MIAMI, FL — May 9, 2022 — (NOTICIAS NEWSWIRE) — Although the evaluation of the pieces that participate in the IAB Mixx (Mexican edition) awards is defined under three parameters: creativity, strategy, and results, the latter must be supported by data and addressed from the beginning of the development of the campaign. Members of the jury, which was part of a session of the Webinar on the Way to IAB MIXX by PRODU, agreed that they are not only looking for highly creative projects, but also those that have achieved outstanding results for brands.
The webinar, “The importance of measurement and its analysis for the IAB Mixx jury”, brought together the members of the IAB Mixx jury: Karina Vega, managing partner of Lexia Insights & Solutions; Diego Sánchez, Marketing Director – Craft Beer & New Categories at Heineken Mexico, and Enrique Cornish, Director of Strategic Marketing Intelligence and Planning at BBVA Mexico, and was hosted by Mara Fernández, Associate Editor and Senior Director for LatAm and US Hispanic at PRODU.
“You have to understand which are those metrics defined from the beginning, that they really have a correct connection with the objectives of the campaign and how they are progressing or how we are securing the results and its analysis,” Sánchez said regarding the main topic of the webinar.
Vega agreed with Sánchez that campaigns must have a clear objective from the beginning. And this includes “from the business strategy that was intended to fulfilled, the way in which creativity and innovation were used to communicate or achieve that objective. And finally, those results, those metrics, have been met according to the initial objective,” said Vega.
Whereas for Cornish, it is always prestigious to win an award. “Because in some way it gives you a measurement to compare with what the industry is doing, with what the rest of the advertisers are doing.” He explained that it also reflects the teamwork that takes place within organizations, which is tremendously important. “The result is like the sum of all your efforts. So, internally, it has great importance.”
View webinar here
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About IAB Mixx
The “IAB MIXX Marketing and Interactive Excellence Awards” are a recognition for the best digital cases of the year. The IAB Mixx Awards is an international initiative organized in Belgium by the Belgian Association of Marketing and Best of Publishing, publisher of Inside Magazine and Digimedia.be.