What's New

The BEST Awards drew some interesting approaches to digital marketing this year. And there were varying degrees of competencies and technical deliveries from those that entered the digital award categories.  As digital continues to expand as a medium and become more fragmented and more complicated, the challenge for brands owners and agencies alike is to maintain focus on what’s important from the brief.

While judging the categories, some entries were highly creative but lacked a well-executed technical delivery, while others drilled home on technical capabilities but at the detriment of the creative and brand experience.   Throw in a dose of social media, mobile delivery, and video, and the complete breath of what full service digital can do for a brand, it’s no wonder there were so many different angles the digital entries explored.  In truth, there were few entries that used all the digital channels available as part of their overall campaign, but this is no doubt influenced by budgets and time pressures. That said the entries which scored most highly, were those that effortlessly hung their brand communications around the appropriate digital channels, rather than forcing a message into all the channels at their disposal.

Innovative, concise brand communications, delivered across the most useful digital channels in a way that embarrassed technology won my vote. And of course, backing that up with tangible analytics justifying campaign success and value.

Back to blog posts