The nave of York Minster PLANS for a new 32 metre-high telecommunications mast in York have been criticised, with neighbours saying it will damage the city’s skyline. To compare the height of the mast to a city landmark, the nave of York Minster is 29m high. One resident has asked if the mast could be attached to the grade II-listed chimney in Foss Islands Road instead. A planning application has been submitted for the telecommunications mast to be installed at the former Heworth gas works site, where 607 new homes are set to be built. The new structure would be built on the south east side of the site close to the Foss Island cycle route.
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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 that insight”. It’s no surprise then that the work, by Wunderman Thompson, was awarded the Grand Prix. With Unscripted, the sports broadcaster ignited a global debate within the football community by using AI to assemble a script that predicted the 2019/20 season, and followed it with a DOOH campaign.
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 with going wide is damaging your sender reputation, otherwise known as your Sender Score. People s email addresses (and other data) change over time. Mailbox providers and others within the email ecosystem sometimes use these old, no-longer-valid email addresses as spam traps in order to catch bad actors. When you must send messages to people you haven t interacted with via email recently or
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 showcased a cross-section of marketing programs that responded most effectively to these pandemic-driven changes. The ability to analyse and interpret customer data, and then apply innovative technology to personalise with humanity, was the template for success. Several common themes connected the winners which we’ll explore in more detail: why they are important, winning examples, and how they are
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