A few of our M&M Global Awards judges reveal what it means to win a gold trophy at the 35-year-old awards programmes. We sat down with Dalbir Gill, VP Global Partnerships, SeedTag this time as he explains recovering from the “Covid hangover” and how the Barbie franchise impressed.
Q: How did you feel when you were asked to be a juror for the Media & Marketing Global Awards?
I felt both excited and privileged to be asked to be a juror at such prestigious awards. The Media and Marketing Global Awards have always stood out to me vs the other awards in our industry and I believe they are one of the best at showcasing media excellence at a global level.
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Q: What was the biggest challenge in your role in 2023?
2023 was a tough year for various reasons. Brands were still recovering from the “Covid Hangover” and reluctant to invest in media and creativity. Another challenge was Google’s constant push back of the dropping of 3rd party cookies which has caused uncertainty in the market.
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Q: What was your favourite advertising campaign, and why in the last 12 months?
I think the best advertising campaign had to be Barbie. At some many different levels they executed the perfect marketing strategy to engage with its audience. They had the perfect mix of creativity, humour and innovation (AI) and I especially liked the way they collaborated with over 165 different partners in the lead up to the movie release. Air BNB, Claires and Aldo being just a few.
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Q: What media channel, tool or trend do you think will become the most important over the next 12 months?
CTV is getting all the focus and understandably so so I feel this will be the most important over the next 12 months. What will be important is what value is achieved from the different players in the ecosystem.
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Q: How do you currently solve any of your industry knowledge gaps?
By talking. It’s the best way to share knowledge. That could be with industry peers, colleagues or families and friends.
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Q: What one thing would you like to see change in the industry over the next 12 months?
Diversity and inclusion. Our industry is full of egos and the same set of people building the narrative for our industry. This needs a shake up.
