When I was asked to serve as head juror for the healthcare category at the Jay Chiat Awards, my first reaction was… wait—me? My second reaction was mild panic. Was there a secret decoder ring I needed, a robe, or maybe even a gavel? I had never done anything like it before, and part of me expected the judging experience to be some sort of intellectual Thunderdome: “Two briefs enter, one brief leaves.”
Spoiler alert: It wasn’t. In fact, it was one of the most energizing and satisfying professional experiences I’ve had in a while. At the heart of it, we in advertising are ideas people—and what a privilege it was to spend time with other smart, curious, funny strategists discussing ideas that matter. The process didn’t feel intimidating or academic. It felt like the best kind of brainstorm—just with more scoring rubrics—and far fewer snacks.
What surprised me most was how easily the conversation flowed. I expected polite debate. What I got was passionate, thoughtful discourse. There’s something gratifying about being in a room (or in our case, a shared screen) with people who genuinely care about the power of creativity—not just to dazzle, but to drive real change. As David Ogilvy famously said, “If it doesn’t sell, it isn’t creative.” In healthcare, if it doesn’t change behavior, it isn’t helping.
That idea really anchored me during the judging process. Yes, we admired beautiful craft, clever storytelling, and brave brand moves—but what elevated the best work was its ability to move people. To change how they think, act, or advocate for their health. That’s where creativity earns its keep.
And let’s be honest: doing that in healthcare isn’t easy. Regulatory hurdles, dense science, and often skeptical audiences make it a tougher challenge than selling soft drinks or sneakers. So, when healthcare work does break through—when it’s bold, behavior-changing, and emotionally resonant—it deserves a standing ovation (or at least a Lion—or a Chiat).
One of the most rewarding aspects of the experience was seeing the alignment between great healthcare work and our mission at AbelsonTaylor Group: to help the world choose better health. That’s not just a tagline—it’s a North Star. And judging this work reminded me that when strategy and creativity align, we can do more than inform—we can empower, inspire, and even save lives.
As we evaluated the work, one thing became clear: the truly standout campaigns weren’t just clever or well-crafted; they were courageous. They tackled real, deeply rooted behavioral challenges and uncovered sharp insights to drive genuine change. That’s the difference between good work and great work: one entertains, the other moves people.
So yes, I was nervous going in. But in the end, it felt like stepping onto a different kind of stage—one that challenged me and reinvigorated me, and reminded me why I love this business in the first place. Seeing the best our industry has to offer, and debating what truly moves the needle, was more than just an honor—it was inspiring. And that inspiration is something I get to carry back with me to the day job, with a little more perspective, a little more energy, and a renewed belief in the power of a great idea.
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Mike Czuba, vice president of account planning and insights innovation at Abelson Taylor Group, is an accomplished researcher, strategist, and brand builder whose work delivers measurable business success for clients and helps people make better-informed healthcare decisions. His career in strategic planning spans more than 30 years and includes broad consumer experience in addition to extensive work in healthcare marketing and advertising.
