Havas Media Group’s Daniel Arenas Tello tells Dare! about the newly-launched Mx Awards, which celebrate Mx distinction across the globe.
The Mx Awards is an evolution of the traditionally celebrated Havas Media Group Awards, with criteria now focused on cases and projects that exhibit the best implementation of Mx strategy.
Here, Daniel, Global Awards Manager, tells us how the awards will recognise and connect our talent at Havas Media Group, and become a tool to guide and inspire work for global clients.
Tell us about the Mx Awards!
The Mx Awards is our new internal festival, which we launched in November. For years, we have celebrated our Havas Media Group Awards and this new festival is an evolution that is more reflective of Meaningful Media and Mx. The media marketplace is increasingly challenged by the growth of ad blocking, ad avoidance and the proliferation of platforms.
Our focus on Meaningful Media is the antidote for that; finding those media and those moments in media that matter the most to people delivers the most effective outcomes for brands and businesses. The Mx Awards is a celebration of the best cases from around the globe that leverage Meaningful Media to create the best and most effective Media Experiences, and also a recognition of our incredible talent within Havas Media Group that create them. The new awards festival is reflective of our positioning and evolution.
What makes the Mx Awards different?
There are a number of elements that differentiate this festival from anything we have done in the past. Primarily, we have crafted multidisciplinary Mx teams in each market (comprised of strategists, communications and marketing specialists, data experts, and planners) who have put forward the best cases which exhibit Mx excellence. Before, we were doing a mass callout which often fell on deaf ears. By curating these Mx teams, the quality of applications this year has really been elevated and the cases we’ve been sent already have been really exciting.
Another big differentiator of the Mx Awards is our judging panel. Before, our panel was ever-changing, but now we have created a permanent panel composed of our global strategy team, Greg James, Dan Hagen, Jez Jowett, Darrel Nelson, Lizzie Nolan, Denh Dip, Neala Brown, Seema Patel, and Thomas Minc. This has given the awards a clout and respectability. These permanent judges will also be joined by rotating judges coming from all around our network and selected with the help of the local Mx Teams.
Finally, the Mx Awards is, as its name suggests, completely focused on Mx and will award teams and cases that exhibit Mx excellence and have implemented Meaningful Media to the highest level. It is a reflection of the best cases coming out of our global markets that have made a difference to clients and proven that our positioning, methodology and strategy works.
What are the categories within the Mx Awards?
There are a number of different categories for the Mx Awards; Best Use of Content, Best use of Screens, Best Use of Data & Analytics, Best Use of Digital Media, Best Use of Search, Best use of Traditional Media (OOH, TV, Radio, Print), Best Event Experiential Campaign. Best Mx Ecommerce, Best Integrated Campaign, and the Grand Prix.
We also have a category called Better Together, which showcases our collaborative nature. More and more within our Villages, we are working together and collaborating. This is a category that celebrates projects that have been crafted by creative and media teams. While the Mx Awards is focused on the media side of our business, it is not closed to the creative side if there’s collaboration involved.
How will the Mx Awards connect media teams and help us learn from one another?
We want to celebrate the incredible talent within Havas and recognise their work. With the Mx Awards, it is our goal to showcase the teams and people behind the winning work, but also learn from them and implement their creativity into other markets and use them to guide other clients.
We are planning a series of events throughout the year, which focus on the people and teams behind the work, but also focus on the cases themselves and how they can inspire work for other clients throughout our global markets. The benefits of establishing a festival like this are twofold. The festival inspires and recognises our talent across the globe, but also gathers together the best work and examples of Mx excellence, which helps our new business teams show our clients that our strategy really works.
When will the first winners be announced?
Applications have just closed for the first round of the festival. We received more than 160 applications and our judges are currently going through them all. We will announce our winners in April. It is our hope that this festival becomes an integral part of how we share information and experiences with one another across our network.