Just about every local or regional market celebrates creative excellence. In Boston and New England, creativity is on full display at The Ad Club’s annual Hatch Awards—which celebrated 63 years.
We caught up with Barb Riley, President and CEO of the Ad Club; Greg Almeida, co-founder and ECD of Colossus (an Indie Agency News member); and Cristin Barth, GYC GCD and Ad Club Board member.
We chopped it up about how Boston’s cultural and historical roots shape its creativity while showcasing groundbreaking campaigns that have garnered national recognition.
But first, a little history.
Riley detailed the awards’ origins, honoring Francis Hatch, a creative force in New England advertising. “He was a poet, playwright, and storyteller,” Riley shared, highlighting Hatch’s enduring influence on Boston’s advertising culture. The awards, a rite of passage for young creatives, continue to unite the community. “When you win your first Hatch Bowl, you feel like you’ve made it in this business,” noted Almeida.
Boston’s Creative Edge
Boston’s creative identity is unique and has a little edge to it. “Sarcasm is our love language,” said Almeida, underscoring Boston’s signature style: bold, edgy, and unapologetic. This sentiment reflects the city’s character—a blend of resilience, humor, and pride. “Boston has a vibe,” Almeida added, comparing its grit and authenticity to cities like Philadelphia, which share a similar creative edge.
Showcasing New England’s Creative Brilliance
We then did a deep-dive into some of the winning work, including Best in Show from GYK.
Some highlights:
Boston Bruins Centennial Campaign
A standout, balanced campaign celebrating the Boston Bruins’ 100th anniversary demonstrated the power of nostalgia and storytelling. Barth described it as a “love letter to the fans,” blending archival footage, a stirring musical score, and a narrative arc celebrating the team’s storied history while looking toward the future.
Good Supplement Branding
Colossus earned recognition for their vibrant branding work for Good, a supplement company. Almeida explained how their use of bold colors and playful visuals helped the brand stand out in a competitive and often bland category. “We wanted the creative to break through in the same way the product itself breaks through,” he said.
Boston Symphony Orchestra Rebrand
Another highlight was the rebranding of the Boston Symphony Orchestra. Almeida described the project as “a balance of modernity and homage to the past,” noting how it unified entities like Tanglewood and the Boston Pops under a cohesive identity. “Sometimes the best answers are the simplest ones,” he added.
Best in Show: Sallie Mae’s Sound Mind Lo-Fi Album
The Hatch Awards’ Best in Show went to Sallie Mae’s Sound Mind,” a Lo-Fi album designed to help students de-stress during finals. Barth described the project as an opportunity to engage meaningfully with Gen Z. “It’s about making a low moment in their lives just a little better,” she said, emphasizing the importance of creating relevant, audience-centered content.
The Power of New England’s Creative Community
Show guests also reflected on the city’s tight-knit creative community. “We’re small enough to feel connected but big enough to be ambitious,” Barth shared, highlighting the region’s balance.
The Hatch Awards themselves were credited with inspiring emerging creatives. Riley remarked, “Seeing young people mingle with veterans at this year’s Hatch was powerful. It felt like lighting a match under a new generation of creativity.”
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
