A Big-Ass Insight
Bill Bergofin
Award Winning Media, Sports, and Entertainment Marketing and Creative Leader, Advisor, and Investor
I had the privilege of judging the final round of the Effie Awards this past week at GroupM’s gorgeous and alive offices at 3WTC.?I began judging after winning a Gold Effie and a Grand Effie nomination in 2015 for The Premier League on NBC Sports campaign that gave birth to the character Ted Lasso.
Getting to review the best work year-after-year with some of the biggest brains in the ad industry is an honor.? Collaborating with them on the jury continues to confirm that big-ass cultural insights drive the big ideas that exponentially move the needle. ?In turn, the campaigns that delivered the best results were not just based on the data-driven “who, what, where, when, and how” of consumer behavior for incremental growth, but were centrally informed by “why?” on an emotional level.
In other words, they were human.
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These brave brands took a step back -as we all did- to move forward and remain purposeful during uncertain times. They used this moment to thoughtfully convey what makes them special, and (re)connect with their customers in meaningful and authentic ways. As a result, many of this year's entries blew the doors off their KPIs and achieved unexpected results that way overshot the intended goals of the campaigns.
Back in 2015, had we simply deployed hyper-targeted promos vs. levering off deeper emotional drivers creating permission for all sports fans to fall in love with that "other football", Ted Lasso would have never got his first coaching job. Or years later go on to become one of the most awarded hit series in “TV” history for Apple+, right when we all needed him the most.
Special thanks to Guy Barnett/The Brooklyn Brothers and John D. Miller who were my partners in crime on the OG campaign.
Empowering brands to reach their full potential
1 个月Bill, thanks for sharing! How are you?
Sports, People and Leadership Advisor
2 年Bill, success has many fathers but we know that YOU. we’re the driving force behind the idea of Ted Lasso and the “fish out of water” concept to introduce soccer and Premier League to an American audience. Bravo and congrats to this year’s winners!
Founder of Superconnector Studios, Board Chair of Effie Worldwide
2 年Thank you to you and all of the other great final-round Effie Worldwide judges, Bill! We so appreciate the time and commitment. I dropped into NYC for a day of judging myself and saw some remarkable — and remarkably effective — work, too! p.s. Well done to you, guy barnett and the original Ted Lasso team. Not too many marketers can say their Effie winner went on to a shelf full of Emmys!!