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New rules for hatch

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Hatch turns 40 this year and instead of a midlife crisis finally seems intent on embracing some of the changes that is rocking the industry it seeks to serve.
At least three new Web-related categories have been added: self promotion, e-commerce and online advertisements. In addition to bringing in more entries from the interactive units of traditional ad agencies, the hope is that new entrants from interactive specialty shops will be drawn in.
This year also marks the first time that all entry forms must be submitted online at www.adclub.org/hatchentry or www.bullhorn.com/hatchentry. The completed form should be printed out and two copies attached to the back of each physical entry delivered to the Ad Club for judging.
"We're just trying to make it easier," said Hatch Steering Committee chairman Marc Gallucci of Gallucci Advertising, Boston. Some thought was given to making all entries digital, but that would have precluded judges from viewing the work in its original form and would have compromised
quality. Deadline for entries is May 12.
--Judy Warne