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From Momentum to Condé Nast: meet the jury for The Drum Awards for Experience 2020

The Drum 16 Sep 2020 05:30
Aaron Raybe, UK director of experiential and live events, Momentum Worldwide, is on this year’s awards jury.

Celebrating the last year in events, the jury for The Drum Awards for Experience has been revealed.

Experiences are one of the most effective ways in which brands can engage with their audiences and drive brand sentiment. 2020 has been a difficult year for the sector with events canceled globally and driven online. That doesn’t mean we can’t celebrate the best of the past 12 months, to give those who are behind the scenes the chance to take centre stage and be celebrated for a job well done.

Each year, we rally a jury of accomplished experts across advertising and marketing to judge the awards.

Coming from the UK, US and Singapore this year’s jury includes industry leaders from likes of Cake Havas, Geometry, Imagination, Santander UK, Momentum Worldwide, Secret Cinema, British Fashion Council, Mondelez , Elevate Staffing Group, Vice Media Group, Condé Nast, VCCP Singapore, Rebel & Soul and more.

Check out a rundown of our judges below:

Aaron Raybe
Momentum Worldwide
Aaron Raybe
UK director of experiential and live events
Raybe launched Destiny’s Child and Def Jam in the UK and has over 15 years’ experience in the UK, USA and Europe. He works across clients including American Express, SAP, Imperial and Microsoft across conferences, exhibitions, experiential and live events. Prior to joining Momentum he led the production team at Secret Cinema, building brand experiences across multiple film franchises. Passionate about growing the next generation of BAME professionals, Raybe is an active mentor in this community.
I’m looking for experiences that have the highest production values, the smartest deployment of technology, the best use of social media for amplification and the ability to extend the reach and the lifecycle beyond the live activation days. But most of all, experiences that have exceeded the clients’ KPIs and expectations.
Katherine Tooley
Vice Media Group
Katherine Tooley
senior vice president, experiential
Tooley is the senior vice president, experiential for Vice Media Group, the world’s largest independent youth media company, overseeing their live events and experiential marketing division. Katherine joined Vice Media Group in 2019 as senior vice-president, Experiential for Refinery29, focusing on the expansion of their award-winning 29Rooms as well as the continued growth of their experiential co-branded content and white label business. As of January 2020, her position has expanded to oversee all of Vice Media Group’s experiential marketing and live events offering. Katherine leads the experiential creative, design and production teams for Vice Media Group’s partnership work, as well as the development of their own branded events and experiences.
I’m excited to see the international work and the depth of expertise and innovation around experiential marketing. Really looking forward to seeing how these teams use a combination of creativity, design, fabrication, production and digital/social media to bring brands into people’s physical life. Physical interaction and experiential marketing is going to be more important than ever in the future so we need to continue to celebrate and showcase these innovators.
Debbie Kaplan
Stadiumred Group
Debbie Kaplan
chief strategy officer
As chief strategy officer at Stadiumred, Kaplan focuses on delivering innovative omnichannel solutions to clients around the world, while looking to find synergies across Stadiumred Group’s portfolio of agencies to ensure strong results for clients. Prior to joining the company, she served as head of experiential marketing at WPP’s Geometry NA (formerly OgilvyAction) where she was a cross functional and an integrated marketing leader for some of the most recognizable brands and companies in the world, including Jim Beam, E&J Gallo Winery, and American Airlines. Kaplan also led the Global Experiential leadership community.
As 2020 has been a very bizarre and challenging year, I’m looking forward to taking a walk down memory lane and seeing the great work from when we were able to do live activations as well as seeing how creative agencies and brands got when faced with new objectives to provide engaging, impactful digital experiences. I’m excited to see solutions we haven’t seen before that used unique technologies and tactics to create two-way dialogue and connect on an emotional level to inspire action or behavior change.

A full list of the 2020 jury can be found here.

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