ADDY Insider Tips Part II – Open Before 2014 Edition

Posted on March 8, 2013 by T.C. Pellett

When you’re running an event you say to yourself and the committee a million times, “we have to remember this for next year.” Most of the time you forget anyway. Hence, your wonderful committee. So while we covered some of these ADDY tips just a short time ago, the judging trip made us remember a few more nuggets for you to store away. And of course, a few tips we just can’t tell you enough. Good luck in 2014, and remember that it’s never too early to start thinking ADDY, even if 2013′s awards haven’t even happened yet (see you on the 14th!).

1. Read the submission guidelines

2. You spent hours, days, weeks, months on your work and campaigns. Now spend some more time preparing your entry properly and make it easy to view. Your work and your passion deserve it.

3. Even if your work is interactive or a physical piece, consider mounting some screen shots or stills to help educate the judges.

4. Mount just the entry number on your boards, not the entire entry sheet or your work will look like this at the judging.

5. Read the submission guidelines again.

6. Remember to enter your company information and titles correctly in the entry system software. It’s the same text and info we use to promote and print your work if you win an award. We don’t know that your company name is misspelled unless you do first.

7. We can’t say anything about your work unless a judge asks a question. So don’t leave anything to chance in case they don’t ask us a question. Prep every element of your entry as if the judges know nothing about you and your work, because, well, they won’t.

8. You might be on the fence about it. The judges might love it. Take a chance. Enter.

9. Students! We were students once too, we get it. Professionals still have deadlines and homework too. Ask questions. Submit everything on time. In addition to your talent, a well planned entry is a good way to signify you’re ready for post-grad awesomeness.

10. If your work was live and then taken offline, it never hurts to tell us the dates it ran. Nothing lowers a score, or worse, says “DQ,” better than an entry we can’t find online or elsewhere if the judges need details.

11. Another one for the students. In your entry credits, make sure your professor is included. They too have a stake in the game of seeing you succeed and have earned a line with their name. That kind of respect goes a long way.

12. READ. THE SUBMISSION GUIDELINES. One last time.

Inspired Judging

Posted on March 6, 2013 by T.C. Pellett

Entries arranged for judging

Hard to believe we’re only a few days away from the 2013 ADDY Awards. It feels like we were just organizing the judging trip to Pittsburgh.

In case you didn’t know, here’s how we got there. Months before, we decide on a city that is known for its creative community or we can respond to invitations from other AAF clubs. We then invite creative professionals in that city to judge the work. From there, the Judging Committee from the RAF spends an entire weekend curating and prepping your entries for the judges to evaluate.

We had such an incredible group of people with us in Pittsburgh. They’re a diverse bunch of writers, artists, thinkers, and entrepreneurs who really enjoyed looking through all of your inspired creative work.

MICHAEL HOFF
SVP, Creative Director / Mullen

After five years at Brunner and a stint at a small retail agency in State College, PA, Michael Hoff joined Mullen in 1997 as a senior writer. At Mullen, Mike has been part of the team that crafted award-winning work for PPG Industries, UPMC Health Plan, Pennsylvania Tourism, Highmark Blue Cross Blue Shield, Magellan GPS, and The American Diabetes Association. Today, he oversees the agency’s creative talent in all media, from in-store to digital.

DEREK JULIN
Senior Art Director / Brunner

Derek started off as an art director at Brunner, a Pittsburgh-based advertising agency. During his first stint at the agency, Derek created campaigns for Cub Cadet, CONSOL Energy, Pittsburgh Corning, and Zippo.

After four years at Brunner, Derek moved to DraftFCB in Chicago. As senior art director, Derek helped create a new brand campaign for DOW that was recognized by Creativity Magazine’s Top 20. He also worked on a DOW campaign for the 2012 London Olympics, along with campaigns for the NHL, KFC, Taco Bell, and Nivea. With some big city experience under his belt, he returned to Brunner and his hometown of Pittsburgh in 2012.

Over the past eight years, Derek’s work has been honored and recognized by Archive, The National ADDY Awards, Creativity Magazine, The Webby’s, and Graphis. He also won two Best of Shows in the Pittsburgh ADDY Awards.

FRANK WALSH
Owner / Walsh Photography

With more than 20 years of experience as a commercial photographer, Frank Walsh has photographed everything from ants to automobiles. He partners with advertising and design firms to develop original images, servicing clients such as Campbell’s, Philips, ESPN, and Quaker Oil. His work has been recognized in Communications Arts Photo Annuals, Graphis, and PDN Photo Annuals.

ILONA SEGEDY
Founder / wrIte LLC

Ilona has more than 20 years of experience in developing unique voices for brands. She started as a junior copywriter at Ketchum Advertising, and then quickly worked her way up the ranks of Pittsburgh’s top creative shops – Werner Chepelsky & Partners, Dymun-Nelson & Co., Mullen, and Smith Brothers Agency. Today, Ilona is her own boss. She founded write, LLC two years ago.

While her niche is in writing for healthcare and health insurance brands, Ilona has also touched the worlds of banking, tourism, B2B, education, CPG, and public service. She’s developed integrated campaigns for clients like Highmark, UPMC, Pennsylvania Tourism, Del Monte, Skinny Cow, PNC Bank, Point Park University, United Jewish Federation, and countless others.

Ilona’s work has won numerous awards, including 23 Pittsburgh Gold ADDYs, a Print Best of Show, TV Best of Show, Special Judges Award for Writing and Creative Excellence, and numerous Telly Awards and AIGA merits. Her most recent achievement? Making par on holes 14 and 15 on the Ocean Course at Kiawah Island in South Carolina.

JILL TRIMBLE
Creative/Art Director / smART DIRECTION

Jill is a creative/art director at smART DIRECTION, a freelance business she founded after spending more than 20 years in the advertising industry. She previously worked at agencies from Fahlgren to Marc USA to Mullen.

Jill’s client experience includes Paula Deen Foods, Highmark, Pennsylvania Tourism & Travel, PPG Industries, and Rite Aid. Her work has helped agencies win new business, including projects for the U.S. Air Force and Pennsylvania’s Department of State Voter ID Campaign. She has also won numerous awards for her work for non-profit clients, including the American Red Cross, Southwestern PA, and the national Make-A-Wish Foundation.

Judges looking over and scoring a category of entries

ADDY Never Sleeps

Posted on January 31, 2013 by T.C. Pellett

“You look tired.” – said everyone I talk to.

It’s probably the bags under the eyes but at least I came by them honestly. Because for our organization (like most volunteer based groups), strategizing, mobilizing, and awards show prep never stops. Luckily, neither does the energy or commitment to good ideas from the incredible event committee we’ve assembled. And being President of an organization like the RAF is the best and most influential “stress” I have ever known. It’s such an exciting time for us.

Over the past few months, I’ve talked to so many people in the creative community that I never have before. All with questions about what the ADDY awards could and should mean to them. Mostly, they wonder if they have a chance to win. My answer is always the same. Absolutely, everyone has a chance to win. Of course, your chance goes up exponentially if you do actually enter your work (deadline is Feb. 8th). There are also several benefits to participating besides the aspect of winning something. We’re poised to have the most diverse amount of entries we’ve ever had so don’t miss your chance to be a part of something.

So where else are we? Well, times change and so have the needs/scope of the RAF
membership.Today we represent an incredible amount of professionals from all aspects of the advertising and marketing world as our responsibility to everyone from agencies to freelancers to clients has grown. And we are certainly better for the diversity we have decided to embrace. Realistically, our time could be spent solely on something like the ADDY Awards show, but we always want to do more and we hope you’ve been the recipient of some good interaction on our part whether it’s an RAF event, our growing network, or something like this blog post.

So let’s recap some quick things you should know:

The ADDY Awards – The one event you have 364 days to prepare for:

+ The Facebook inspiration board and call for entry portals have been very active. We can’t wait to see what you can offer both.

+ The theme, venue, and overall experience will ask; what inspires our diverse creative community?

+ The show will be shorter, we promise, in an effort to make sure you have more time celebrating your work and with your colleagues. It will also remain as interactive as ever, with a few extra ways to contribute, stay tuned.

+ The call for nominations for the Silver Achievement Award is out. This is a chance for you to nominate someone you believe has been a healthy influence on Rochester’s creative professionals and the community at large.

+ Remember that our show is THE local awards platform that promises both professionals and students alike the opportunity to be recognized regionally and nationally. Local gold and silver ADDY award winning entries are automatically eligible entries for the District 2 ADDY awards, winners in that competition can then forward their entries to the National ADDY Awards for consideration. For years, our community has had several agencies, freelancers, and students alike all achieve National ADDY recognition.

+ We have space available in the upcoming bound edition of the official ADDY Showbook as well. This is a unique reference and record of what this incredible creative community is capable of and there are plenty of opportunities for your work and services to be a part of that record. Join in our creative community’s biggest night and every day after that by advertising in the Official 2013 RAF ADDY Awards Showbook. To reserve your space today or if you have any questions, contact us at showbook@rafconnect.org

Like I said, it’s easy to focus on something as big and important as the ADDY Awards but we have more “20 Minutes & A Beer” dates coming up, as well as more “20 Minutes & A Pizza” events for students. We’re working on bringing in more speakers, holding more networking events just for freelancers, a possible film series, and even plans for an “inspired” RAF exhibit.

Thank you for the support over the last few months and we have some good ideas for the ones ahead. FYI – probably going to grab some of this stuff for the bags under the eyes, I’ll let you know how it works out.

See you all the night of March 14th, if not before!

Sincerely,
Pres. T.C.

Shoot me a message and say hello why don’t ya? = president@rafconnect.org
Everything ADDY = http://rafconnect.org/events/addys/

2012 State of the RAF

Posted on June 2, 2012 by Joseph Mayernik

The 2012 state of the RAF. My last address I get to give as president, and I am leaving on a high note. I soon pass the presidential torch to T.C. Pellett. The Marketing guru over at the Monroe County Parks Dept. As a non-agency employee, he brings a unique perspective to the board. One that welcomes the further inclusion of our entire creative community from agency to client and freelancer to student. T.C. has an extensive background serving on boards to help make our community stronger. He is connected. Works with the Seneca Park Zoo, owns a freelance design firm and was honored this past year with the prestigious RBJ 40 under 40 distinction. He gets it. And the RAF is lucky to have him at the helm. For me, turning things over is bitter sweet. I have enjoyed being the RAF president (way more than I thought I would… thanks Kate and Pete for the push) but since I am three years into a two year term, I know it’s time to let a new way of thinking take over to continue the positive momentum. T.C. is the perfect choice, and I thank him for his service to the RAF in advance.

Our year started out strong with our board completely retooling the RAF bylaws and returning the board structure back to its roots. I know, it sounds boring, but for those serving on the board it was a much needed step in order for us to grow. The RAF board is a volunteer working board that needs to have a process in place in order to move forward. T.C.’s influence and experience on past boards has already paid off, since he spearheaded this effort along with Andrea Zuegel, Jeff Zielinski (the Partner’s one) and myself. Our programing also started with solid showing with the Cannes Lions event at the Eastman House. This event brought together broadcast and agency people together for a spirited discussion from our 3 panelists and moderator. Inspiration was overflowing that day, I encourage you not to miss the next one coming this fall. 20 Minutes and a Beer has been a staple program for the RAF and has caught the National eye form our fellow AAF affiliates from across the county. Using the RAF program as a model other groups now hold their own 20 Minutes and a Beer events in Florida, Pennsylvania and Ohio to name a few. Wait until they hear about how we customized it for the students at RIT with 20 Minutes and a Pizza. The RAF is again lead the way Nationally. And If you want to be one of the speakers for this event or have some ideas on topics please let us know. We are always eager for suggestions. This year also marked the first time the RAF was awarded with a 3rd place AAF Club Achievement award for our programming. The AAF Club Achievement awards recognize the good efforts Clubs like our do over the year. It’s kinda like the Addy’s for the Groups.

Speaking of which, the Addy’s this year were way different. It was a gamble that I am glad the RAF board took in order to bring the show into the digital age. And for the first time in recent memory the Addy’s didn’t lose money. A huge step for the RAF. Some of our Addy winners went on to win Gold and Silver at the District 2 level. And the RAF is also fortunate to have a great showing at the National Addys his year in Austin.

Our National winners are:

From RIT, congrats Hope Tweed for this #addyinspired entry: La Jolla Mobile App Design,

Also from RIT congrats to Jon Brennan for a 2 #addyinspired entries: Know Your Beers and Traveller’s Guide to Boulder

Roberts Communications also is #rafaddyinspired with this entry: Xerox – Jazz Festival Campaign. This entry also was the 2012 people’s choice award at the Addy’s this year. What can I say, the RAF membership has good taste.

Partner’s and Napier also has this #rafaddyinspired entry in the National Addy mix: Mondavi Family of Wine Brochure

The National Addy’s are this Tuesday, June 5th in Austin Texas. Good luck to all those nominated and we look forward to toasting your success!

The state of the RAF is good. We’re moving in the right direction with our membership, programming content, professional development, students, and even our Addy clout nationally. Like I said at the top of the post I am leaving on a high note and I leave the RAF in the very capable hands of T.C.

Thanks for sticking with me for three years,

Prez Joe.

JUDGEMENT WEEKEND: A rookie RAF Board member’s guide to how the ADDYs are judged.

Posted on March 8, 2011 by T.C. Pellett

“We have one heck of a creative communications community in Rochester. And the purpose of the RAF is to keep that community thriving. Through events and programs, we educate, connect, and inspire great work–and we have a ton of fun doing it.”

One of the more widespread misconceptions about The Rochester Advertising Federation’s ADDY Awards is that the winners are decided by local creative professionals. Not true. Traditionally, seasoned creative professionals of diverse skill sets from around the U.S. are invited to judge the entries submitted by Rochester’s creative community. Then, representatives of the RAF’s Board of Directors typically travel with all of the work to a single city/district where the group of judges is located. To celebrate our 20th Anniversary we did it a little different for 2011. We used our association with the National American Advertising Federation and chose one judge each from four major markets that we had utilized in past years. The RAF is an affiliate of the AAF, empowered by 50,000 professionals in 220 advertising clubs, 220 college chapters, and 100 corporations.

JUDGEMENT WEEKEND IMAGE GALLERY
All images by T.C. Pellett except where noted – thanks so much John!

I had attended the awards in the past and had even volunteered on the committee, but was still intrigued about a side of the process most participants don’t get to see. After being asked to join the Board of Directors just about a year ago and being a relative rookie, I saw a chance to get more involved with what’s widely considered to be the RAF’s signature affair. Of course, the ADDYs are like a lot of events. There’s a roller coaster ride to find a theme, arrange for a venue, and constantly explore how the event can remain relevant to the membership and beyond. But this event dares people to offer up the results of their art and creativity in advertising, beyond the customer, to their peers. And then that day came, where thirty or so six-foot tables later, more than 300 entries were organized according to their submission numbers and categories.

We watched the airport arrivals ticker with despair

All we needed then was for the judges to arrive. However, one of the more annoying snow storms of the year hit the Rochester area the exact Friday we were bringing everyone into town. We watched the airport arrivals ticker with despair and by Friday night, we only had one judge safely in Rochester while the other three were stuck in the throes of domestic travel. Needless to say we were worried, not only for the safety of the nice people we invited here, but for the execution of the judging process as a whole. One judge unfortunately became stranded in Washington D.C. and never even made it to Rochester – but the other two eventually made their way and we were ready to get the process moving again.

By late morning Saturday everyone was settled in and ready to start. What was most refreshing was that the judges were a lively panel of individuals who set a tone mixed with levity and professionalism. Certainly a good group to be with for an entire weekend. All the judges we invited had typically done about two to four of these types of events a year so they have seen a real diversity of work. Given the “salvation” theme of the awards show this year, we thought it was a little more than coincidence that two of the judge’s names were Mark and John.

“You guys made it very hard for us…”

The judges were more than complimentary of “the work coming out of a market our size” with one going so far as to say, “You guys made it very hard for us because so much of the work was truly great. Definitely one of the better crops of work I’ve seen.” By early evening Saturday most, if not all, of the printed pieces, mounted campaigns, etc. was rated while some interactive pieces had been viewed and scored as well. Sunday morning would mean wrapping up the rest of the interactive pieces and then viewing all of the broadcast entries.

Representing the RAF in a situation like this is interesting in that you have to be helpful in making sure the judges understand the entries without any sort of bias or extra info. Even the thought of laughing at very funny broadcast pieces could feel awkward in their presence knowing their interpretation of the work has to be pure.

Once all of the judging was done it was time for them to select Best of Show and the pieces that were their personal favorites. Fellow board member Wayne Calabrese was on hand to film interviews and reactions to the work. Those interviews will then be put together for inclusion in the actual awards show. And that marked the end of “judgment weekend.” We all shook hands and exchanged contact info and thankfully, their exit from Rochester was much less dramatic than their entrance.

You’ll find out more about our great judges the night of the ADDYs – salvation can be found starting at 6:30 on March 24th – you can find all of the event details at rafconnect.org/events/addys so get your tickets and we will soon see who will be saved!

Find out about membership in the RAF by going to rafconnect.org/membership
Follow the conversation @RAFconnect
Really, really like us at facebook.com/rafconnect

Get Your Freak On.

Posted on February 14, 2010 by Joseph Mayernik

Be judgmental. We insist. That’s what I told the 6 judges from various disciplines that judged the work for the 2010 Addy Awards. And well RAF members, we had a very successful first day here in the suburbs of Chicago, Illinois. They combed through all the print work and were very impressed. We are poised for another solid showing. But our, and their, job is not done. Sunday is the second day where broadcast, interactive, and campaigns will be judged. Pictures from the day one and two festivities will come on Sunday.

Remember to purchase your tickets by March 5th. No tickets will be sold at the door. No matter how much we like you. GYFO!

JOE

RAF student member takes home national ADDY gold!

Posted on June 9, 2009 by Kate Sonnick

Huge props to David Nardone who scored some more hardware for his trophy shelf at the national ADDY Awards Show & Gala in Atlanta last weekend. David took home National ADDY Gold for his “Houdini” poster series for the Museum of Magic. David also won gold at the district and local levels.

Apparently, advertising talent runs in the family. David is the nephew of Rochester ad & marketing veteran Joe Nardone of Eastman Kodak.

With over 60,000 entries annually, the ADDY® Awards are the world’s largest and arguably toughest advertising competition. The ADDY® Awards represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, creative by all sizes and entrants of all levels from anywhere in the world. The American Advertising Federation, a not-for-profit industry association conducts the ADDY® Awards through its 200 member advertising clubs and 15 districts. It is the only creative awards program administered by the advertising industry for the industry.

Check out all the 2009 winners here.

Books for kids

Posted on October 27, 2008 by Kate Sonnick

In the spirit of its commitment to education, the American Advertising Federation will hold a three-week nationwide book drive to promote literacy among disadvantaged children and youth. Book drive dates: October 27 – November 18. The drive will be held in conjunction with the Books for Kids Foundation. The new public service project demonstrates the advertising industry’s comprehensive understanding of corporate responsibility and the value and vital importance of education.

The AAF is asking members from its college chapters, clubs and corporate organizations and companies to donate new children’s books in the category of kindergarten through third grade. Books in Spanish are also encouraged. The AAF’s goal is 5,000 new books to be collected from October 27 to November 18, 2008. Donations will be accepted from either individual AAF members or as part of a group donation from a club, college chapter or member company.

Click here to know more.

Membership has its privileges

Posted on October 23, 2008 by Kate Sonnick

The American Advertising Federation is excited to offer you an exclusive 35 percent discount to upcoming ad:tech conferences as a benefit of your membership!

ad:tech conference events provide advertising, marketing and technology professionals with speakers, panels and workshops all focused on the media industry. ad:tech conference gives you the opportunity to stay on the cutting edge of the trade with multiple events worldwide.

Upcoming Conference:

ad:tech New York
New York Hilton
November 3–6

Catch Shelly Lazarus as she opens day two of ad:tech New York with her keynote presentation “Dispatches from the Digital Frontier.” The conference features a stellar group of media, agency and brand all-stars from AAF member companies, including: Ogilvy & Mather, MediaVest USA, Initiative Media, Group M Interaction, NYTimes.com, Businessweek.com, CondeNet, Turner, Procter & Gamble and General Mills. Jonathan Klein, president, CNN/U.S., presents the opening keynote on Election Day! Join us for this annual powerhouse event.

AAF Book Drive

Posted on October 6, 2008 by Scott Wolf

The AAF is launching a new organization-wide public service initiative—a three-week book drive to benefit the Books for Kids Foundation, which they hope underscores AAF’s commitment to education.

The AAF is encouraging individual members from all of their clubs, as well as college chapters and corporate organizations, to donate new books appropriate for kids ages kindergarten to third grade during the drive, October 27 to November 18. The Books for Kids Foundation provides books, creates children’s libraries in underserved locations and participates in reading initiatives with community-based organizations. The majority of the organizations who receive books are public schools or day-care facilities, homeless shelters, after-school programs and community centers. Members’ participation will target nonprofit community-based organizations located across the country and in the AAF’s 15 geographic districts.

For complete information on the book drive and to download the donation form, please visit http://www.aaf.org/books.

How to Participate

Step 1: Purchase a new book or books appropriate for kids from kindergarten through third grade.
Step 2: Fill out this form (http://www.aaf.org/books/logform.pdf) and print it. Each individual donor from an organization must complete the form and enclose with each shipment of books. Be sure to include your club, college chapter or member organization name.
Step 3: Mail your donation to…

Books for Kids Foundation
C/O Capital Moving & Storage
97 Burma Road
Jersey City, NJ 07305
Contact number: (201) 332-7510

The deadline for submissions is November 18, 2008.

Shipping Instructions
All books must be shipped directly to the Books for Kids Foundation. The AAF is teaming up with FedEx to make shipping more cost-effective for our members. In order to facilitate the shipment of book donations to the Books for Kids foundation, FedEx is offering all participants a discount of up to 25% on FedEx Express^® services and up to 12% on FedEx Ground^® services. To take advantage of this benefit, simply go to: http://enrollpreview.visionary.com/2153/ and enter promotion code 58R5R1 or call a FedEx Association Enrollment specialist toll free at (877)-269-0605.

Important Facts:

The book drive does not have to be a club event. However, clubs can coordinate a group donation by collecting books at an event or a centralized location if they’d like to.
Each individual donor must fill out the AAF’s Book for Kids donation (http://www.aaf.org/books/logform.pdf) and include it with their donation, even if the donations are being sent together by a club.
Donations are tax-deductible at an individual level, which is why we need information from each individual donor.
All books must be sent directly to Books for Kids Headquarters.
If your members would like to make a monetary donation instead, they can. There is a link on the AAF Books for Kids page. Please just make sure to specify that the donation is part of the AAF drive.
Books for Kids identifies recipient organizations after it receives books, so the AAF will not be able to “target” specific donations to organizations. The AAF will compile a list of the final recipients of the donations after the drive is completed.
The AAF will track donations so that we can acknowledge your participation.

Thank you in advance for your participation and donations!

Joanne Schecter
EVP – Club Services
American Advertising Federation
1101 Vermont Avenue NW, Suite 500
Washington, DC 20005

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