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What does the 2016 DMA Awards shortlist tell us?

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We hear from Chair of the DMA Awards Committee, Mark Runacus, on what this year’s DMA Awards shortlist says about data-driven marketing – and why we must always trust in innovation

For 3 days, from 10 – October, we gathered at 30 Euston Square to build this year’s shortlist of potential DMA Awards winners. And, once again, I wanted to say how much I personally enjoyed the judging. 

It’s a rare and fascinating opportunity for a group of like-minded people to critique other work and in that process learn so much, so here’s some reflections on what I saw. 

Over the three days’ of judging I saw a range of entries and I must admit, whilst I admired so much of what I saw, I was left craving more innovation.

Maybe I’m adding two and two together and getting five, but having heard so much chatter about Brexit uncertainty I wonder if this has made some of us less ambitious than we might have been last year?

I’m worried if that’s the case: we could scare ourselves into a downtown which would be a serious mistake.

I think this community – the data-driven creativity, and the data-driven marketing community - is best placed to keep the spirit of innovation alive. At the most basic level it’s about continuing to test new ideas. 

The data and analysis that we should all have access to should give us the confidence to continue to test and learn; to continue to innovate. To continue to fail fast, and to continue to win, to gain competitive advantage.

So, as we unveil the shortlist for this year’s Awards I hope you are encouraged by those would-be winners, and will continue to innovate to ensure that UK plc continues at the forefront of the data-driven marketing world.

Simply put, let us always be brave in everything we do.

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