DADI judges tell us what they will be looking for from this year's entries

Catriona Campbell

With the DADI Awards entry deadline just one week away (1 June), The Drum asks two of this year's judges what they will be looking for when they judge this year's entries.

The DADIs, organised by The Drum and sponsored by Adnetik and Monotype Imaging, recognise and reward digital excellence. For more information and to submit your entry visit the DADI Awards website.

James Thomlinson, head of digital at Bell Pottinger Group

Where do you get your inspiration from?

My eyes and ears. I try and absorb as much as I can, whether it’s from looking at chalk adverts on the ground, to listening to kids talking about how they use Twitter on the train. Everyone has a different take on things, so in order to make the right decisions you need to understand as many people’s point of views as possible.

What is it about digital that excites you so much?

Not knowing what is next, but knowing that it is the way forward.

For you, what’s the most exciting development in digital?

My team at Bell Pottinger Digital. We’ve got fantastic people delivering some very exciting campaigns. If we continue to grow at the speed we’re doing so, then it’s not long before we make a big impact.

Where do you see the digital industry progressing to in 5 years’ time?

In five years’ time most marketing will be digital marketing. This will pave the way for advertising, PR, search and creative agencies etc. to work even closer together. As a result I think we’ll start to see some consolidation in the market, starting with big marketing communications agencies ‘sectorising’ its specialists. This would see the people from each of the above marketing disciplines (advertising, PR, search and creative agencies etc.) working more closely together in ‘integrated agencies’ to serve clients from specific sectors, i.e. finance, health, business or sport.

Why did you agree to judge the Dadi awards this year?

To learn first-hand about some of the most exciting campaigns out there and understand the different approaches different agencies take to get the end result.

For you, what makes and award winning digital strategy?

When people appreciate that their digital strategy is part of a wider communications strategy. That means starting with the client brief, getting to know the audience and the potential channels, and then deciding how best to execute the campaign. Nowadays, every campaign should have a big digital element to it, but it’s important to make sure that it is highly targeted and that it is supported by other tactics, like PR, content production or advertising.

Catriona Campbell, founder of Foviance

Where do you get your inspiration from?

Watching typical users trying to use digital media in our labs and failing in the main, because we still don’t design with the user in mind.

What is it about digital that excites you so much?

The ability to continuously learn...

For you, what’s the most exciting development in digital?

The mobile web finally becoming accessible because the handsets are being developed to cope with the complexity of the experience we need on mobile

Where do you see the digital industry progressing to in 5 years’ time?

More about being another channel in the whole brand channel mix (not a separate entity) as it is not considered separate by the consumer…so we need to design it all together and measure it all together!

Why did you agree to judge the Dadi awards this year?

It’s an honour to judge these awards in an exciting time in digital

For you, what makes and award winning digital strategy?

Integration with the other channels a brand has.

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