In the lead up to this year’s Wires awards, we caught up with Natasha Chandnani, Head of Brand and Marketing at Banke. As a judge for the upcoming awards, she shares what she’s most excited about and what she believes will make a winning entry.  

What excites you most about joining The Wires judging panel?

What excites me most about joining the judging panel for The Wires Awards is the opportunity to review some of the most forward-thinking work in digital media, marketing, and commerce. The awards celebrate innovation across the ad tech and martech ecosystem, bringing together brands, agencies, and technology providers from around the world.

Being part of the judging process provides a unique vantage point into how companies are solving complex marketing challenges through technology, creativity, and data. I’m particularly excited to see how different markets and teams are approaching similar challenges in distinctive ways, and to celebrate work that genuinely moves the industry forward.

In your view, what qualities define an award‑winning campaign or product?

An award-winning campaign or product stands at the intersection of insight, innovation, and measurable impact.

First, it must be grounded in a clear understanding of the audience and the business challenge. The strategy should demonstrate how data and insights have been used to shape a meaningful solution.

Second, it should showcase creative and technological innovation – whether through a novel use of media, an emerging technology, or a new way of connecting with audiences.

Finally, results matter. The strongest entries demonstrate tangible outcomes, supported by clear measurement and transparency, showing how the work delivered real value for the brand, the audience, and the broader ecosystem.

What industry trends or shifts are you most excited to see reflected in this year’s entries?

I’m particularly interested to see how the industry is responding to several major shifts shaping digital marketing today.

These include the rise of AI-driven optimisation and creativity, the growing importance of first-party data strategies, and the evolution of privacy-first advertising frameworks as the ecosystem adapts to new regulations and signal loss.

Another exciting trend is the increasing integration of commerce and media, where marketing activity directly influences purchase journeys. I’m looking forward to seeing campaigns and technologies that successfully bridge performance, brand storytelling, and measurable business outcomes.

What do you hope this year’s entries will reveal about where the industry is heading?

I hope this year’s entries reveal an industry that is becoming more intelligent, more responsible, and more outcome-driven.

Beyond technological advancement, I’d like to see solutions that prioritise transparency, sustainability, and meaningful consumer experiences. The most exciting work often reflects not just incremental improvement, but a shift in how brands, platforms, and technology partners collaborate to create value.

Ultimately, the entries should demonstrate how innovation in media and marketing can continue to evolve – building smarter ecosystems, improving user experiences, and delivering measurable growth in an increasingly complex digital landscape.

Discover this year's categories

You can learn more about this year's categories here.

Enter here for a chance to take home an award at this year's ceremony...