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.