Judging the 2018 Effies

As I reflect on the past year, I can’t help but focus on a trip I took to Chicago in December to be a judge for the 2018 Effie Awards – one of the most prestigious awards you can win within the Shopper Marketing industry. PHX has submitted programs to the Effie Awards in the past, but I’ve never been a judge so this was something completely new for our agency as well as myself.

When I originally submitted my application to become a judge, I didn’t know what to expect. There were several questions spinning in my mind; How would I fit in? Were there going to be 50 judges from top agencies? Or the most daunting question for me; How would Phoenix Creative compare to the larger, global Shopper Marketing agencies in the room—those agencies that submitted for the same top awards that Phoenix was competing for?

After going through the experience of being a judge, I knew in my heart that Phoenix was right where we needed to be and that we deserved a seat at the judge’s table.

So, how did I know? It’s simple: as the day progressed, it became clear through judging entries and talking with fellow judges that the brand experiences I’ve had at Phoenix provided me with valid first-hand experience and insights that contribute to the larger conversation about Shopper Marketing. Another belief was reinforced while I judged; opportunity matters—and I’m thankful to the many brands that have given me the experiences necessary to put new thinking in retail to use for them.

In reviewing the entries I was given to judge, I witnessed how important it is that PHX has begun to fully know and understand how retailers think and market just as much as the brands we support. At the end of the day, our job is to help sell more products for our customers, but we can’t do it without a superior relationship and understanding of the retailers.

As we drove back through downtown Chicago to O’Hare, I began to process the very quick, but highly beneficial day—I couldn’t help but be so thankful to the clients that asked me to consider becoming a judge and the opportunities that experience has provided—and of course held hope that our agency had some finalists in the mix for Effie Awards!



Phoenix Creative Co.