Michael Lynham, a Dublin City University MSc in Digital Marketing graduate, has been honoured with the Platinum MarCom (Marketing & Communication) Award 2016 for his Masters research with DCU. This award is the second prestigious title the Dubliner has received for his work, the first being a European Digital Communication title awarded at a ceremony in Berlin.

One of the oldest, largest and most prestigious creative competitions in the world today, the MarCom [Marketing & Communication] Awards recognise outstanding achievement by creative professionals involved in the concept, direction, design and production of marketing and communication materials.

Under the supervision of Professor Theo Lynn, Michael’s research examines the impact of personalised background advertising in video advertisements on cognitive, affective and conative outcomes. The findings of his research study suggest that the personalisation of background music can result in significantly higher results for advertisement recall, attitudes towards the advertisement, emotional effects and purchase intention. The study suggests that music classification can be used as a mechanism within the background music selection process to select less expensive and more unique pieces of music to be used in video advertising.

Judges are International industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence globally and whose work serves as a benchmark for the industry.

The MarCom competition has grown to one of the largest of its kind in the world with winners who are selected from 6,500 entries, in over 300 categories in Print, Web, Video and Strategic Communications from 34 countries throughout the world. The MarCom statuette graces the trophy cases of some of the top business and communication firms in the world. A look at the winners shows a range in size from individuals to media conglomerates and Fortune 50 companies.

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