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2023 Winners


Grand MX Campaign of the Year

Maryland Health Benefit Exchange (Agency: GMMB)

When it comes to health insurance, most people want the security of coverage but think it’s only really there for the big health scares…which aren’t even that likely to happen. So, why bother?

Maryland Health Connection’s Unexpected campaign aims to answer that question in the unexpected—yet relatable—moments life can throw your way. Because with health insurance, you’re covered for all the essentials and for the late-night-sick-baby, why-did-I-climb-this-ladder-alone, I-think-I-broke-something incidents too.

You can’t control when you get sick or injured, but you can have some control over how much it will cost you. Low-cost, quality health insurance can help you with the big things, the little things, and everything in between. Meet the unexpected with health coverage you can count on.


Runner-Up Campaign of the Year

BGE (Agency: ICF)

With small businesses on the road to recovery after the pandemic, Baltimore Gas Electric (BGE) was in the unique position of being able to help through the Small Business Energy Solutions (SBES) energy savings program.

The challenge faced was how to effectively communicate to our target audience the savings opportunities available, and how to do so in a way that is simple and straightforward enough to keep energy efficiency top-of-mind despite challenging circumstances for small business and the overall market.

Overall, BGE needed to strategically illustrate the overarching benefits that small businesses can receive from the program, and convey it in a manner simplified enough for anyone to grasp.


2nd Runner-Up Campaign of the Year

National Aquarium

What happens when you invite artists to reimagine the National Aquarium experience into a one-of-a-kind immersive event? The answer is Voyages. For each event—or “chapter”—in the Voyages series, we identify a Baltimore-based artist to spend time with our exhibits and expert staff, performing research on a conservation theme as they connect with scientists in the field to learn about their work. From these sparks of inspiration, the artist then creates an original work that translates all they’ve learned into an experience for event guests that presents their conservation theme through a unique artistic lens. Each chapter features local food and beverage vendors and culminates in an after party with a performance from a Baltimore-based headliner, resulting in an experience that is truly a representation and a celebration of the city we’re proud to call home.


Best B2B Campaign of the Year

Constellation (Agency: Weber Shandwick)

The race to combat the climate crisis is on, and Constellation is ready to meet the challenge. To help businesses achieve their sustainability goals, Constellation executed this B2B marketing campaign, engaging potential customers with insightful, educational content, along with paid media and gated content to create a true integrated marketing strategy. This campaign helped position Constellation as a true leader and our potential customers’ go-to resource throughout the long energy buying cycle. Additionally, by sharing Constellation’s proven expertise through valuable educational content, Constellation was able to separate themselves from other brands.

Since the launch of the campaign, Constellation has seen an uplift in leads generated, providing full end-to-end marketing funnel coverage and demonstrating that they were able to reach prospects with engaging, educational content to help them along their decarbonization journeys, wherever they were in the process.


Best B2C Campaign of the Year

Baltimore Ravens

The Baltimore Ravens 2022 brand campaign was entitled, “And Football”.

A key insight behind the campaign was that the Ravens brand has come to represent so much more to its fanbase than just what happens on the field during 60 minutes of game action each Sunday in the Fall; while at the same time, football remains at the core of everything the organization stands for.

As a result, the Ravens set out to create not just a commercial or billboard, but a platform that could be used to showcase fan rituals, historic moments, and current players while supporting every initiative run by the team during the course of a season. “And Football” succeeded across all of these measures with the added bonus of allowing us to reinforce our fandom across the state with the closing line of our commercial – “…And Football. Ravens Football. That’s What Maryland Does!”

Since the launch of the campaign, Constellation has seen an uplift in leads generated, providing full end-to-end marketing funnel coverage and demonstrating that they were able to reach prospects with engaging, educational content to help them along their decarbonization journeys, wherever they were in the process.


Best Event Marketing Campaign of the Year

Cribl (Agency: Protiviti Digital)

The Baltimore Ravens 2022 brand campaign was entitled, “And Football”.

Cribl came to Protiviti Digital for a strategic approach to brand domination at their six key in-person events throughout 2022. They needed to break through the noise and stand out in highly saturated markets such as Las Vegas.

By focusing on key messaging through high-impact units, Protiviti Digital provided Cribl with the appearance of being a much larger and more established brand at these events. The budget was used strategically by focusing placements exactly where their audience would be and eliminating outer-geo waste. Flights dates around airport arrivals/departures, event preferred hotel presence and signage around conference locations was key to ensure Cribl was everywhere they needed to be.


Best Nonprofit Campaign of the Year

American Nurses Association

The DEI Recognition Campaign from the ANA Enterprise is an excellent example of how internal and external collaboration can yield huge benefits. The organization is actively working to engage diverse nurses through several formal initiatives to address racism within the profession. Having a celebratory program offers a new and different way to build relationships. Connections are built through a mutual respect that goes beyond the formal programs and shows up in everyday actions.

The DEI Recognition Campaign is a huge step forward for an organization looking for new ways to connect with racially and ethnically diverse audiences in an authentic manner. The internal and external coordination puts awareness and sensitivity at the heart of the effort.

And these efforts are yielding results: In 2022, the campaign reach increased 126% and engagement increased 86%.


Best Email Marketing Campaign of the Year

Devaney & Associates

In 2022, Devaney & Associates set out to create a year-long email campaign that would nurture its sales pipeline and keep them top-of-mind with their existing clients.

The D&A Marketing Fitness Challenge proves that thought leadership/educational content does not have to be boring to be taken seriously. From their pink track suits to their ‘80s-inspired graphics they made learning about marketing fun, and subscribers clearly responded. Devaney & Associates steady (and growing) results show that campaign fatigue, which would plague most email campaigns that run this long, never set in. In fact, their twelfth and final email (December) actually outperformed their first email (January) with a 54.25% open rate and a 10.57% clickthrough rate (versus 46.9% and 8.21% respectively).

The D&A Marketing Fitness Challenge is also proof that true collaboration does yield better results. To ensure they demonstrated their thought leadership in all major marketing disciplines, they asked every staff member to contribute to their content development. Each of their 12 team members pitched in to brainstorm new challenges, draft content, and suit up for photo shoots.


Best Social Media Campaign of the Year

Chesapeake Employers’ Insurance Company

Like many companies emerging from the grip of the COVID-19 pandemic, Chesapeake Employers’ Insurance Company, Maryland’s largest provider of workers’ comp insurance, faced a shortage of workers and struggled to attract qualified candidates to fill its ranks using traditional recruitment methods. So, it added social media to its repertoire of employment efforts in 2022. The company identified five workplace qualities it possessed that matched what contemporary workers sought in today’s job market.

In April 2022, Chesapeake launched a 5-month social media recruiting campaign that communicated its brand message across three of its social platforms while showing potential job candidates enticing images and videos representing its company culture and values.


Best Video Marketing Campaign of the Year

Maryland Health Benefit Exchange (Agency: GMMB)

When it comes to health insurance, most people want the security of coverage but think it’s only really there for the big health scares…which aren’t even that likely to happen. So, why bother?

Maryland Health Connection’s Unexpected campaign aims to answer that question in the unexpected—yet relatable—moments life can throw your way. Because with health insurance, you’re covered for all the essentials and for the late-night-sick-baby, why-did-I-climb-this-ladder-alone, I-think-I-broke-something incidents too.

You can’t control when you get sick or injured, but you can have some control over how much it will cost you. Low-cost, quality health insurance can help you with the big things, the little things, and everything in between. Meet the unexpected with health coverage you can count on.


Best Single Unit Digital Advertisement Campaign of the Year

BGE (Agency: ICF)

Baltimore Gas and Electric Company (BGE) offers a variety of programs to help residential customers save energy and money. One of those is the Home Performance with ENERGY STAR® Program, which involves a home energy audit to assist customers in identifying energy leaks and how to address problem areas with relevant home improvement work. The program also offers valuable rebates to help offset project and equipment costs. BGE developed a brand-new, high-impact display ad that would engage customers, raise awareness of the program and drive traffic to the program’s webpage to schedule a home energy audit.


Best Digital Marketing Campaign of the Year

SECU

SECU, Maryland’s largest credit union, ran a 90-day long campaign with a goal of targeting people 25+ or Millennials and Gen Z-ers with an incentive for new members through a cash bonus of $200.

The results of this campaign were so successful that the campaign went beyond its original 90-day timeline producing over 5,500 new checking accounts opened and 3,000 new members added. A total of 8,481 savings accounts were opened during the promotion and of those accounts, 5,517 opened with a checking account as well. 29% of those accounts qualified for the $200 promotion and 92% of those are retained membership.

In fact, Millennials made up a significantly higher ratio of promo participants compared to the overall SECU population – nearly half of the members that qualified were Millennials.


Print – Best Single Unit Print Advertisement Campaign of the Year

BGE (Agency: ICF)

Grounded in extensive research, customer insights, and ongoing market analysis, this print advertisement brought together many of the shifting consumer needs and priorities that have been unique to small businesses in the post-pandemic market.

In 2022, this ad appeared in three issues of the Baltimore Business Journal as well as in the first ever issue of BGE’s Efficient Home Magazine.

Key stakeholders and customers celebrated this advertisement for its visual appeal and ability to convey major program benefits effectively in the print format. The simple call-to-action and clear direction on what was needed to get started was effective in both appealing to the small business audience as well as driving engagement/action.

Generating approximately 16,600 impressions, over a hundred QR code scans, uses of the ad’s unique vanity URL, the SBES print ad generated more than 158 customer engagements in 2022.


Best Print Advertisement Campaign of the Year

TEDCO

TEDCO focused its print ad campaign on highlighting not only the brand but also the funds and resources it provides to Maryland entrepreneurs by spotlighting various people at TEDCO working to improve, grow, and diversify the Maryland ecosystem.

Published in various publications like the BBJ, Business Monthly, AFRO Magazine, The Daily Record, and Washingtonian, the campaign increased new website users over 24% from 2021 to 2022, and pageviews increased by over 21% overall.


Best Direct Mail Campaign of the Year

Coyle Studios

At Coyle Studios, their clients expect excellence in photo restoration, art restoration, and custom framing. They trust Coyle Studios to care for their precious family history and priceless art as if it were their own. So, Coyle Studios needs their marketing to reflect that and instill confidence in their audience.

In 2022, they sent out a highly targeted direct mail campaign with special savings and an introduction to Showstopping Savings, a weekly holiday email campaign. They closed out Showstopping savings exceeding their campaign sales goal by 74% and a 54% increase from 2019 measuring against their last pre-pandemic campaign.


Best New Brand Identity Campaign of the Year

CareFirst BlueCross BlueShield (Agency: Fifteen4)

CareFirst asked Fifteen4 to create brand messaging, brand guidelines, and a website for the new Memento company. Fifteen4 began by developing a compelling message speaking directly to user pain points. Then designed a logo and color scheme that reflected the calming, supportive resources available to Memento users. Finally, Fifteen4 created iconography for use in the app and marketing resources, and created complete brand guidelines.


Best Rebrand Campaign of the Year

Constellation (Agency: Weber Shandwick)

Power on, America. Following its spinoff from Exelon, Constellation launched a bold rebranding campaign that quickly increased brand awareness and successfully established the energy company’s new status as a standalone company addressing the climate crisis head-on. With compelling and authentic creative and strategic placements across digital and traditional media, the campaign reaches its target audiences, including energy buyers and policy elites, with messaging centered around Constellation’s promise to lead the charge towards a carbon-free future, while positioning the new brand as the go-to resource for businesses working toward their sustainability goals.

Through this updated brand marketing campaign, Constellation asserted its proven leadership and backed up each claim with current achievements and actionable goals. In a sea of sameness across a multitude of energy companies, Constellation’s increased awareness across target audience segments and successful launch of its new brand achieved new prominence in a challenging energy market.


Best Marketing Collateral Campaign of the Year

BGE (Agency: ICF)

Since 2009, Baltimore Gas and Electric Company (BGE) has offered a variety of programs and services to help its 1.3 million electric and 680,000 gas customers reduce their energy costs at home. Those programs range from discounts on LED lighting and ENERGY STAR® certified appliances to home energy audits and appliance recycling services. Instead of keeping its traditional catalogue, BGE pivoted to a lifestyle magazine to promote an energy efficient lifestyle.


Best Market Research Campaign of the Year

EdChoice (Agency: Phoenix Lifestyle Marketing Group)

EdChoice is a 501(c)(3) nonprofit, nonpartisan organization committed to understanding and pursuing a K–12 education system that empowers every family to choose the schooling environment that fits their children’s needs best. Faced with the ongoing lack of diverse perspectives incorporated in the design of school choice options for families, EdChoice sought The Phoenix Lifestyle Marketing Group’s assistance to gather insights and perspectives from a diverse group of stakeholders to inform the development of their National Black Parents Poll.

The goal was to establish a comprehensive understanding of the experiences and perspectives of black parents when it comes to education. The Phoenix designed and executed the EdChoice Common Ground project, which brought together parents, educators, policymakers, and community leaders to facilitate focus groups allowing them to openly discuss educational opportunities and choices for families.

The outcome culminated at SXSW EDU where the insights report and the results of the national poll were unveiled and included in a series of panel discussions with key leaders in the national education arena to drive the forward momentum of effective design of school choice programs.


Best Marketing Technology Campaign of the Year

Constellation (Agency: Weber Shandwick)

The race to combat the climate crisis is on, and Constellation is ready to meet the challenge. For this campaign, Constellation strategically utilized marketing technology to reach potential customers with insightful, educational content and created a true integrated marketing strategy. The aim was to generate and nurture leads through the notoriously long energy buying process and inform businesses of their options to buy, manage and use clean energy as part of their decarbonization plan. This effort led to growth that has helped solidify Constellation as a national leader in clean, carbon-free energy, while helping businesses achieve their sustainability goals wherever they are in their journey.

Since the launch of the campaign, Constellation has seen an uplift in leads generated, providing full end-to-end marketing funnel coverage.

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