The Pelicans are an internal awards initiative across all agencies of Omnicom Media Group EMEA. PHD UAE were awarded the Best Application of Data & Technology for The Digital Index.

The Digital Index is a 360-degree competitor and brand analysis platform, uniquely designed to identify strengths, weaknesses, opportunities and threats for 70 Unilever brands with 1100+ data outputs. Using 15 tools, we identified variables that could be measured quantitatively across Display, Mobile, PPC, SEO and Social, providing us with a set of unbiased data, which – layer by layer – built a picture of each brand’s digital capabilities. Powerful, useable, data intelligence, available at the click of a mouse.

The Digital Index has revolutionized Unilever’s business, highlighting clear steps towards digital efficiency and maintaining a competitive edge. The findings have: influenced the strategic planning for each brand; been printed into a guide book; and led to a Digital Roadmap for each brand, identifying weaknesses in strategy and recommendations to improve them. Recognized as a global best practice, the service has since been leveraged in 5 other markets and is repeated annually.

The Digital Index is a project spear headed by PHD UAE Digital Director Charli Ursell.

The awards were announced and presented on the 4th December in Berlin.