DDB/Chicago production manager Scott Terry was nominated for Best Instagrammer by the Shorty Awards, an achievement described as being “like a Nobel Peace Prize,” but “um, better, probably,” by actor Ricky Gervais, who won for his Tweeting performance in 2012.
Top honors are awarded to individuals, corporations and organizations in a number of categories including activism, finance, humor and music. Besides Gervais, previous winners include Selena Gomez, Neil Patrick Harris, Jimmy Kimmel and Conan O’Brien.
Terry was nominated by popular votes from coworkers and fans, who elevated him into a group of finalists for the 2015 Individual competition. He received the official notification in an email from the nomination board on Monday.
“It’s a pretty big honor,” he says.
To date, he has scored more than 150 votes to join a total of seven finalists, including four who were selected by the Shorty Awards Nominating Board, which is comprised of journalists throughout the world. Other nominees include “The Office” star Mindy Kaling and women’s designer boutique Kate Spade New York.
Since Terry took over DDB Chicago’s Instagram site last May, it has enjoyed a 350% increase in followers and a 500% increase in engagement, which reflects the number of likes and comments generated by the site. He credits his “consigliere,” creative talent scout Candace Keene, for helping to generate the success.
“As an ad agency, we post a lot of our work,” Terry says. “That’s one of the things that sets us apart.”
A hand drawn version of the DDB logo in a snow drift and a holiday video featuring stop motion animation made from Skittles are among the most popular posts on the site. Food shots and selfies are seldom featured.
Terry and Keene’s efforts are complimented by DDB Chicago’s entire social media team, which includes facilities manager David Brock, who handles Twitter, and community manager Maya McDonald, who handles Facebook.
VP Director of Business Development Jamie McGarry, who organized and developed the teams when she accepted the challenge of revamping DDB Chicago’s social media program last year, is “kinda like the glue that holds us all together,” says Terry.
Winners will be announced during a ceremony at the New York Times Tower in Mid-Town Manhattan on April 20.
The Shorty Awards program, now in its seventh year, was launched by New York-based tech startup Sawhorse Media, to “honor the best of social media, recognizing the people and organizations producing content on Twitter, Facebook, Tumblr, YouTube, Instagram, Vine, and the rest of the social web.”
Since then, the New York Times has likened it to social media’s version of the Oscars.