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December 2012

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2012 Best of Show



During 2012, five organization held their annul awards shows to honor the best of advertising and marketing in their specific areas of interest. This includes the American Marketing Association Gold Peak Award, Art Directors Club of Denver Annual Show, Business Marketing Association Gold Key Awards, Colorado Healthcare Communicators Gold Leaf Awards and the Public Relations Society of America Gold Pick Awards.

It is always The Review's privilege to feature the Best of Show from each of these award shows. Some winners are judged strictly on creative and others on creative and results based on the objective of the effort. Either way it shows the great work that is produced in Colorado. The Art Directors Club does not select just one Best of Show. Instead they pick a Best of Category, which provides for multiple winners. Each one of those winners is featured.

It takes a huge effort by committee members of the organization to stage these show. They must produce a call for entries, line up judges, arrange for a venue and stage a show for all attendees. Congratulations to all for their tremendous efforts. Also, a big thank-you to the judges who take their time and talent to judge all of the entries and do the difficult task of selecting just one winner from all of the great work.

Enjoy the work of the winners and be sure to participate next year to receive your accolades.


American Marketing Association Gold Peak Awards

Agency - Room 214
Client - Udi's Joy Mission
Category - Social Media or Viral

More than just creating the best tasting gluten free food on the planet, Udi's is dedicated to uniting the gluten free community by providing a forum to share their experiences. From 2,000 fans in June of 2010 they've grown their community to over 700,000 strong and extended it to Pinterest, Twitter and www.udisglutenfree.com.

With only a 21% trial rate among gluten free consumers there was an opportunity to drive trial among new consumers by engaging passionate 'fans'. Udi's developed an integrated marketing program “Joy Mission” that utilized on- and off-line tactics to encourage word-of-mouth recommendations via spreading the joy of gluten free foods.

The main activation tactic lived within the Udi's Gluten Free Facebook page where their 450,000 fans were asked to send Udi's products as gifts to their friends. There were three simple marketing goals (a) empower fans to share Udi's products, (b) encourage new fans to sample Udi's products, and at the same time (c) grow the Udi's email database which would support the success of future marketing programs. The Udi's Joy Mission Facebook application was created with a focus on driving word-of-mouth recommendations (via simple sharing functionality), product trials (via a shipping request form), and email acquisitions (via integration with Udi's email database). This program targeted three unique segments: Existing fans. Friends of fans, Discoverers.

The Joy Mission Facebook application had two main features: Like the Page, Donate a Meal, Send Real Udi's Gift Bundles To Your Friends for Free.

The results: 76,000 gifts sent by Undi's existing fans, 30% of all gifts were redeemed, 14,000 new email addresses were acquire.


Business Marketing Association Gold Key Awards

Agency - Faction Media
Client - Avaya
Category - Total B2B Campaigns - Over $250K
Faction Media: Avaya global demand generation campaign.

In early spring of 2011, Avaya - a global provider of business collaboration and communications solutions - awarded Faction Media the monumental task of developing and launching three simultaneously-implemented global demand generation campaigns. Each of their major business units (Unified Communications, Contact Centers and Data Networking) needed a globally-relevant campaign guided by an integrated strategy of targeted email, direct mail, online and print advertising, event support, and more.

Campaigns were designed and written to engage the target audiences across roles and throughout the buying cycle. Most importantly, the creative executions needed to be flexible enough to be adapted by each of Avaya's four global regions for local cultural considerations. Overall, the work portrayed a consistent brand worldwide, followed best-in-class strategies for integrated marketing across audiences and tactics, and provided flexible and customizable assets and tools for local market effectiveness.

"To be recognized by BMA as the best-of-the-best at a transformational time in our industry is an amazing accolade," says Faction Media founder Aaron Batte. "The power of tightly integrated campaigns that successfully merge traditional tactics with social, mobile and technology have redefined the landscape. Together with clients like Avaya, we're reinventing what it means for a business to reach the people making business decisions."


Colorado Healthcare Communicators Gold Leaf Awards

Agency - Cactus Communications
Client - Carson Spencer Foundation & Office of Suicide Prevention
Category - Advertising: Multi Media Campaign
Project - “Man Therapy”

Colorado currently has the 6th highest suicide rate in the nation. Men between the ages of 25 and 54 represent a significant portion of suicide deaths in the state, and the numbers are on the rise. Suicide is claiming the lives of working age men in Colorado at alarming rate, yet these men are one of the most difficult audiences to reach using traditional prevention efforts. The truth is that most age men simply don't talk about their feelings and they see dealing with mental health issues as unmanly. To overcome this, Cactus developed Man Therapy, a campaign that uses humor to cut through stigma and get guys to see their mental health in the same light as they might view a broken leg - ie something that can be fixed.

Man Therapy is built around the immersive mantherapy.org website, where visitors can find useful information about men's mental health. Men can choose to take an 18-question quiz to evaluate their own mental health status. They can also access resources and explore a wide range of choices from do-it-yourself tips to professional therapist referrals.

In just 3 months we have received over 100,000 visits, 14,000 people have used the self-assessment tools and over 7,500 have used the crisis hotline. In very little time the campaign has garnered numerous awards and press with NY Times, the FWA, and NPR to name a few. But most importantly, an innovative tool, using technology, to help people improve the quality of their life and overcome stigma was born, and that's the biggest result of all.


Public Relations Society of America Gold Pick Awards

Agency - Linhart Public Relations
Client - Linhart Public Relations
Category - Internal Communications
Project - “Culture Matters at Linhart Public Relations”

Culture Matters at Linhart Public Relations
PRSA/Colorado 2012 Grand Gold Pick Winner
In May, Linhart Public Relations won the 2012 Grand Gold Pick award from PRSA/Colorado for the firm's internal communications program entry titled “Culture Matters at Linhart Public Relations.” Indeed, culture and people are foundational to the firm's success. Since 1996, the firm has grown to 30 professionals supporting global, national and regional companies, and it has nearly doubled in revenues and staff in the past four years. With its internal communications program, Linhart PR focused on addressing this challenge: How do you maintain a collaborative culture amid rapid change, while attracting and retaining talented employees? Linhart PR continued key elements of its internal program - an annual employee satisfaction survey, professional development, free one-on-one sessions with a personal coach, and a culture committee to guide team-building efforts. Linhart PR also added several new elements, using employee feedback and the firm's 15th anniversary in 2011 as a touchstone to celebrate its culture, people and workplace practices. This included a two-day, all-employee mountain retreat and an effort to help gain external visibility for the firm's employee engagement efforts. The result: Nearly 100 percent retention, high employee satisfaction, and national recognition for its team, including winning the national Top Small Company Workplace award sponsored by Inc. magazine and PRWeek's 2012 Boutique Agency of the Year. The Grand Gold Pick award was truly a team effort, since it involved each Linhart PR employee who is committed to making a difference for each other and clients!






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