MANILA – The Internet and Mobile Marketing Association of the Philippines has added new categories for the upcoming 2015 Boomerang Awards to honor brilliant ideas that exemplify innovation, in addition to effectiveness
According to its co-chairpersons, Cynthia Dayco and Kichi Madlansacay, the shift in the show’s focus is inspired by the growing relevance of digital and mobile media, the rise of content creators, and data-driven platforms that connect Filipinos with the rest of the world.
“In the last three years, marketers and advertisers realized that digital is effective and essential in their media mix,” says Dayco, also MEC’s head of Interaction.
“But in the way that brands deal with so much ad clutter on TV, so they must on Digital. To succeed amid so much branded and unbranded messages, we need to innovate. Or at the very least, apply ingenuity in our use of influencers, platforms, and content,”
The show, now in its eight year, introduces two new awards to reflect its celebration of consumer-centric innovation and effectiveness.:
• Utility Effectiveness: This award recognises ingenious solutions that fill a gap in consumer needs and provide best-in-class user experience.
Innovative Excellence: A special award given to the most advanced, original and inventive digital marketing solution.
A panel of top client, media, and agency professionals evaluates the annual awards, by reviewing submissions against stringent criteria. Leading these jurors is Leigh Reyes, president and chief creative officer of Mullen Lowe Group Philippines. Aside from being the latest member of the Creative Guild’s Hall of Fame, she is a leading organizer of Mobile Monday, the open community of mobile practitioners.
The Boomerangs will be opens for entries beginning July 1, 2015. Deadline for submission is July 31, 2015.
Madlansacay, digital manager at Unilever, advises aspiring entrants to innovate for the consumer.
“These days, ‘success’ can be driven primarily by paid media in terms of views or likes,” shares Madlansacay.
“But what truly counts as success is a creating a campaign that put consumers at the center of what you do. It is by truly understanding their behavior and unmet needs that brands are able to innovate through branded utility platforms that are authentic, relevant and share-worthy.”
