Sofie Svarre, Head of Insight & Strategy and Partner at Advance, has been handpicked to attend the jury at this year's Danish Digital Award (DDA). We asked Sofie about her expectations for the upcoming task and what she sees as the biggest changes and possibilities within digital.
Why do you participate in the Danish Digital Award?
When you get the opportunity to help embody what is to be celebrated as the most inspirational, efficient and well-accomplished digital work of the year, of course, you say ”yes, thank you”. It's an opportunity to see a lot of exciting cases, have some professional discussions across advertisers and agencies in the jury and of course also an opportunity to spot the talents behind the submitted cases.
What will you be looking for?
I am a jury member in two very different categories: ”Effectiveness” and ”Purpose & Impact”. The Effectiveness category operates across all types of digital work, platforms and channels. Here it is about the reproductive effect in terms of goals set for the work. It is thus one of the categories - in addition to e-commerce and microsites - which weighs results the heaviest. Part of what we are going to look after in this category is that we are talking about real business results such as leads, sales and loyalty.
The Purpose & Impact category is a new and very exciting category, which is a natural extension to DDA's other categories due to the focus on the whole purpose concept and companies and organizations that make a difference in society. Here, I particularly hope to see cases where there is a sincere, natural and relevant link between a company and its purpose. Something that really permeates the company's act rather than just being a populist advertising point. Something that lives longer than the actual work and makes a difference in the long run, so that we not only create awareness and move attitudes but actually see a change of action.
What does digitalization mean for your area?
As a strategic planner, you are constantly working to develop and ensure the relationship between the brand and the consumer. It is unchanged. On the practical level, the amount of sources for understanding that relationship is exploded. For the planner, it means that in collaboration with, for example, data experts, much more information must be processed, but also that you have to be way stronger in your strategic visions and goals - otherwise, you will suffer the painful 'dead by information overload'. Without having any assurance that something has been gained with added value - for neither the brand, the user nor the society as a whole. The relationship between the brand and the human is still the core of the planner's work. With new opportunities for involvement, it remains the world's best work.
What are the biggest changes for brands?
The creative development opportunities have become far more diverse. It's cool because the boundaries of what a brand really can and must engage in is constantly moving. Another big change is, of course, how buying decisions are taken today - both in the consumer and in the business segment, where the reality today is that we complete the majority of the purchasing decision process online under the influence of a myriad of input. This means that we must support a far more complex customer journey with relevant content, which by nature is also a far more complex communication and marketing task than before. The challenge is then - again - to be good at qualifying what's right for the individual brand, sticking to your DNA and the relevant brand story or purpose if you want and not running after all possibilities half-heartedly. As far as the budget is concerned, the budget has not risen proportionally to the channels to be developed and subsequently maintained. In the end, it's about the strong creative ideas, the good content, the meaningful 'conversation'. Created on good insights and operationalized and implemented using all the tools digitalization gives us in terms of enhancing the impact of work.
Which category would you rather win?
This is a difficult question, because I think all categories have their own eligibility. Particularly with the strengthening of the evaluation criteria that have taken place this year. But let me in regular award-winning style shortlist three:
1) Purpose & Impact: Because I think the whole idea of having a positive social change agenda is inspiring and necessary
2) Innovation – established: Because I think it's interesting to focus on the digital innovation that comes from more established companies. It goes without saying that as a start-up company, a lot of basic issues of entirely fundamental and existential nature can be put in the wheel for good innovations, but as a larger, established company there are some completely different challenges coming up. I am looking forward to seeing who offers good cases on that front, because it will be inspiring to everyone.
3) Social - continuous content: Because just the point of being able to have a persistent voice in SoMe and through a long and hard road continue to develop new content and continue engaging users is vital in many of the things that the brand wants to achieve. The Danish Digital Award will be held on April 19, 2018.
Danish Digital Award bliver afholdt den 19. april 2018.