Cyber Screenings

For 15 jurors from 13 countries to reach a consensus is challenging enough. Add the fact that interactive advertising is still in its formative years and the task seems downright impossible. “It’s hard to say what the best is when no one agrees what the role of interactive advertising is,” says Carla Hendra, president of OgilvyOne North America and president of the Cyber Lions jury. “It becomes very subjective.”

Is it about branding? Direct marketing? Personalization? Information gathering? Or a combination? Hendra, who feels that interactive advertising is both a brand builder and a direct-marketing tool, doesn’t feign to have the answers.