My participation as a juror at Internetics was a fascinating journey through the world of creativity and innovation in Romanian digital marketing.

I had the privilege of seeing and evaluating the work of extraordinary teams, and this experience made me reflect on how performance is achieved in this field. And I admit, it influenced my decision to launch this platform in some ways, but I will talk about that in another article.

Two Main Paths to Success

In essence, there are two main ways to stand out and win awards:

1. One big shot: A marketing campaign or initiative that grabs attention through its immediate and resounding impact, but often fails to maintain the same relevance in the long run.
2. Constant and sustainable progress: A longer and more challenging path, but one that brings lasting satisfaction. This path requires a well-established system of thinking, talented people, trusted partners, and gradual growth, year after year. It is a path that involves fighting resistance to change and managing impatience, but which ultimately leads to a continuously optimized strategy.

For me, constant and sustainable progress is not just a strategic choice, but an ethical and long-term one. It is an investment in the future of a brand, based on the belief in the value of continuous growth and high-quality performance. In a crowded market and an ever-changing digital age, this approach is becoming increasingly valuable and necessary for long-term success.

The Magic of Impact Campaigns

During the competition, I had the chance to analyze extraordinary campaigns that raised the bar in the industry. Retailers have seen spectacular growth in recent years. If ten years ago they were almost invisible, today they dominate the scene with remarkable campaigns.

• Kaufland – Dance Talk: This campaign used dance with “hidden” messages to engage people with hearing impairments. Such an ingenious and well-executed idea, addressing a real problem and bringing undeniable social value.
• PEPCO – Illiterate: In the “Back to School” campaign, PEPCO involved primary school children, who created Social Media posts, writing incorrectly due to lack of correct literacy (“Creoane colorate. Bucurate de pret!”). This was a simple but emotional campaign that resonated deeply with the audience and won 3 Gold Awards.

These campaigns were not only intelligent, but also had a strong emotional charge, without forcing the connection to social causes. It is important not to simply look for “social causes” to tick a box, but to find authentic emotional stakes that brands can support in the long term.

On the other hand, traditional brands and FMCGs seem to be losing ground. The lack of budgets, a coherent digital strategy, and a reluctance to take risks have left them behind. However, a few notable exceptions were KFC and Pate Ardeal – Fainosag, which managed to win Silver.

Key Insights from Jury Discussions

During discussions with the other jurors, I discovered some essential aspects that influence the success of campaigns:

• Adapting entry-per-category: The same case entered into multiple categories, without adapting the perspective, can diminish the real chances of success. It is important to rewrite the entry from the perspective of each category to maximize the chances of success.
• Two main strategies: The smart one, which proposes a strong emotional stake, and the one based on large budgets, with media and influencers. Although ideally you would have both, it rarely happens.
• Generic recipes and influencer fatigue: I noticed how many campaigns rely on generic recipes, without a clear brand idea, using influencers to attract Gen Z, but without a personal voice.

In short, I saw many exceptional digital projects, with strong insights and innovative concepts, that raised the bar for brands and agencies and created memorable experiences for customers.

However, I would have liked to see even more campaigns entered. A few come to mind that would have deserved to be on the Internetics stage as much as the winners. Although many of us do not do this job for awards, I believe that such a competition can set or redefine standards in the industry, and it is a shame not to be an example of “how to do it right” for it.

For those who don’t know, Internetics is one of the most important national competitions that honors digital excellence for brands. Since 2001, Internetics has brought together the online and digital creative communication industry, providing a space for learning, networking, and celebration.