I-COM Data Creativity Awards
Finalist Virtual Presentations
May 19 - 21, 2026
Programme times shown in Central European Time (CET)
The Data Creativity Awards acknowledge the most creative people and companies in achieving business value / competitive advantage for their clients by leveraging value from data.
Unlimited Brand Lift
Brand Metrics, Sweden
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Brand Metrics built a panel-free brand lift measurement platform to solve a structural gap in digital advertising, where cost, scale, and resource constraints left the majority of campaigns without any measure of brand impact. The entry details how a proprietary regression-based algorithm uses exposure frequency as a continuous variable to mathematically derive a control baseline from within the publisher's own data environment, enabling always-on brand lift measurement across campaigns as small as 50,000 impressions and benchmarked against a database of 60,000+ campaigns across 122 industry categories.
YouTube Drivers of Brand Building
Nestlé, Google & Ekimetrics, Switzerland
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Nestlé partnered with Ekimetrics to move beyond standard YouTube reporting and identify the causal drivers of brand building effectiveness and efficiency across its global campaign portfolio. The entry details a large-scale causal inference study built on over 13,000 Brand Lift Studies and 90 million consumer responses, combining 60+ machine learning models with a bespoke causal graph to isolate the true impact of individual campaign variables and translate findings into actionable global planning guidelines for 12,000 marketers.
Volume of Insights
RAPP & Barclays, UK
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Barclays partnered with RAPP to move from a legacy creative operating model to an AI-enabled performance marketing system capable of competing at speed and scale in an algorithm-driven landscape. The entry details how the two organisations rebuilt creative development, data infrastructure, and ways of working from the ground up, combining AI-augmented content generation, automated variant production, and a proprietary performance intelligence tool to create a continuously self-improving system across creative, media, and organisational capability.
McDonald's Retrospective
Marketdata&Match & Mc Donald's, Brazil
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McDonald's worked with Marketdata&Match to transform its first-party purchase data into a personalised year-end storytelling experience, moving beyond transactional reporting to deepen customer relationships at scale across 11 Latin American markets. The entry details how behavioural signals spanning order history, loyalty participation, channel preference, and consumption patterns were used to build an 11-cluster segmentation model, assigning each customer to a themed character archetype and generating millions of individualised retrospective journeys through a single scalable creative platform.
The Growth Getaway: How Data Storytelling Unlocked the Funnel
Analytic Partners & TUI, UK
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TUI partnered with Analytic Partners to rebuild trust in brand measurement and generate the evidence needed to rebalance millions of pounds in media investment across the funnel. The entry details a nested modelling approach combining stakeholder interviews, media investment data, and structural OLS models to quantify both the short- and long-term contribution of brand activity, with findings translated into a clear, accessible story and clear visuals designed to drive alignment and confident decision-making across a complex global organisation.
Project Rooftop
Vurvey Labs & Unilever, USA
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Unilever partnered with Vurvey Labs to move from episodic consumer research to a continuously accessible synthetic consumer intelligence framework spanning 30+ countries. The entry details how high-fidelity synthetic consumer models, built on first-person video data from over three million real respondents, were operationalised across brand, R&D, and innovation workflows to enable culturally grounded scenario testing at scale, reducing validation timelines from weeks to hours.
DS-1 - Dstillery's Agentic AI Platform
Dstillery & Keynes, USA
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Dstillery built an agentic AI platform to compress the entire audience buying workflow from discovery to activation into a single conversational experience, addressing the multi-day delays and fragmented processes that slow media teams across the industry. The entry details how the platform reasons across behavioural, contextual, and real-time signals to interpret buyer intent, build custom predictive audiences, and syndicate directly to DSPs and SSPs, reducing a process that previously took 48 hours to under five minutes.
GLP-1 AI Agents Fuel Insights for End-to-End Solution
Haleon & Publicis Le One, USA
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Haleon developed a synthetic AI agent framework to accelerate its understanding of an emerging and rapidly evolving consumer segment, the GLP-1 medication user, at a pace that traditional research methods could not match. The entry details how healthcare claims data was enriched with multiple third-party sources to build three distinct AI-powered audience personas, which were then used to simulate consumer feedback, test creative and messaging, and inform personalised activation across programmatic, social, and retail channels.
Canadian Tourism Data Collective
Noise: part of Havas Media Network & Destination Canada, Canada
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Destination Canada partnered with Noise, part of Havas Media Network, to build a centralised, AI-powered intelligence platform for Canada's tourism sector, addressing a deep data divide that left the 265,000 small and medium-sized businesses making up 99% of the industry without access to meaningful insight. The entry details how raw data from over 230 sources was unified into a single platform combining predictive modelling, geospatial tools, generative AI, and a real-time wellbeing index to shift the entire sector from reactive decision-making to proactive, data-driven growth.
Closing