Thursday, December 12, 2013
First ‘IAB MIXX Awards Insights Report’ Crystallizes What Works and Why in Digital Advertising

Provides Lessons Learned from 17 Top Digital Marketing Experts on How Campaigns Can Drive Brand Impact, Break New Ground in Mobile and Video, Leverage Audiences and Data, Maximize Digital Through Owned and Earned & Much More

NEW YORK, NY (December 12, 2013)For nine years, the annual IAB MIXX Awards have celebrated the best in interactive marketing excellence while pointing to the creativity and innovations that chart new paths for digital advertising. Today, the Interactive Advertising Bureau (IAB) releases “The 2013 IAB MIXX Awards Insights Report,” that for the first time takes a revealing deep dive into a curated collection of select winning campaigns, providing analyses on what works and why through the eyes of top digital marketing leaders. Insights on emerging trends and expert commentary on each piece of work are woven together with campaign case studies as well as video interviews.

This bellwether, how-to guide for digital creatives, marketers, and publishers addresses:

  • Building brands digitally
  • Leveraging audiences and data
  • Mobile: moving across all screens
  • Maximizing digital through earned and owned
  • Taking advantage of video’s powerful combination of sight, sound and motion
     

Lending their expertise on individual campaign case studies are:

  • Jeff Benjamin, Chief Creative Officer, JWT North America
  • Lincoln Bjorkman, Global Chief Creative Officer, Wunderman
  • Ed Brojerdi, President and Co-Chief Creative Officer, kbs+
  • Susan Credle, Chief Creative Officer, Leo Burnett
  • Brian DiLorenzo, Executive Vice President and Chief Production Officer, McCann New York and Commonwealth
  • Marjorie Dufek, Interactive Marketing Director, Brown-Forman Corporation
  • Laurie Koehler, Senior Marketing Manager, Consumer Campaigns, Americas Marketing Group, Intel Corporation
  • Andy Markowitz, Director, Global Digital Strategy, GE
  • Chris Miller, Divisional Vice President, Global Brand Strategy and Innovation, Abbott
  • Benjamin Palmer, Co-founder and Chairman, The Barbarian Group
  • Elizabeth Pizzinato, Senior Vice President, Marketing and Communications, Four Seasons Hotels and Resorts
  • Suzie Reider, Head, Media Solutions, YouTube/Google
  • Alan Schulman, VP, Chief Creative Officer, SapientNitro NY
  • Steve Wax, Partner, Ladies & Gentleman and Cooke&Co.
     

Providing commentary on major trends in digital are:

  • Brad Brinegar, Chairman and CEO, McKinney, and 2013 IAB MIXX Awards Jury Chair with an overview of the trends that matter
  • Jeff Benjamin looking at how brands succeed
  • Jane Grenier, Vice President, Integrated Strategy, Condé Nast Media Group on the importance of doing good through interactive marketing
  • Lou Paskalis, Senior Vice President, Enterprise Media Executive, Bank of America reflects on the need for balance between invention and scale
     

The campaigns, explored in depth in this new study and accompanied by their key success metrics, include the following Gold winners of IAB MIXX Awards:

  • “#DontGoHome” from Cole Haan and BBH New York
  • “A Window into the Near Future” from BMW North America’s BMWi and kbs+
  • “Art, Copy & Code Film” from Google Advertising Arts and 72andSunny     
  • “Easy Way Subtitles” from Easy Way Language Center and Loducca
  • “eBay Thanks You” from eBay and DigitasLBi
  • “Game of Thrones Enhanced Digital Experience” from HBO
  • “Mobile Medic” from Defence Force Recruitingf and GPY&R Melbourne, and VML
  • “OREO Daily Twist” from Mondel─ôz International’s OREO and 360i
  • “Prometheus Integrated Campaign” from 20th Century FOX and Ignition Interactive
  • “Small World Machines” from The Coca-Cola Company and Leo Burnett Sydney and Chicago
  • “Susan Glenn” from Unilever’s Axe and BBH New York“Tag Weather” from P&G Nordic’s Gillette Venus and Saatchi & Saatchi Stockholm
  • “The Beauty Inside” from Intel & Toshiba and Pereira & O’Dell
  • “Unlock the Grid” from VicRoads and Visual Jazz Isobar
  • Leveraging audience and data - “Volunteer to Promote Volunteering” from SEEK Volunteer and Leo Burnett Melbourne
     

In addition, Randall Rothenberg, President and CEO, IAB, provides a high-level overview on why the IAB MIXX Awards have been able to serve as a beacon indicating where the interactive marketing industry is heading.

“This year, the winning work demonstrated the increasing sophistication of this industry,” said Rothenberg. “Brands created deeply immersive experiences, establishing fantastic new worlds in which consumers readily engaged. Social media was woven throughout the best-of-the-best work so pervasively and so seamlessly, it’s clearly become a new standard in what it takes to build a standout campaign. A drive toward innovation triggered an evolution in the relationship between paid, earned, owned, and invented media, as marketers pursued both invention and scale. Many campaigns were not just conscious of their real-world context but also conscientiousness, endeavoring to instantaneously improve quality of life.”

David Doty, Executive Vice President and CMO, IAB, gives an inside look at the passionate discussion and debate that happens when the judges for the IAB MIXX Awards gather for the demanding process that goes into selecting each year’s winners.

“The winners are selected after a rigorous, multilevel process that includes quantitative and qualitative analyses of each piece of work submitted, and contextualized against the year’s top trends,” said Doty. “The work launches with a 150-person screening committee consisting of agencies, marketers, and publishers, reviewing each entry and scoring them all against four measures of equal weight: campaign strategy, use of media, campaign effectiveness, and creativity. Then, on judging day, our expert panel of agency creatives, savvy digital marketers, and publishers converges in the IAB Ad Lab in New York City to debate, sometimes heatedly and always with passion, which work sent up by the screening committee stands out as a true pace-setter, whether in technology, innovation or creative execution.”

Microsoft Advertising is the sponsor of this groundbreaking report and a past recipient of IAB MIXX Awards for “Mobile Platforms or Apps,” “Tablet Marketing,” and “Mobile Brand Destination Site.”

“The award-winning campaigns celebrated here give us all inspiration and a view into where advertising will take us next,” said Stephen Kim, Vice President, Global Agencies and Accounts, Microsoft Advertising. “Audiences are ready for something new and this collection of work demonstrates what happens when you think big and go bold.”

“The 2013 IAB MIXX Awards Insights Report” is available online at iab.net/mixxawardsinsights.

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 600 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit iab.net.

IAB Media Contact
Laura Goldberg
347.683.1859

[email protected]