New Thinking has many different perspectives – from creativity, the use of data to planning and partnerships. What I think is the most important feature and can sometimes get lost is the end result – the actual business impact of the campaign. It shouldn’t be jumping onto every new opportunity just to be the first – or following the crowd because it’s the cool thing to do. New Thinking is thinking for yourself - what do we need to achieve, where do I want my brand to be seen, and what is the most effective way of achieving our aims? We want to celebrate those that go their own way, think differently, but ultimately make great strides for their business and customers. We’re thrilled to be part of the New Thinking Awards again.
Rachel Bristow – Director of Partnerships, Sky Media