Meet the DMA Awards category chairs: Luis Navarette, Search

Category: Search

Category chair: Luis Navarette, global head of search marketing, LEGO

“The DMA Awards are incredibly competitive and hard to win, so we expect to see an increasing number of world class examples of good marketing.”

Tell us who you are, what you do and who you do it for

I’m global head of search marketing for LEGO.

My role in the organisation is to define the strategic approach to search marketing across all channels, so in my team we set the strategy for Google Search (both SEO and Paid), YouTube Search, Mobile apps and retail search.

What will you be looking for from the work in your category?

In the Search category we will be looking at the key elements that define a successful campaign:

From a strategy perspective we want to see how Search is being used as part of a whole media ecosystem, where user journeys are clearly defined and each channel plays a unique role.

Search can deliver user acquisition and brand equity and judges will be searching for world class examples of how to use search strategically to increase effectiveness and create outstanding results.

Creativity is another of the main focus areas for judges. We will be looking for examples of amazing creativity applied to a performance channel as Search.

In previous editions we have seen great cases where brands have utilised Search in a clever way and have come up with very creative ways of attract consumers’ attention in competitive markets, and we are looking forward to seeing new ideas in this year’s edition.

And obviously the most important aspect are what results have been achieved as a result of the campaign.

Search is being said to be a numbers game and we want to see campaigns where brands use it to drive performance and real results that end up in great success stories.

What are your predictions for the 2017 DMA Awards?

The DMA Awards are incredibly competitive and hard to win, so we expect to see an increasing number of world class examples of good marketing.

We will probably see campaigns where Search is being used alongside many other channels to drive integrated marketing campaigns that are user-centric and deliver value to both consumers and brands.

The rise of other digital channels will bring for sure new opportunities to use search in clever ways and I’m sure the judges will be looking forward to seeing cutting edge examples of innovative uses of Search.