The MSIN0029 Digital Communications & Marketing elective module is a popular choice for students across UCL Faculties and Departments. Attracting more than 120+ students in 2023-24, the module team, led by Dr Rikke Duus, was excited to launch the inaugural DCM Awards (Digital Communications & Marketing Awards).
The ability to create clear and effective communications that make an impact is ever-more important in today’s media- and data-rich society. Therefore, 120+ final year students on the MSIN0029 Digital Communications & Marketing elective module were set the challenge to, not only, critically evaluate a chosen brand’s communications campaign, but also develop data-driven and strategic recommendations for how the organisation can better use digital channels, engagement methods and messaging to create dialogue with relevant audiences. As part of this individual assignment, students presented their critical analysis, systematic evaluation and insights-based recommendations in engaging and impactful 15-minute video recorded presentations. Students utilised multiple content creation and video editing tools to make the videos, further demonstrating their digital competences. With students from across UCL Faculties and Departments selecting the MSIN0029 Digital Communications & Marketing module, it was exciting to see the many different approaches taken to create this submission.
DCM Awards Shortlisting – from 120+ submissions to 7
The teaching team, including Teaching Assistants, Katie Davies and Emma Tournan, undertook the challenging task of identifying the very best work from the 120+ video submissions that were received. For the DCM Awards, the team assessed submissions on their use of visual content for audience engagement, the ability of the student to communicate key information effectively, the use of creative design and presentation, and demonstration of digital skills. This led to seven shortlisted submissions:
Shortlisted submissions in the awards category: Most Creative and Visually Impactful Video Presentation
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Michelle Li
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Manwinder Cheema
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Denise Zakaras
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Nicholas John
Shortlisted submissions in the awards category: Most Insightful Research and Value-adding Recommendations
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Inma Emberton
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Michelle Li
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Mawi Bin Mohd Noor
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Leyla Baradaran Kazemzadeh
The module leader, Dr Rikke Duus, shared her view of the shortlisted submissions:
The shortlisted submissions are of a very high quality. The students have clearly engaged with the challenge and undertaken rigorous and critical research to evaluate and review their chosen communications campaign using key frameworks and analytical tools from the module. They have effectively used this insight to present actionable and implementable strategic recommendations that could assist these organisations in future campaigns and digital marketing communication efforts. Importantly, with this kind of assessment students acquire essential digital skills and competences necessary in any career, whilst also building their confidence in presenting with impact.
Expert Industry Judges Help Find the Winners
Brian Cheung, Head of Paid Media Team, Europe, TikTok, and Jessica Cooke, Head of Media and Loyalty at Stonegate Group, kindly contributed with their extensive expertise and experience from working with large, global organisations on digital marketing campaigns, content creation, analytics and strategic execution to help find the winners of the inaugural DCM Awards.
About our Expert Industry Judges
Brian Cheung, Head of Paid Media Team, Europe, TikTok:
After graduating in 1998 from Sheffield University with a BA (hons) in Geography, Brian started his marketing career in media and advertising working at various London agencies until 2013 when he was approached by Burberry to head up the company’s Media Planning & Buying team globally. He worked at Burberry for almost 8 years, rising to Director of Media Planning & Buying, before joining TikTok in January 2021 to lead the Paid Media team for Europe. His role here also involves being part of the Marketing Leadership team responsible for overseeing the strategic direction, operations, planning, execution and performance of all marketing initiatives within TikTok Europe. Further to this, Brian currently holds a seat on the ISBA (Incorporated Society of British Advertisers) Media Leaders Steering Group and has written and evaluated various industry awards papers over the years. In 2022, he completed his MBA at Hult International Business School.
Jessica Cooke, Head of Media and Loyalty, Stonegate Group:
Jessica has spent 15 years in a range of commercial sales and marketing roles across magazines, consumer goods and retail and started her career as an analyst at the Walt Disney Company. She then moved into consumer goods, setting up the shopper marketing function for Perrigo consumer healthcare, followed by 18 months as a national account manager selling Perrigo products into Superdrug and Savers. After her time with Perrigo, Jessica moved to dunnhumby, which enabled her to work across the wide spectrum of categories, including Fresh, Grocery, Nestle, and business development. She spent 7 great years building and innovating retail media solutions for her clients. This experience, and her MBA from UCL School of Management, enabled her to springboard into her new role as Head of Media & Loyalty at the Stonegate group (Slug & Lettuce, Be at One, Walkabout, and 4000 community pubs). Her responsibilities include building a retail-style media and loyalty business through the newly launched MiXR app and media platform. On top of the ‘day job’ in marketing strategy, Jessica is passionate about advancing gender equality and DEI initiatives to ensure she creates a more inclusive culture anywhere she goes.
Two submissions edged ahead of the other fantastic video presentations and we are now excited to announce the winners in each of the two DCM Awards categories!
Winners and Runner-ups:
Most Creative and Visually Impactful Video Presentation
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Denise Zakaras - Winner
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Michelle Li – Runner-up
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Manwinder Cheema - Runner-up
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Nicholas John - Runner-up
Most Insightful Research and Value-adding Recommendations
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Leyla Baradaran Kazemzadeh - Winner
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Inma Emberton - Runner-up
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Michelle Li - Runner-up
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Mawi Bin Mohd Noor - Runner-up
The expert industry judges, Brian and Jessica, shared their overall feedback on the shortlisted submissions:
Brian Cheung shared: “I was delighted to be asked to judge the shortlisted submissions and hugely impressed by the quality and uniqueness of the videos from each of the students.
From the detailed context setting, data sourcing and referencing, to the clever use of video editing tools, every piece demonstrated excellent levels of critical thinking, analytical and storytelling skills. These are attributes that will serve them well when embarking on their careers in industry.
Huge congratulations to all who participated, the runner-ups, and in particular the winners Denise and Leyla.”
Jessica Cooke shared: “I was so impressed by the quality and creativity of the shortlisted submissions. The thoroughness of your research and the professionalism of your video entries was at an incredible standard and your personalities shone through. In the world of data-led marketing, storytelling using only the most relevant data points is an art and a science. Denise and Leyla’s submissions stood out through their ability to filter the true insights from each data point and crafted a clear and concise narrative, ultimately making their marketing recommendations more impactful. Well done to you all!”
Many congratulations to the Winners and Runner-ups of the DCM Awards 2024 from everyone in the module team. We wish you all the best going forward!”
