
After months of judging sessions, dedicated deliberation and passionate debate, six cases emerged as Grand Effie contenders in the 2022 Effie Awards US competition. Effie gathered seven of the industry’s most illustrious leaders—Devika Bulchandani, Global President at Ogilvy; Kate Charles, Chief Strategy Officer & Partner at OBERLAND; Todd Kaplan, Chief Marketing Officer at PepsiCo; Kellyn Smith Kenny, EVP, Chief Marketing & Growth Officer at AT&T; Linda Knight, Chief Creative Officer at Observatory; Helen Lin, Chief Digital Officer at Publicis Groupe; and Jouke Vuurmans, Partner & CEO at Media.Monks—to come to a consensus about who will take the top recognition.
We chatted with Kate, Todd, Linda, Helen and Jouke to get an inside perspective into what it’s like to be on the jury of Effie US’ highest honor.
As a first-time Effies judge, how would you describe the US Grand judging experience?
Jouke: It’s inspiring to be amongst such an amazing group of people. These are moments I experience personal growth by simply debating opinions, and hearing point of views.
Helen: I was thrilled to be part of a jury made up of marketers and creative agency bosses. I’m often asked to be part of industry discussions around data, performance and creativity for growth, so it was exciting to learn more about creative strategy behind the big ideas. Advertising is of course a powerful comms platform, with the average person being exposed to over 4,000 impressions a day. Today, more than ever, the messages marketers put out really do have the potential to drive culture. I’ve always known creativity and purpose are an important part of the advertising rubric, in addition to effectiveness for the business, so it was great to represent on this jury to find the best work that demonstrates success across all of those components.
Linda: I’ve judged many award shows, but this was my first time judging the Effies. It was nice to go deeper, considering more than what the consumer sees or just a case study. Each Effie entry has so much information. We judge it holistically, from insight to strategy and results, not just the final creative. Having the benefit of time to stop and discuss each entry with my fellow judges was also valuable.
As a past Effies judge but first-time Grand judge, how was participating on this jury different from your previous experiences?
Kate: In my previous Effie judging, it had been about seeing as many as possible and getting a quick take on the submissions. This year on the Grand Jury, it was about quality and deeply exploring the insight, strategy, execution and effectiveness. As judges, the focused entrant list meant that we were able to put ourselves in the entrants shoes.
Todd: I have always enjoyed being an Effies judge over the years, but to be named as one of the judges to decide the Grand Effie this year was an absolute honor. I found the Grand Jury session to be really enjoyable, as what could be better than being in a room filled with some of the best marketing minds in the industry getting to evaluate some of the best work of the year? It was a really great time and filled with thoughtful comments, laughs, and debates—everything you hope a jury should include.
What was the highlight of judging today? The most challenging?
Todd:
Highlight: Getting to hang out and deliberate with such a diverse and talented class of other marketing executives from around the industry.
Challenge: Trying to equivalize all the different cases and brands across the same judging criteria given how diverse industries, campaigns, and approaches there were across the board.
Linda:
Highlight: Meeting the judges, seeing the work behind the work, and being part of the intelligent, high-spirited discussions.
Challenge: Trying to do a celebratory TikTok dance when you don’t know the TikTok dance.
Why did this year’s Grand winner win?
Jouke: Many reasons. For me, this was the example of how relevant and impactful work should be made these days; with the pace and speed of culture. Almost unapologetic and 100% authentic.
Helen: What was exceptional about the winning campaign this year was that it struck joy for our nation and brought together a strong sense of community during such an uncertain time. When it launched, we were in the early stages of the pandemic and were not comfortable going back out into restaurants. Yet, through the power of TikTok and its innate ability to deliver joy, the campaign brought together not just the nation but also Applebee’s employees and gave them a starring role. The popular TikTok challenge and campaign started with employees doing the signature “Fancy Like” dance with Walker Hayes—showing they were an important part of the brand’s culture and that we’re all in this together. It brought purpose, authenticity and made us smile. It also showed tremendous partnership across all parties, including Mondelēz’s Oreo brand who even joined the conversation and moment. And in true Effies fashion, it also delivered outstanding results.
Todd: The Applebee’s campaign was a cultural phenomenon. And when you look at how deeply integrated the campaign went—from TikTok to their franchisees and employee base to innovation on their menu—it was very impressive what they were able to achieve in a matter of months. And throughout it all, they maintained the integrity of the brand idea, and ensured an even stronger execution by having the confidence in their own brand to take a back seat to the creators and the musicians who made the phenomenon come to life. It was a simple, fun, enjoyable campaign that truly achieve both business, brand, and cultural results all at the same time.
Was there a spirited debate before agreeing on the Grand winner? What did the deliberation process look like?
Todd: Of course—there is always debate and discussion on a jury like this. But it was all highly productive and well-received across the board, but there was consensus on the path forward and overall recommendation.
Helen: The jury was unanimous about the Grand winner for all the reasons mentioned—the effort was authentic and differentiated. It wasn’t the brand telling the story or going to an influencer—it was a brand going to their people and the people on their front lines. It demonstrated that Applebee’s understands the success of their company is because of the joy their teams deliver to consumers every day. This was a campaign borne out of acknowledgement, respect, love and trust for their people. The fact that it was so authentic and touching is what contributed to its great success.
Linda: The top entries really stood out, but we all agreed on the Grand Effie winner in the end, so the spirited discussion was about why it worked.
Were there any key trends you saw from the Grand contenders this year? If yes, what were they?
Kate: This group wanted to see something unexpected—our combined experience gives us exposure to nearly everything that has already been done. We wanted to see something new, new problem solving or new ways of working. All of our worlds have changed, we wanted to see how that came through not only in the work itself, but the ways in which we get to that work.
Linda: We judged an eclectic group of finalists, but I found that the best work was the simplest; good, straightforward work that came from a confident client with an obviously great agency relationship. We saw work that would have resonated both internally on the brand side and externally with consumers. If you can rally both sides, the result is undeniably compelling.
Do you have any predictions about trends or themes we’ll see in future Grand-winning campaigns?
Todd: I think that future Grand Effie winners will make a similar impact on culture that transcends business and brand results. Brands today need to pay attention to the changing cultural landscape around them, and the more they can listen to and respond to cultural truths and insights in an effective manner that drives their brand and business, the possibilities are endless. I also think campaigns that are omni-platform are the new normal as well for the Grand Effie winners—as there is an expectation that brands are thinking full media mix with how they bring their ideas to life.
Linda: Most final entries were not traditional ads, which is a continuing trend. Consumers actively avoid ads, so finding a way to reach them with unexpected, non-traditional, engaging ideas and executions is where the industry’s headed. The best entries had a smart insight, were authentic and well-executed, so they resonated in culture.
Did any elements of the campaigns you saw today inspire you to think differently about marketing effectiveness? Was there a single takeaway that will stay with you?
Jouke: The most successful work aren’t ads anymore. It’s not about sending messaging, it’s about creating action or moments for people to be part of.
What advice would you give to a rising marketer who aspires to win a Grand one day?
Jouke: Don’t try too hard.
Kate: Learn the difference between an objective, insight and strategy—it’s so important in order to create effective work but also in selling through the work and later merchandising it.
Todd: Keep at it and don’t settle for “good enough.” View your work through the eyes of your consumer and continue to iterate and improve the work if it isn’t going to cut through or resonate. Do work that you would be proud of and send to a friend yourself (not just because you worked on it). That is a signal that you may be onto something—so keep on pushing.
Linda: Be authentic. Be nimble. Don’t overthink. Don’t be too heavy-handed. Work closely as a client/agency team to achieve creative effectiveness. Have fun; it shows in your work.
The Effie US Grand judging took place at YouTube’s NYC offices in June 2022. Read more about the Grand winning work here and see the full list of 2022 US Effie Award winners.