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PAT McKAY is executive creative director of Cole & Weber United in Seattle, Washington. Previous- ly, he worked as a writer and creative director at Wieden+Ken- nedy London; Goodby, Silverstein & Partners; DDB LA; and The Martin Agency. He moved back to his home state of Washington in 2010 and freelanced before landing his current role at Cole & Weber in 2014. His work has been recognized by the Association of Independent Commercial Producers, the ANDY Awards, the Art Directors Club, the Belding Awards, Cannes, the CLIOs, Communication Arts, D&AD, the Effies, the Emmys, the Kelly Awards, the London International Awards, the One Show and the Webby Awards.
JAMIE ROSADO is creative vice president of J. Walter Thompson Puerto Rico and regional creative director of J. Walter Thompson Latam, a position he has held since 2002. In 2010, Rosado was chosen as one of the decade’s Top 20 Creatives in Latin America and the Iberian Peninsula by Adlatina. He won the first Gold Lion for Puerto Rico at Cannes in 2002 and the first Grand Prix for Puerto Rico and the Caribbean in 2012. His work has also been recog- nized by the CLIOs, Communication Arts, D&AD, El Ojo de Iberoaméri- ca, El Sol de Iberoamérica, the Festival Iberoamericano de Publicidad, the New York Festivals, the One Show and the Radio Mercury Awards.
PATRICK SCISSONS is global chief creative officer of New York–based KBS. Prior to joining KBS in 2016, Scissons was chief creative officer of Grey Canada. During Scissons’s five-year tenure, Grey was honored twice as the Advertising & Design Club of Canada’s Agency of the Year and also received thirteen Cannes Lions. His work for Moms Demand Action for Gun Sense in America has helped persuade several companies in the United States to stop allowing loaded guns in their retail stores. He grew up in Saskatchewan, where the –40°C winters were instrumental in developing the thick skin needed for advertising.
SHANTEKA SIGERS is senior vice president, executive creative director at Sanders\ Wingo in Austin and El Paso, Texas. Business Insider lists her as one of the Most Creative Women in Advertising. Black Enterprise has twice named her one of the Top Women in Advertising & Marketing. She has created campaigns for McDonald’s, AT&T, Verizon, Chevrolet, Toyota, Proctor & Gamble, General Mills, Allstate, Nationwide Insurance, truth and more. Sigers has waxed poetic at the 3% Conference, the One Show and South by Southwest Interactive and is both a winner and a judge of advertising industry awards.
themselves—makes our job more difficult every day,” Rosado says. “We need to keep surprising them.”
“You have to know your audience to be successful,” says McKay. “But, perhaps a little too often, we end up mimicking their micro sized communication behaviors instead of creating the kind of content that intrigues them enough to come to us.”
“Having elasticity in tone and execution helps take brands to a more human level,” says Hadlock. “A psychographic appeal is displacing the more literal demographic approach of the past.”
Lastly, I asked which business, cultural and social developments may dramatically alter the future of advertising.
“Data analytics and the role it plays in client decision-making going forward,” answers Scissons. “The struggle between going with your marketing gut and combing through big data insights will keep
a few marketers up at night.”
“We all need to be prepared to adjust to the crowded content environment created by social media and digital news aggregators,” Cartwright says. “Advertising will have to work closer with entertainment to get attention in a very crowded space.”
“In a culture where everything from gender to age is fluid, it’s more important than ever to create communication with heart,” says Hadlock. “The challenge will be that social causes will compete with a brand’s products and services. It’s pretty easy to see what will win in that scenario. To compete for attention, brands will need to add a causal element at a level more fundamental than where they currently are.”
“Behavioral science will change advertising,” Sigers says. “We use behavioral science to create solutions for brands. That means our deliverables just got far more interesting and far more effective and are sometimes unrecognizable as ads. While such subtlety is highly unusual for the industry, I think that’s part of where things are going.”
Selection for this year’s Advertising Annual required a minimum of five out of eight votes. Judges were not permitted to vote on projects in which they were directly involved. When judges’ pieces were in the finals, editor Jean Coyne or I voted in their stead.
I would like to extend our grateful appreciation to our jurors for their conscientious efforts in selecting our 57th Advertising Annual. ca
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