Campaign fame Think beyond research tracking studies. How often was the campaign or brand searched on Google, Facebook or YouTube, and did the timing of the searches coincide with bursts of activity? How did the sales force and retailers respond? Enter in multiple categories The extra cost is trivial in comparison with the benefits of getting multiple awards. For instance, Old Spice (“The man your man could smell like”) won the Grand Effie and four Golds in the North American Effies (in the Beauty Products, Brand Experience, Media Innovation and Single Impact Engagement categories), a Global Effie and a Cannes Creative Effectiveness Lion. Think about what categories and competitions might be relevant for your entry — the more, the better. Build a team Don’t try to do everything yourself. Build a team and share the load. The team might comprise a strategist, an account person, the media partner and a digital specialist. Meet every week to monitor progress and agree on next actions. That might sound bureaucratic, but it’s the best way of making sure things get done — everyone has a busy day job too. Offer to share the credit with partner agencies to motivate them. 31