REGGIE Brand Catalyst Awards Grand Jury

DARREN ABBOTT

Chief Brand Officer
Hallmark and Hallmark Media

BIO

Darren Abbott is Chief Brand Officer at Hallmark. Darren is accountable for defining the Hallmark consumer experience across every touchpoint and interaction with the Hallmark brand. He leads a multi-disciplinary organization across the Hallmark and Hallmark Media businesses that spans brand development, programming, marketing, public relations, communications, product design and innovation, visual merchandising, branded experiences, licensing, and one of the world’s largest and most renowned creative teams. Throughout his career, Darren has helped shape a thriving creative culture that puts the heart of the brand and the power of creativity at the center of Hallmark’s brand experience.

Darren earned a bachelor’s of arts degree in graphic design with an emphasis in advertising from Drake University. In addition to his professional achievements, he has made significant contributions to the local, regional, and national design and creative community. He serves as a member of the Kansas City Art Institute Board of Trustees and has been named a fellow by AIGA, the national association for design.

Q&A with Darren Abbott

Please provide one word that defines great brand leadership today. 

Connection. Great brand leadership is about building authentic, emotional relationships that consumers actively choose to engage with. Not talking at them but connecting and creating unique multidimensional experiences for them.  

Please share one trend you are watching closely. 

I’m personally intrigued by brands that are authentically inserting themselves into cultural moments that matter. The strongest work feels organic, relevant, and timely. Showing up where consumers are and meeting them in the moment.  

In one sentence – What will it take to make an entry worthy of a REGGIE Brand Catalyst award? 

Work that is creatively ambitious, culturally relevant, demonstrably effective, and stays true to the brand's purpose. 

What advice would you offer to teams preparing submissions for the REGGIE Brand Catalyst Awards? 

Focus on the insight that sparked the work, how it was brought to life across the ecosystem, and clearly connect creativity to meaningful business and brand impact.  

Why do awards programs like REGGIE Brand Catalyst matter to the health and progress of the marketing industry? 

They create space for innovation by rewarding brands that challenge convention, experiment thoughtfully, and push the industry forward. Programs like REGGIE Brand Catalyst spotlight new ways of building connection and impact, encouraging organizations to take smart risks and evolve how brands show up in culture.  

What distinguishes exceptional brand-building work from work that is simply “good”? 

Exceptional brand-building shows up consistently and meaningfully in people’s lives. It is rooted in a clear understanding of who the consumer is, stays true to the brand’s DNA, and delivers connection across every brand touchpoint. Good work may get attention, but exceptional work builds trust, relevance, and long-term emotional loyalty.  

When reviewing submissions, what signals tell you that a program is driving real, sustainable business growth?

I look for work that connects insight to execution, shows how the brand engaged consumers over time, and proves effectiveness through meaningful KPIs while also building long term brand value with authenticity. The strongest submissions will clearly demonstrate how creativity translated into both brand impact and business outcome. 

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?

A meaningful insight reveals a human truth that aligns naturally with the brand’s purpose and the cultural moment. I want to understand how the team uncovered that spark, what they learned about their consumer, and how that clarity shaped the work from start to finish.  

How do you balance creative ambition with commercial accountability when assessing great brand work? 

In my mind, great brand work places equal value on creativity and business results. The best brand work starts with creativity, but is grounded in purpose and accountability for business growth. Creative ambition should help the brand connect more deeply and meaningfully with consumers, while commercial discipline ensures that connection drives real value. When those elements are aligned, creativity becomes a more powerful driver of growth.  

Risk taking and effectiveness, sometimes friends, sometimes foes. How have you handled the balance in your marketing efforts, and how will you weigh these elements in your role as a REGGIE Brand Catalyst juror? 

At Hallmark, the most effective work often comes from taking thoughtful risks that are rooted in who we are as a brand. That means challenging traditional marketing approaches and orthodoxies while staying true to our purpose of care, connection, and put more goodness into the world. I will be looking for work where risk was intentional and clearly contributed to stronger consumer connection and measurable results. 

Get to know the 2026 REGGIE Brand Catalyst Grand Jurors.