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IAB Insights Report Reveals ‘What Works and Why’ in Digital Marketing

Top Creatives, Brand Marketers, and Publishers Share Keys to Success in Mobile, Digital Video, Leveraging ‘Big Data’ & More

NEW YORK, NY (April 16, 2015) — The Interactive Advertising Bureau (IAB) today released the “What Works and Why: IAB MIXX Awards 2015 Insights Report,” providing analysis from the awards’ elite panel of industry judges on select Gold-winning campaigns that captivated audiences and delivered meaningful results for brands. Alongside 14 campaign case studies and video interviews, the report highlights best practices across digital channels and explores emerging trends that will be critical to interactive marketing in the years to come.

Lessons are offered on mobile, digital video, branding, technology, audiences, and data, as preeminent digital creative, marketers, and publishers reflect on the best campaigns of 2014, including:

  • Cancer Council NSW & JWT Sydney and Soap Creative for “I Touch Myself Project”
  • Chipotle Mexican Grill & Creative Artists Agency for “The Scarecrow”
  • Chipotle Mexican Grill & Huffington Post Partner Studio for “Food for Thought”
  • The Coca-Cola Company & Wieden+Kennedy, SMG, and Facebook’s Creative Shop for “America is Beautiful”
  • Giraffas, Mood & TBWA for “The Goal Screen”
  • Inakadate Village & Hakuhodo for “rice-code”
  • Ken Burns & Big Spaceship for “Ken Burns iPad App”
  • Kraft Foods’ Oscar Mayer & 360i for “Wake Up and Smell the Bacon”
  • Land Rover & Y&R and Wunderman for “The Off Road Radio Banner”
  • Lay’s & Deep Focus for “Lay’s Do Us A Flavor”
  • Nike & R/GA for “The Nike SB App”
  • Optus & M&C Saatchi for “Clever Buoy”
  • Red Roof Inn & 360i for “Flight Cancellation Coup”
  • Ubisoft & AKQA for “Watch Dogs Digital Shadow”

Those providing expert opinion and observations include:

  • Lincoln Bjorkman, Global Chief Creative Officer, Wunderman
  • Emma Cookson, former Chairman, BBH North America
  • John Costello, President, Global Marketing and Innovation, Dunkin’ Brands, Inc.
  • Jack Haber, Vice President, Global Advertising and Digital, Colgate-Palmolive Company
  • Jon Jackson, Executive Creative Director, Huge
  • Kim Kadlec, former Head of Global Strategic Partnerships, AOL
  • Laurie Koehler, Consumer Campaigns Manager, Americas Marketing Group, Intel Corporation
  • Natalie Lam, Executive Creative Director, Razorfish
  • Nick Law, Global Chief Creative Officer, R/GA
  • Michael Lebowitz, Founder and CEO, Big Spaceship
  • Andy Markowitz, GM, Performance Marketing Labs, GE Capital Americas
  • Richelle Parham, Vice President and Chief Marketing Officer, North America, eBay
  • Elizabeth Pizzinato, Senior Vice President, Marketing and Communications, Four Seasons Hotels & Resorts
  • David Roman, Senior Vice President and Chief Marketing Officer, Lenovo
  • Ciro Sarmiento, Executive Creative Director, Dieste
  • Baba Shetty, Chief Strategy and Media Officer, DigitasLBi
  • Shiv Singh, Head, Global Brand and Marketing Transformation, Visa
  • Marla Skiko, EVP/Director of Digital Innovation, SMG Multicultural
  • Jim Therkalsen, Creative Strategist, Facebook Creative Shop, Facebook

Several of these digital marketing luminaries also contribute their distinct views on the current state of advertising, and supply predictions on what’s next for wearable technology, new paths for cross-screen initiatives, the future of video, and much more.

Jeff Benjamin, former Chief Creative Officer of award-winning agency JWT and jury chair for the 2014 IAB MIXX Awards, shares an assessment on how the featured campaigns represent storytelling’s evolution.

“Serving as jury chair for the 2014 IAB MIXX Awards, I was fortunate to be surrounded by interactive advertising that inspires,” said Benjamin. “What I especially loved was how the winners rebelliously push humanity forward and with soul instead of just industry insights, they tackled massive goals that matter because by doing so, they could change the world for the better.”

The work honored over the course of the IAB MIXX Awards’ 10-year history has advanced digital marketing to its current position as the centerpiece of many of the world’s biggest brand efforts. According to the report’s introductory letter from Randall Rothenberg, President and CEO, IAB, the campaigns showcased in this year’s “What Works and Why” embody interactive’s focal role in connecting brands with today’s consumers.

“The talented individuals behind these executions found marketing solutions that communicate continually and organically, not by sporadic bursts or through the various other limitations dictated by traditional media campaigns,” said Rothenberg. “The resulting work holistically reflects the brand, in form as much as in messaging, but more importantly, it ties brands to consumers in ways which weren’t previously possible.”

Thursday, April 23, will mark the opening of the formal call for entries for the 2015 IAB MIXX Awards, the winners of which will be the subject of next year’s “What Works and Why” report. Information on how to submit work will be available at http://www.iab.net/mixxawards.

To read the complete “What Works and Why: IAB MIXX Awards 2015 Insights Report,” please visit http://www.iab.net/mixxawardsinsights/.

About the IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing programs. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. The organization is committed to professional development, elevating the knowledge, skills, and expertise of individuals across the digital marketing industry. The IAB also educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Founded in 1996, the IAB is headquartered in New York City.

IAB Media Contact
Laura Goldberg
[email protected]