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Multicultural and Inclusive Marketing Excellence Awards Grand Jury
Director, Strategy and Integration
Charles Schwab
BIO
Scott Redick is Director, Strategy + Integration at Charles Schwab, where he develops marketing programs to connect with audiences in meaningful and surprising ways. Prior to that he spent many years in strategy at various creative agencies.
Q&A with Scott Redick
What makes great marketing today?
Being worthy of attention in a world where attention is scarce.
What is the one cultural trend you are watching today?
AI brings the cost of mediocrity to zero. So it will certainly lead to further enshittification of marketing. But I’m hoping to see AI raise the roof. Either by augmenting human creativity with an alien superintelligence. Or by rejecting it and coming up with something so out-there so, imaginative, so awesome a machine could never think of it. Like my new favorite band, Angine de Poitrine. Their stuff is Claude-proof.
In one sentence, what will it take to make an entry worthy of winning a Grand Prize award?
Tell a compelling and concise story involving something we haven’t seen before.
What advice would you offer to teams preparing submissions for the ANA Multicultural and Inclusive Marketing Excellence Awards?
Play the field. The really great ideas are big enough and smart enough to warrant entries into multiple categories. And you never know who else you’re up against in a competing category. So it’s in your interest to put yourself out there.
Why do awards programs like ANA Multicultural and Inclusive Marketing Excellence Awards matter to the health and progress of the marketing industry?
Recognition from peers matters. Even more so for those fighting the good fight to connect with audiences that have been historically overlooked.
When you review the “breakthrough insight” or “aha moment” behind a campaign, what tells you that a team has uncovered something truly meaningful? What do you most want to understand about their thinking in this section?
Did I learn something new? If the case study reveals something to me that I didn’t already know, expect or assume then I’m leaning in.
How have your expectations of great marketing evolved over the past few years— and how does that shape how you approach marketing?
Some of the Generally Accepted Advertising Principals from the 70s, 80s, 90s etc. that were kind of drilled into marketers have gotten long in the tooth. Giants like Apple, Amazon, Google, etc. defy the physics of what was previously thought possible in how much a brand can stretch and grow. Empirical studies by academics like Byron Sharp, Mark Ritson, Les Binet, etc. revealed different reasons for why shoppers choose one brand over another. AI now brings in another seismic shift in how people shop and brands go to market. So the biggest thing for me is to keep an open mind and keep being curious.
How do you balance creative ambition with commercial accountability in marketing?
I reject the idea that those are competing goals! I’ve found the most creatively ambitious work is often the most commercially successful!
Get to know the 2026 Multicultural and Inclusive Marketing Excellence Awards Grand Jurors.