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.
Trends Suite
Unilever & Capgemini Frog, UK
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Unilever built an always-on trend intelligence platform that combines consumer search signals with global product launch data to give teams early visibility into rising and falling trends across 22 markets. The entry details how in-house AI models were used to classify, validate, and surface emerging topics at scale, replacing a slow manual process with an automated monthly refresh that delivers same-day insights and supports faster, more confident innovation decisions.
Strengthening Trust in Government Institutions
RAPP, U.S. Army & Team DDB, USA
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The U.S. Army partnered with RAPP to rebuild trust with Gen Z recruits by replacing fragmented, volume-driven outreach with a data-driven recruitment model centred on relevance, speed, and personalisation. The entry details the development of a proprietary marketing cloud platform that scores and prioritises leads in real time, triggers timely human outreach based on intent signals, and delivers adaptive personalised journeys to connect prospects with recruiters at the moments that matter most.
Listening at Scale: Using AI and Data to Make Recruitment More Human
RAPP, U.S. Army & Team DDB, USA
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The U.S. Army partnered with RAPP to replace a rule-based lead scoring system with an AI-powered model capable of identifying high-intent recruits at scale, addressing a critical inefficiency where every lead entered the pipeline with equal priority regardless of genuine propensity to convert. The entry details how up to 309 data points per lead were analysed through a continuously learning three-tier scoring model, surfacing the highest-intent prospects directly in recruiter dashboards and enabling a shift from volume-driven outreach to a quality-first engagement approach.
Connected Creativity: Nestlé's Multiplicity Approach
CreativeX & Nestlé, UK
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Nestlé partnered with CreativeX to move from asset-level creative hygiene to a campaign-level intelligence framework, addressing the fragmentation that comes with producing content across an expanding range of platforms, formats, and markets. The entry details how a dataset of over 2.5 million ads and more than two billion dollars in performance data was used to define and operationalise Multiplicity, a discipline of building campaigns from multiple platform-native creative angles to drive disproportionately stronger brand and commercial returns.
Project Harbour Gen AI Based Data Enrichment
Reckitt & Tailwyndz, UK
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Reckitt developed an in-house GenAI-powered data enrichment framework to solve a structural inefficiency at the heart of its data transformation programme, where fragmented third-party data sources, proprietary vendor systems, and semi-manual harmonisation processes were creating significant cost, inconsistency, and technical debt. The entry details how legacy category definitions were codified into automated prompts and used to train an AI-driven attribution enrichment tool, enabling billions of data values to be harmonised across markets, categories, and vendors at scale without proportional increases in resource.
Marketing Data Foundation & Analytics
Nestlé, Global
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Nestlé launched its Marketing Data Foundation and Analytics programme to resolve deep fragmentation across its global marketing data infrastructure, where inconsistent practices across markets made it impossible to aggregate insights or measure effectiveness at scale. The entry details how the company rebuilt its data foundations from the ground up, combining standardised data ingestion, a unified global dashboard, AI-driven validation, and predictive modelling to give over 12,000 marketers access to consistent, actionable intelligence across all markets.
The Predictive Commerce Engine: From Media Pressure to Revenue Intelligence
United Media Services & Ahold Delhaize - Mega Image, Romania
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Mega Image partnered with United Media Services to move from reactive campaign optimisation to a predictive commerce engine capable of anticipating performance across the full funnel before budget is deployed. The entry details a cloud-based architecture connecting media exposure, behavioural, and transactional data across three intelligence layers, combining cross-channel response modelling, SKU-level demand forecasting, and customer lifetime value prediction to align investment with forward-looking commercial opportunity.
Alrajhi Bank AI Growth Engine
Accenture Song & Alrajhi Bank, Saudi Arabia
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Al Rajhi Bank worked with Accenture Song to redesign how its Expat customer segment was understood, prioritised, and monetised, moving from fragmented data and static nationality-based segmentation to a unified, predictive intelligence engine built entirely within a fully on-premise environment to meet Saudi data sovereignty requirements. The entry details a three-layer architecture connecting over 20 data sources, developing product propensity scoring across nine banking products, and embedding behavioral clustering and AI-powered creative adaptation into a continuous commercial learning loop.
