As we build up to a promising edition of the IAB MIXX Awards, we hear from the four jury chairs. Which categories are they most looking forward to? What are their expectations of the entries? What will they be looking out for when judging the cases? Today: Marie Guérin (BeInfluence Europe), Chair of the Digital For Good jury.
It may sound somewhat paradoxical to hand out awards for the impact that digital campaigns have on their surroundings. After all, we are constantly confronted with news about the significant environmental footprint and harmful psychological effects of technologies such as AI. However, Marie acknowledges these challenges and believes that they only serve to emphasise the importance of these awards. “This is all the more reason to reward companies and campaigns that have a positive impact on people or the environment. These cases prove that the digital landscape can also be used for the greater good.”
Digital For Good Awards
Best Environmental Impact Campaign
Best Environmental Impact Campaign: Awards the most effective digital campaign that delivers a measurable positive impact on environmental sustainability, climate action or ecological responsibility.
Best Social Impact Campaign
Awards the most effective digital campaign that addresses social issues such as inclusion, equality, education, health, community development or societal well-being.
Best Non-Profit Campaign
Awards the most effective digital campaign developed for or by a non-profit organisation, foundation or NGO that delivers a measurable, mission-driven impact.
A separate category for NGOs
Choosing which of the three awards she is most looking forward to is not an easy decision for Marie to make. “It’s like choosing between your children. Especially because all three are very important.” However, she feels the strongest personal connection with the “Best Social Impact Campaign” award, which closely aligns with her day-to-day work. After spending fifteen years at Elle Belgium, eight of them as editor-in-chief, she is now the PR Director at the influencer marketing company BeInfluence Europe. “Values such as inclusion, equality, education, health and wellbeing are very important to us.”
The fact that non-profit organisations have their own award is no coincidence. In the general categories, NGOs risk standing out based on arguments that go beyond objective criteria. They often work on sensitive topics with campaigns that evoke strong emotions and affect the public and the jury personally. Having a separate category ensures that only the very best non-profit cases are celebrated.”
How important are the results?
In every category of the IAB MIXX Awards, the strongest digital campaign will win Gold. “The jury methodology ensures objectivity,” says Marie. “In the first phase, jury members review the entries individually and award points independently of one another.”
She considers the jury deliberation to be the most human phase of the process. It is something she is looking forward to. “The jury’s diverse composition not only contributes to the quality of the evaluation, but will also lead to interesting dynamics and engaging discussions.” The other four jury members are Inge Ooms (Campofrio), Laurens Janssens (Adshot), Corinne Mostaert (Ipsos), and Katrien De Hauwere (Trustmedia).
In her evaluation, Marie will pay close attention to the level of innovation demonstrated, such as “using the latest marketing tools to genuinely set something in motion”, and, above all, to the results. “Participation alone is not enough in these categories. Given their objectives, the need for measurable and proven impact is actually even greater than in other awards.”
Getting the ball rolling
“Why hesitate to submit a case? Because Digital for Good has a dual purpose. As well as putting your brand or agency in the spotlight with a creative and impactful project, every successful case serves as an inspiring example. In a sense, you are encouraging others to take action and utilise their digital expertise for the greater good.”