What will it take to have your work make it to the winners’ circle? ANA’s Judges’ Journals features a series of Q&A sessions with leading industry executives participating on 2024 ANA Award juries. Gain insight from the judges on what they will be looking for and what makes the difference between a good vs. award worthy submission. This time, Denise McDevitt, senior vice president, award programs at ANA sits down with Michelle Chin, VP of Starbucks - marketing, product, digital and sustainability and 2024 ANA REGGIE Awards Judge.
Michelle> Gone are the days when customers chose brands to express themselves. Today, customers choose brands that share their personal values because they are seeking brands that they can trust to take care of them, communities and the earth. Any successful brand activation must be authentic, inclusive and ethically sound.
Michelle> An exceptional campaign is one that truly puts the customer first – understanding the customer insight and addressing the customer need in a highly emotive yet authentic way because customers choose brands that share their values to express who they are as individuals. Less successful brands are those that mask their commercial needs under the guise of doing good for their customers.
Michelle> There is nothing more important that the “ah-ha” moment when the brand has an authentic and distinct way to address a customer insight or need. What I’m looking for is how the team stays true in delivering the customer need, and not letting the commerciality supersede. I recognise the team needs to deliver business results but I’m more interested in how they deliver the business results through the lens of humanity.
Michelle> With so many stakeholders watching and judging any marketing campaign, what’s most important is aligning upfront what are the key success metrics. Beyond the immediate financial measures (revenue, ROI, acquisition, conversion, etc.), it’s even more important to deliver a campaign that reinforces the brand’s purpose by putting its values in action and building brand trust (health attributes) to weather all the turmoil in the marketplace today.
Michelle> Inclusion and diversity is critical – it is something that brands need to incorporate into it’s everyday and it’s the responsibility of leaders, team members and agencies to callout stereotypes, unconscious bias and exclusions whenever it presents itself. It’s not something that you can 'prioritise' when building a campaign. It needs to be an active process in your organisation and in your daily processes. At a minimum, brand teams need embrace diversity at the table to ensure different viewpoints and perspectives are heard so there is ongoing awareness, sensitivity and learning of different cultures that surround us.
Michelle> “If nothing else, be sure your submission - demonstrates how the brand activation is serving a greater purpose where your success is measured beyond the immediate financial returns, and there is sustained brand affinity long after the program is over.”
The ANA REGGIE Awards celebrates the most innovative, impactful, and ground breaking brand activation campaigns of the year. The final deadline to submit work into the 2024 REGGIE Awards program is January 19th, 2024.