An award-winning news brand ad campaign is one that harnesses both the message and medium to make an impact, writes Bicycle London CEO and Newsworks Awards 2023 judge Henry Daglish for InPublishing
Speaking after his experience as a judge for last year’s Newsworks Awards, Daglish noted the ‘good health’ of the sector as well news brands’ evolution into ‘fully integrated content partnerships’. While warning of the dangers of misjudged sponsored content for brands, he also lauded some of the best examples he came across as a judge.
He said: “It was loud and clear that this work had started with a partnership where content was a clear and obvious manifestation of that way of working… where brands have clearly thought really hard about how they can bring their own expertise to things and to the actual benefit of the content created and ultimately the readers themselves.”
While content partnerships were proving particularly popular for agencies and advertisers, Daglish also cautioned the industry not to forget about the power of print and display as drivers of effectiveness for brands.
Pointing to particularly strong display campaigns from Lidl and Asda among the awards entries, he said: “Both of these brands stood out in how they were actively bringing to life their campaign platforms within the medium of print. Clearly, there had been a great load of thought and attention put into combining the medium and the message to the best effect.
“In this world, context firmly remains king.”
Check out Henry Daglish’s full piece for InPublishing here.
