The 50th annual Ad Club of Boston Hatch has given its "Best advertising in New England" award to a print ad campaign – an unexpected turn in an industry that is increasingly dominated by digital advertising.
The winning ad firm, Brand Content, was recognized for its series of print ads for the Boston Breakers women's professional soccer team, which focused on parent-child relationships as an incitement to attend a Breakers game.
"It's great to see strong ideas come breaking through," said Doug Gladstone, Chief Creative Officer of Brand Content. "Our team found the right expression and emotional connection for the brand; so, it didn’t matter whether it was print, digital, broadcast or smoke signals, the meaning and intent rose to the top."
Brand Content also won 12 gold, silver and bronze bowls and several merit awards. The ad agency also won the Best of Show award.
Brand Content's success signifies the importance of message over medium. Although a multichannel marketing campaign is advisable, it will prove ineffective without a concise, uniform idea.