Global Awards Executive Jury Perspective: Tina Fascetti
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 Tina Fascetti, Chief Creative Officer of Guidemark Health™. Tina is a creative leader and visionary whose career spans more than 20 years and includes a strong track record of successful product launches in the health and wellness, and consumer space. Tina’s role at Guidemark Health is to ensure that each brand has the right positioning and creative platform. Her approach is to create innovative multi channel brand experiences that touch the heart, mind, and senses.
Keep reading to find out more about Tina, including why she decided to join the 2016 Executive Jury, her top criteria when selecting award-winning work, and the trends influencing healthcare communicators.
Global Awards: Why did you decide to participate on the 2016 Global Awards Executive Jury?
Tina Fascetti: Great work raises the game for our industry and that is our responsibility as executive jury members. The Global Awards is an excellent representation of the great work being done worldwide. I also love to be inspired by the creativity of others and one day of judging the Global Awards stays with me the rest of the year.
Global Awards: In your opinion, does judging with your colleagues and the conversations that take place in the room influence your approach to the creative process?
Tina Fascetti: Yes. The conversations between us are the most rewarding part of the judging experience. I have found there to be a lot of mutual respect in the room and I really enjoy it when my initial assessment of the work is moved and changed based on the perspectives of others.
Global Awards: What are your top criteria when judging to determine whether a campaign is successful and award-winning?
Tina Fascetti: I find almost all work can be judged against S.C.O.R.E. Is it on STRATEGY? Is it CREDIBLE to the audience? Is it OWNABLE? Does it engage a REACTION with the audience? Is it EXCITING? If the work hits on all of the above criteria, there is a good chance it will be successful and award-winning.
Global Awards: What trends are influencing the way healthcare communicators reach their audience?
Tina Fascetti: The trends I am seeing the most are: Brands and companies marrying meaningful social responsibility with disease awareness, a good example is the “This bike has MS campaign” where people could sponsor a bike that has been engineered to simulate some of the most common symptoms of multiple sclerosis. The Bike was the ridden in the MS Melbourne Cycle Race where people who did not understand what it is like to have MS could relate on a deeper level. The second trend I’ve seen is unbranded cinematic documentary-style storytelling videos that bring the promise of the brand to life through life-altering experiences; a great example is Philips Breathless Choir campaign. In the film, the product was secondary to the story but clearly the underlying reason the story exists to begin with. Another trend is the proper use of humor to communicate about serious conditions. Two great examples are: MACMA Manboobs breast self-examination video and CANSA Testi-monials.