The inaugural Digiday Media Buying and Planning Awards marks the hard work agencies have accomplished amid a year of pandemic-led changes to the traditional business model. Agencies have succeeded in navigating a path forward while focusing on showcasing their much-needed value to clients looking to bring efforts in-house.
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Agency UM also took home multiple wins, the first for Best Brand Integration into Gaming/esports. UM helped Neutrogena use live video to acquire new customers and break into the gaming space with Twitch. By leveraging female content creators to authentically promote Neutrogena’s products, the campaign connected with the right audience, resulting in viewers spending about 50% of their average daily time on Twitch watching Neutrogena’s content.
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