Mower Wins Big with Eight Awards at the 2022 Global Ace Awards


Alison Boghosian

Senior Account Executive, PR & PA Group

Mower earned recognition for client campaigns and internal agency promotion at the annual ANA Ace Awards, June 8 in New York City

NEW YORK—June 9, 2022— Mower, one of the country’s top independent marketing, advertising and public relations agencies, took home eight prestigious awards at The Association of National Advertisers (ANA) 2022 Global Ace Awards held in New York City on June 8, 2022. The eight awards span across two client campaigns and an internal agency rebrand campaign. The ACE Awards recognizes the best creative work in the B2B space across the globe along with the talented people who created it. Entries are judged by an outstanding jury of leading creatives from agencies and client organizations worldwide.

Mower’s winning campaigns include New York State Tourism Industry Association’s “Roam the Empire,” Mower’s internal agency rebrand “Making Fierce Friends” and ABB’s “eMine™.”

Details on Mower’s winning work include:

Client: New York State Tourism Industry Association

Creative Campaign: Roam the Empire

Categories: Gold, Integrated Marketing Campaigns – Under $250,000 Budget, Gold, Pro Bono Campaigns, Gold, Sales Enablement (Analog & Digital), Silver, B2B2C Campaigns, Silver, Content Marketing – Multiple Piece Program/Campaign

The pandemic was devastating for New York State’s tourism industry. To help the industry bounce back in 2021, Mower was tasked with bringing together NYSTIA’s highly-competitive members with a common rallying cry that encouraged New York State residents to vacation in their home state. Mower created a campaign celebrating everything that’s waiting to be explored in the Empire State. Tapping into the drive vacation trend, Mower created “Roam the Empire” to be a rallying cry for residents to celebrate, visit and support destinations and attractions in the Empire State.

The campaign included a branded logo to be used across all 11 regional tourism agencies, and a dedicated landing page on NYSTIA’s website where a robust, fully developed campaign toolkit gave the state’s tourism industry partners everything they needed: key messages, logos, branded digital and print assets in varying sizes, a templated news release, and links to custom ‘Roam The Empire’ Facebook, Instagram and Twitter accounts.

Client: Mower

Creative Campaign: Making Fierce Friends

Categories: Gold, Internal Activation, Silver, Agency Self-Promotion

Human beings are more technologically connected than ever before—but feel more emotionally disconnected than ever. Brands are no different. In a now virtual-first work environment—where clients are hyper-focused on data and analytics—creating meaningful, empathetic connections with their customers becomes even harder. Our challenge was to both differentiate Mower as an agency uniquely positioned to harness the superior strength of emotional connections AND help clients understand that this lack of humanity—or disproportionate dependence on analytics—could be standing in the way of their business goals.

The mission became known as “Making Fierce Friends”, with the guiding principle that for brands to be relevant in today’s world, relationships matter. Creating these connections takes a unique approach, one that Mower has perfected (as much as relationship-building can ever be perfected), and we call it Brand as Friend®. We successfully transformed Mower’s brand identity, website, marketing materials, company culture, and our clients’ success.

Client: ABB

Creative Campaign: ABB eMine

Category: Silver, Print Advertising – Campaign

Mining is essential for a sustainable world, yet also accounts for up to seven percent of all greenhouse gas emissions. So, ABB has put its considerable experience and expertise to work transitioning mines from fossil fuel to all-electric and creating sustainable progress for today and future generations. Their purposeful solution—ABB Ability™ eMine—helps its mining customers reduce their carbon footprint by electrifying and automating their operations.

The goal of the campaign was to promote eMine™ as at the forefront of sustainable mine operations by building recognition with bold and powerful messages. Mower worked with ABB and used compelling stats to link electrifying the mine to improving the air, ocean, trees and arctic ice, driving the point home through provocative split-screen images that seamlessly combine two worlds: one from the world of mining, one from the world beyond.

About Mower

Mower is a digitally integrated independent marketing, advertising and public relations agency with professional staff concentrated in New York City, Chicago, Atlanta, Boston, Charlotte, Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.

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