March 30, 2012  /  A publication by 20nine

 

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The ADDYS: It's not just about winning, it's what you learn from it that counts.
 

"And the winner is..." Another Philadelphia ADDY Awards season has come and gone and 20nine is proud to report that we won our fair share. While we're happy about our ADDYs, we're most excited that we won in three different categories for three different clients. Magpie Artisan Pies won a Gold Addy for its logo in the category of Elements of Advertising, Watchdog Real Estate Project Management won a Gold Addy for its business-to-business campaign in the category of Direct Marketing, and Petoolah, a members-only sales site, won a Silver Addy for its interactive design in the category of Interactive Media. We think that agencies that have the ability to create across channels and industry categories have a distinct advantage today's multi-channel clients can benefit from. And we would like to thank these clients for giving us the opportunity to do work that gets recognized within the industry.

 
 
 
Featured Work: Pet360. We Get Pets.
 

When a national online pet retailer calls for help with their brand, you come. Pet360 recently asked 20nine to align their multiple online pet websites into a single master brand that would connect with pet moms. See what we created for them in this month's featured work.

 
 
 
 
NOT A BLAH-G
 
 
FINDING 29
 
 
Ribbit, Ribbit. Leap behind the scenes of 29frogs.
 
Upcoming Work: Viropharma
 

Reach more people. Meet more needs. Make a difference in every patient's life. This year, ViroPharma Inc. has grown globally, reaching even more inspiring individuals. We hope you feel as excited as we are to see what unfolds in next month's featured work.

 
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The ADDYS: It's not just about winning, it's what you learn from it that counts.
 

"And the winner is..." Another Philadelphia ADDY Awards season has come and gone and 20nine is proud to report that we won our fair share. While we're happy about our ADDYs, we're most excited that we won in three different categories for three different clients. Magpie Artisan Pies won a Gold Addy for its logo in the category of Elements of Advertising, Watchdog Real Estate Project Management won a Gold Addy for its business-to-business campaign in the category of Direct Marketing, and Petoolah, a members-only sales site, won a Silver Addy for its interactive design in the category of Interactive Media. We think that agencies that have the ability to create across channels and industry categories have a distinct advantage today's multi-channel clients can benefit from. And we would like to thank these clients for giving us the opportunity to do work that gets recognized within the industry.

All that being said, we've gleaned some insights while creating this year's batch of award-winning branding, design and interactive work that are worth noting. And, perhaps, worth applying to your own projects:

1. How authentic is your brand story?
The brand identity and logo we created for Magpie Artisan Pies won a Gold Addy at this year's show. One of the reasons we think it won is that the mark does a good job of conjuring a feeling of tradition, authenticity and realness. It feels hand-crafted, much like the sweet and savory pies Magpie sells. The logo starts a conversation that Magpie can own and build its brand experience around.

Magpie Artisan Pies

2. Craft matters.
Design and a level of craftsmanship count. In fact, they easily become a marketer's competitive advantage (think Target or Method). Okay, we didn't learn this from our Magpie experience, but the win certainly reinforced the core belief. Admittedly, the pace of technology has everyone moving more quickly, so it's not unusual to focus on getting things done, instead of getting things juuuuuust right. But the following questions still remain: is what we're doing well-designed, is it beautiful to look at and does it telegraph the right emotional cues to successfully tell our story? We love the look and feel of the Magpie logo. Fortunately for us, so did the ADDY judges.

3. What's your uncommon common denominator?
Watchdog Real Estate Project Management is a passionate and vibrant up-and-coming player in a traditional category. We worked closely with the team at Watchdog to uncover what made them tick and found an unusual, or at least an unexpected, way to express it online and offline. We asked ourselves, "what is their uncommon common denominator?" What is the unifying thread that differentiates Watchdog as a company and can be woven to work across all channels? Our answer came in the form of our "Everyday Excellence" positioning and "passionate and friendly" themed
brand design.

Watchdog Carpe Diem

4. What communities are you trying to empower?
Petoolah, a members-only sales site, didn't even exist six months ago. It started as a hypothesis inspired by the success of flash sales sites like Rue La La and Gilt. While working with the client team, we connected with passionate pet moms and found out what mattered to them. From this we created a website that's brimming with charm and excitement, and positions itself as the place for "one-of-a-kind deals for your one-of-a-kind dog." In a matter of months, the Petoolah community grew to roughly 14,000 members, and regularly spurs hundreds of conversations among proud and passionate pet moms.

While the design of the website and online advertising may have inspired curiosity around the new brand, it was most likely the interactions of the members in the Petoolah community that fueled most of its traction. "Petoolies" use Petoolah as a platform to enhance their bond with their pet, as well as their bond with other pet moms. Is there an untapped community that you could engage who would embrace your brand as a platform for their own interests and passions?

Petoolah

As we all know, winning awards can be validating and are a nice boost to anyone's ego. But it's important to step back and look closely at what we learn in the process of creating award-winning projects. By applying what we've learned, our work will continue to drive our clients' business—and improve our chances of producing another bumper crop of ADDY-winning work next year.

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May the odds be ever in your favor…
 
 
 
20nine

1100 East Hector Street / Ste. 305 / Conshohocken, PA 19428
P. 610.238.0450 / F. 610.238.0453 / www.20nine.com