DM Award 2022: Insights into the judging process

SDV: Thomas, in your opinion, has the handling of data become more important in today's dialog marketing than creative solutions in implementation?

Thomas Engeli: Neither. A smart approach to data can lead to a creative solution. And a creative solution can lead to better data. Ultimately, the discussion about the elements of a good idea is irrelevant. What is important is a clearly formulated goal of what a measure should achieve. Then you can join forces to knit a procedure that best guarantees the achievement of this goal on the one hand and provides insights for future measures on the other. And one more thing: nothing is misinterpreted as often in our industry as the word "creative".

You are jury president in Switzerland and on the MAX jury in Germany. How do these two dialog marketing competitions differ?

Actually, the competitions are not that different. The judging process is slightly different. At the end of the day, people from agencies and clients discuss the quality of the work submitted for both the MAX and the SDV-DM Award. At the MAX, however, the public decides the winners by voting. Here in Switzerland, the jury makes all the decisions. Both systems have advantages and disadvantages that can be discussed at length. I would tend to say - and I say this very cautiously - that a public vote tends to push emotionally oriented works to the front rather than works with a clear commercial focus.

What have the two years of the pandemic done to the way we approach customers in the DM? Are there now more physical campaigns or does everything now only take place in multichannel?

A lot has changed. Mainly because our living conditions have changed. If you want to look at it soberly, you can say that the pandemic has proven that the most valuable characteristic of the Homo sapiens species is its ability to adapt. This has played a role in all areas of life, including our overall modest corner. There is no one-size-fits-all solution in communication, even if this is repeatedly suggested. A great deal of confusion is created, especially under the label of "digitalization". Today, no company can survive without a multichannel approach. The mix of what this consists of, or how much of it is analog and how much is digital, is the magic mix that needs to be developed and continuously adapted for every company and every goal.

"Creative solutions are those that make a difference for the customer on the market. How and through which channels this happens is ultimately irrelevant."

The judging - an interactive interaction

The popularity and relevance of the DM Awards is reflected, among other things, in the fact that this year, compared to 2021, a total of 40% more entries were submitted in the eight media categories, the four special categories and the seven industry categories. A truly pleasing development. On March 31, 2022, the 22-member jury met in the inspiring premises of the 25hours Hotel in the heart of Zurich's Kreis 4 district. For the first time, the diverse jury consisted equally of representatives from agencies/clients, women/men and creatives/data specialists. A combination that proved its worth - and was also a lot of fun. The idea, degree of novelty, creation and inclusion of data were assessed for each piece of work, first individually and then together in plenary. What was not always easy and was the subject of lively discussion and scrutiny: the responses and results of the dialog work and campaigns. After all, successful dialog marketing must inevitably trigger action and activate the people and target groups addressed.

Thanks to a structured process, intensive and exciting discussions took place within the jury, during which the favorites gradually emerged. These favorites then found their way onto the shortlist, which can be found at sdv-award.ch. All of the entries will also be on display at the Award Night on June 30, 2022, so that visitors can see them for themselves. The award ceremony will be the grand finale. It will be interesting to see who makes it onto the podium after the jury's further and more in-depth assessment discussions and takes home one of the trophies.

The Award Night 2022 will take place on June 30 at the MAAG Halle Zurich. You can look forward to a lavish celebration with an awards ceremony, dinner and party - and to the proud winners. All shortlisted works can also be viewed and judged: Who deserves your personal prize?

Thomas Engeli is Executive Creative Director and Partner at Ammarkt St. Gallen. He is a member of ADC Switzerland and has extensive national and international experience as a juror, including in Cannes and at Eurobest. In addition to his position as jury president for the SDV Award, he is currently also a member of the jury for the MAX Award in Germany.