Chief Creative Officer, VLMY&R Europe, VMLY&R
"Our surroundings have shaped us, family, friends, coworkers, culture, travels, all those interactions have helped define us as a person.
Brands used to behave like buildings with no surrounding. They talked at people. They were one dimensional. But no one wants to have a conversion with a building.
So brands are learning to behave in a more personable manner, and our opinion of a brand is being shaped by all the new dimensions, interactions, and connection points they offer people.
To be interested in them, to care about the things and people they care about, to invest in the wellbeing of their community, their city, their country and to be concerned for the planet we inhabit, are some of the things people expect from brands today.
Very much like a person and getting to know another person.
We are here to identify and reward the brands and agencies that shine a light into the possibilities ahead of a world powered by Connected Experiences - not just for brands but for companies and people.
Brands and agencies that create riveting experiences in the spaces and places where people already are that have entertaining, useful, and empathetic conversations across touchpoints, that move us emotionally and that are disproportionately memorable in a world where everyone is fighting to get our attention because this is when a true connection happens."