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Brand Karma Selected for
I-COM Data Creativity Awards 2014

(Source: I-COM 2014 NewsFeed) As Data Driven Marketing has risen in popularity, so have the voices claiming that this will impede creativity in the Advertising world. Yet, in reality, it is a new type of creativity that is key to unlocking new insights, that when applied, can drive Competitive Advantage for Marketers. Therefore, in order to recognize and promote excellence in this area, I-COM launched in Rome the first ever Data Creativity Awards in 2012 amongst great fanfare and entries from around the world. Since then, the popularity of Data Creativity concept has increased. For example, Sir Martin Sorrell has recently posted an article entitled, ‘Creativity in the Age of the Maths Men’.

I-COM is proud and pleased, together with our Patronage and Board members from around the world, to present the Official Selection of the 2nd edition of the Data Creativity Awards competition who will present their entries on Apr 1st in Seville:

Accuen (Omnicom), USA
Project Name: AIP Everywhere; Speaker – Sergey Shprints, VP, Media Intelligence

Bottlenose & Razorfish, USA
Project Name: Mapping the 2013 State of the Union Address with Trend Intelligence; Speaker: Nova Spivack, CEO and Dominiek Ter Heide, CTO, Bottlenose

Brand Karma & Starwood Hotels, Singapore
Project Name: From Conversations to Commerce: How a Hotel Company Made $2 Million from Social Media; Speaker: Mario Jobbe, COO & Co-Founder, Brand Karma

Ghostery & Telegraaf, USA
Project Name: Marketing Cloud Management; Speaker: Scott Meyer, CEO & Founder

Havas MFG Labs & Warner Bros., France
Project Name: My Warner; Speaker: Joachim de Lezardiere, COO

Johnson & Johnson & McNeil, Aveeno, and Johnson’s Baby, Ecosystem Partner: Research Now, USA
Project Name: Baby Landmark Ages & Stages Research Project Speakers: Christina Hoff, Manager- Global Strategic Insights, Johnson & Johnson, Summer Schiavo, Director – Global Insights, BabyCenter (J&J), Michele Madansky, Media and Market Research Consultant, Michele Madansky Consulting, Sapna Mistry, Manager- Global Strategic Insights

PHD Media, Ecosystem Partners: Yume and Nielsen, USA
Project Name: Adapting Media Planning to the Evolution of TV Ads; Speaker: Renee Cassard, Director – Research and Analytics

Starcom MediaVest Group & Axis Bank, India
Project Name: A POEM with Numbers – Confluence of Paid, Owned and Earned Media for Business; Speaker: Aarti Bharadwaj, Vice President, Analytics Center of Excellence

Starcom MediaVest Group & Suncorp Group, Ecosystem Partners: Mi9 & Powered by 9, Australia
Project Name: Suncorp GIO – Building Trust through action, not words!; Speaker: Thaer Namruti, Group Data and Analytics Director

Xaxis & MediaCom and American Eagle Outfitters, USA
Project Name: Audience Buying In Style: Extending Customer Lifecycle Measurement through Effective Data Management; Speakers: Ross Jenkins, VP of Analytics, Xaxis

Entries may show evidence of the successful leveraging of value from data or they could demonstrate how insights were derived from data to drive creative briefs. Whatever the nature of the project, entrants showed that they were highly creative and innovative in their approach and that they achieved demonstrably strong results, such as financial, thought leadership or other stated criteria. Examples of where data creativity might have been shown include the following:

Creating new insights from multiple data sources Effective merging of data sources Innovative data sourcing Efficient Integration of data Analytics creativity Using insights to influence the creative brief, media plan, strategy Employing different marketing sciences Technology Innovation (in-house or with 3rd parties)

The winners will be announced at a special Gala Awards Dinner ceremony to be held at the Royal Palace (Real Alcazar) as part of the I-COM Global Summit on April 1st, 2014.

The I-COM Global Summit is the leading Global Data & Measurement Strategy event, where the who’s who from Digital Marketing gather from around the world to learn, network and trade. I-COM provides a premium environment for Data Champions to build their ecosystem to achieve competitive advantage.

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