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‘What Works & Why’ in Digital Marketing Crystallized in New IAB Report

Top Agency Creatives, Influential Marketers & Pioneering Media Company Leaders Share Master Class Lessons from Award-Winning Work

NEW YORK, NY (April 8, 2016) — The Interactive Advertising Bureau (IAB) today released the “What Works & Why in Digital: IAB MIXX Awards 2016 Insights Report,” tapping into expert analysis from the award’s judging panel of creative luminaries, brand marketing powerhouses, and blue-chip publishers. The report’s case studies and videos present a master class of the best-of-the-best in digital marketing – campaigns and executions that captivated audiences and delivered meaningful, measureable results – which brands and agencies alike can apply to their creative thinking.

The importance of coupling innovative strategies with effective tactics, and leveraging the power of participatory storytelling are explored in the examination of the award-winning work:

  • Comcast/Xfinity; Goodby, Silverstein & Partners; and MediaVest; for “Emily’s Oz”
  • Dallas Pets Alive and Dietse for “Adoptable Trends”
  • Google and PHD for “Androidify”
  • IKEA Canada and Jungle Media for “IKEA #ShareTheBathroom”
  • Nike/Jordan Brand and Wieden+Kennedy for “Re2pect”
  • Nike and Wieden+Kennedy for “The Last Game”
  • P&G/Always; Leo Burnett Chicago, London, and Toronto; and Starcom Mediavest Group; for “#LikeAGirl”
  • P&G/Pantene and Wunderman Guangzhou for “Pantene Praise Project”
  • Smart USA and Razorfish for “Yo! Test Ride”
  • Taco Bell and DigitasLBi San Francisco for “Taco Bell Blackout”
  • Taco Bell and DigitasLBi for “Taco Bell Mobile Ordering App”
  • The ALS Association for “ALS Ice Bucket Challenge” The Sun and Wunderman UK for “Dream Team”
  • Unilever/Axe Black; Mindshare Turkey; and mobilike for “Axe Black – Bring the Quiet”
  • Union Station Kansas City and VML for “Living History at Union Station”

Innovators and experts sharing their distinct point-of-view include:

  • Jeff Benjamin, Founder, Disco, Former Chief Creative Officer, JWT North America, and Former Partner and Chief Creative Officer, CP+B
  • Lincoln Bjorkman, Global Chief Creative Officer, Wunderman
  • Linda Boff, Chief Marketing Officer, GE
  • Pat Connelly, Senior Vice President, 23 Stories, Marketing Solutions, Condé Nast
  • John Costello, President, Global Marketing and Innovation, Dunkin’ Brands
  • Mark D’Arcy, Vice President and Chief Creative Officer, Facebook Creative Shop
  • Scott Donaton, Chief Content Officer, DigitasLBi
  • Attica Alexis Joyce, Former Vice President, Global Marketing, Gap
  • Brian King, Global Officer, Marriott Signature Brands and Global Sales, Marriott International
  • Laurie Koehler, Brand Experience Director, Intel Corporation
  • Nick Law, Global Chief Creative Officer, R/GA
  • Michael Lebowitz, Founder and Chief Executive Officer, Big Spaceship
  • Erin McPherson, Former Chief Content Officer, Maker Studios
  • Matt Murphy, Partner/Group Creative Director, 72andSunny
  • Lou Paskalis, Senior Vice President, Enterprise Media Executive, Bank of America
  • Edu Pou, Chief Creative Officer, The Barbarian Group
  • Erik Rogstad, Managing Director, AKQA
  • Ciro Sarmiento, Chief Creative Officer, Dieste Inc.
  • Lori Senecal, President and CEO, MDC Partner Network, and Global CEO, CP+B
  • Leslie Sims, Chief Creative Officer, Y&R New York
  • Joyce King Thomas, Chairman and Chief Creative Officer, McCannXBC
  • Zak Treuhaft, Former Chief Digital Officer, Grey
  • Debbi Vandeven, Global Chief Creative Officer, VML
  • Steve Wax, Partner, Chief Narratologist, The Cooke Wax Partnership

“This year, the IAB MIXX Awards 2015 Gold Winners showed a deep understanding of what works and why in digital advertising, and yet they also broke the mold,” said Michael Lebowitz, Founder and CEO, Big Spaceship, and Jury Chair for the 2015 IAB MIXX Awards. “They embraced new technologies and new applications of data to tell moving stories. They inspired people not just to action, but participation. They challenged pronouncements about what the industry is and isn’t—and what conflicts and relationships define it—to break new ground.”

“Collectively, the campaigns highlighted in this report represent the finest in digital marketing, work that will surely influence the next generation of advertising campaigns. In short, this is innovation that begets innovation,” said Randall Rothenberg, President and CEO, IAB, in the report’s introductory letter.

The opening of submissions for the 2016 IAB MIXX Awards will be on April 12, 2016, the winners of which will be the subject of next year’s “What Works & Why in Digital” report. Check for more information soon at

To read the complete “What Works & Why in Digital: IAB MIXX Awards 2016 Insights Report,” please visit

About 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, 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., IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City and has a West Coast office in San Francisco.

IAB Media Contact
Laura Goldberg
[email protected]