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The Boston Idea Group is making changes in its annual Francis W. Hatch Awards program and expanding several of its educational initiatives.
The 42nd annual Hatch Awards, to be held in September, will focus on all aspects of marketing communications, with an added emphasis on interactive, direct and design. This marks a significant change from past years, when the show concentrated almost exclusively on traditional media advertising.
The transformation grew out of increasing frustration voiced by some in the local marketplace with the meager representation of nonadvertising work at the show.
Local companies have become more focused since the late 1990s on interactive, design and direct, said Tim Brunelle, vice president and creative director at Arnold in Boston.
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