Why Creativity and Empathy are Key to Creating Award-Winning Campaigns

It is no secret that the most effective marketing campaigns innovate, empathise, and engage with customers' needs.

However, the very best creatives proactively seek innovative solutions to challenges customers are experiencing — not just during the engagement phase, but also to retain their custom; their experience at all touch points is vital. 

This is especially important with customer loyalty at an all-time-low due to rising pricing sensitivity, as recent DMA research reveals.

Therefore, marketers submitting to this year’s DMA Awards must communicate their campaigns in a way where the judges can see work that inspires and drives meaningful change; showcasing how their brand is evolving in tandem with consumers’ needs.

The DMA Awards recognise the most inspiring and effective campaigns that always have the customer at its heart.

There are three key pillars that entries are judged on: Creativity, Strategy, and Results.

Creativity — any award within the creative industries should seek to celebrate those firecracker moments when ideas ignite to bring the world around us to life. Where concepts surge off the page, the screen, the billboard, the package to take up residence in our minds and imaginations.

The most innovative campaigns can often invoke the most impassioned responses, drive customer engagement, and ultimately, increase brand loyalty with the consumer.

Strategy — this key pillar is where entries are measured against what it set out to do, the route it planned and mechanics it used to get there.

Effective campaigns incorporate into their strategy compelling incentives for their audience to interact with the brand’s products or services, reasons for customers to discuss benefits with their peers, and even a sense of urgency to try something new.

Results — results play a pivotal role in demonstrating the overall effectiveness of original creativity and rock-solid strategy. It is why marketing is an investment and not a cost. 

The challenge and, to some extent, confusion that is present in the industry is highlighted by the fact that there are nearly 180 different metrics being monitored and measured by marketers, according to our Effectiveness Databank.

Marketing leaders must identify the ‘metrics that matter’, shifting from shallow campaign metrics towards the goal of business, brand, and response metrics. The DMA’s CMO Measurement Toolkit provides CMOs and marketers with the guidance they need to identify effective measurement and prove marketing effectiveness to business leaders to showcase the true value of marketing.

So, how did previous winners communicate this in their submissions?

Last year, the ‘Have a Word’ campaign by Mayor of London and Ogilvy UK, won a range of awards in categories like the Best Creative Solution, as well as taking home the most prestigious Grand Prix prize. 

It strove to make London a safer space for women by changing the attitudes – and actions – of men. The message for men was that those who stand by idly rather than getting involved should ask themselves whether it's acceptable to witness toxic behaviour but do nothing. Using peer-to-peer pressure would compel them to step in.

‘Have a word with yourself, then your mates’ is a powerful call to action to start changing men’s behaviour – accountability and self-reflection are powerful, emotive values to target — so much so that the video is now being used in schools and by the United Nations.

Due to its relevancy, directness, and engaging creative approach, alongside an effective strategy on how to make it resonate with men, it will have a positive impact on millions of people’s lives for years to come.

The campaign ran on social media, in cinemas, and at Premier League football games. Out of home executions took over Piccadilly Circus, Transport for London sites, and male bathrooms at venues across the capital.

It even spread internationally, being shared by large international organisations such as FIFA, the UN, universities, councils, and NGOs, plus sports stars and influencers - with no paid support.

Awards ceremonies not only act like a shop window for brands and agencies to showcase their best work, but they also offer the campaigns a sustaining legacy.

The winning campaigns will be viewed by aspiring marketers of future generations, highlighting what the very best that the industry has to offer and the impact this work had.

There is no better way to demonstrate this to judges than to show how your campaign truly understands, relates to, engages with, and impacts the target audience.

A customer-centric campaign isn’t just about getting someone’s attention; we must use a fusion of creativity, data, business values, and technology to deliver innovative campaigns full of meaningful solutions — persevering with this approach to build sustainable relationships founded on trust and transparency.

Marketers must place this front and centre of their thoughts when developing award-winning marketing campaigns. They are a fantastic opportunity to show the industry who you are and why your marketing matters — the submission deadline is this Friday so don’t miss out!