These are the fourth Interactive Marketing and Advertising Awards. They were established to recognise and celebrate the most effective examples of marketing and advertising using the internet, mobile and interactive TV. The IMAAs are effectiveness awards, so the primary criterion is results achieved. Other considerations, such as creativity and innovation, are important, but the business benefits and return on investment delivered are what decide the winners of these awards.

In fact, this concentration on results is one of the things that sets interactive marketing apart from the above-the-line world. Where some awards in that sector reward campaigns without considering what they actually achieved, that makes little sense in our world. What matters to clients as they move more of their spend into interactive channels are the results that their spending will deliver. So when we’re judging these awards, we ask ourselves three questions: what were a campaign’s objectives, how did the results match them, and how much money was spent in the process?

To arrive at the winners of this year’s awards, our judges had to sift through more than 320 entries. It’s an intimidating task, and I’d like to thank them for their enthusiasm and commitment. I’d also like to thank iBurbia for once again supplying the judging facilities.

As you view the winners, you’ll discover some of the most powerful, compelling and effective campaigns of the past 12 months – not just great interactive marketing and advertising, but great marketing and advertising full stop. My congratulations to them all.

 


Michael Nutley
Editor-in-Chief, NMA