Tech-driven creative will open new possibilities in audience targeting: The Drum Marketing Awards entries now open


By Dani Gibson | Senior Writer


marketing article

December 19, 2017 | 4 min read

2018 will be the year that the marketing industry starts to fully realise the potential that the development in digital technology has brought in audience targeting, according to Google’s head of UK publishers, global partnerships.

David McMurtrie explained that so far, the power of audience targeting has been with the media buyers, but expects to see more creative solutions to the challenge of reaching more tightly targeted audiences, whatever the medium.

As a judge for The Drum Marketing Awards 2017, McMurtrie believes that there are lot of good examples of this beginning to happen. He said: “The marketing industry is often misunderstood and doesn't always receive the recognition it deserves for the way in which it both reflects and shapes our society.

Marketing Awards 2017

Tech-Driven creative will open new possibilities in audience targeting

“Awards such as The Drum Marketing Awards shine a spotlight on the great work that we create globally for big brands and for much smaller companies and charities with small budgets for whom effectiveness is paramount.”

The Drum Marketing Awards celebrate the best marketers and campaigns internationally. These global awards are open to entries from advertising agencies, in-house marketing teams, design consultancies, digital agencies and PR companies.

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Following the success of the first iteration of the NHS Blood and Transfusion campaign in 2016, Engine took home the chairman’s award for the international continuation.

Engine content manager, Hannah Baker said: “Winning this award has helped to raise the profile of Engine as a business and also demonstrated the value of our collaborative model as the campaign was created by two separate parts of our organisation: MHP a PR agency and WCRS a creative agency.

“By fusing these two disciplines together, we came up with an idea that wasn’t bound by traditional marketing disciplines. Being recognised for this kind of work by organisations like The Drum is a great proof point for the effectiveness of this way of working."

The awards are now open to entries, which close on Friday 16 February. For more information, please click here.

What categories will you enter? There is a wide variety of marketing areas you can choose, including: best brand experience/event strategy of the year, best technology-led innovation of the year, emerging brand of the year, B2B brand team of the year, B2C brand team of the year and many more.


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