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Top Digital Marketing and Media Leaders From Around the World Share ‘What Works and Why’ in the 2015 IAB Global Insights Report

Case Studies from 24 Award-Winning Campaigns Provide Lessons in Authenticity and Creativity from an International Perspective

NEW YORK, NY (September 30, 2015) — The Interactive Advertising Bureau (IAB) today released the “What Works & Why: IAB Global Insights Report 2015,” exploring case studies of 24 award-winning campaigns from around the world and featuring expert commentary from 28 international digital marketing and media leaders. It focuses on the theme of “The Allure of Authenticity and Creativity” in interactive advertising, presenting campaigns curated from various international IAB MIXX Awards programs, and other similar honors around the world, highlighting both the art and science that is necessary for creating great digital marketing.

These award-winning campaigns spotlight three topics resonating within the industry:

  • Authenticity: Work that Deeply Resonates with Local Consumers
  • Credibility and Niche Demos: Work that Engages by Age, Professions, and Passions
  • Universal Truths: Work that Demonstrates Mobile Behaviors that Cross Continents

Among the 28 leaders interviewed, four key names in marketing and media participated in Q&As that showcase emerging trends and opportunities:

  • Pete Blackshaw, Vice President, Digital and Social Media for Nestlé, based in Switzerland, talks about the need for brands to listen to consumers on digital platforms in order to craft better marketing and engagement
  • Grace Ho, Chief Commercial Officer of the Singapore Post, shares her point-of-view on the importance of transformation and details her own company’s experience in thriving through disruption by going digital and international
  • Nikki Mendonça, President EMEA (Europe, Middle East, Africa) for OMD, based in the United Kingdom, discusses the power of mobile and the future of “mood targeting” in the Middle East
  • Guilherme Ribenboim, Vice President, Latin America for Twitter, and President of IAB Brazil, offers his perspective on the role of using digital tools and platforms to produce meaningful connections with consumers

Other top digital industry voices, a veritable “who’s who” in the global interactive advertising world, also lend expert opinion:

  • Jens-Petter Aarhus, Creative Director and Founding Partner, Anorak
  • Tim Cheng, Chief Creative Officer, DDB Group Shanghai, DDB China Group
  • Olgierd Cygan, Chief Executive Officer and Managing Partner, Digital One
  • Andrés Díaz, Creative Managing Director, Raya Agency
  • Mariano Dorfman, Vice-President, Creative, ICOLIC
  • Sertan Eratay, Digital Channels Director, Turkcell
  • Nur Farah, Chief Executive Officer, USA and LatAm, Red Pineapple Media
  • Simon Gill, Chief Creative Director, DigitasLBi
  • Kris Hoet, Head of Digital and Change Architect, Duval Guillaume
  • Gjuro Korac, Creative Director, Nivas Croatia
  • Olga Koulikova, Chief Executive Officer, Articul Media Group
  • Saul Kropman, Head of New Business Development, WeChat Africa
  • Noelia Meltzer, Integration Creative Director, TBWA\Spain
  • Stefan Mohr, Chief Executive Officer, Jung von Matt/next
  • Neslihan Olcay, Chief Executive Officer, Maxus Turkey
  • Stefan Rasch, Managing Director and Owner, screenagers
  • Alexis Reátegui, Head of Digital Products, Latin America, hibu
  • David Roman, Senior Vice President and Chief Marketing Officer, Lenovo
  • Diego Rubio, Creative Director, FCB Buenos Aires
  • Peter Shen, Chief Creative Officer, Great China, Cheil PengTai
  • Guido Surci, Chief Strategy and Innovation Officer, Havas Media Group Italy
  • David Tiltman, Head of Content, Warc Ltd.
  • Christian Westelindh, Account Director, DDB Stockholm
  • Mike Zeederberg, Managing Director, Zuni

Each of the report’s case studies includes commentary, digital video, and clear-cut metrics that reflect the overwhelming success of these campaigns designed for a variety of brands and audiences. The work highlighted includes:

  • “#ShareTheSofa” – Tribal DDB Amsterdam and Heineken – Gold Winner, Innovative Use of Social/Community, and Leaders Grand Prix, IAB MIXX Awards Europe, 2015 (The Netherlands)
  • “#unadjetivoparamessi (#anadjectiveformessi)”– BBDO and Pepsico Argentina – Grand Prix Winner, IAB Argentina Creative Awards 2013
  • “Addictology” – WHY and Alto Las Condes – Winner, Best Digital Campaign, IAB Chile Awards, 2014
  • “Alles Kan Beter (Everything Can Be Better)” – TBWA and KBC – Winner, Online B2B Campaign and Winner Multiscreen Experience, IAB Belgium MIXX 2014
  • “America Is Beautiful” – Weiden+Kennedy, SMG, Facebook’s Creative Shop and The Coca-Cola Company – Gold Winner, Multicultural, IAB MIXX Awards U.S.
  • “Beck’speriment” – Drap and Beck’s – Winner, Best Branded Content, IAB Croatia MIXX Awards 2015
  • “Cuando Pienses en Volver (When You Think of Coming Back)” – Fahrenheit DDB and BBVA Continental – Winner 1st Place Lead Generation, 1st Place Brand Awareness and Positioning, 2nd Place Cross-media, and Great Digi 2014, IAB Digi Awards 2014 (Peru)
  • “Fantasma del 50 (Ghost of 1950)” – Notable and Puma – Gold Winner, Executions in Social Media; Gold Winner, Online Campaigns; Gold Winner, Viral Marketing; and Winner Idea of the Year, IAB MIXX Awards Uruguay, 2014
  • “Gillette Scandal Shave” – BBDO Advertising Co., Ltd. Shanghai and Gillette – Winner, Video, Media Marketing Award Video, China Great Wall Advertising Awards 2014
  • “Kan Khajura Tesan (Ear Worm Radio Channel)” – PHD India, Lowe Lintas & Partner and Hindustan Unilever Limited – Double Gold-Winner, Mobile, and Gold Winner, Audio, 2014 Cannes Lion International Festival of Creativity; Grand Prix Winner, The Internationalist 2014; and 2014 WARC Prize, Asian Strategy (India)
  • “KIA Pro Cee’d GT: GT Ride – The Mobile App Game” – LA RED GmbH and KIA Motors Europe GmbH – Best-in-Show, Gold Winner Branded Content, Silver Winner Visual Design, Silver Winner Mobile Apps: Idea/Innovation, Deutscher Digital Award (Germany)
  • “Lad opp til e-Golf (Re-Charge the e-Golf)” – Try/Apt and Volkswagen – Grand Prix Winner, 2015 Gulltaggen Awards (Norway)
  • “Like From Leo” – Marvelous LLC and Ostashkov ZKX – Grand Prix Winner; Gold Winner, Viral/Word-of-Mouth; and Gold Winner, Social Marketing, IAB MIXX Awards Russia
  • “Luna: Una Historia a la Que le Puedes dar la Vuelta Cuando Quieras (Moon: A Story You Can Turn Around Whenever You Want)” – OgilvyOne Madrid and ING Direct – Gold Winner, Best User of Animation; Gold Winner, Best Use of Video; Bronze Winner, Online Communication; and Bronze Winner, Mobile, Inspirational Awards 2014 (Spain)
  • “Nike Run Istanbul 2014” – Mindshare and Nike – Gold Winner, Clicks to Bricks, and Location Based Advertising, IAB MIXX Awards Turkey, 2014
  • “One Rand Man” – Punk Agency and Sanlam – Gold Winner, Branded Content and Integrated Multi-Platform Campaign, IAB South Africa Bookmark Awards 2015
  • “Radikal #4Saat-Silinen Haberler (Radikal #4Hour-Fading News)” – TBWA and Radikal Turkey – Best of the Year; Gold Winner, Brand Awareness and Positioning; Silver Award Winner, Social Marketing, Viral and WOMM, MIXX Awards Turkey 2014
  • “Rip Curl Search GPS” – VML Australia and Rip Curl – Winner, IAB Australia Creative Showcase 2014
  • “Samsung Power Sleep” – Cheil Austria GmbH and Samsung Electronics Austria – Apps and Mobile Best-in-Show; Silver Winner, Cross Media; Silver Winner, Best Digital Campaign; Silver Winner, Best Craft; and Silver Winner, Innovation, IAB WebAd Austria 2014
  • “Sound of Honda” – Dentsu and Honda Motor Co. – Winner Grand Prix, Ad Stars 2014, and Titanium Grand Prix, 2014 Cannes Lions (Japan)
  • “Sluta Rattsurf (Don’t Text and Drive)” – HowCom, Blomquist & Co. and Transportstyrelsen (Swedish Transport Agency) – Winner, Best Branding Campaign, IAB MIXX Awards Sweden 2015
  • “The Hair Fest” – Ogilvy & Mather Mexico and Casa de la Amistad – Gold Winner, Content Marketing, IAB Conecta Awards 2015 (Mexico)
  • “Turn Off To Turn On” Tullo Marshall Warren and Reckitt Benckiser/Durex – Winner, Most Beautifully Buzz-Worthy, IAB UK Creative Showcase Grand Prix 2014
  • “Zwrotka Żywca (Żywiec ‘The Verse’)” – Gong and Żywiec – Best-in-Show, and Winner, Innovation Award, Online Video, IAB Poland MIXX 2014; Silver Winner, Branded Content, IAB MIXX Awards Europe

“Successful digital marketing in every corner of the globe is characterized by authentic dialogue and creativity,” said David Doty, Executive Vice President and CMO, IAB, who also heads the organization’s international efforts. “The industry luminaries who provide insights from their distinct perspectives confirm that digital is a borderless medium that nonetheless deeply respects regional and cultural differences.”

To review the entire report, please visit iab.com/globalinsightsreport2015.

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 campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.

IAB Media Contact
Laura Goldberg
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