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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. ....