Marketing Disruptors - Products

This award honors efforts that grew their business / brand by changing the marketing model in ways that drive the industry forward. 

2024 SILVER

Tax Free Bagel

Philadelphia was under threat. In an inflationary economy with decreased purchasing power, Millennials and Gen-Z became price conscious and compromised, turning cheaper quality cream cheese brands into a serious alternative (Private Labels). This led to a decline in Household Penetration and an alarming ROAS compared to competitor brands that had little to no ad budget. The Tax Free Bagel campaign helped Philadelphia re-spark interest for an audience that had turned away from us, generated an increase in sales and achieved highly more effective ROAS compared to our previous year.

Brand: Philadelphia Cream Cheese
Client: Philadelphia Cream Cheese
Agency: GUT
Language: English

2024 BRONZE

MDY Mid-Cap Cup

In a first of its kind golf tournament, State Street Global Advisors MDY Mid-Cap Cup challenged Annika Sörenstam and Tony Finau in a head-to-head round of golf with an unusual twist — no middle clubs. Our campaign not only made investors see the value of mid-caps by removing the middle from their favorite sport, but it moved the needle. The MDY fund saw growth 180X the rest of the US stock market. 

Brand: State Street Global Advisors
Client: State Street Global Advisors
Agency: McCann New York
Language: English

2024 BRONZE

The True Rock Stars of Business

For enterprise software company Workday, focus on HR helped bring blockbuster success in the company’s first 15 years, with over 100% YoY leads growth. But as it matured, growth plateaued, revealing that its HR strength was holding the company back from the broad relevance required to drive expansion. By helping Workday untether from its limited reputation as an HR specialist, ‘True Rock Stars of Business’ helped bolster brand consideration +65%, reversing five years of slowing leads growth into +50% upside and greater recognition for Workday’s broader product portfolio. Rock on!

Brand: Workday
Client: Workday
Agency: Ogilvy USA
Language: English

FINALISTS

Coors Light Patrick Mahomes & The Coors Light Bear

Motorola razr Motorola razr #HangUpOnIt

Tropicana Tropicana Cereal. The first cereal made to be eaten with orange juice, not milk.