What do marketers think is the best creative work – or idea?
The One Show in New York rounded up ten of them and they chose (as many have before them) ‘Fearless Girl’ from State Street Global Advisers and McCann-Erickson for the inaugural One Show CMO Pencil award. Fearless Girl has been harvesting awards by the truckload for what seems like for ever but it’s interesting that senior marketers (CMOs and CCOs) chose it.
Target CCO Todd Waterbury says: ““Not only were we granted the ability to review the year’s highest achievements in creativity and craft, but as we were invited to recognize what reached even higher, the work that best contributed to the value of the brand in meaningful and measurable ways.”
Other senior marketers came from AT&T, Buzzfeed, the Ritz Carlton, Spotify, Diageo, Burger King, Chobani, State Street (which couldn’t vote for its own work), and Clorox. As many were CCOs as CMOS which says something about the way things are going, at least in the US.
State Street’s Stephen Tisdalle (below) says: “The success of our campaign is really a testament to the courage of State Street Global Advisors’ leadership team in taking a bold stance on the topic of women in leadership. I’m also pleased to accept this award on behalf of my team, who were able to take the powerful idea behind ‘Fearless Girl’ and communicate it in a simple but highly effective way.”