Brand and content director of travel company TUI, Toby Horry, has been announced as the chair of The Drum Content Awards 2019 judging panel.
Content is one of the secret ingredients for brand engagement, sentiment and of course success. If you are producing cutting edge content executions, then these awards are for you.
Horry will be joined by a panel of industry experts from the likes of DCM, Hearst, Virtue Worldwide at Vice, Boiler Room, ClickOn Media, and Iris Worldwide, with more judges to be announced.
"I love to see new work and how marketing is helping to solve business challenges", Horry explains on joining the judging panel. "What better way to do this than to judge these awards?"
The TUI director started his career in advertising production but quickly made the move to strategy as a planner at AMV BBDO and then at Dare, where he progressed to MD. In 2015 Horry made his first move client side as part of the turn-around team at Tesco before joining TUI in 2018 as brand and content director.
The critical areas he will be looking at from submissions are creativity and effectiveness. "For effectiveness, we will be looking for entries that go beyond clicks and views towards genuine marketing and business effectiveness. We will also be looking out for entries that reflect the diversity of the world we live in."
This is your chance to get recognition for your work and to show the rest of the industry what good looks like, Horry adds. "I find that the act of writing an awards entry is a good way of reflecting on the work that’s been done and can help identify what could be better next time."
What should be pushing the industry is identifying what is genuinely effective, adds Horry. "In a world where there are thousands of channels and things that brands could do, what are the things that are truly making a difference to the business?
"Of course modern brands need to increasingly think about what they do as well as what they say as the customer experience is often the biggest driver of what that brand means in people’s minds."
The Drum Content Awards 2019 is open for entries. If you enter before July 19, you will receive a special discounted rate on your submissions.