Webby's Judges Explain "What Does it Take to be the Best on the Internet?"

Marisa Lather Featured in Webby Awards Judges’ Insights on Digital Excellence

The Webby Awards article, “What Does it Take to be the Best on the Internet?” highlights key trends in digital innovation from the 28th Annual Webby Awards. Marisa Lather, Director of Marketing & Communications at Bridge Partners, shares insights on how interactive storytelling and creative social campaigns are transforming B2B marketing:

“Campaigns that invited user participation through social media and engaging users with interactive elements like sticker sheets, activity books, and contests, significantly stood out. These projects created an experience for the audience to get involved with, fostering a sense of community. The theme of ESG—especially Sustainability—was present across many categories, confirming not just the emotional impact it drives, but the direct impact on business. Other trends included leveraging nostalgia and retro aesthetics, especially in interactive platform design, creating a new way to explore a product. Innovation again shined through the combination of seemingly unrelated concepts, such as cereal commercials intertwined with CRM systems. This humorous approach demonstrated the power of creative storytelling, making B2B marketing more relatable. Behind the longer sales cycles and buying committees of B2B are people. People who enjoy the same humorous, nostalgic, emotional marketing as B2C. It was truly an honor to see the best of the best, with many campaigns continuing to resonate and inspire. I commend all who contributed.”

The article also features perspectives on AI-driven creativity, community engagement, and the future of digital experiences. Read more on the Webby Awards website.