Tag Archives: gay marketing

GLAAD Media Awards In Advertising Winners Announced


The 2010 GLAAD Media Awards in Advertising winners have been announced:

  • Outstanding TV Campaign – LGBT Market: Levi’s Gay History Month/Logo Leaders Campaign (Levi Strauss & Co.)
  • Outstanding Print Campaign – Mainstream Market:  America’s Top Couple (K-Y Brand)
  • Outstanding Print Campaign – LGBT Market:  Works in Progress (Progressive Insurance)
  • Outstanding Interactive Campaign:  The Advocate Money Minute Presented by Wells Fargo (Wells Fargo)
  • Outstanding Social Marketing Campaign:  SAGECAP: The Caregiver’s Caregiver (SAGE)

Additionally, American Airlines was awarded the Corporate Responsibility Award for 2010.

All of the winning and nominated creative can be viewed here.  Congratulations to all the winners!

Gay Advertisement #19: Miller Lite

2010 GLAAD Media Awards In Advertising Nominee

This ad from Miller Lite, titled “Great To See You Out,” was nominated in the Outstanding Print Campaign – LGBT Market category.  The GLAAD Media Awards in Advertising will take place tomorrow, September 29th, in New York City.  Check back soon for a list of winners!

Gay Advertisement #18: Progressive Insurance

2010 GLAAD Media Awards In Advertising Nominee

Progressive Insurance has been nominated in the Outstanding Print Campaign – LGBT Market category for its “Works in Progress” campaign, which features historical works of art featuring gay couples.  For more on this campaign, read the article I wrote for the June/July issue of Echelon Magazine (page 24).

Large Companies Break Down Barriers In LGBT Marketing

Northwestern University’s Medill Reports recently published an article on marketing to the gay community.  The article presents a few snapshots of corporate marketing efforts and gives some helpful advice from experts on GLBT marketing.  I especially like this excerpt from Michael Murphy, senior vice president of communications firm Fleishman-Hillard:

“But in order to really tap into the market, Murphy said a company must start by looking inward.  “You have to practice what you preach,” he said.  Murphy suggests looking at human relations and corporate responsibility to see how LGBT employees are treated within a company.  Fair policies and employee work groups supporting LGBT are key.

Murphy sees employees within a company as the best “brand ambassadors in the community.”

In making the move outward, Murphy warns against stereotypes and cliches, such as rainbow flags in advertising and marketing campaigns.  He advises businesses to complete their market research and to test the campaign to make sure it is respectful through use of employee focus groups.

“The return on investment can be exponential if [the company] does it right,” Murphy said.  The market is not only untapped over all, but Murphy pointed out that each letter within the acronym ‘LGBT’ signifies a different untouched segment.”

You can read the entire article here.

Gay Advertisement #15: Tylenol PM

2010 GLAAD Media Awards in Advertising Nominee

This ad for Tylenol PM is nominated in the Outstanding Print Ad – LGBT Market category.  I especially like the clever incorporation of the rainbow into the Tylenol PM logo.  Tylenol has been a proud sponsor of the Human Rights Campaign since 2003, and is a regular supporter of Pride events around the country.

Gay Advertisement #14: K-Y Brand

2010 GLAAD Media Awards in Advertising Nominee

This K-Y print ad is nominated in the Outstanding Print Campaign – Mainstream Market category.  Geoffrey and Rusty were voted one of “America’s Top Couples” in a contest in conjunction with  the company’s “K-Y Couples” campaign.  Kudos to K-Y for including a gay couple in its contest and running the ad in mainstream media.

GLAAD Announces Nominees For Media Awards In Advertising

The Gay & Lesbian Alliance Against Defamation (GLAAD) announced today the nominees and honorees for the 2nd Annual GLAAD Media Awards in Advertising Presented by Omnicom Group, Publicis Groupe, and Rokk Vodka.

Among the nominees are:  Absolut Vodka’s “Exceptional Moments: The Absolut RuPaul” commercials, Levi Strauss & Co.’s “Gay History Month/Logo Leaders” campaign, Progressive Insurance’s “Works in Progress” ads, Wells Fargo’s “Advocate Money Minute,” and Givenchy’s “Fall 2010” campaign featuring openly transgender model Lea T.

In the coming weeks, I’ll be featuring some of the nominees on OGM leading up to the ceremony on September 29, but if you can’t wait that long, a complete list of nominated ads is included below and can also be found at http://www.glaad.org/advertisingawards/nominees.