For a look back at the year that was, and a look ahead to 2015, Chief Marketer turned to recipients of the Direct Marketing Club of New York’s 2014 Silver Apple Awards, which will be presented at a gala on Nov. 6. The Silver Apples recognize individuals and organizations for outstanding contributions to worlds of direct and interactive marketing, during a career spanning at least 25 years.
Favorite campaign of 2014: I love the Old Spice TV ads. They make the product cool again. I’m no longer ashamed to admit I’ve been using it my whole life.
Who missed the mark: Geico’s “Did you Know” ad campaign is disappointing. They aren’t funny. They run too often.
Biggest trend for 2015: In 2015 all advertising will be done through direct mail. The post office will make a huge profit and postage rates will drop drastically. Direct mail service providers will all get rich. Just wait. You’ll see.
If you could start again… Start over? That’s a scary thought! And relive my many mistakes? I’m so fortunate to have made it this far. I wouldn’t want to tempt fate with a start over.
Favorite campaign of 2014: Apple iPhone and the phone/camera as an essential lifestyle. This is direct to consumer and subscription marketing layered in with critical retention at its absolute best.
Who missed the mark: Esurance made their primary value proposition saving 7.5 minutes. Is that really that important on such an impactful expense as insurance? Time isn’t always about money.
Biggest trend of 2015? As social platforms get better and at leveraging their databases, this can only evolve as these companies successfully harness how to reach and engage one to one marketing at higher levels.
If you could start again…. I’d do nothing different. I began my career by staying ahead of consumer purchase behavior and continue to rapidly adapt. This is truly quite the ride!
Favorite campaign of 2014: The ALS ice bucket water challenge, which generated over $80 million. It was engaging at so many levels. Watch, do, challenge, give, share.
Who missed the mark: I don’t understand how a product named FruitWater can be launched with a lot of fanfare and have no fruit in it at all. What’s the point?
Biggest trend of 2015: Companies will embrace the concept of “doing good and doing well.” Customers have spoken and they will choose brands who are making a difference.
If you could start again… I have been very blessed. No grand plan, just one step leading to another. And those early steps spanned a lot of ground including healthcare, politics and public TV, all leading to my first job at Ogilvy Direct.
Favorite campaign of 2014: The non-profit sector always has powerful campaigns such as The Wounded Warriors Project and look how fun the Ikea BookBook is.
Who missed the mark: It’s hard to say. It’s been a great year for marketing.
Biggest trend for 2015: I am sure it will be a surprise and I am looking forward to 2015 to see what develops.
If you could start again… I came to marketing in a non-traditional manner and enjoy every facet of it. I would do the same all over again.