As a marketer, how do you know that your work has made a difference in the world? It’s not whether you made an audience laugh, cry or remember the words to your jingle. It’s not because your brand name can evoke a Pavlovian response to make a purchase. While these are certainly all impressive outcomes, for me the most impressive result is when a smart strategy and innovative creative solution have a major impact on solving a business problem. And I’m proud to report that this year’s ECHO entries were no exception.
The ECHO Awards, represented by a new and beautifully designed glistening crystal statue, were handed out at a gala celebration on Monday night, complete with live band and TV-personality/stand-up comedian. But the highlight of the evening were those entries that truly impacted change – whether by driving a politician to introduce groundbreaking legislation or by disrupting an entrenched competitor. From campaigns for a little known travel destination in India to a clever recruiting campaign that sought to identify future code breakers for The U.S. Navy, the 2015 ECHO Awards were a testament to the brilliance of marketers who have honed their craft.
Even though I was honored to be this years’ ECHO Judging Chair, I was too busy administratively during the judging process to spend any time actually reading or judging entries this year. But when the dust finally settled and I was able to review all the finalist entries and partake in the discussion around who should be the Diamond Winner, I was astounded at how many times I marveled “I wish I’d thought of that!”
The judges, recruited from across the globe, were a tough bunch. While they included agency strategists, art directors, copywriters, account planners, project managers and client-side marketing pros, not one was unimpressed with the breadth and depth of the campaigns they reviewed. I saw many partake in lively discussions around the merits of an entry – and wished I could be part of that debate process.
In the end, those that were awarded Gold, Silver or Bronze statues on Monday night, should know that they are among an elite few. From nearly 1,000 entries, their work stood above the rest. Their work helped a client meet a financial goal… Or improved the lives of those less fortunate… Or helped drive revenue… Or helped drive sales. Most importantly, every campaign was thoughtful, innovative, and delivered on their promise to meet the stated measurable objectives. That’s no mean feat.
And that’s certainly more than I can say for most politicians.