OMD takes Warc Media Gold

The agency won for its work on Destination's Canada that combined content with addressable data

The Best Use of Data winners have been revealed at the 2017 Warc Media Awards, with OMD Canada taking the country’s only Gold.

OMD Canada won for its work on Destination’s Canada “Explore Canada” campaign that combined influencer content with addressable data to target European travellers. The campaign included YouTube spots from a popular influencer in each country coupled with Facebook, Snapchat and Instagram posts.

In all there were over 500 pieces of content created for the campaign. The result was an 7.9%  increase in visits by the targeted group. “This showed how to weave yourself into content and layer on programmatic and that was what impressed me,” said Glen Kushner, senior strategy and analytics adviser, Converseon and a member of the judging panel in a release on the win.

The data awards were judged by a jury of 10 chaired by Sital Banerjee, global head of media, Philips.

Two other Golds were awarded, one to Mindshare India for its work using big data analysis to promote India’s first transgender band for the “Brooke Bond Red Label’s 6 Pack Band” campaign. The final Gold went to Carat China for the Philips campaign 11.11 and The Art of War, which involved a data optimization initiative around China’s annual Singles Day. The campaign resulted in the brand doubling sales for the day.

The Grand Prix and three special awards in the Best Use of Data category — The Attribution Award, Data-Driven Insight and Consumer’s Friend Award – will be announced at an event at the MEC London office on Feb. 9.