Data-driven audience discovery is de rigueur, say The Drum Marketing Awards US judges

Data-driven audience discovery is de rigueur, say The Drum Marketing Awards US judges

Creativity, customer experiences and data will lead marketing in 2019 according to The Drum Marketing Awards US judging panel.

Yolanda Lam, head of agency partnerships at Pinterest is sure that brands will focus on inspiring consumers to try something new and open their mind to possibilities. “What’s old is new again,” Lam said. “I think brands are going to think about how to really inspire people in everything they do - from product development to other areas of business.”

For 2019, focusing on the basics and engaging relevant audiences in conversations rather than campaigns, and listening is key, according to chief communications officer of the global nonprofit Accion, Jim Rosenberg .

“Successful marketers will win by taking a data-driven approach to audience, tailoring content and outreach efforts to reach the right people at the right time,” he explained. “My resolution this year: do fewer things better.”

The Drum Marketing Awards US has launched for 2019 and our panel of industry experts are ready to give you and your team the opportunity to be recognized as new leaders in the industry for your cutting edge marketing thinking and execution.

Rosenberg wants entrants to focus on the creative. He said: “Analytics matter, but creative matters more in 2019. Show creative concepts that have delivered real impact for a client – and that’s a winning entry. With all the hand-wringing about automation and programmatic, this is actually a great time to be a human being and not a robot - if you’re creative and strategic. If not, well…?”

Director of social media and strategy for the United States Tennis Association, Qianna Smith-Bruneteau believes that award season is the perfect time to celebrate and acknowledge your team’s best-in-class work. She’s eager to see entries that are visually ‘wow’ and incorporate out-of-the-box storytelling. “I want to see campaigns that leverage tech in a truly beneficial way for the consumer is also powerful.

“The creativity that goes into the awards entry is just as important as the campaign being submitted. Video entries can often benefit from a dynamic presentation of a cohesive story/timeline.”

Emily Wasserman, manager, global digital innovation of the global beauty company, Coty Inc is excited to see campaigns that include experimentation and smart implementation of new technologies to drive success. ‘Emerging technologies have become an integral part of the marketing industry, impacting business models, services, as well as brand messaging,” she explained.

Smith-Bruneteau concluded: “The Drum Marketing Awards is in its seventh year and by bringing them stateside, running at an esteemed creative US competition, businesses have an opportunity to showcase their marketing efforts and to get recognized as a marketing leader.”

Lam, Rosenburg and Smith-Bruneteau are all judges for The Drum Marketing Awards US. The deadline for has passed but you can still enter by applying for an extension. Please contact Courtney Johnson for more details.

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