BECU Wins ‘Diamond Best of Show’ in CUNA Marketing & Business Development Contest

BECU won “Diamond Best of Show” — the highest honor in the CUNA Marketing & Business Development Council’s Diamond Awards competition — and Josh Allison, Horizon Credit Union’s relationship development manager, was named the business development professional of the year at the council’s 21st annual conference in Orlando, Fla.

Northwest credit unions were called to the stage throughout the Friday-night awards gala, which was emceed by Northwest Credit Union Association COO Denise Gabel. In all, more than 1,130 entries were judged by a panel that awarded seven Best of Show trophies, 70 category bests and 231 Diamond Awards.

BECU won a ton of awards, including the top prize for its “SHARE” advertising campaign. Capitalizing on outrage over large banks’ excessive fees and the subsequent Occupy movement, the ads used the actual words of 50 new and longtime members to talk about their relationship with BECU. The campaign brought the BECU brand to life, judges said, and the stories were both inspiring and moving.

Gesa Credit Union was also a Best of Show winner, nabbing the “Clarity Award” for Most Sentimental with its “Wedding Commercial Series.” Six TV ads over the course of seven months showcased the lives of a fictional couple to promote general awareness of the credit union and several of its product lines. The commercials also directed viewers to a microsite,, where they could learn about the characters, view the commercials, and join the credit union.

Global, Harborstone Credit Union, Horizon Credit Union, Red Canoe Credit Union, STCU and Trailhead Credit Union were multiple winners. SELCO Community Credit Union, Oregon Community Credit Union and Northwest Community Credit Union won for their taxation video series, iQ Credit Union for its “Get a Loan, Save a Latte” campaign, and Seattle Metropolitan Credit Union for its new logo.

The evening also included Excellence Awards in marketing and business development. Four credit unions were honored for the efforts in business development, community outreach/political advocacy and other categories. Horizon Credit Union’s Josh Allison was named the business development professional of the year, while Kristen Mashburn, vice president of marketing for Listerhill Credit Union in Alabama, was named marketing professional of the year.

A complete list of award winners is available online; go to and click on the 2014 Conference link on the “Events” pull-down menu.

Questions about this story? Contact Gary M. Stein: 503.350.2216,

Posted in Awards, CUNA, Marketing & Communications.