In a sea of choices, sometimes what you really need is a lifeline. For Ferguson Enterprises, a customer's lifeline is the sales consultant, so the company built a campaign around its consultants that spans several media platforms, winning plaudits from the judges for the ad's clever concept and...
Advertising can't change minds," says Josh Kaye, marketing director at American Lumber. "Instead we asked, 'What truth about American Lumber do customers most need to hear?'" The result was a slogan that says a lot about American Lumber in just five words: We Want Your Small Orders.
In the Marketing/Customer Service category, three companies won honorable mentions: A broad-ranging sustainability initiative, a comprehensive customer training program, and a logo campaign. All used creative ways to show their value to pro customers.