AAF-Cleveland

2014–2015
AWARD WINNING IDEAS
N AT I O N A L C L U B A C H I E V E M E N T C O M P E T I T I O N W I N N I N G E N T R I E S
COMMUNICATIONS
Division II
AAF-Cleveland
Since 1901, AAF-Cleveland has been the unifying voice of the advertising industry in Northeast
Ohio. We exist to shine a light on the individuals and organizations that make up the region’s
advertising community – engaging them, teaching them and promoting them to make Cleveland
a top-tier destination for brands and creative talent.
REGULAR COMMUNICATIONS WITH MEMBERS
Vehicle 1 – Redesigned AAF-Cleveland website
This year, our club devoted substantial efforts to creating a completely new website to make
aafcleveland.com much more user-friendly and easier to navigate. We had received many
complaints from members that the previous site was not easy to use and it was difficult to find
information about upcoming events. The club reached out to a local digital/design firm that
specializes in WordPress websites to ask for help. One of this agency’s employees is a member
of the AAF-Cleveland Board of Directors.
Goals: Better serve the AAF-Cleveland membership with an all-new website offering an
engaging, intuitive user experience, easy-to-find information, and a streamlined e-commerce
solution for purchasing event tickets.
Sections in the new site include Events, News, About, Join, Young Pros, ADDYs, Education
Foundation, and Contact. The home page also has a Job Board and live Twitter feed. AAFCleveland also added Eventbrite.com for fast, easy event registration.
This new site is the backbone of our member communications efforts and the go-to vehicle for
news about the club and ticket sales to events. To keep the site current and fresh and continually
build its value, the club’s new Communications Committee posts a constant flow of new
information about events and speakers to give users a better understanding of topics and increase
event attendance.
Target Audience: All AAF-Cleveland members and interested marketing communications
professionals in Northeast Ohio.
Budget: There was no budget for this redesign; the new site was produced via trade with our
member agency. AAF-Cleveland does pay for server space and site hosting ($500/year).
Distribution System: The AAF-Cleveland website is served through Bright.net.
Results: Our web traffic continues to grow and many members have expressed satisfaction with
the comprehensiveness and functionality of the new website.
Vehicle 2 – Email Communications
Email communications is the primary vehicle used to inform our audience of club events,
programs and news alerts. We schedule a weekly email each Tuesday to our 1,100+ subscribers
and event-specific emails are sent on an as-needed basis.
Goals: Alert email subscribers to upcoming club events and programs as well as industry and
club news, and use email as a primary channel for membership recruitment.
Target Audience: All AAF-Cleveland members and email subscribers.
Budget: There is a budget for using Constant Contact at $500/year. There are no other costs.
Distribution System: All emails are sent through Constant Contact.
Results Achieved: Our email list has grown to over 1,100 subscribers and our open rate has
climbed to almost 30%, a 5% increase over last year. We are seeing increased activity on the
website and increased attendance at most events.
Vehicle 3 – Social Media
Goals: Engage our audience about timely club events, programs and industry news through the
increasing use of social media channels. AAF-Cleveland has Twitter, Facebook, YouTube and
LinkedIn pages that are continually updated with club and industry news and videos. The use of
this cost-free medium increases attendance at club events and offers members a valuable news
service.
Target Audience: All AAF-Cleveland members and others who engage with the club through
our social media sites.
Budget: Since these social sites are free, there is no budget allocated.
Delivery System: Through event specific Facebook, LinkedIn YouTube, and Twitter posts.
Industry news is posted daily.
Results Achieved: Facebook statistics have shown an increase in usage; “likes” have increased
from 725 to 800 as of February 28, 2015. LinkedIn members and Twitter followers have shown
increases year over year. Our LinkedIn community now has 1,225 members and our Twitter
followers are over 2,900. In addition, many members are using Eventbrite’s built-in social
sharing functionality to promote their registration for events, helping build excitement and
engagement on social media.
Vehicle #4 – Printed Collateral
Goals: Present to our members a physical component for the promotion of club events and
programs.
Target Audience: AAF-Cleveland members and other industry professionals.
Budget: All collateral material is donated by volunteer members who are guided by our
revitalized Communications Committee. There is no budget allotted for creative material.
Distribution System: Printed material is distributed by club Board members throughout their
agencies. Signage also appears at each AAF-Cleveland program and the material is also
produced digitally for use on our website, emails and social media sites.
Results: AAF-Cleveland has shown an overall increase in attendance at its Professional
Development Luncheon Series and achieved a sellout at the 2014 ADDY Awards Show. Other
events such as our Holiday Happy Hour, Souper Bowl and AAF Olympics experienced increases
in attendance and participation.
EVENT OR PROGRAM ANNOUNCEMENTS
Goals: Increase attendance and ticket sales to club events such as our Professional Development
Luncheon Series, Brown Bag Series, ADDY Awards and Young Pros events.
Target Audience: AAF-Cleveland members, area industry professionals and general audience.
Budget: All collateral materials are provided by volunteer designers and agencies. There is no
budget allocated.
Distribution System: Printed materials, email alerts, social media posts, information on the
events page on the club website, ads in the largest local newspaper, press releases and signage at
AAF-Cleveland events.
AAF-Cleveland Professional Development Luncheon Series
Our monthly Professional Development Luncheon programs inform and educate members on
topics and trends impacting the industry. We have featured national speakers on various topics
including content marketing, Internet radio and digital/mobile marketing.
Speakers included:
Matt Trotta, VP Agency Strategy & Industry Development, BuzzFeed
“True Word-of-Mouth Marketing in the Digital Age”
Larry Weber, Chairman & CEO, Racepoint Global
“The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric”
Gabe Tartaglia, VP of Sales, Pandora Internet Radio
“Radio Disruption: How Streaming is Changing the Audio Landscape”
Rich Stoddart, CEO, Leo Burnett
“Crash My Party: How to Market in a World in Which Participation is Open to Everyone”
Robert Simon, Chief Content Officer, Founder, Loudscout
“How Smart Brands Use Digital Disruption To Survive and Thrive”
15 Minutes and a Beer
Our Young Professionals committee created this program to connect students and young
professionals with veteran marketing and advertising professionals. Conducted in a “speed
dating” atmosphere, students and those new to the industry spend five minutes discussing
industry trends, career opportunities and tips for succeeding in the industry with eight
professionals.
Brown Bag Series
Based on suggestions from club members, the program committee designed this free series of
educational lunch-and-learn programs to educate younger professionals about various aspects of
the industry. Topics included:
“Cover Your Assets: What Marketing Pros Need To Know About IP To Stay Out Of Legal
Trouble”
“Storytelling; The 7 Basic Plots”
“Do’s and Don’ts of Market Research
“The Little Things That Captivate Your Clients”
“Keys To Effective Presentations”
These low-cost, hour-long sessions featured local industry professionals teaching in a relaxed
atmosphere. Many attendees bring their own brown bag lunch.
ADDY AWARDS SHOW
AAF-Cleveland enjoyed a very successful year for our ADDY Awards Show. Entries were up
53% and attendance at the event maxed out at 350. The event was promoted through local media,
our website, emails and social media posts. A new venue and new trophy design were among the
highlights of the show. Popular radio emcees Jen Toohey and Tim Richards from the New 102
FM presented over 160 awards and interviewed ADDY co-chairs on a live radio broadcast.
COMMUNICATIONS WITH NON-MEMBERS
Goal: A primary goal of our strategic plan is to raise the visibility of AAF-Cleveland and our
members among marketing communications professionals who are not currently members, as
well as business leaders throughout the region.
Target Audience: Creative services professionals who are potential members and business and
civic leaders who are not familiar with our club and the industry we represent.
Budget: Most of our communication is through our website, email, and social media posts. Our
executive committee also scheduled a number of in-person meetings with civic leaders who gave
us advice as to how to reach business leaders with our story. There was a limited amount of
funds set aside for these in-person meetings.
Distribution System: The AAF-Cleveland website was the primary vehicle for disseminating
industry information, club news, job openings and legislative issues of importance. In-person
meetings also took place with a number of civic leaders where we had the opportunity to tell our
story in-depth. The push for corporate members continued with our Executive Director
scheduling meetings with industry leaders and taking the opportunity to explain the efforts of the
club to promote the industry and member companies.
Results: Nine new corporate members joined this year and all but two corporate members
renewed their membership. As of February 28, 2015, membership stands at 430, the highest
number in 10 years. As a result of our meetings with civic leaders, the Greater Cleveland
Partnership is conducting market research at no cost to the club to document and publicize the
impact the creative services industry has on our local economy. This report will be released this
summer. Bringing in national speakers has raised awareness of the club and increased media
coverage especially in the Cleveland Plain Dealer and Cleveland.com where we have earned
several prominent feature stories. Special attention has been paid to courting the media and
inviting them to club events.
SELF-PROMOTION
Goal: As a result of our strategic plan, we changed our entire approach to communications to
streamline the process, produce timely materials, increase media coverage, maintain brand
standards, increase social media usage and increase committee involvement.
Target Audience: AAF-Cleveland members and industry professionals
Budget: All Communications Committee members are volunteers so no budget is allocated.
Results: Our Communications Committee has a new chair who has recruited new members and
developed a well-documented, multi-step process for creating communications, starting with a
Creative Brief for outlining the particulars of each club program. The agency responsible for
design work now has written information to maintain brand standards and create materials on a
timely basis. A Communications Committee member is responsible for one month of club
events, including all collateral, digital, media and public relations efforts.
With this streamlined process in place, the club has been able to post and deliver creative
material at least thirty days prior to the event, one of our most important goals.
The Committee also now has a volunteer member responsible for development closer
relationships with regional media. This volunteer has compiled a comprehensive targeted media
list to support our media outreach efforts. This has resulted in increased media coverage from
local newspapers, magazines, and radio and television stations.
Development of New Club Stationery
Goal: To reflect the professionalism of our club and integrate all our messaging and
presentations across all channels, especially when communicating with external audiences.
Target Audience: Used for all internal and external club correspondence.
Budget: None; created pro bono by a member agency.
Results: From news releases to correspondence to meeting agendas and minutes, all club
correspondence is now integrated, consistent, and professional in appearance, presenting AAFCleveland as an association committed to quality communication that reflects the caliber of our
membership.
Redesigned ADDY Show Book/Flipbook
Goal: Increase the value and creative appeal of the ADDY Show Book with a new format and
creative approach that better showcases the award-winning work being produced by our
members. Create a digital version in an easy-to-use “flipbook” format for the AAF-Cleveland
website to increase the visibility of winning entries and provide instant access to content via the
web.
Target Audience: Advertising professionals and those who might enter the awards competition
and marketers searching online for advertising and creative resources.
Budget: $2,500
Results: The new landscape-oriented, wire-bound format was a huge success, generating many
positive comments, especially about the larger images of creative work that enabled readers to
see the work examples more clearly. The new format achieved our strategic goal of showing off
our members’ work in a better manner and shining the spotlight on the great creative being
accomplished in Northeast Ohio for a variety of local, regional and national clients. The Show
Book is being distributed to civic and business leaders to increase their awareness of the
outstanding creative capabilities of AAF-Cleveland members. The new digital flipbook has been
extremely popular; its constant, high-profile presence on our website will help promote our
member agencies, keep the ADDYs prominent throughout the year, and encourage creative
professionals to enter next year.
Media Contacts: Dan Leibundgut [email protected] (216) 901-­‐4000 FOR IMMEDIATE RELEASE OR Cindy Deng [email protected] (330) 569-­‐4176 AAF-­‐Cleveland Announces 2014 ADDY Award Winners More than 160 awards handed out at ADDY Show at the Aloft Hotel Independence, OH, March 4, 2015 – The American Advertising Federation-­‐Cleveland (AAF-­‐Cleveland) awarded more than 160 awards at the sold-­‐out 2014 ADDY® Awards Show on March 26 at the Aloft Hotel in Cleveland. The American Advertising Awards (ADDY) represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, creative by all sizes and entrants of all levels from anywhere in the world. More than 160 awards were given in over 50 categories including 26 Gold, 56 Silver and 87 Bronze. Marcus Thomas LLC received 30 awards, the most of any agency. TWIST Creative, Inc. was in second place with 20 awards, followed by Kalman & Pabst Photo Group, Little Jacket, and flourish, Inc. with 12 awards each, and Wyse Advertising with 10 awards. The Best of Show Award went to Doner for their “Take A Closer Look” for Bellefaire JCB. Judge’s Choice Awards were given to Rachel Adkins Design for their “I Love Wireframing,” Fusion Filmworks for their “You & Downtown Cleveland” video for Downtown Cleveland Alliance, and Little Jacket for their “2014 Annual Report” for Open Doors Academy. “Congratulations to all the winners of the 2014 ADDYs,” said Jean M. Gianfagna, AAF-­‐Cleveland president. “With a huge increase in entries and so many creative campaigns, the judges faced a big challenge to select the best of the best. The entire competition is a testament to the creative talent in our region and the world-­‐class advertising and marketing being developed in Cleveland.” Conducted annually, the local ADDYs are the first of a three-­‐tier national competition. Silver and gold winners at the chapter level go on to compete in the District ADDYs (Ohio, Kentucky, and West Virginia). Gold District winners move on to the national American Advertising Awards, one of the most prestigious creative honors in the advertising industry, which will be culminate in June at the 2015 ADMERICA, the AAF National Conference. And The Award Goes To… • Gold – Rachel Adkins Design (1), 96 Octane – Progressive Corporation (1), Fusion Filmworks (1), Garage Creative Studios (1), Doner (1), FACTION Pictures (2), Brokaw (1), Nesnadny + Schwartz (3), Think Media Studios (1), Wyse Advertising (1), Kalman & Pabst Photo Group (3), Little Jacket (1), flourish, Inc. (2), Twist Creative, Inc. (3), Marcus Thomas LLC (4) •
•
Silver – Cuyahoga County Public Library (1), dezindz, LLC (1), 96 Octane – Progressive Insurance (1), Fusion Filmworks (1), Cleveland State University (1), Garage Creative Studios (1), FACTION Pictures (2), GO2 Advertising (1), Brokaw (4), Think Media Studios (3), Recess Creative (1), The Adcom Group (6), Wyse Advertising (4), Kalman & Pabst Photo Group (3), Little Jacket (3), flourish, Inc. (4), Twist Creative, Inc. (6), Marcus Thomas LLC (11) Bronze – Arras Keathley (1), Authentic Films (1), Authentic Films and Fusion Filmworks (1), Company 119 (1), Contempo Communications (1), Global Prarie (1), It’s a Tuesday Design (1), Karen Skunta & Company (1), thunder::tech (1), AAF-­‐Cleveland (2), Cleveland State University (2), Garage Creative Studios (1), Goldfarb Weber Creative Media (3), Doner (3), GO2 Advertising (2), Nesnadny + Schwartz (2), Think Media Studios (1), Recess Creative (7), The Adcom Group (2), Wyse Advertising (5), Kalman & Pabst Photo Group (6), Little Jacket (8), flourish, Inc. (6), Twist Creative, Inc. (11), Marcus Thomas LLC (15) Meet the ADDY® Judges and Featured Hosts Entries were judged by a team of award-­‐winning creative strategists who came to Cleveland to select the winners: • Marc Leffler, Partner and Creative Director at Maris West & Baker, Jackson, MS; • Gary Moneysmith, Senior Digital Strategist at Verndale, Chicago, IL; • Steven Rank, Owner and Creative Director at SARANKCO: Creative Studio, New York, NY. The AAF-­‐Cleveland ADDY Awards were co-­‐hosted by Jen Toohey and Tim Richards from the Jen and Tim Show on WDOK. About the American Advertising Awards The American Advertising Awards are the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local AAF club competitions. The mission of the American Advertising Awards competition is to recognize and reward the creative spirit of excellence in the art of advertising. Conducted annually by AAF, the local ad club phase is the first of a three-­‐tier, national competition. For more information about the American Advertising Awards, visit http://www.americanadvertisingawards.com. About the American Advertising Federation–Cleveland AAF-­‐Cleveland is Northeast Ohio’s premier resource for communications professionals and the leading trade association for the Cleveland advertising and marketing industry. Founded in 1901 and a chapter of the national American Advertising Federation, the organization brings advertising, public relations, sales, and marketing professionals together for education and networking. In addition to the ADDY Awards, AAF-­‐Cleveland offers valuable professional educational opportunities, social activities, fundraising events, networking luncheons, and more. Visit www.aafcleveland.com for more information. ###
Come hear Andrea Mueller, events and marketing manager, Hofbrauhaus, Cleveland, share the story of this
historic German brand that now lives in Playhouse Square. It’s a great place to start your holiday celebrations.
HO HOHO
AAF CLEVELAND HOLIDAY HAPPY HOUR
12.3.14 | 5:30PM | TICKETS $20 | 1 DRINK INCLUDED
AAFCLEVELAND.COM/EVENTS | 216.901.4000
3/10/2015
AAF­Cleveland ADDY Awards entries up 54 percent this year; agencies doing more work for local clients
AAF­Cleveland ADDY Awards entries up 54 percent this year;
agencies doing more work for local clients
plotter1.jpg
Recess Creative's Plotter mobile app, which lets users create, share and discover popular maps of their favorite
locations, won the 2013 Best of Show ADDY Award at the American Advertising Federation­Cleveland last year.
This year, AAF­Cleveland said the number of ADDY Award entrants has risen 54 percent to 462 ­­ comparable to
the numbers it used to get before the recession. This year's ADDY Awards show will be Thursday, Feb. 26. (Recess
Creative)
Janet H. Cho, The Plain Dealer By Janet H. Cho, The Plain Dealer Email the author | Follow on Twitter on February 10, 2015 at 4:30 PM, updated February 12, 2015 at 7:30 PM
CLEVELAND, Ohio ­­ In a sign that Northeast Ohio businesses are again spending money on branding and
marketing efforts, the American Advertising Federation­Cleveland Chapter says the number of entries to its
annual ADDY Awards contest is up 54 percent over last year.
AAF­Cleveland said the 462 entries received this year ­­ 162 more than last year's 300 ­­ is comparable to the
kinds of numbers it used to get before the recession, and underscore the strength and vitality of Cleveland's
advertising and marketing industry. This year's awards show is themed: "Creative that's so good, it never needed
to make a comeback."
This year's winners include more work created for prominent regional, national and global brands, including clients
such as Akron Children's Hospital; the Cleveland Indians; the Cleveland Cavaliers; Progressive Corp.;
University Hospitals; Arhaus Furniture; Lincoln Electric; Cleveland Hopkins International Airport; and
Vitamix.
AAF­Cleveland, which represents more than 400 members from local advertising agencies, advertisers, media
companies and marketing services suppliers, received submissions from 51 agencies and advertisers ­­ including
18 new entrants ­­ for the 2014 ADDY Awards.
The ADDY Awards recognize Northeast Ohio's most creative marketing campaigns. Agencies and marketers submit
their best creative work from the past year, including advertising campaigns, websites, videos, promotional pieces,
and publication designs, hoping to score gold, silver or bronze ADDY Awards.
The AAF­CLE ADDY Awards gala will be from 6­8:30 p.m. Feb. 26, at the Aloft Cleveland Downtown Hotel,
presented by Jen Toohey and Tim Richards of WDOK FM102's Jen & Tim Show. For information or to register,
log on to aafcleveland.com/event/addy­awards­show. Single tickets start at $75 for AAF­CLE members and
$100 for non­members.
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AAF­Cleveland ADDY Awards entries up 54 percent this year; agencies doing more work for local clients
Chapter­level gold and silver ADDY winners compete in the District ADDYs representing the best work from Ohio,
Kentucky and West Virginia. Gold District Winners go on to compete in the national American Advertising Awards,
considered one of the advertising industry's most prestigious creative honors.
"The AAF­Cleveland ADDY Awards recognize the world­class campaigns being created by local advertising agencies
and marketers," said AAF­Cleveland President Jean M. Gianfagna, in a written statement. "The astonishing
increase in this year's entries and the number of new entrants is a vivid illustration of the caliber of creative talent
in our region and the growing impact of the advertising and marketing industry in Northeast Ohio."
This year's entries were judged by three creative strategists from out­of­state agencies:
• Marc Leffler, partner and creative director at Maris West & Baker Advertising in Jackson, Mississippi;
• Gary Moneysmith, senior digital strategist at Verndale in Chicago, Illinois; and
• Steven Rank, owner and creative director at SARANKCO: Creative Studio in New York, New York.
Follow @janetcho
© 2015 cleveland.com. All rights reserved.
http://blog.cleveland.com/business_impact/print.html?entry=/2015/02/aaf­cleveland_addy_awards_entries_up_53_percent_this_year_agencies_doing_more_wo…
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AAF-CLEVELAND CREATIVE BRIEF
The Event
Title: Legislation, Regulation & Advertising: Top Issues for Agencies and Advertisers: A Q&A with AAF's Government Relations Directo
Date/Time of event: February 24, 2015, noon-1 p.m.
Venue: Webinar
Ticket price(s): Free; registration limited
Background / Overview: Describe event/speaker, etc. (be specific)
Clark Rector is director of government relations for the American Advertising Federation, the leading trade association representing all
facets of the advertising industry. Clark will share his perspective on what ad agencies and advertisers need to know about legislation
and regulation that's on the horizon, what to expect from the new Congress, and how government actions may impact how we do
business. This is a conversational, Q&A format; Sharon Toerek, an accomplished advertising and marketing attorney who heads her
own firm (Toerek Law) and publishes a popular blog called Legal & Creative, will moderate the discussion. Sharon is a past president
of AAF-Cleveland. AAF-Cleveland is presenting this program to enlighten our members and others about this important topic.
Objective: To educate AAF members about important legislative and regulatory developments that could impact their business
Target audience: Agency leaders, CMOs, creative directors, digital marketing specialists
What is the most important thing to say about this event? (avoid generalities)
Legislation and regulation at the federal and state levels can dramatically impact how agencies and advertisers do business.
This is a great opportunity to hear from the industry's top expert on government regulation of advertising about current, hot-button
issues that can impact advertisers and their agencies. What's coming next at the federal level? What can agencies and advertiser
expect from the new Congress? How can agencies and advertisers prepare?
Why should anyone attend?
This is a great opportunity to hear from the industry's top expert on government regulation of advertising about current, hot-button
issues that can impact advertisers and their agencies. What's coming next at the federal level? What can agencies and advertiser
expect from the new Congress? How can agencies and advertisers prepare?
Misc.
What is the call to action? Register at aafcleveland.com/events
How will reservations be made? Via AAF Cleveland website
Is there a member / non-member / student / table cost? No cost-this is a free event
Please note pricing: FREE
Club contact info: Dan Leibundgut, Executive Director - [email protected] - 216-901-4000 x11
www.aafcleveland.com
Media Usage & Specs: Please check assets needed (* = mandatory)
*Flyer/poster/Portfolio ad - 8.5’ x 11’ ,4/c, 300dpi max, pdf file no larger than 1mb
Plain Dealer Ad - 3.75” x 4” b/w, pdf file no larger than 1mb
*Website - graphic no larger than 500 pixels wide, jpeg file no larger than 100kb, 96 dpi
*Email - graphic no larger than 500 pixels x 500 pixels, jpeg file no larger than 100kb, 96 dpi
*Facebook Timeline - graphic must be 850 x 315 pixels, jpeg file no larger than 100 kb, 96 dpi
Social Media - please note Twitter hashtag if applicable
Press release
Other, please specify
Please note, all specs must be followed or work will be returned for adjustment.
Are there graphics / logos available?
Yes
No
If so, from whom? AAF-Cleveland and AAF National logos; photos of Clark and Sharon
Are there event sponsors / co-sponsors?
If so, are logos needed?
Yes
Yes
No
No
From whom?
Prepared by: Jean Gianfagna
Event chair(s) Jean Gianfagna/AAF-Cleveland
Phone 440-808-4700, ext. 11
Email [email protected]
Timeline
1. Date
Initial review
2. Date
Review revised creative
3. Date
Final presentation to committee/executive committee
4. Date
Approved creative delivered to AAFCLE office
Please note - all creative to be approved by event/program committee and club executive committee
Budget: There is generally no budget available for event promotion. Most creative work is done on an in-kind
basis. AAFCLE will enter the work in the appropriate ADDY category at no charge.
Mandatory - All work must contain the following:
AAFCLE Logo - following club logo usage guidelines
Date/Time/Venue/Ticket pricing/AAFCLE url & phone #
Sponsorship logos if applicable
Work not containing all the above will be returned for adjustment.
Contact:
Dan Leibundgut, Executive Director - [email protected], 216-901-4000 x11
Jean Gianfagna, VP of Programming - [email protected], 440-808-4700
3/10/2015
More than 150 ADDY Awards given at American Advertising Federation­Cleveland event (video): Kristel's CLE
More than 150 ADDY Awards given at American Advertising
Federation­Cleveland event (video): Kristel's CLE
Watch American Advertising Federation Cleveland celebrate ADDY Awards
Watch the American Advertising Federation Cleveland chapter celebrate their annual ADDY Awards on Thursday where more than
150 ad companies took home a winning title.
Kristel Hartshorn, Northeast Ohio Media Group By Kristel Hartshorn, Northeast Ohio Media Group Email the author | Follow on Twitter on February 27, 2015 at 8:00 AM, updated February 27, 2015 at 8:04 AM
CLEVELAND, Ohio ­­ ­ The American Advertising Federation Cleveland chapter celebrated their annual ADDY
Awards on Thursday at the Aloft Hotel, 1111 West 10th St., on the East Bank of the Flats.
The sold out event honored Northeast Ohio's most creative marketing campaigns where a total of 462 entries
were submitted this year. The work included advertising, website, video, publication designs and more. Over 150
winners received a bronze, silver or gold ADDY voted by a panel of judges that also work in the ad industry. Silver
and gold winners move on to compete in the District ADDYs (Ohio, Kentucky, and West Virginia). Watch the video above to hear ADDY Awards Co­Chair Charlene Coughlin talk about this year's competition. © 2015 cleveland.com. All rights reserved.
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Leo Burnett's Rich Stoddart shows how brands can empower girls, promote literacy and foster world peace (videos)
Leo Burnett's Rich Stoddart shows how brands can empower girls,
promote literacy and foster world peace (videos)
Rich Stoddart Headshot 2012.png
Rich Stoddart, a Cleveland Heights native who is now CEO of North America for Leo Burnett Co., encouraged
members of the American Advertising Federation's Cleveland Chapter to embrace tension, encourage participation
and user their creative gifts to shine a brighter light on Cleveland. Stoddart was in town to speak at an AAF­CLE
networking lunch on Wednesday. (Leo Burnett Co.)
Janet H. Cho, The Plain Dealer By Janet H. Cho, The Plain Dealer Email the author | Follow on Twitter on October 17, 2014 at 6:00 AM, updated October 17, 2014 at 1:25 PM
The Midwest has some of the most vibrant creative communities in the world, and no one knows it, and no one
respects it" ­­ Rich Stoddart, Leo Burnett
CLEVELAND, Ohio ­­ Rich Stoddart, chief executive of North America for the Leo Burnett Co., compares
branding and marketing to throwing the kind of party that everyone wants to crash.
The Cleveland native, whose company has created some of the nation's most viral advertising campaigns, also
challenged members of the American Advertising Federation's Cleveland Chapter to use their creative gifts
to showcase the city's vibrant arts, culture and food scene. There are two kinds of parties, Stoddart said: The kind where you sit at the door
View full size
hoping the bell will ring, and the kind where "all the crazy people show up, and you
Rich Stoddart, CEO of
North America for Leo
Burnett Co.
Brian Schilling
via Leo Burnett
say, 'What do I do now? I don't have enough snacks, I don't have enough beer, and
the cops might come.'"
"The whole world likes to participate in that kind of party," he said. "Find a way for them to participate and share."
He cited examples like the Occupy movement, Apple product launches, and the ALS Ice­Bucket
Challenge.
"It's never been easier to get people to participate," he said. One hundred hours' worth of video is uploaded to
YouTube every minute. "Design a party that people want to crash."
In the past, perception used to influence behavior, he said. "We'd go out, identify a strategic message, and say
'This is how you should think about our brand.' But now, behavior influences perception. To create perception, you
actually have to participate with the brand first."
Study what people are doing out in the world, he urged. Step out of the office, and "go out there and collide with
people," he said. "I used to stand in the grocery aisle and ask people, 'Why did you choose the Town House
crackers instead of the Ritz?"
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Leo Burnett's Rich Stoddart shows how brands can empower girls, promote literacy and foster world peace (videos)
"I'd like to buy the world a Coke"
In 1971, more than 45,000 people had been killed in the Vietnam War, students had been fired upon at Kent
State, and the country was hugely divided. Coca­Cola created a simple but memorable commercial with
young people singing "I'd like to teach the world to sing in perfect harmony... I'd like to buy the world a Coke and
keep it company."
"I think it demonstrates the power of a brand to do something important," Stoddart said. "They put a few
hundred 20­somethings on a hilltop in Italy, and I would submit to you that that was a moment of feeling for this
country."
"Don't just say it. Say it brilliantly," he said.
When Stoddart meets students studying advertising and branding, he tells them: "When I started in this
business, I had the 16­crayon box. You have the 64­crayon box with the pencil sharpener and that glitter
crayon."
"Mean stinks"
Procter & Gamble Co.'s Secret's "Mean Stinks" initiative was created to empower girls struggling with self­
esteem, because "mean girls and bullying prevent young women from being their fearless selves in the world,"
Stoddart said.
Leo Burnett created a meanstinks.com website, "a place where nice prevails and girl­to­girl bullying comes to an
end." Girls created and contributed their own content, and 50­year­old women were inspired to apologize to those
they had tormented in grade school. Girls were encouraged to polish a #bluepinky to signal to others that they
would not tolerate bullying.
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Leo Burnett's Rich Stoddart shows how brands can empower girls, promote literacy and foster world peace (videos)
"Find the tension," Stoddard told the Cleveland advertising club. "Search for it and embrace it. Don't be afraid of
tension, because it leads to good stuff."
"The Literacy Store"
What if instead of just selling something, brands tried to tackle and draw attention to crises such as illiteracy? Not
only do 25 percent of children in the U.S. grew up not learning how to read, but 31 million children don't have a
single book in their homes, he said.
To underscore what it feels to go through life without being able to read, Leo Burnett took over a Chicago­area
McDonald's and converted all the menus, restroom signs and ketchup packets into gibberish. People walked in,
looked around, and said, "What is this? Whoa, I can't read this at all."
Finally, one of the menu boards explained: "To a child who can't read, the world can be a confusing place," and
customers bobbed their heads in understanding. That month, McDonald's gave out more than 20 million books in
its Happy Meals ­­ all written, illustrated and designed by Leo Burnett ­­ and rebranded that McDonald's as "The
Literacy Store."
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Leo Burnett's Rich Stoddart shows how brands can empower girls, promote literacy and foster world peace (videos)
Stoddart, now based in Chicago, grew up in Cleveland Heights and attended Fairfax Elementary, Roxboro
Junior High School and Hawken School.
He credited his mother, Nan Miller of Bay Village, with taking him to creative hotspots like PlayhouseSquare and
the Cleveland Museum of Art as a child.
A graduate of Dartmouth College, Stoddart's
View full size
career included stints at Fallon and Ford
Rich Stoddart, left, chief executive of North America for the Leo
Burnett Co. advertising agency, his mother, Nan Miller of Bay Village,
and Dave Loomis of Dix & Eaton, at the AAF­CLE networking
luncheon.
Courtesy Wetzler Studios
Motor Co., before he rejoined Leo Burnett
nine years ago.
Stoddart said he was impressed by how much Cleveland has grown and prospered since he's been gone. "My city
is vibrant, and I'd like to compliment all of you who live here for what you've done."
"The Midwest has some of the most vibrant creative communities in the world, and no one knows it, and no one
respects it," he said. "This is not the rust belt. This is the creative belt."
"Your responsibility is to lean into that creative culture. Go find that great new chef, that great new inventor, that
great new architect, that great new web developer ­­ and bring them into your community, because I think great
things are happening here, but more people need to see it."
#EsuranceSave30
Stoddard's team was also behind the successful Esurance Super Bowl commercial. Esurance, owned by Allstate,
offered everyone who tweeted the hashtag #EsuranceSave30 the chance to win $1.5 million ­­ the amount the
company had reportedly saved by buying the first ad after the big game.
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Leo Burnett's Rich Stoddart shows how brands can empower girls, promote literacy and foster world peace (videos)
The gimmick worked: #EsuranceSave30 was tweeted 224,000 times within the first 60 seconds and became the
world's No.1 twitter trend an hour after the spot ran. It remained the No.1 twitter trend in the U.S. for the next
two days, beating out #Superbowl and #SB48 combined. All combined, the ad garnered 2.6 billion social media
impressions.
And Esurance was able to use twitter data to reach out to everyone who had tweeted the hashtag, Stoddart said.
Bringing India and Pakistan together
When critics ask Stoddart why Coca­Cola should be allowed to advertise its sugary beverages, he tells them
about the time the company brought India and Pakistan closer together.
The soft drink company created two interactive "Small World Machines," put one in Lahore, Pakistan, and the
other in New Delhi, India, and invited people to interact with those they saw through the life­sized screens.
The spot opens with people from both nations talking about the other: "I think all the strife would go away if you
took away the barbed wire in the middle of the two countries." "It saddens me that we have this neighbor that
we can't even go visit." "We have this perception that's been ingrained in the head that 'That's the bad guy.' But
when you actually meet them, you know what, they're just like me."
The spot begins with these words: "In March 2013, we set out to show that what unites us is stronger than what
divides us." The machines prompt people to "touch hands," trace peace signs together, toast each other with Cokes, and
make a friend in the other country. "The whole idea of actually touching hands, it's like communicating with each
other without words," one participant commented.
"A moment of happiness has the power to bring the world together," it said at the end. The three­minute
commercial has received more than 50 million views globally.
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Leo Burnett's Rich Stoddart shows how brands can empower girls, promote literacy and foster world peace (videos)
"That idea almost didn't happen," Stoddart explained. "We had our people on planes landed at the airport and had
to lift them back out of the country. We said, 'We'll try it one more time,'" and it worked. "Great ideas have zero
value unless they leave the building. We are makers. We're not concept­ers."
"We get to do that: to inspire people to do stuff like that and make the brand successful all at the same time," he
said. "Maybe we should unite the East Side and West Side [of Cleveland]," he joked.
"What else could we take on?" Stoddart asked.
Follow @janetcho
© 2015 cleveland.com. All rights reserved.
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AAF-Cleveland Corporate Membership Options
All Corporate Members Receive:
A seat on the AAFCLE Presidents Council
Logos on AAFCLE website, emails and in Portfolio
Logos at all AAFCLE Luncheons
Interview video to be housed on AAFCLE website
Member discounts for all eligible employees
Registration for two to our Brown Bag Series
ADDY Concierge Service
• Pick up of ADDY entries
• Early-bird entry fees
• Extended entry deadline with no late fees
Discounted golf outing foursomes
MarCom Companies/Agencies/Corporate Marketers/In-House Departments
Corp Membership Level 1 - $185 per member ($25 savings)
Minimum of 3-5 members
Corp Membership Level 2 - $165 per member ($45 savings)
6-15 members
Corp Membership Level 3- $135 per member ($85 savings)
16+ members
Non-profit Organizations*
$125/member—unlimited
(Members are eligible for all club benefits)
*501 c 3 designation only
Educational Institutions
1– 15 members / $1,000 flat fee
(Members are eligible for all club benefits)
Contact AAFCLE Executive Director Dan Leibundgut at 216-901- 4000 x-11 or email
at [email protected] for more information.
Communications Committee
Content Development Process
February 12, 2015
Like all great advertising, it all starts
with one thing.
Briefs, obviously.
• Briefs can be created for events and other
programs
• Programming committee and event/program
chair will complete creative brief
– Shared with agency and the communications
committee
– Promotions should ideally launch 30 days before
event/program begins – brief needs to be
completed before then to allow for content
development
Sample Brief
Step 2: Content Development
Content Development
• Communications committee members have
monthly and strategic assignments
• Committee member responsible for content
develops a web post and social shares to
promote event or program
– Twitter, Facebook, LinkedIn
• Content is saved to Google Drive where it can
be reviewed
Step 3: Content Review Process
Review and Approval
• Communications committee shares link to
Google Drive for event/program chair and AAF
executive committee to review content
• Typically, several responsible parties will
review post for accuracy and quality
Step 4: Content Gets Posted
Posting Content
• Once the web post and social share copy is
approved, Dan updates the website and
begins sharing it with the provided social copy
• Often times, we will also share the social
share copy in an email to the board for
members to use in posts to their own
networks
Step 5: You Share It!!
Increasing Exposure and Engagement
• We need the help of our Board Members and
friends to make sure our content is seen
• Simply sharing or retweeting content is a huge
help and takes 1-2 clicks
• Even liking AAF-Cleveland’s status will help
increase exposure for our message
• Copy and paste suggested share copy, or write
your own post
FRIE
TR
MA
UE
RK
BENE
Bu
z
Fee z
d
AA
FIT
pre F C L
sen E
ts
Wednesday
March 19, 2014
11:30am
Windows on the River
NDS
WI
WO
ETI
NG
RD
IN
-OF
TH
ES
-M
OC
OU
IAL
T
AG H
E
PRESENTED BY
The Young Pro Group
216-901-4000
www.aafcleveland.com/events
TH
ING
T
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MA TTA
O
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TUR
FEA
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VP,
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ast
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Fee
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3/10/2015
Pandora's Gabe Tartaglia on music, mobile devices and how Internet radio is changing everything
Pandora's Gabe Tartaglia on music, mobile devices and how
Internet radio is changing everything
AAF CLE Gabe Tartaglia 2.jpg
Gabe Tartaglia, vice president of sales for Pandora internet radio, says Internet and satellite radio have forever
altered the way we listen to music, and that radio will never be the same. He spoke to nearly 100 people at the
American Advertising Federation's Cleveland Chapter on Wednesday, Sept. 17. (courtesy Rob Wetzler, Wetzler
Studios)
Janet H. Cho, The Plain Dealer By Janet H. Cho, The Plain Dealer Email the author | Follow on Twitter on September 19, 2014 at 7:30 AM, updated September 19, 2014 at 5:22 PM
The beauty of Pandora is that, say, I like Jimmy Buffett. Pandora will create a 'station' that includes Jimmy Buffett
songs..." ­­ Gabe Tartaglia
CLEVELAND, Ohio ­­ Gabe Tartaglia, vice president of sales for Pandora internet radio, compares the
evolution in how to listen to music to what happened to the television industry 25 years ago. Streaming Internet
and satellite radio have permanently altered the audio landscape, he told members of the American Advertising
Federation ­ Cleveland Chapter, and radio will never be the same.
"Back in 1980, there were three networks: ABC, NBC and CBS. And if you wanted to watch something on TV, you
turned on one of these networks," Tartaglia said. "By 1990, there were 153 networks with original
programming." And with more shows and more channels to watch, overall TV viewership went up. The pie got
bigger, except for at the original three networks, whose shares of the audience got smaller.
Now with Internet and satellite radio, there are so many new ways to listen to music. Although the choices for
consumers have exploded, advertisers have not yet caught up to where their listeners have gone, Tartaglia
told nearly 100 attendees at AAF­CLE's networking luncheon Wednesday.
Tartaglia, a native of Bay Village and a graduate of Miami University of Ohio,
currently oversees Pandora's 17­state central region from his office in downtown
Chicago.
What are the major changes on the audio front? For one thing, technological
innovations have given listeners different ways to get their music, he said.
Second, consumers want more personalization. "It's no longer good enough for a
View full size
programming director or DJ to say, 'This is what you're going to listen to, and you're
Gabe Tartaglia, VP of
Sales, Pandora radio
Pandora
going to like it,'" he said. "Not when users can decide, 'I'm going to create a playlist
of upbeat songs to listen to as I work out.' That's what listeners expect," he said.
With a mobile device or tablet, "I can take a long stroll on the beach and I can take
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Pandora's Gabe Tartaglia on music, mobile devices and how Internet radio is changing everything
my music with me."
So how does Pandora work?
When listeners sign up for Pandora radio either online or via its mobile app, they're asked to provide three key
pieces of information: their year of birth, their gender and their ZIP code. "We know who's listening to what by
demo and geo, so we can target advertisers directly to them," Tartaglia said. If Heinen's wanted to target women
ages 25 to 44, for example, Pandora could tailor its advertising only to that band of consumers.
Cleveland's DMA (Designated Market Area), which includes Cleveland, Akron and Canton and stretches roughly
from Lorain to Ashtabula counties, is the nation's 35th largest radio and television market. The market skews
slightly more female (52 percent), with a median age of 32.
Within that DMA, Pandora streams its music to 465,000 unique listeners per month, including 311,000 weekly
unique listeners, who spend an average of 6.5 hours per week listening.
What's unusual about the Cleveland market is that the percentage of listeners who
View full size
are streaming Pandora via their smart phones is 83 percent ­­ 5 percentage points
Gabe Tartaglia, a Bay
Village native, now at
Pandora internet radio
courtesy Rob
Wetzler, Wetzler
Studios
higher than the national average of 78 percent. "Our listeners are big mobile device
users," Tartaglia said. "This is either a very tech­savvy marketplace, or people here
are on the go, and they're not tethered to their homes or offices."
"The beauty of Pandora is that, say, I like Jimmy Buffett. Pandora will create a 'station' that includes Jimmy
Buffett songs, as well as other songs similar to his that I can thumb­up or thumb­down" via the website or app.
The minute a listener "edits" his station with that feedback, the station becomes unique to his taste, and won't be
exactly the same as his neighbor's Jimmy Buffett station. Listeners can pick up to 100 stations organized by
artist, by song, or by genre, as categorized by Pandora's "musicologists."
Pandora also provides song lyrics and artist's biographies, suggests similar artists or composers, and provides other
details listeners can't get from what Tartaglia calls "terrestrial" radio stations.
Pandora doesn't offer news, traffic or sports, because there are so many other outlets that already do that. "We're
music operators. If you've got to pick a hill and own it, what we do well is Internet radio," Tartaglia said. "Our only
spoken­word genre is comedy, but the comedy bits are like songs."
That's how 97 percent of Pandora listeners get their favorite music. In most cases, advertisers pay the royalties,
licensing fees and operating costs of streaming the music. In exchange, Pandora puts the advertisers' audio, video
or display messages out to their desired listener demographic.
Listeners who don't want to hear ads can upgrade to PandoraOne service and pay $4.99 a month, which covers
the royalties and other costs that advertisers would otherwise pay. "That represents 3 percent of our listeners"
and isn't Pandora's main objective, Tartaglia said.
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Pandora's Gabe Tartaglia on music, mobile devices and how Internet radio is changing everything
So who is advertising on Pandora in Cleveland?
"Local businesses have done really well. We have 125 local advertisers who are working with us, including 30
different auto dealers, and 18 high schools and colleges," he said. Positively Cleveland just launched a
campaign with ads in five markets within a one­tank drive of Cleveland to attract their residents here. "We can
ZIP­code target down to a five­mile radius" of where a business is located, he said.
Laurel School, a private K­12 girls school in Shaker Heights, could advertise to adults in certain suburbs who
might be interested in its school and send an entirely different message to female listeners 13 or older in those
neighborhoods, Tartaglia said. Similarly, he could receive ads from furniture stores and car insurance companies,
but his teenaged son might hear ads promoting Mountain Dew or Six Flags.
Whether audio, video or display ads, "our ads are not skippable," Tartaglia said. "That's incredibly valuable to
advertisers." Pandora "knows" listeners are there when they switch stations, skip songs or otherwise interact with
the site. But if someone hasn't touched the screen in a while, it will pause and ask "Are you still listening?" before
continuing.
As the number of occasions where people can listen to music has increased, overall audio consumption has also
gone up, he said.
According to Edison Research, a consumer market research firm in Somerville, NJ, the percentage of people who
say they have listened to Internet radio within the last month has soared, to an estimated 124 million in 2014.
That includes 75 percent of listeners ages 12 to 24; half of listeners ages 25 to 54; and 20 percent of listeners 55
and older.
The average amount of time people spend listening to all sources of Internet radio (not just Pandora), has more
than doubled, from six hours in 2008 to 13.19 hours in 2014. At the same time, the amount of time spent
listening to broadcast radio has declined 26 percent, from 19.46 hours in 2007 to 14.46 hours in 2012.
Pandora, based in Oakland, California, has big plans for Ohio, having grown from zero to 14 employees here since
the beginning of 2012. That includes eight people in Cleveland, mostly salespeople and client services
representatives, who are about to move into another office space with room for three times that sized staff
(although Tartaglia won't say where). "We're one of the few digital publishers that's invested in the marketplace,"
he said.
Tartaglia said Internet radio is also growing as a "share of ear," the total amount of time Americans spend
listening to all sources of audio, from music they own on CDs, to SiriusXM satellite radio, to AM/FM, to podcasts
and other sources. Internet radio represents 18.2 percent of share of share of ear for people 13 and older, 55
percent of which comes from Pandora, he said.
The percentage of people aged 13 and older who listened to Pandora Internet radio within the past month is 31
percent. Of those listeners, 75 percent to 80 percent of them are listening via their mobile devices. And that
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Pandora's Gabe Tartaglia on music, mobile devices and how Internet radio is changing everything
percentage is definitely going to increase, he said.
A recent study found that the number of mobile phones worldwide now exceeds the number of working toilets,
the number of people with regular electricity, and the number of people who brush their teeth daily, Tartaglia said.
And while people will wait an average of 26 hours after they lose their wallet before reporting it missing, they will
report a lost phone after missing it for only 68 minutes. "The average person touches their phone 16 times an
hour. My children touch their phone 60 times an hour," Tartaglia said. "If you're missing it, you know it
instantaneously."
Follow @janetcho
© 2015 cleveland.com. All rights reserved.
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