[October 01, 2014]

IAB Distills What Works and Why in Digital Advertising Around the World in First 'IAB Global Insights Report'

The Interactive Advertising Bureau (IAB) is today releasing the first "What Works & Why: IAB Global Insights Report," highlighting a curated selection of digital campaigns that have won IAB MIXX Awards and other honors in 14 countries all over the world, including Australia, Belgium, Chile, Croatia, Germany, Italy, Mexico, Norway, Peru, Romania, South Africa, Sweden, Turkey, and the U.K. It builds upon the landmark look "under the hood" of previous award-winning campaigns, "What Works & Why: The 2013 IAB MIXX Awards Insights Report," unveiled late last year that tapped into the expert opinions of some of the biggest names in digital advertising in the U.S.

The new global report features commentary from pre-eminent digital creatives, brand leaders and publishers from the four corners of the globe in a series of campaign case studies that address:

• Brand building
• Audiences and data
• Mobile and moving across screens
• Video
• Earned and owned
• New technologies

Emerging trends and opportunities are explored from the distinct perspectives of a publisher, marketer and creative:

• Gustavo Vanetti Burnier, Partner and Director of Client Services & Digital Operations, AlmapBBDO, shares his thoughts on the importance of understanding diversity within the Latin American marketplace
• Anne Goodman, Vice President, Sales Marketing and Enablement, BBC Advertising, BBC Worldwide and Board Member of IAB Europe, offers her views on the importance of storytelling in digital advertising
• David Roman, CMO, Lenovo (News - Alert), looks at the need to understand both the similarities and differences that can make or break an international campaign

An international "who's who" in the interactive advertising world also lend opinions and insights, including:

• Razvan Capanescu, CCO, Publicis
• Rich Coggink Creative Partner, Spinnaker
• Javier Dorrego, CEO, Crossmedia
• Sabire Ercan, General Manager, Mynet, Inc.
• Anders Holm, Copywriter, Try/Apt
• Ricardo Llavador, Creaive Interactive Director, Circus
• Maurizio Mazzanti, Creative Expert
• Stefan Mohr, Managing Director, Jung Von Matt/Next GMBH
• Neslihan Olcay, CEO, Maxus Turkey
• Naoto Onzo, Professor, Waseda University
• Mike Perk, Managing Director, World Wide Creative
• Pablo Pozo, Vice President, Creative Account Manager, Lunave
• Clo Willaerts, Digital Media Expert, Petercam
• Martin Visca, Director General Creative Digital, BBDO Chile
• Nikola Vrdoljak, Managing Partner, 404.Agency
• Mike Zeederberg, Managing Director, Zuni
• Marcel.Lí Zuazua, CEO and Founder, Harraiz Soto & Co.

• "All Eyes on S4" - Heimat Werbeagentur GMBH and Swisscom AG (News - Alert), Winner, Cross Media Digital, DMMA Online Star 2013 (DMMA/IAB Germany)
• "Animal Kingdom - Ekopark Kraš" - Drap and Kras Food Industry, Best in Show Winner, IAB Croatia MIXX Awards 2013
• "Ben Niye Youkm? (I'm Noy Why?)/Rock'N Coke Festival" - C-Section and Coca-Cola Turkey - Gold Winner, Best of the Year; Gold Winner, Brand Awareness and Positioning; and Gold Winner Viral, IAB MIXX Awards Turkey 2013
• "Dero Clabucel (Mr. Bubble)" - Mindshare and Unilever SCE - Winner, Cross Media Integration, IAB MIXX Awards Romania 2013
• "Domino's App featuring Hatsune Miku" - Syncho Ltd., Hakuhodo Inc., and Domino's Pizza Japan - Gold Winner, Best-in-Show, Mobile Ad Awards Japan 2013
• "Fai Smammare Un Amico/Make a Friend Shove Off" - Cayenne and WeBank - Winner, Interactive Video, IAB MIXX Awards Italy 2013
• "First Magazine Created Entirely on a Smartphone" - Starcom, Vivaki and Samsung (News - Alert) Electronics - Gold Winner, Experimental and Innovative, IAB MIXX Awards Turkey 2013
• "Look Sessions" - FCB Mayo and Falabella - Gold Winner, Integrated Campaigns, IAB MIXX Awards Chile 2013
• "No Estamos Locos, Somos Patas/We're Not Crazy, We're Just Friends" - Phantasia (affiliated with Wunderman) and Pilsen Callao - Winner, Brand Awareness and Positioning; and Winner, Landing Page of the Year, IAB Peru Digi Awards 2013
• "Nutella Jar Creator" - Social Lab and FMCG Belgium - Gold Winner, Best Social Media Campaign, IAB MIXX Awards Belgium 2013
• "Oak Reverse Robberies" - The Monkeys and Parmalat - Winner, Brand Loyalty and Retention; and Winner, Social Media Marketing, IAB MIXX Awards Australia 2013
• "Push to Add Drama" - Duval Guillaume Modem and TNT Belgium - Winner, Best Brand/Product Launch, IAB MIXX Awards Europe 2013
• "The World's First Really Live Pig Feed" - Elvis and Compassion in World Farming - Winner, Boldest Brand, IAB U.K. Creative Showcase 2013 Grand Prix
• "Toxic Tours" - Circus Marketing and Greenpeace Mexico - Gold Winner, Social Responsibility and Public Service, IAB Mexico Connect Awards 2013
• "Tweetbalas/Bullets Tweet" - Ogilvy (News - Alert) & Mather Mexico and Museo Memoria Y Tolerancia/Memory and Tolerance Museum - Winner, Best in Show; and Gold Winner, Out of Home, IAB Mexico Connect Awards 2013
• "Variable Brain Design" - DIST Creative AS and Variér Furniture, Variable Balans Chair - Winner, Silver Tag Award, 2013 Gulltaggen "Golden Tag" (INMA/IAB Norway)
• "VisitSweden Curators of Sweden" - Volontaire and Swedish Institute - Winner, Direct Response, IAB MIXX Awards Europe 2013
• "World's First LIVE Tweeting Honey Badger" - Hellocomputer, DraftFCB Johannesburg and Johannesburg Zoo - Gold Winner, Social, Community and PR, IAB South Africa Bookmarks Awards 2013

"The creative innovation and deep intelligence captured in this report provide lessons that our entire industry will find valuable in reaching their audiences across borders and across screens," said David Doty, Executive Vice President and CMO, IAB, who also heads the organization's international efforts. "As brands leverage digital to connect with consumers around the world, all stakeholders in the interactive ecosystem need to mindfully tailor their approaches. This report offers up clear guideposts as to what works and why in digital marketing, diving into campaign case studies that illustrate how best to craft an international campaign, whether targeting a region like Latin America or looking to scale globally."

The "What Works & Why: IAB Global Insights Report" is available online at www.iab.net/globalinsightsreport.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 600 leading media and technology companies that are responsible for selling 86 percent of online advertising in the United States. The IAB empowers the media and marketing industries to thrive in the digital economy. The organization educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City.

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