalliance-2020careersolutions

Making It As a Strategist: The Definitive Guide

Nadine Young

Making It As a Strategist: The Definitive Guide

By Nadine Young, Chief Strategy Officer, Vizeum US

If you’ve ever overheard a conversation among strategists filling out a communications brief, you’d be forgiven for wondering if they were making the whole thing up just for the sake of intimidating everyone else. The language of strategy can certainly be confusing. But with these handy guidelines and just a little practice, you’ll be able to take on the top strategic brass at any agency.

First, always remember that the creative idea must not be confused with the campaign idea, and both are entirely separate from the brand idea and the activation idea (not in itself the same as a 360 idea). Brands may have keys, ladders, foundations, essences, platforms, pyramids or onions. They all serve entirely different purposes and are exactly the same thing. Be wary of confusing a campaign positioning statement with an advertising proposition, as these are not at all the same. When in doubt, use “Big Idea”. Engagement platforms are not the same as media platforms or connections platforms or communication platforms (or ideas, or strategies). Creative agencies may try to develop these but media agencies will not thank them for it. What’s important is that we all work together for the good of the client.

Integration is important. Always marry creative with media. Work as closely as possible with partner agencies. Creative teams should never meet with media teams because they will never listen to their suggestions anyway. Focus on your specific discipline, as this will ensure better outcomes for your client. Outcomes are not the same as outputs or outreach or outtakes. Never, ever confuse these or you will get fired.

Having a planning process is really important. Processes restrict creativity. Planning frameworks are better and are completely different from processes.

Consumers want to engage with your campaigns. No one wants to engage with your campaigns but you must try to make them anyway. You cannot plan an effective campaign without understanding the consumer journey. The consumer journey is not the same as the advertising funnel, except when it uses exactly the same words. The funnel is dead. The funnel is crucial to campaign success. The funnel is really a loop. Be disruptive but never disrupt. Be empowering but never smug. Be part of the fabric of society. Stand out from culture. Become part of culture. Create culture.

Context is critical. Nothing is more important than great content. Content is king. Without it your ad will not go viral. Great content is meaningless without good distribution. Mobile is the most important screen. You must think mobile-first. You must not think mobile-first, you must think mobile only. You must be channel neutral. It is not about one screen, but multi-screen.

It is really important that you talk about driving lots of earned media with your paid campaigns because earned media is free. Earned media should have at least 30% of the total budget put against it.

Big data is really really important. You must say ‘data’ at least twice in every conversation with a client, or you will have no credibility. Ditto, ‘innovation’, ‘dashboard’ and, ‘when I was at CES’. Great insights must be rooted in data. Great insights come from creative minds, never from data. Everything is going programmatic. No one understands programmatic.

You must establish KPIs at the start of the campaign. KPIs are not the same as, but may be equal to or greater than, metrics and measures. Our work should be judged on only one metric – our clients’ sales results. Sales results are an unfair metric against which to be judged, as there are simply too many contributing variables that will affect them.

Which brings me to my main point; next time you find yourself confused in a room of strategists debating the difference between a comms principle and a strategic tenet, rest assured that no one else is any the wiser. Should anyone ever try to make you feel insecure about your ability to navigate these muddy linguistic waters, simply ask them quietly how they define an insight, then sit back and watch them bluster. Speak confidently, say ‘ecosystem’ regularly and, if all else fails, adopt a British accent.

First Time Super Bowl Advertiser Hits & Misses

Fluent, a leading ad tech company specializing in digital customer acquisition, conducted a nationwide survey of U.S. consumers before and after Super Bowl XLIX in order to find out which first-time advertisers would rack up the most points during the big game. Mobile power “juice pack” maker mophie scored big with its “All-Powerless” ad growing brand awareness by 36.5%. On the other hand, car mat manufacturer WeatherTech’s ad appears to have been a dud. Check out the link to download the results here.

Screen Shot 2015-02-06 at 10.51.08 AM

**This article originally appear on Fluentco.com

The Advertising Club, Measurement NOW panel at Microsoft Time Square, NYC

Key Takeaways from The AD Club’s Inaugural Measurement:NOW Conference

On January 29th at our first Measurement:NOW Conference, we learned a few things about how measurement is used now and how invaluable smart and addressable data is today for the brand and the consumer. Here are 5 key takeaways that we found that are important for the brand to consumer journey:

Focus on the customer journey

Measurement isn’t just about using numbers and figures to help brand marketers determine which demographic to target or where to sell to them – through television commercials, their mobile devices, or even RTB – but it’s instead about focusing on the customer journey. Kirk Thompson, VP Marketing and Head of Marketing & Culinary at IHOP, said that measurement is about the consumer’s lifestyle and their social behaviors which can be reached via traditional and digital advertising.

He said that different channels serve different purposes; using IHOP’s example of social sharing, Thompson said, “[We] have to engage in what’s going on organically, socially.”

“Menu items,” he said, “are shareable social items.” Walking in the customer’s shoes and seeing what they are doing really helps brands measure what really works and matters.

Don’t just have a scorecard, use your scorecard

According to Thompson, brands use measurement as a scorecard, but then nothing else after that. “If you don’t put it into action, it just lives as a scorecard,” he said. How you use that measurement what matters – a brand’s numbers can be high, but what happens next? Use those numbers to do even more and see where your customers are going, because as every great brand marketer knows, the high numbers rely on the happy customer.

That scorecard could also lead brands into continuing using old tactics and measurements that used to work but won’t work in a few years, even months, time. Thompson said that brands should not simply reapply TV commercials, but to be aware of the channels they’re advertising on. Television has a different purpose from Snapchat, and Snapchat has a different purpose from YouTube video content, etc., which doesn’t cost a lot to tailor per channel.

Consumers are the new brand ambassadors

Sarah Gleason, SVP, Shopper & Retail Strategy of GfK Custom Research LLC, moderated the first panel that discussed the path to purchase journey of the consumer. This panel included Natasha Hritzuk, Global Insights Director at Microsoft Advertising; Catherine Roe, Head of Strategic Accounts at Datalogix; and Shelley Zalis, CEO of IPSOS Open Thinking Exchange.

One of the most important things for brands to remember is that “consumers are the new brand ambassadors,” according to Shelley Zalis, who said it’s because the consumers are writing whatever they want on social media and it’s the brands that need to pay attention. Consumers, the panel said, know that you’re collecting data so they expect reciprocity. This ensures that customers see value in your brand and what your consumers have to say is one of the most important tools of measurement a brand can have.

Another thing is that marketers need to start listening to consumers by aligning their goals with them, according to Natasha Hritzuk; this way, they can change the notion of targeting certain demographics and focuses on what people really want since targeting hits too broad of a market, or none at all.

“When you’re targeting, you’re missing opportunity,” Zalis said.

Measurement now is sometimes no longer just numbers, but it’s also people and their journey. It’s all about forgetting the numbers and focusing on the stories behind the numbers instead.

Mobile is measurable

“People are shopping on their mobile phones increasingly,” said Deborah Marquardt, SVP, Managing Director at MediaVest. Also, according to Aaron Fetters, Director, Insights and Analytics Solutions Center at Kellogg Company, “mobile is the most measureable thing we’ve ever had.”

For brand marketers, this is key; the one thing that they can measure is connecting what users do on their mobile devices to their desktop platforms. Fetters says that this is one of the best ways to get the most out of every marketing dollar that is invested. He also says that there is a proven value of digital marketing to offline shopping without a doubt. “If it’s not viewable, it doesn’t drive sales,” he said.

With this comes addressable data and advanced analytics instead of RTB or programmatic ads, according to Kosta Skoulikaris,VP, Marketing Effectiveness Practice and Innovation Lab, Nielsen. “The problem is, data’s ugly,” said Skoulikaris, but turning data into a more specific and addressable use for marketers, they will be saving money and more importantly, they will be better aware of the needs of the customer.

Brand to consumer relationships create – and keep – fans

The last key takeaway from Measurement:NOW is from Audrey Hendley, Senior Vice President & GM, Acquisition & Prospect Engagement of American Express OPEN. She says that having a previous relationship with a brand is important to the consumer; if they aren’t familiar, brands must work harder to not only see their products, but also to be interested in their product.

This ties in with bettering the consumer journey by measuring specific things about their consumer like where they are, what technological devices they use, etc. This helps brands familiarize themselves with their true consumers: their fans. And because fans will probably write about it or share their experience with their friends and family, therein lies formed and kept relationships. “A fan is influenced, and influencing,” said Thompson.

Advertising Age Ad Review: The Super Bowl That Made You Cry

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This Might Have Been the Dad Bowl, but It Definitely Wasn’t Your Daddy’s Super Bowl

By . Published on February 01, 2015

 Screen Shot 2015-02-04 at 12.52.07 PM

Look at me. Now look at your man. Now look back at me. Now look back at your man. That dude’s totally crying during the Super Bowl.

We’ve had emotional Super Bowl ads before, but this year marketers seemed intent on squeezing a few gallons of tears out of the crowd, especially the male half, what with all the tributes to Dear Old Dad.

The crazy thing is that it took them this long.

For years, guys have been portrayed mostly as dolts or bros in these ads. Why? Not because marketers are out to get men — as some angry men were always quick to point out — but because it was the easiest laugh. Marketers, though, have come around. It’s not a capitulation to a group of outraged men. Rather, it’s just smart marketing. First, when everyone’s going for comedy, it’s harder to break through. Second, dads like to feel special, too. And dads buy things. Lots of things. And, hello, dads are watching this game. A lot of dads. Dads who may have had a few beers and are maybe feeling a little emotional.

But that’s not the only thing that’s changed.

Not so long ago, Super Bowl advertising was basically an environment peopled with white people, cartoon characters and monkeys. These days, the ad landscape is quite a bit more representative of the audience when it comes to race, gender, age and even physical ability. Good on you, marketers.

Housekeeping: Ad reviewing, like any other reviewing, is subjective. And for the Super Bowl, it’s even more nebulous. What makes a good Super Bowl ad doesn’t necessarily make a good ad-ad. There are different expectations. Four Stars does not necessarily translate to “crowd favorite.”

Four Stars: Powerful and or entertaining advertising that belonged in the game.
Three Stars: Solid effort that met Super Bowl expectations or actually sold something.
Two Stars: Average Super Bowl advertising. Nothing to be ashamed of, really.
One Star: You could have spent your money or time more wisely.

Check out all the ads here. If any ads are missing, it’s for one of the following reasons: the marketer refused to share the ad prior to the game; the ad is not a national Super Bowl ad and is rather something that ran in select markets (like that great American Family Insurance ad); the ad is not, technically, an in-game ad (which we define as happening between kickoff and final whistle).

As stated in previous years, this review is done before the game, not during the game. So there is some crucial context missing. Watching these ads in an office is not like watching them in a real Super Bowl environment. Or, if it mimics a real Super Bowl environment, it’s one in which you’re on antibiotics and can’t drink and the game is a blowout and there’s that one guy who just refuses to shut up during the ads and when everyone tells him to shut up, he’s like, “They’re justads.”

Hey pal, these aren’t just ads, they’re Super Bowl ads.

At any rate, on with the review.

**Check out the full review here, which was originally published on AdAge.com