Some of international marketing and media’s finest minds gathered in London yesterday to run the rule over this year’s entries to the M&M Global Awards.

Led by chair of the judges Vineet Mehra, president of global marketing services at Johnson & Johnson, the panel included a senior marketers from Unilever, Expedia, Procter & Gamble, Hiscox and MasterCard.

Among the judges were also international media experts from Google, Bloomberg, OMD, Mindshare and Starcom MediaVest Group.

The group gathered in London to deliberate over 18 categories, including new awards such as B2B Campaign of the Year, Best Partnership, Best Use of Mobile and International Creativity Award.

Our judging partner for the day was advertising technology company Collective.

Here are a few trends that quickly emerged from the judges’ discussions.

Data is all-important: The strongest campaigns were not only informed by data, but used cutting edge analytics to optimise media plans in real-time. A good creative idea is wasted without a rigorous use of data to ensure it reached the right people at precisely the right moment. The rise of programmatic buying is only going to enhance the sophistication of digital marketing.

Realise the potential of mobile: Smartphones are becoming ever-more important to consumers’ lives the world over. However, and despite the inclusion of mobile in campaign planning, too few brands are realising the unique attributes and potential for communicating with customers on the move. The industry needs to shake off desktop thinking and embrace the new mobile world.

International marketing is getting more sophisticated: Long dismissed as bland and generic, international advertisers are now finding ways to translate global brand structures into messages that work in local markets. Campaigns can simultaneously achieve global consistency and local relevance with innovative and culturally-resonant media choices.

Earlier this week, M&M Global also hosted a roundtable discussion with entrants into the Best Use of Mobile and Best Use of Video categories, in association with Publicitas. Keep an eye out for the video next week.

The winners will be revealed at next week’s M&M Global Awards 2015 gala ceremony. The event will take place at Grosvenor House on London’s Park Lane on Thursday 3rd September – click here to find out how to attend.

Attendees should also download the new M&M Global Awards app for all the latest updates and to make the most of your awards night experience.