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WARC’s Chiara Manco looks at how the 2020 DMA Awards winners used data to better understand and connect with their audiences. Creativity, strategy and results – these are the three pillars against which DMA Awards entries are judged. The 2020 winners – announced at a series of online events – have not only delivered against each pillar, but also showed a more human side to data. BT Sport and Klarna: fuelling passions and redefining experiences When judges discussed BT Sport’s Unscripted campaign during the online ceremonies, one comment came up time and time again: “I wish I had t...

Top tips for brands 'going wide' with email More brands moved back to email as their mail connection point with consumers in 2020 because of the pandemic. People weren't going to physical stores, many worried what sanitizing efforts were in stores, or needed to know how to get the products they needed faster. And, while email did serve brands well, the trend of communicating all information via email has had its stumbling blocks. Here are three ways brands can build a better strategy for their communication efforts. First, implement better list management strategies "One of the biggest risks...

Guy Hanson of Validity Inc. discusses how award-winning marketing campaigns have evolved during the pandemic to effectively engage with consumers. 2020 has been a year of disruption, and marketers, like most businesses and consumers, have been on the receiving end. Validity’s “Disruption” report showed that while digital channels like email have generally benefitted, they’ve also had to deal with new challenges. The shift toward working from home, lockdown restrictions, and general fatigue all meant consumer engagement with marketing changed radically. This year’s DMA Awards showcas...