In February 2017, the Warc Media Awards took place to recognise comms planning which has made a positive impact on business results. The fast-paced change across the media landscape is having seismic shifts on communications planning. As a result, some of the most pioneering thinking occurs at this stage of the process.
Through these awards, Warc captured communications planning best practice, showing how brands, their media agency partners and media owners are using new tech and platforms to help meet business objectives. The awards recognise brands that are getting the most out of their collaborations, as well as showing how data and analytics are revolutionising communications planning in real time.
In recognition of Gain Theory’s authority in data and marketing effectiveness, Jon Webb Managing Partner acted as a judge on the ‘Best Use of Data’ category alongside a mixed jury including Sital Banerjee, Global Head of Media at Philips.
This category sought to recognise the role of data in an effective communications strategy and saw numerous entrants from leading brands globally.
Here are Jon’s insights from his judging experience –
The top entrants within the “Best Use of Data” awards were very strong, with the papers submitted making a strong and clear link between how insights from data can play a fundamental role in driving additional value from media and marketing campaigns. It was good to see that the successful entrants placed as much emphasis on using the data to tell a compelling story around the path to purchase as much as on more complex issues surrounding programmatic. And for those entrants who weren’t successful this year, there were some clear guidelines…
- Make the data a fundamental part of the story, not tagged on as either an after-thought or to justify pre-determined action
- Insights from data can be very simple as well as very powerful – the grand prix winning entry was a great example of this
- Some marketing initiatives take great courage to launch – using real time insights on customer feedback from social media is a great way of course correcting to stay on track
Overall the caliber of entrants were high and I have every confidence that next year the bar will be raised even higher.
Grand Prix –
Narellan Pools, Australia
Hindustan Unilever, India
Destination Canada, Canada
Royal Philips, China