The above video interview is from the Effie Awards judging event in NYC.
Brands are finding new and creative ways to spark and maintain relevant conversations with their customers. The standouts for Noelle O’Mara, Senior Brand Manager, Kraft Macaroni & Cheese, are the media-transcending ideas based on simple, powerful insights.
O’Mara sees great ideas being validated when they can be brought to life in many different ways. She’s excited to see brands succeed in finding the right points of interaction and the right communications vehicles to engage inundated consumers in ongoing conversations.
Even out-of-home is finding means to continue conversations through the use of interactive billboards and messages that direct the consumer to other platforms. Earned media needs to be amplified in authentic and relevant ways, O’Mara observes, for brands to get the most out of their increasing investment in the spectrum of digital media.