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What does a World Top 25 pro-golfer and a leading specialty insurance wholesaler have in common? As it turns out, a lot. Burns & Wilcox and its marketing agency Real Integrated discovered this when they set out to create a web series to highlight the company’s core values through its PGA golf brand ambassador, Jimmy Walker. For their efforts, Burns & Wilcox and Real Integrated were recognized with a Bronze Telly Award for web series, which features Walker, who most recently won the 98th PGA Championship at Baltusrol Golf Club. In the series, Walker explains and demonstrates how-to tips for the everyday golfer in three videos, which run less than one minute each.
“This video series allowed us to bring real relevance to our clients’ brand,” said Real Integrated COO/Creative Director, John Ozdych. “It’s an honor to be recognized for this work. The way Burns & Wilcox embraced this creative is a testament to their commitment of driving innovation in specialty insurance.”
The goal was to make the golf tip series more visually engaging than the average instructional video. “Our videos had to attract the interest of both golfers and insurance professionals, dynamic enough to capture the attention of someone who may not have been a serious player,” said Ozdych. “It helped that Jimmy Walker and Burns & Wilcox aligned so well on a professional level.”
“The majority of Burns & Wilcox’s clients and partners are avid golf fans,” said Richard Shipley, Corporate Associate Vice President, Marketing, at H.W. Kaufman Financial Group. “The video series makes the direct connection with their passion and the distinctive qualities that both Walker and Burns & Wilcox share, like competitiveness, integrity, hard work and professionalism. It’s been an incredibly successful partnership.”
The Telly Awards was founded in 1979 to honor excellence in local, regional and cable TV commercials. Non-broadcast video and TV program categories were soon added. The Telly Awards receives more than 13,000 entries annually from ad agencies, production companies, TV stations, cable companies, interactive agencies and corporations in the world.