Jen is head of agency marketing at Facebook where she is responsible for programs to inspire and educate agencies globally. In just over a year, her team has launched new programs for agencies including Facebook Studio, Facebook Studio Live, and various industry partnerships, including the CLIO special recognition award for Facebook Integrated Media. We caught up with her for the latest on the first-ever Facebook Studio Awards.
What was the inspiration behind launching the Facebook Studio Awards?
Agencies are doing amazing work on Facebook. We created Facebook Studio to help showcase all of that great work from around the world. We know the creative community appreciates being recognized for their innovative work, so it seemed like a natural way to recognize great creativity built on the Facebook platform.
Agencies are raising the bar for the entire industry, and we're dedicated to recognizing the people that are behind it. If you have campaigns you didn’t get in before the end of the year, we just extended the deadline to January 15 to give everyone a little extra time to submit their best campaigns from 2011.
The jury was also just announced. How were they selected?
We knew we wanted a cross section of creative leaders from across the industry. This is truly a global award—agencies from more than 40 countries have work published on Facebook Studio—and we wanted to make sure that the jury reflected that as well. We’re thrilled to have an amazing group on board including Jeff Benjamin from CP+B, Susan Credle of Leo Burnett, Steven Goldblatt of EVB, Nick Law of R/GA, David Sable of Y&R and Mark D’Arcy, Facebook’s director of global creative solutions.
What about the awards criteria, how were they determined?
We started by looking at the campaigns that we know have been really successful and thought about what makes them different. For example, we know that the best campaigns are based on a social insight—the reason to share the campaign is built into the campaign from the beginning. The criteria are also the same points we think about when working with clients and agencies, and for vetting our own ideas. They’re really the guiding principles for everything we do, and represent the fundamentals for what we believe leads to successful campaigns on Facebook.
Any quick tips from the jury room?
Definitely think about the assets you're giving us. The more you can tell us, and the more descriptive you can be, the better. Video is one of the easiest ways to communicate a lot quickly, so we strongly recommend including a video that describes the work you did on Facebook. If video isn’t an option, images that really show the experience will help tell the story as well. Also think about the criteria as you write your campaign descriptions. Make sure to tell us about the social insight behind your campaign, and how the campaign delivered on the client objective.
Jennifer Kattula is Head of Global Agency Marketing at Facebook. There is still time to submit your campaigns for awards consideration— all campaigns submitted through January 15 will be in the running.