CMC Announces HispanicAd Culture Account Planning Excellence (CAPE) Award Winners
Grand Prix Winner to be Revealed at the CMC Annual Conference on June 6
Fairfax, Va. (May 23, 2018) – The Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced the HispanicAd.com Culture Account Planning Excellence (CAPE) award winners. The award-winning campaigns will be recognized during a panel session honoring the CAPE winners on Wednesday, June 6 at the CMC’s Annual Conference. Judged by a panel of multicultural marketing experts, the prestigious awards recognize the strategic planning and insights that are the bedrock of any multicultural campaign. CMC has worked with HispanicAd.com to revitalize the CAPE awards from the Hispanic Account Planning Excellence awards after a two year hiatus.
“Culture-driven insights can make or break a marketing campaign—it’s up to the account planners to identify the right insight to help shaping the story for each brand to tell,” said CMC Chair Isaac Mizrahi. “We are excited to recognize their work and inspire account planning professionals through these breakthrough campaigns.”
Agencies and their planning teams were invited to submit their campaigns in four categories: Best Cultural Insight, honoring campaigns featuring a cultural insight that led to campaign impact; Mainstream Impact Driven by Cultural Insight, for campaigns whose Latino-based insight led to mainstream marketing impact or results; Culture Impact on Innovation, honoring campaigns whose culture-based insight led to an innovation in product, service or brand offering; and finally Pro Bono, for unpaid campaigns whose culture-based insight led to an idea that drove results or impact for a cause. In addition, the winner of a new category—the Grand Prix—will be revealed during the CAPE Award session during the CMC Annual Conference.
Best Cultural Insight:
- Gold: AARP/Cada Paso del Camino- Agency: d exposito & Partners
- Silver: McDonald’s/HACER Scholarship- Agency: ALMA
- Bronze: Denny’s/Casual Dining- Agency: Casanova/McCann
- Honorable Mention: Advil/Celebrate Defying Pain- Agency: Wing
Mainstream Impact Driven by Cultural Insight:
- Gold: McDonald’s/Employer Reputation- Agency: ALMA
Culture Impact on Innovation:
- Gold: Coronado Brewing Co./SouthNorte Brewing Co.- Agency: Gallegos United
- Gold: Southern Poverty Law Center/Vet Fight Hate- Agency: Wing
“We want to thank the CMC for the efforts brought to the table to re-initiate the awards program and offer future generations of account planners the ability to be inspired by and recognized for great work,” said HispanicAd.com CEO Gene Bryan.
For more information, visit culturemarketingcouncil.org and follow the CMC on Facebook and Twitter at @cmchispanic using the conference hashtag #CMCpowerofC3. To attend the CMC Annual Conference and the CAPE Awards ceremony, register here.