Press Release


BOSTON, MA – The 58th Annual Francis W. Hatch Awards, presented by The Ad Club, announced the 2018 winners for creative excellence in advertising last night at The House of Blues in Boston, to a crowd of over 1,000. The Hatch Awards are New England’s prestigious awards for creative branding and marketing. With awards categories ranging from print to TV, broadcast to digital, mobile, and web-based content, the Hatch Awards continued in its tradition of celebrating the very best in creative excellence in the region. A record number of creative pieces for national, regional and local brands were entered for consideration in this year’s awards. 

“I was so impressed with the quality and the caliber of the work that was submitted to Hatch this year. The brands were impressive as well. It was really an inspiring body of work.” Judge Zarina Mak, Managing Partner, PS260

For the fourth year in a row, the Boston-based international advertising agency MullenLowe took home the coveted Best of Show award for their client Burger King, with this year’s Prom King campaign. In the honor of prom season, Burger King asked their competing neighbor, Wendy’s, to prom through their outdoor sign. The story went viral. This out-of-home campaign earned over 500 million impressions and over 100,000 social media mentions. Burger King saw a 338% increase in brand conversation, and had over $3 million in earned media. What started as a competition, turned into a love story.

MMB was another notable winner, taking home the largest number of Hatch Bowls, with a total of 20. This included four gold, five silver and eight bronze. Digitas / GroupeConnect also won an impressive 19 Hatch Bowls. 

Independent small agencies had an impressive showing at this year’s awards, including Johannes Leonardo, Sleek Machine, Mechanica, The VIA Agency, Nail Communications and others.

Said Kathy Kiely, President of The Ad Club, “This year’s winning creative shows the talent and innovation our region has as well as their skill in producing iconic campaigns for National Brands and Local Brands. The Hatch Awards proved once again how impressive our creative community is, from the winning agencies to the clients who approved the campaigns to our sponsors like Aetna and Night Shift Brewing, who brought energy and fun to the evening’s event.”

By the end of the night, 185 Gold, Silver, and Bronze Awards were presented to ad agencies, in-house creative shops, and students. For a full listing of this year’s judges, winners, and their accompanying work, visit

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The Ad Club is the trade association for the companies at the intersection of technology and branding. Focused on networking, education, professional development, advocacy, and diversity, The Ad Club presents over 40 events and programs every year. Legacy events like the Hatch Awards, Women’s Leadership Forum, Media Auction, and Rosoff Awards run side-by-side with the latest in new media and the digital landscape. The Ad Club’s membership represents the best in class advertising agencies, media companies, and brands in the New England region. For more information on The Ad Club visit 

For details and information contact:

Kathy Kiely,
President The Ad Club

22 Batterymarch Street
Boston, MA 02109