Young Globals Award Winner Announced; Nam Do of Lycoming College, Pennsylvania Earns 2018 Young Global Award

NEW YORK, NY – May 14, 2018 - New York Festivals Global Awards® Young Globals competition & internship program has announced the 2018 award winner. For his work on the “Push Back on Opioid Use” brief, Nam Do, Lycoming College student, (Pennsylvania), will receive the prestigious Young Global Award as well as paid internships with both Global Awards agency partner sponsors, Publicis Health/Saatchi & Saatchi Wellness New York and Calcium, USA. 

“This was a banner year for the Young Globals – we received a robust increase in the number of entries submitted from 4 continents, which is a testament to the nature of the topic. Nam, one of the only one-person team entrants, truly deserves congratulations for his stand out entry illustrating the insidious nature of the opioid crisis,” said Fran Pollaro, Executive Director of the Global Awards. “The Global Awards is working in association with The Partnership for Drug-Free Kids to do our part in fixing a spotlight on the epidemic and providing some thoughtful solutions, delivered directly from the vantage of our youth - an incredibly important point of view in this battle.”

“I was able to review the Finalists, and I’m consistently impressed by the talent of young artists, dedicating their time and passion to change hearts and minds about substance use, and finding innovative ways to help turn the tide on the opioid epidemic,” said Kristi Rowe, Chief Marketing Officer, Partnership for Drug-Free Kids.

The Young Global award-winning entry “Opioid Gang” was created by Nam Do. Nam was individually responsible for all art direction, copy, and strategy on the campaign. His creative poster “Opioid Gang,”  depicting opioids as an underground gang, was inspired by a challenge brief for the (fictional) National Opioid Addiction Prevention Council  for their project Push Back on Opioid Use.

"The Young Globals was a great opportunity for me to channel creativity into making a positive impact, and it was already rewarding enough for me to be able to support a meaningful cause as the fight against opioids,” said Nam Do. “Truth be told, this is the only mindset I brought to the competition – I was by no means formally trained in advertising, so I did not expect to become a finalist, let alone the 2018 Young Globals winner. And yes, I simply couldn’t help feeling astonished when I heard about the results.”

Nam had this to say about his creative process in designing his campaign. “I realized how similar opioids were to underground gangs: They attract followers with promises of immediate benefits, but initiated members are eventually made dependent on them, despite the dangers, I wanted to remind the viewers of the imminent danger of opioids and ultimately to encourage people to keep themselves and others away from it the way they would from gangs.”

Students achieving Finalist status in the competition were interviewed by Young Globals sponsoring agencies’ award-winning executives, Steven Michaelson, Founder & Chief Executive Officer of Calcium USA and Kathy Delaney, Global Chief Creative Officer, Publicis Health/Saatchi & Saatchi Wellness. Representatives from the sponsoring agencies had this to say about the award-winning entry.

"The competition was extremely strong in this year’s Young Globals. However, Nam Do really stood out, strategically and creatively. We're all excited and lucky to have him as an intern at our agency. Calcium is so proud to have been a sponsor of this awesome award,” said Mr. Michaelson. 

“Creativity emerges from imagination and curiosity, along with craftsmanship to bring your ideas to life. We saw all those inspiring qualities in Nam Do. As the 2018 Young Globals Competition Winner, we look forward to having him join the team as an honored member of the Publicis Health Internship Program,” said Ms. Delaney.

Nam will begin his internship this June at Publicis Health/Saatchi & Saatchi Wellness New York and this January 2019 at Calcium USA.

The Young Global Award will be presented at the 2018 Global Awards ceremony taking place in November of 2018. The 2018 Young Globals competition will open August 2018. To learn more about the competition, please visit: Young Globals.

The annual Young Globals competition is open to all college and university students, including portfolio centers, who are exploring advertising, marketing, art, design, creative writing, technology, or similar areas of creative focus.   

For more information on the Global Awards, please visit the Global Awards website at www.theglobalawards.com.
 

All press inquiries are welcome and should be directed to Gayle Mandel: Gayle.Mandel@NewYorkFestivals.com. Phone 212 643 4800
 

About the New York Festivals Global Awards®: Now in their 24th year, The Global Awards are dedicated to excellence in healthcare and wellness communications on an international basis. The Global Awards receives entries from healthcare corporations, hospitals, advertising agencies, production companies, and design studios that produce communication for medical, pharmaceutical, healthcare & wellness related products and services.

The New York Festivals International Family of Award Competitions…
Celebrating the World’s Best Work since 1957!

AME AWARDS® | ADVERTISING & MARKETING EFFECTIVENESS
GLOBAL AWARDS®| HEALTHCARE & WELLNESS ADVERTISING
MIDAS AWARDS® | FINANCIAL MARKETING & ADVERTISING
NEW YORK FESTIVALS® | INTERNATIONAL ADVERTISING AWARDS®
NEW YORK FESTIVALS® | INTERNATIONAL RADIO AWARDS
NEW YORK FESTIVALS® | INTERNATIONAL TV & FILM AWARDS


Entries to each of the competitions are judged around the world by panels of peers in their respective industries. For more information, go to www.newyorkfestivals.com.                             

Calcium is a full-service, independent healthcare advertising agency, offering strategic and creative firepower with robust in-house digital capabilities. At Calcium, clients benefit from the big agency experience without the big agency bureaucracy. This means the agency’s talent and energies are focused on delivering various forms of brand nourishment that make businesses thrive… Let’s build something strong together. www.CalciumUSA.com

Saatchi & Saatchi Wellness: Saatchi & Saatchi Wellness is a leading full-service agency combining expertise in consumer wellness marketing, healthcare communications, scientific storytelling and strategic consulting. The agency specializes in helping a full spectrum of health and wellness brands succeed in the wellness space by actively promoting and motivating the health and well-being of their customers. They are dedicated to raising the bar and crafting award-winning work that helps promote positive change in people’s lives. Saatchi & Saatchi Wellness is part of Publicis Health, the largest healthcare communications network in the world.

SSW. Feel Something. Do Something

 

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NewYork Festivals
New York Festivals 2018 Global Awards Open for Entries

Global Awards Unveils Tiered Pricing Incentives, Streamlines Categories and Expands Competition’s Trophy Opportunities to include Gold, Silver, and Bronze Global Awards.             

The Global Awards has unveiled a triple threat of updates designed to elevate the competition. For 2018, the Globals has launched a multi-tiered pricing incentive created to reward entrants for early submissions; streamlined all competitions and categories to provide a more user-friendly entry process; and expanded trophy opportunities to include Gold, Silver and Bronze level recognition.

The addition of Gold, Silver and Bronze Global Awards recognize the fact that although winning submissions have always held the Global distinction, now entrants will be able to see how their Global-winning work fared against the other creative Global-winning work in the competition, and the distinctions will obviously play a role in the crowning of Agency of the Year and Network of the Year, which is exciting…” said Fran Pollaro, Executive Director, Global Awards.

Mirroring the evolving trends within the healthcare/wellness sphere, the Global Awards invites entrants to embrace this year’s theme: “FEEL Creative” to represent creative empathy.

Elizabeth Elfenbein, Global Awards Chairwoman commented, “We’re experiencing the disruption era in healthcare. With the convergence of science, creativity and technology, it’s enabling an open platform for ideas and innovation. One that has the potential to make its customers feel things like they've never imagined. The Global Awards recognizes that the power of creativity in today’s world is universally connected to empathy. With this in mind we’ve developed a call to action for the health and wellness creative community to, “FEEL CREATIVE. And we’re excited to bring an experiential event to life that celebrates this mantra at our awards show in November.”

2018’s Global Awards’ theme champions the perception that the path of the big idea should be one that filters through the heart, encouraging collaboration and embracing a spirit that connects, feels, and directly benefits the consumer, the patient, and the caregiver on a local and worldwide platform.

All entries into the 2018 Global Awards will be judged by the competition’s two-tiered jury process, the online Grand Jury and the live Executive Consumer and Pharma (Rx) Juries.

The Global Awards’ Executive Jury and Grand Jury of industry experts are recruited from more than 20 countries on six continents. The Global Awards jury selection process ensures that each entry is judged by renowned international talent with global knowledge and perspective from the industry. Specialized separate Consumer and Pharma (Rx) Executive Juries were announced last year to evaluate creative entries within the Consumer and Pharma (Rx). These split juries allowed entries to compete with those submissions within their own competition. The 2018 Executive and Grand Juries will be announced in the coming weeks.

In addition to the Global Awards Grand Jury online judging sessions, the competition organizes annual live judging sessions around the globe to review digital based works and collateral materials that support a campaign, and which cannot be judged online. These global live sessions are hosted at prominent international healthcare communication agencies and allow jurors to examine in detail multi-paged works including: sales kits, direct mail, brochures, point of purchase displays, and annual reports.

The 2018 Global Award winners will be announced this November.

For more information, and to enter the 2018 Global Awards, please visit the competition website at www.theglobalawards.com.

All press inquiries are welcome and should be directed to Gayle Mandel: gmandel@internationalawardsgroup.com. Phone 212 643 4800

About the New York Festivals Global Awards®: Now in their 24th year, The Global Awards are dedicated to excellence in healthcare and wellness communications on an international basis. The Global Awards receives entries from healthcare corporations, hospitals, advertising agencies, production companies, and design studios that produce communication for medical, pharmaceutical, healthcare & wellness related products and services.

The New York Festivals International Family of Award Competitions…
Celebrating the World’s Best Work since 1957!

AME Awards® | Advertising & Marketing Effectiveness

Global Awards℠ | Healthcare & Wellness Advertising

Midas Awards® | Financial Marketing & Advertising

New York Festivals® | International Radio Program Awards

New York Festivals® | International Advertising Awards®

New York Festivals® | International TV & Film Awards


Entries to each of the competitions are judged around the world by panels of peers in their respective industries. For more information, go to www.newyorkfestivals.com.                             

 

 

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NewYork Festivals
New York Festivals Young Global Awards Announces 2018 Finalists 

NEW YORK, NY – April 9, 2018 - New York Festivals Global Awards® Young Globals competition & internship program has announced the 2018 competition Finalists.

The Young Globals, now in their 4th year of championing young creatives, is the only college/portfolio school competition for healthcare advertising that offers students an opportunity to submit their creative work based on a challenge brief provided by the sponsoring agencies. The competition provides students with a chance to take on a truly topical issue and the opportunity to earn a prestigious Global Award, as well as the experience to test drive their career in healthcare advertising. Launched to identify and recognize emerging creative talent from around the world, Young Globals introduces students to the rewards of working in the healthcare and wellness advertising industry.
 

2018 Young Globals Finalist Teams:

Team “End the Opioid Trend”Columbia College Chicago, USA

·      Kyle Albaugh - Copywriter

·      Anielle Debenny - Art Director

·      Rachael Kim - Strategist

 

Team “Lethal Madness” – Columbia College Chicago, USA 

·      Michelle Miles*

·      Kathleen Mentzer*

·      Christian Blakley*

*(shared responsibilities for art direction, copy, and strategy)

 

Team “#usealternatives” – SupdePub School of Communication, France

·      Aymeric Chevalier - Copywriter

·      Dimitri Szymansk - Art Director

 

Team “Opioid Gang” – Lycoming College, Pennsylvania, USA (team of 1)

·      Nam Do*

*(responsible for art direction, copy, and strategy)

Students were invited to create a speculative campaign inspired by a challenge brief for the (fictional) National Opioid Addiction Prevention Council  for their project Push Back on Opioid Use. Students were asked to raise awareness about non-opioid alternative pain options as well as opioid addiction and target the audience that feels personally immune to the possibility of becoming addicted to opioids, underestimating how quickly an addiction can occur when simply using prescribed opioid medications.

Finalists were selected by the 2018 corporate agency sponsors Publicis Health/Saatchi & Saatchi Wellness and Calcium. Teams led by Kathy Delaney, Global Chief Creative Officer, Publicis Health/Saatchi & Saatchi Wellness. Steven Michaelson, Founder / Chief Executive Officer, Calcium evaluated submissions to determine student entries achieving Finalist status. 

All 2018 Finalist teams will be interviewed by the Young Globals sponsoring agencies to determine the 2018 Young Global award-winner. Award winners will receive the prestigious Global Award, have their work showcased at the 2018 Global Awards ceremony and will be given the opportunity to experience a paid internship, (minimum of one month) based on their availability, at this year’s sponsoring healthcare agencies.

Both Calcium and Publicis Health/Saatchi & Saatchi Wellness agencies will partner as official corporate sponsors as well as mentors for the next generation of young creatives by providing internship opportunities to the 2018 competition’s winning team.  

The annual Young Globals competition is open to all college and university students, including portfolio centers, who are exploring advertising, marketing, art, design, creative writing, technology, or similar areas of creative focus.  

To find out more about the please visit: Young Globals. For more information please visit the Global Awards website at www.theglobalawards.com.

 

All press inquiries are welcome and should be directed to Gayle Mandel: Gayle.Mandel@NewYorkFestivals.com. Phone 212 643 4800

About the New York Festivals Global Awards®: Now in their 24th year, The Global Awards are dedicated to excellence in healthcare and wellness communications on an international basis. The Global Awards receives entries from healthcare corporations, hospitals, advertising agencies, production companies, and design studios that produce communication for medical, pharmaceutical, healthcare & wellness related products and services.

The New York Festivals International Family of Award Competitions…
Celebrating the World’s Best Work since 1957!

AME AWARDS® | ADVERTISING & MARKETING EFFECTIVENESS
GLOBAL AWARDS®| HEALTHCARE & WELLNESS ADVERTISING
MIDAS AWARDS® | FINANCIAL MARKETING & ADVERTISING
NEW YORK FESTIVALS® | INTERNATIONAL ADVERTISING AWARDS®
NEW YORK FESTIVALS® | INTERNATIONAL RADIO AWARDS
NEW YORK FESTIVALS® | INTERNATIONAL TV & FILM AWARDS


Entries to each of the competitions are judged around the world by panels of peers in their respective industries. For more information, go to www.newyorkfestivals.com.                             

Calcium is a full-service, independent healthcare advertising agency, offering strategic and creative firepower with robust in-house digital capabilities. At Calcium, clients benefit from the big agency experience without the big agency bureaucracy. This means the agency’s talent and energies are focused on delivering various forms of brand nourishment that make businesses thrive… Let’s build something strong together. www.CalciumUSA.com

Saatchi & Saatchi Wellness: Saatchi & Saatchi Wellness is a leading full-service agency combining expertise in consumer wellness marketing, healthcare communications, scientific storytelling and strategic consulting. The agency specializes in helping a full spectrum of health and wellness brands succeed in the wellness space by actively promoting and motivating the health and well-being of their customers. They are dedicated to raising the bar and crafting award-winning work that helps promote positive change in people’s lives. Saatchi & Saatchi Wellness is part of Publicis Health, the largest healthcare communications network in the world.

SSW. Feel Something. Do Something

 

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NewYork Festivals
Xavi Sanchez talks with PM Farma Espana: the GLOBAL AWARDS
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PMFARMA. / February Issue - 2018 - pg.152

Why does everyone want a GLOBAL AWARD in their showcases?

The Global Awards were essentially the first awards show that specialized in health creativity that had prestige and international relevance. The competition originated twenty-four years ago and today is part of the New York Festivals (World Best Advertising & Creative Communications) family of competitions.  New York Festivals is the organization that holds one of the most important compendiums of multi-sectorial prizes in the world: New York Festivals Advertising Awards, Midas Awards, AME Awards, among others. The Global Awards have been and will always be a reference in the field of healthcare communication and its more than twenty editions endorse this career, recognition, and positioning in the ecosystem of world health creativity. Thus, the value of having the Global Award, crystal sphere, an iconic emblem of the awards, in any cabinet or shelf of the agency is simply unquestionable. 

Who is who in the Grand Jury and the Executive Jury?

The members of the jury are professionals from the healthcare communication sector selected by the organization – the juries come from the healthcare creativity sector of advertising agencies. Representatives from more than 15 countries and the 5 continents comprised last year’s group. The jury is divided into two groups: The Grand Jury’s purpose is to select or generate the Short List of the pieces and materials presented that may be eligible for the prize. And the Executive Jury has the mission to grant the final awards: Finalists, Global Awards, and the Grand Global Award (Best of Show).

The Executive Jury is divided into two categories: The Pharma (RX) Executive Jury and Health & Wellness Executive Jury.

How do you vote?

The Grand Jury votes via an online judging session. The pieces and materials selected with the highest scores are the candidates for the awards and those that the Executive Jury will value. The Executive Jury meets in a single session that lasts a whole day. Executive Jury voting takes place in person in New York. Last year this session took place at OFFSITE, a modern meeting center in the midtown Manhattan. There, the members of the Executive Jury, after reviewing and discussing the candidate campaigns, award the final prizes: Awards of Excellence (Finalist), Global Awards and a Grand Global Award (The Best of Show). The latter is decided between all the winning campaigns of a Global Award and determined by both executive juries. The Pharma (RX) Executive Jury and Health & Wellness Executive Jury meet at the end of the session to make a joint decision after a robust discussion. 

How do you win a GLOBAL AWARD?

In the Executive Jury, we have to evaluate an average of one hundred campaigns presented in the categories and subcategories of the contest. Some pieces have to be judged in more technical categories like “Craft”, such as illustration, copy, script, poster ... and others in more open categories, such as "Educational Awareness" or "Digital Media" and its associated subcategories. This situation requires that the campaign or candidate piece seduce the jury in a very short time, often less than a video case-study in some cases.

Having said that, what are the active principles of a winning piece? It must be able to generate and arouse primary emotions (laughter, pain, complicity, empathy, tears ...); it must shake the neurons (the feeling of an original and unique piece, never seen before is the key to an international jury that has seen thousands of campaigns around the world); must try to explore new codes and communication formats (risk in the approach, explore new content formats ...) and must have an impeccable execution (graphic or audiovisual excellence is absolutely essential). It's not easy. 

Ready to win a GLOBAL AWARD this 2018?

The organization has already started to prepare the 2018 edition: rethinking or confirming the categories in which the campaigns are registered, selecting the members of the Grand Jury and the Executive Jury, registration dates ... Everything points to that this year, they start accepting entries earlier to not fully coincide with summer season ... Not missing so much. Are you ready to win a Global? 

(Ficha Premios)

GLOBAL AWARDS BOARD:
Executive Director, Global Awards: Mr. Fran Pollaro
President and Executive Director, New York Festivals: Mr. Michael Demetriades,

GLOBAL AWARDS EXECUTIVE JURY SESSIONS 2017:
Tuesday, October 17th, 2017
OFFSITE, 52 West 39th Street (Between 5th & 6th Avenues)
NEW YORK CITY

GLOBAL AWARDS 2018:
Próxima convocatoria: Marzo-Junio 2018 (Pendiente de confirmar por la organización) 

Algunas dosis del  Executive Jury Internacional: 

GLOBAL AWARDS HEALTH & WELLNESS EXECUTIVE CHAIRWOMAN.
ELISABETH ELFENBEIN. Partner, CCO The Bloc (USA)
GLOBAL AWARDS PHARMA (RX) EXECUTIVE CHAIRWOMAN:
ROBIN SHAPIRO. Global President TBWA/Worldhealth (USA)

GLOBAL AWARDS EXECUTIVE JURY (HEALTH & WELLNESS / PHARMA (RX) ) 
TIM HAWKEY. EVP, Managing Director & Executive Creative Director, Area 23 (USA)
GERRARD MALCOLM. Owning Director, Insight Agencies (Australia)
JEREMY PERROT. Global CCO, McCann Health (USA)
PRAFUL AKALI. Founder & Managing Director, Medulla Healthcare (India)
XAVIER SANCHEZ. Founder & CCO, Umbilical & AmnioticTV (Spain)
STEPHANIE BERMAN. Partner, CCO The Bloc (USA)
KATHY DELANEY.  Global CCO, Saatchi & Saatchi Wellness (USA)
GUSTAVO PRATT. Managing Director & CCO, Asterisco Healthcare (Mexico)
SCOTT WATSON. EVP, CCO Ogilvy CommonHealth Worldwide (USA)
RICH LEVY. CCO, FCB Health (USA)
DICK DUNFORD. Creative Partner, Looped (UK)
CHRISTIAN BAUMAN: Managing Director & CCO, H4B Chelsea (USA)

UNAS SELECCIÓN DE CAMPAÑAS GALARDONADAS:
Best of Show  The Immunity Charm            Devices           McCann Health
Global Award Slums for Worms                  Posters           Medulla Communications
Global Award Last Words   Educational Awareness          Medulla Communications
Global Award The Truth Unveiled  Educational Awareness Serviceplan Health and Life
Global Award The Hardest Crossword    Newspaper        Area 23 & FCB Health
Global Award The Debate Headache    Digital Media         Weber Shandwick
Global Award Lighter Blue    Educational Awareness         McCann HumanCare
Global Award Endometriosis Reality  Educational Awareness   FCB Health Her
Global Award The Drama in RA      Rheumatology             Area 23 & FCB Health
Global AwardLiving Nightmare  Pain Management  Greyhealth Australia & Sudler Sydney

Xavier Sánchez.
Founder de Umbilical y Amniotic.tv
Founding Partner of TheBloc Partners Network
xaviersanchez@umbilicalminds.com

NewYork Festivals
2017 Executive Jury Spotlight: Diego Freitas

The Global Awards Executive Jury of prominent Chief Creative Officers, Managing Partners, EVPs, and Executive Creative Directors are recruited from the world’s foremost healthcare advertising agencies.  Our juries' dedication and high standard of excellence have meant that the ongoing legacy of the Global Awards is respected around the world, both by the winners themselves and in industry reports measuring the competitive excellence of worldwide advertising and communications competitions.

The Global Awards is thrilled to feature 2017 Healthcare & Wellness Executive Jury member, Diego Freitas, Creative Director for Havas Life Sao Paulo in the Executive Jury Spotlight Interview.

Diego began his early career as a handyman in a print shop in Brazil, with his first job came the love of design and craftsmanship. He realized his degree in economics was a mistake and set a new course abroad. After spending time in Madrid, he chose Lisbon as his new home, working at a healthcare agency for 5 years.

He attended Lisbon Ad School and set his course freelancing in London and Lisbon, followed by 2 years in digital and guerrilla agencies. Diego moved back to Brazil to work as Country Manager with his former agency FunnyHow?.  He was nominated as one of the top 3 ADs in Portugal and earned an international award for his work on Guinness.

At Havas Life, SP Diego is devoted to helping to change the healthcare advertising business. His work for prominent brands such as Guinness, Desperados, Nintendo, Teva, Pfizer, and Durex have granted him Gold and Silvers in Cannes, two Golds at Clio Health, One Show, CCP, Art Directors Club of Europe, Epica’s, Effie’s and Luso’s awards. He also was recruited to serve as a jury member in Cannes Lions 2017.

In the interview below Diego shares his thoughts on judging, the challenges of working in the industry, his thoughts on who’s doing break-through work in the Health & Wellness space and much more.

What are the challenges and benefits of judging work from around the globe?

Diego: At some point in our lives we probably wanted to be a tiny fly on the wall. Judging for a global award is just like that, you get the chance to experience, learn and share your beliefs in a room full of amazing people, looking at the very best of our industry. It's a privilege that pushes us to be better every day and therefore pushing our clients and brands forward.

What are the challenges of working with your region’s healthcare and Pharma (Rx) advertising?

Diego: Our creative process is fundamentally connected with our cultural and social background, meaning each country has its own regulations which create different problems to be solved. In a country so vast and wild such as Brazil you have global brands everywhere, 200 million people and a vibrant market to explore so you have to be relevant and think beyond borders.

Who in your opinion is doing breakthrough work in the pharma space and what makes it so compelling?

Diego: I cannot praise the brilliant work the folks from Area23 has done enough. They gathered an amazing hard-working team and put them together in an environment full of challenges. This paid off with several awards this year and an inspirational philosophy. At the same time, I think we're all living through a creative movement that began a few years ago. It's certainly a great time to be in healthcare advertising.

Is there confusion in labeling creative “Healthcare & Wellness” vs “Pharma”?

Diego: There is a lot of confusion and for good reason. Both categories are actually different industries and not just a media format such as Mobile or Outdoor. It means that we can find posters, mobile apps, radio spots, VR experiences and amazing promotional work in one category, which is kind of unique. This statement is not just a reality when judging but also within our daily work. We have to do it all and do it right. I'm expecting to see health agencies growing strong and reaching more of and more the "health and wellness" industry.

What is your favorite Healthcare & Wellness advertising campaign that you’ve seen this year and why?

Diego: Things are so brilliant that is hard to put a finger on a single campaign. I really love to see the change in the tone and attitude of the health campaigns and for that, I choose "SickKids" (video below) and "The World's Biggest Asshole" (video below) as two of my favorite pieces this year.
NewYork Festivals
2017 Executive Jury Spotlight Interview: Guy Mastrion
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The Global Awards Executive Jury of prominent Chief Creative Officers, Managing Partners, EVPs, and Executive Creative Directors are recruited from the world’s foremost healthcare advertising agencies.  Our juries' dedication and high standard of excellence have meant that the ongoing legacy of the Globals is respected around the world, both by the winners themselves and in industry reports measuring the competitive excellence of worldwide advertising and communications competitions.

The Global Awards asked 2017 Executive Jury member Guy Mastrion, President & Chief Creative Officer of Brandforming™  to weigh in on the state of health, wellness, and pharma advertising.

Guy is no stranger to the world of Health & Wellness, as one of the original founders of Palio, he was instrumental in establishing the organization as a respected brand with offices and affiliates around the globe. He is a founding member of Watershed Bridges and founder and Chief Creative Officer of Brandforming™, a multidisciplinary, strategically driven, creative organization.

An award-winning creative with work spanning local, national, and international markets, Guy’s expertise has garnered honors in all the prominent competitions including The Globals, CLIO, Cannes, Graphis and New York Festivals.

Guy is paying it forward for the next generation of creatives; he was recently appointed the ninth
F. William Harder Chair of Business Administration at Skidmore College in Saratoga Springs. His classes on branding, marketing, and creativity are sought-after experiences at the college.

Below, Guy shares his perspective on the evolution of global health, wellness, and pharma communications.

Is there confusion in labeling creative “Healthcare & Wellness” vs “Pharma”?

Guy: I would call it more of a frustration than confusion. I think at this point we’re all clear on how we have come to define the differences. That said, the debate about Health & Wellness vs “Pharma” didn’t exist at this level before digital-social. They are separate things. Apples vs Oranges. These days we see these incredible creative executions in the Health & Wellness category from around the globe that clean up at the awards shows. Many of these are big, expansive ideas that are unencumbered by U.S. culture and regulations. For agencies operating inside the U.S., the frustration comes with a lack of opportunity for this type of work and the lack of recognition for “Pharma” work. By separating them into two categories and recognizing them as two distinct types of work we breathe new life into the majority of work that is getting done every day around the world in support of brands. It’s hard work to do well and it should be recognized. Individual categories will encourage entries into both and relieve the frustration.

How do culture and consumer experience play into the overall creative mix? 

Guy: It has a significant impact. Broadly speaking, healthcare initiatives outside the U.S. have traditionally been driven from a more socially conscious perspective.  DTC advertising is not allowed in most other countries. Therefore, digital-social technologies are not looked at as another media to exploit in pursuit of sales. They are understood as a powerful set of tools to better inform and engage society about issues pertaining to health, disease and community care. Much of the work that results from this perspective is work of a higher calling, more closely aligned with a community zeitgeist. As a result, we see these big, amazing, socially conscious ideas emerge.
In the U.S. it is quite the opposite, where Health & Wellness initiatives are subverted in service of brands focused on hitting sales targets. The ability to market directly to consumers in the U.S. has created an environment in which truly liberated, big, socially conscious ideas are encumbered by the judgment of how they might immediately and positively impact sales. This is a shortsighted approach that hampers not just creative potential, but society as a whole.

With the influx of wellness campaigns vs adverts for pharmaceuticals, how does Pharma compete with its highly regulated guidelines? 

Guy: The first part of the answer is simple: don’t compete. It is Apples vs Oranges; both need to be judged within their own context. Now that we have individual categories, this should no longer be a problem. If we really look at what has been going on, agencies have understood that traditional “Pharma” work cannot compete, so they’ve invented ways to show off their creativity and stay competitive in the awards shows.
Agencies pursuing Health and Wellness work that do not have clients willing to fund it are left chasing ideas without the means to get them produced. So, the agencies that can afford it have been developing and producing their own ideas.
Since agencies are full of clever people, it’s now become a yearly gambit to see which agency will invent the best problem, association or other idea as a means of producing something that can compete in the Health and Wellness category.
One could argue that the agencies that do this are adding value to the industry because they challenge us to push further and perhaps help advance a more socially conscious perspective. Conversely, we might consider the negative impact of ignoring the other important work that gets done in pursuit of a trophy.   By its sheer creativity, this trend has dwarfed other work constrained by regulations and has created an imbalance in the type of work that gets entered and awarded in the shows. This is why it has become imperative to create separate categories. Let’s keep pushing the work and let’s do it across the board.

What are the challenges and benefits of judging work from around the globe? 

Guy: The benefit of judging different types of work from different parts of the world are many. The process underscores the similarities as well as the differences and offers important opportunities for learning something new, including insight into how we might achieve a healthier balance in awards shows.

 

NewYork Festivals