2017 Executive Jury Spotlight: Gary Scheiner
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The Global Awards Executive Jury is comprised of prominent Chief Creative Officers, Managing Partners, EVPs, and Executive Creative Directors from the world’s foremost healthcare advertising agencies.  Who better to judge creative work in Healthcare, Wellness, and Pharma(RX)?

The 2017 Executive Jury will review the creative entries that achieve finalist status selected by the Global Awards Grand Jury. The Global Awards juries' dedication and high standard of excellence has 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 world-wide advertising and communications competitions.

2017 Executive Jury member, Gary Scheiner, EVP, Chief Creative Officer, Grey Health Group, USA brings more than 25 years of advertising experience to the Health & Wellness Executive Jury. Throughout the years, Gary has spent the majority of his career with one foot in the consumer health and wellness space.

Having worked at direct marketing agencies such as O&M Direct and MRM Worldwide, he honed his skills in actionable, measurable marketing.  Gary served in leadership roles at agencies such as FCB and TBWA\Chiat\Day, where he developed integrated campaigns for national and global brands. During his tenure as Rosetta’s first Chief Creative Officer, he immersed himself in all things digital and helped that agency be named AdAge’s #1 Agency to Watch in 2011. While at Arnold Worldwide, he built a consumer health and wellness business (his third one at 3 different agencies), which became the fastest growing business unit in the company.

This week the Global Awards spent a few minutes with Gary. In the interview below, he shares insights about judging creative work, the challenges and benefits to judging work from around the globe, the most prominent changes in healthcare & wellness advertising in the next few years, and more.  

Does judging the year’s creative work within your industry influence your creative process?  What, if anything, do you bring back to the agency team following judging?

Gary: I am not only honored to represent my industry; when I judge shows like the Global Awards, I am usually energized. I love seeing smart, brave work and learning from my peers on how to push the boundaries. After each show I judge, I always go back to my company and put together a presentation of the best and most inspiring ideas. I use them as a bar to push my teams higher and farther.

Why did you agree to participate on the Global Awards Jury? When judging, what specifically are you looking for when determining whether a campaign is award-winning?

Gary: Creativity is no doubt subjective, but there are some basic tenets of award-winning work. Is it built on a true insight? Is there a human truth expressed in the idea? Is the idea memorable and different? Is it exquisitely crafted? And most important, as Roy Grace used to say, does it make my balls tingle?

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

Gary: Cultural nuances and legal restrictions are always challenging to understand and appreciate, but they also make judging incredibly interesting. The US tends to have the most restrictive rules when it comes to healthcare marketing, but other countries have their own quirks. As a judge, you can sometimes lose sight of these things and overlook the real hurdle the work had to overcome. You really need to stay sharp and read the entry closely.

What will be the most prominent changes in healthcare & wellness advertising in the next few years?

Gary:  I think we’ll see a few big changes. (1) We’ll see new companies enter the healthcare space - from startups reinventing every corner of healthcare, to existing companies who have not historically had products in this area (i.e., tech companies, clothing companies, food companies, etc). (2) We’ll see more and more non-healthcare agencies go after healthcare brands because they know that’s where the money and innovation are coming from. (3) We’ll see big pharma hire more traditional marketers from outside the healthcare industry in an effort to shake up the thinking and differentiate their brands.

What are the creative obstacles when creating Pharma (Rx) campaigns?

Gary: It starts with finding clients who want to do great, differentiating work; who aren’t afraid to shake up the status quo; who want their brands to stand out and stand for more than “getting your life back” or “returning you to normal.” You can’t do great work without a great client. Period. Another big obstacle is a client’s RC who is willing to work with you instead of fight you.

 

NewYork Festivals
2017 Executive Jury Spotlight: Tina Fascetti
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The Global Awards Executive Jury is comprised of prominent Chief Creative Officers, Managing Partners, EVPs, and Executive Creative Directors from the world’s foremost healthcare advertising agencies. The 2017 Executive Jury will be judging entries that have been promoted to Finalist Status as selected by the Global Awards Grand Jury. The Global Awards Juries' dedication and high standard of excellence speaks to the ongoing legacy of the Globals, ensuring that it's respected around the world, both by the winners themselves and in industry reports measuring the competitive excellence of worldwide advertising and communications competitions.

Tina Fascetti, Chief Creative Officer of Guidemark Health™ has signed on to participate on the 2017 Global Awards Pharma (RX) Executive Jury. Tina brings her creative visionary talents and reputation as an industry thought-leader to the judges table. Her award-winning track record of successful product launches in the pharmaceutical, health and wellness and consumer space provides each entry receiving finalist status in the competition receives the ultimate in consideration.  

This week the Global Awards spent a few minutes with Tina.  In the interview below, Tina shares insights about judging creative work, what she brings back to the agency team following judging, and the benefits to judging work from around the globe.

Does judging the year’s creative work within your industry influence your creative process? 

Tina: Judging does not influence the process as much as it influences the inspiration. Seeing the work and discussing it amongst my peers inspires me to see things through a different lens and opens me up to new ways to approach and solve creative expressions.

What do you bring back to the agency team following judging?

Tina: I always share the work with my creative team as well colleagues across the agency to inspire them to see beyond the expected creative deliverable. The inspiration needs to extend beyond the creative team because the account team, engagement leaders, and strategists also need to champion ideas that deliver beyond what the clients are expecting.

This is the first year that Globals has evened out the playing field in terms of judging Healthcare & Wellness and Pharma (Rx) by their own set of rules. We’ve noticed that the line can be a bit blurry when it comes to deciding what comprises a H&W and Pharma (Rx) entry.  How would you characterize a Pharma (Rx) entry?

Tina: From my perspective, A pharma entry is FDA regulated and includes fair balance which results in at least some degree of creative limitations depending on the brand. Health and Wellness is unregulated.

Why did you agree to participate on the Global Awards Jury?

Tina: It is an honor to judge the Globals. I also think Robin Shapiro is doing a great job ensuring that the judging is fair. She is opens up the dialog amongst the judges to engage in healthy debates about the entries. Robin is committed to always improving and welcomes input which makes the Globals’ highly rewarding to judge.

When judging, what specifically are you looking for when determining whether a campaign is award-winning?

Tina: I judge the work on S.C.O.R.E: Does it Stop your audience and command their attention? Is it Credible to the audience? Is it Ownable? Does it compel the audience to Respond? And does inspire the audience to continually Engage? If the work delivers on S.C.O.R.E., there is a good chance it will get high points from me.

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

Tina:  By far the biggest challenge is judging the work from an apples-to-apples standpoint. At times, there is unregulated work in the same category as regulated and ideas that are so different from each other. As a result, you need to try to judge the entries fairly through different lenses in the same category. The benefits are definitely the delight in seeing such a great breadth of great ideas and the many creative problem-solving approaches creative teams take across all cultures yet still manage to engage and move those of us on the jury from an emotional standpoint.  Great work truly delivers on speaking with one voice around the globe.
NewYork Festivals
New York Festivals Global Awards Announces 2017 Executive and Grand Juries
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2017 Specialized Pharma(Rx) and Health & Wellness Executive Juries and Grand Juries Assembled from 15 Countries on 6 Continents

New York, NY – August 22, 2017: New York Festivals® Global Awards℠, honoring the World’s Best Healthcare & Wellness Advertising℠, announced the 2017 Executive and Grand Juries. These prominent Chief Creative Officers, Managing Partners, EVPs, and executive creative directors from the world’s foremost healthcare advertising agencies are representative of creative leadership talent from 15 countries on 6 continents.

“For almost a quarter of a century the Global Awards has been genuinely dedicated to honoring the best work.  It's all about the work,” said Fran Pollaro, Executive Director, Global Awards. “The 2017 Global Awards Executive and Grand Juries, an international panel of the most diverse and respected creative minds in the healthcare and wellness industry, are committed to recognizing the ground-breaking achievements of the teams of men and women who strive to raise the bar of creative communications. Our juries' dedication and high standard of excellence has 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 world-wide advertising and communications competitions.”

 

This year marks the first year that the competition has enlisted two separate and specialized Executive Juries to select those entries who will earn trophies for the 2017 competition. The recent reconfiguration of the Executive Jury divides the jury into two separate panels, Pharma(Rx) and Health & Wellness. This split ensures that each entry from each exclusive designation is judged by renowned international talent with global knowledge and perspective from the industry. The Executive Jury will review the entries that achieve finalist status as selected by the Global Awards Grand Jury.

2017 Pharma (RX) Executive Jury:

Chairwoman: Robin Shapiro, Global President, TBWA\WorldHealth USA

·       Dick Dunford, Creative Partner, Loooped UK

·       Tina Fascetti, Chief Creative Officer, Guidemark Health USA

·       Tim Hawkey, EVP Managing Director & Executive Creative Director, Area 23 USA

·       Rich Levy, Chief Creative Officer, FCB Health USA

·       Gerrard Malcolm, Owning Director, Insight Agencies Australia

·       Guy Mastrion, Chief Creative Officer, Brandforming™ USA

·       Shaheed Peera, Executive Creative Director, Publicis LifeBrands UK

·       Gustavo Pratt, Managing Director & Chief Creative Officer, Asterisco Healthcare Communications Mexico

·       Xavier Sanchez, Founder, CCO & CEO, Umbilical and Amniotic.tv Spain

·       Scott Watson, Global Chief Creative Officer, Ogilvy CommonHealth Worldwide USA

 

2017 Health & Wellness Executive Jury:

 

Chairwoman: Elizabeth Elfenbein, Partner, Chief Creative Officer, The Bloc USA

 

·       Praful Akali, Founder & Managing Director, Medulla Healthcare Communications India

·       Kathy Delaney, Global Chief Creative Officer, Saatchi & Saatchi Wellness USA

·       Diego Freitas, Creative Director, Havas Life São Paulo Brazil

·       Diane Iler-Smith, Chief Creative Officer, Ogilvy USA

·       Steven Michaelson, Founder, CEO, Calcium USA

·       Graham Mills, Global Chief Creative Officer, Publicis Health USA

·       Jeremy Perrott, Global Chief Creative Officer, McCann Health USA

·       Beth Sabbatini, EVP Executive Creative Director, H4B Chelsea USA

·       Gary Scheiner, EVP, Chief Creative Officer, Grey Health Group USA

·       David Sonderman, Chief Creative Officer, GSW USA

·       Andrew Spurgeon, Executive Creative Director, Langland UK

The Global Awards Grand Jury of award-winning creatives from around the world are charged with reviewing all entries submitted to the competition via NYF’s online judging platform. Their collective votes ensure that all entries achieving finalist status and progressing to the Executive Jury judging round truly represent the World’s Best Healthcare & Wellness Advertising. To date the 2017 Grand Jury is comprised of 46 prominent creative executives and leaders from 44 world-wide agencies representing 13 countries around the globe, a truly non-partial and world-class jury.   

The 2017 Global Award winners will be announced this November 16th and will be showcased at awards ceremonies in New York City and Sydney, Australia. The 2017 Global Awards ceremony will take place on Thursday, November 16th at New York Academy of Sciences in New York City.

The Global Awards will accept entries thru September 15, 2017. To Enter or to download the Global Awards entry kit please visit: https://www.theglobalawards.com/call-for-entries/. To view a complete list of the 2017 Global Awards categories please visit the Global Awards Entry Kit.

For 23 years, the international Global Awards has honored the World’s Best Healthcare & Wellness Advertising and has served as a touchstone for celebrating creative achievement in healthcare and wellness communications beyond the barriers of language and culture.

 
 
NewYork Festivals
Spotlight on Area23 and the 2016 Creative Globalization Mural

Area23’s multi-talented team spearheaded the creation of the third annual Global Awards graphic mural symbolizing Creative Globalization within the healthcare and wellness creative community. This year’s theme, celebrating the 22nd anniversary of the Global Awards, was titled “The Gargantuan Galaxies” and was conceptualized by Area23’s Group Art Supervisor, Kenny Jenkins. The creative mural debuted on November 17th, at the 2016 Global Awards celebration in New York City and commemorated the Global Awards ongoing commitment to the World's Best Healthcare & Wellness Advertising℠.

In the interview below, the creative team from Area23 shared their thoughts on the third annual Creative Globalization mural including what they hoped to accomplish with its creation, how Area23 conceptualized 2016 mural's theme, the driving force behind creating a branded collateral piece as a take away, and more.

Global Awards: Why did Area23 agree to create the third annual Creative Globalization mural for the 2016 Global Awards celebration?

Area23: We saw the murals that were created from previous years and didn’t want to miss the chance to conjure up something fun and unexpected for this year’s rendition.

Global Awards: What was the creative vision for the mural and what did you hope to accomplish?

Area23: We’re seeing great work being produced from all corners of the globe and wanted to pay homage to a number of last year’s Global Award winners in what we dubbed The Gargantuan Galaxies of the Global Awards. We brought the core ideas to life and envisioned them co-existing in one fantastical scene. Then we added a heavy helping of imagination, a dollop of elbow grease, and a dash of whimsy so that viewers are pushed to take a closer look—not just at our interpretations in the mural, but back to the original ideas we referenced—and draw inspiration to create the next wave of award-winning work.

Global Awards: Can you tell me more about the team involved in concept, design and set-up and how they worked together? Any challenges?

Area23: A good amount of time was spent up front, researching each of the winning entries from last year and planning for all the components to merge into one enormous collage. In all, you’re looking at over 100 hours spent producing a mural on what’s meant to be someone’s “downtime.” Not an easy task, especially when juggling a number of other projects. We initially started with a number of teams throwing around ideas but ultimately narrowed it down to a concept that originated and was executed by one of our multi-talented Creatives, Kenny Jenkins. He created illustrations for the entire mural and tirelessly shepherded the project to completion. We’re super proud of Kenny and the results of his hard work.

Global Awards: The mural was unveiled at the 2016 Global Awards celebration on November 17th, what response did it elicit from the award-winners and attendees?

Area23: Didn’t get a chance to poll every attendee but we did spot a good number of smiles. For us, that’s as rewarding as winning a Global.

Global Awards: The team created a handout of the 2016 Global Awards mural to share with attendees, what was the driving force behind creating that branded collateral piece and how was it received?

Area23: It goes back to acknowledging great work. From experience, we know that there are countless people—agencies and clients alike—working around the clock to come up with the next great idea. To bring solutions to an under-served population or disease. To make a difference in patients’ lives. To inspire and be inspired.

At the very least, we wanted to provide a key to the mural to help identify the talented and lucky few who hit the mark.

Global Awards: Any advice for next year’s Creative Globalization mural team?

Area23: Pack a toothbrush and a change of underwear.

NewYork Festivals
Global Awards Executive Jury Perspective: Gary Scheiner

The 2016 Global Awards Executive Jury met in New York on Tuesday, October 18th to review entries from around the world. These renowned award-winning creatives represent the most prominent agencies in healthcare and wellness advertising. Their ability to spot innovation and their dedication to the industry ensure that each entry is judged with global knowledge and perspective from the industry.

In this Global Awards Executive Jury Perspective interview, Globals spent some time with Gary Scheiner, Global Chief Creative Officer for GHG. Gary brings a unique perspective to GHG, having spent the majority of his career with one foot in the consumer health and wellness space and the other in industries as diverse as automotive, technology, telecommunications, and travel & leisure.

Gary worked at O&M Direct and MRM Worldwide, where he learned the power of actionable, measurable marketing, held leadership roles at general agencies FCB and TBWAChiatDay, and was Rosetta’s first Chief Creative Officer, helping that agency be named AdAge’s #1 Agency to Watch in 2011. While at Arnold Worldwide, he built a consumer health and wellness business (his third one at 3 different agencies), which became the fastest growing business unit in the company.

His award-winning work scored meaningful impact for his clients, including selling 2,000 SUVs through the mail sight unseen for GMC Trucks, launching the Michael J. Fox Foundation for Parkinson’s Research and helping it raise over $30 million in private donations. His healthcare campaigns for Schering Plough and Allergan both became cultural icons that lit up social media and late night talk shows.

Gary spent a few moments with the Global Awards to share his thoughts on why he joined this year's Executive Jury, the elements that make up an award-winning campaign, and what's next for global healthcare agencies.

Global Awards: Why did you decide to participate on the 2016 Global Awards Executive Jury.

Gary Scheiner: I strongly believe that the healthcare industry is one of the most exciting areas of marketing and innovation right now. But the creative work, in general, is not as highly regarded as other industries. We need to do everything we can to elevate the thinking and promote the very best work if we are going to change perceptions and attract the best talent.

Global Awards: What elements make up a great award-winning campaign?

Gary Scheiner: It starts with a unique, differentiating, own able idea that is built on an inspiring strategy and true insight. If you don’t have those things, you don’t have an award-winning idea. Flawless execution, while not easy to do, is the easier part of the equation.

Global Awards: What is the next challenge for global healthcare agencies?

Gary Scheiner: Developing big ideas that can stand up against any great piece of communication. The reality is, as the definition of healthcare continues to expand and as the pressure on clients to deliver bigger and better results increases, more and more non-healthcare agencies will compete for work. That means it’s not enough to understand the science or MOA. It will be about who can deliver the best, most differentiating ideas and experiences.

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NewYork Festivals
Global Awards Executive Jury Perspective: Elizabeth Elfenbein
 

The Global Awards Executive Jury Perspective features insights from some of the most award-winning creative leaders in healthcare and wellness advertising. These innovative thought-leaders meet annually in New York City to review entries from around the world select the World’s Best Healthcare & Wellness Advertising.

The Global Awards spent 5 minutes with Elizabeth Elfenbein, Creative Partner, The Bloc, USA. Elizabeth is a leader and restless creative disrupter at The Bloc, driving innovation by recognizing and fulfilling unmet needs — for her agency, her clients, and the industry at large. A sought after juror for all the major award shows, Elizabeth has been breaking the boundaries of traditional health-and-wellness advertising for many years creating unforgettable, industry-first experiments and experiences that are highly engaging and deliver impressive results with all stakeholders.

In the interview below, Elizabeth shares her views on the evolving healthcare and wellness landscape. Keep reading to find out her insights on judging, emerging trends, and the next challenge for healthcare communicators.

Global Awards: What elements make up a great award-winning campaign?

Elizabeth Elfenbein: Award-winning ideas surprise and delight their audience. They’re insight-rich, they strike an emotional chord, and they’re visceral. And a lot of these ideas are activated via experiential events or through public relations.

Global Awards: What are your top criteria when judging to determine whether a campaign is successful and award-winning?

Elizabeth Elfenbein: First and foremost, is it a big idea that will drive or influence change? Secondly, is the caliber of the execution equal to the magnitude of the idea and beautiful in how it manifests from a design perspective, and does the copy speak authentically to its customer?

Global Awards: What trends are influencing the way healthcare communicators reach their audience?

Elizabeth Elfenbein: Technology continues to evolve and bring new kinds of experiences to its customers. We will always have ideas that inspire action, but it’s the way we execute them now that’s different. Augmented reality and virtual reality are allowing people to walk in patients’ shoes and experience their plight, literally. And health tech is evolving to be more human.

Global Awards: What is the next challenge for global healthcare agencies? Elizabeth Elfenbein: To recognize that technology and healthcare are at an intersection. Health tech is here to stay and will be the future of our business. And what this means is that agencies need to have health tech as a core competency or, at a minimum, find the right partner to acquire it.

Global Awards: What fuels your passion for the healthcare and wellness advertising industry?

Elizabeth Elfenbein: Having worked across sectors my whole career, the one thing that I can say about healthcare advertising is that I can make a difference in people’s lives. And it’s real. When I worked on Citibank, I could create un-bank-like experiences that would maybe make people laugh while they were waiting in line to bank. But in healthcare, we get to create ideas that build communities and drive action that ultimately has the opportunity to influence health at large.

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NewYork Festivals