The Drum Awards Festival is open…
Taking place from Nov 27 - Dec 8 The Drum Awards Festival covers everything from creative to content and PR to OOH, with winners announced at daily awards shows. Full rundown HERE: https://lnkd.in/eWiZndSP
The Experience Awards, kicking off awards proceedings tonight at 7.30pm, were chaired by Judy Lee, global director of experiential at Pinterest, and our very own Jonathan Emmins, founder and global ceo at Amplify. They led a jury that included representatives from the likes of General Motors, Bumble Inc. PepsiCo and BBH London.
For their ‘Inside the Jury Room’ series, The Drum’s senior reporter Hannah Bowler caught up with Lee and Emmins to talk about what went on inside the jury room as they deliberated the entries…
One trend they noticed this year was how brand experience work was leading the marketing strategy: “I genuinely believe that, for consumers and marketers alike, the pandemic brought on long-overdue innovation and integration,” says Emmins. “Maybe 10 years ago, the brand experience was the party at the end and now, with more traditional forms of advertising struggling to cut through, the brand experience can be the big idea and driving cross-channel campaign. It’s exciting to see. The trends I saw coming through [in the entries this year] were bigger ideas and real integration.”
After poring over entries to the awards this year, Lee agreed that brand experience work is being prioritized by marketers and that is leading to more consideration of the metrics for how to measure success. “We all have to work smarter,” she says. “One of the things I’m seeing is that [brand experience work] has to fit a number of goals; it’s not just about press, impressions and reach. It’s got to hit multiple things. And those are the pieces of work that really stand out. The work is just getting smarter as marketers and brands think about investment.”
Good luck to all the nominations for The Drum Awards for Experience, featured HERE: https://lnkd.in/edA2B7sD
'In the Jury Room' interview and article HERE: https://lnkd.in/eRfCP43Y
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Associate Creative Director | Doing Things
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