LONDON, UK // "These past few years, Digital has leapt beyond a mere online extension of the ad agency campaign – it now thrives on innovating new ways for brands to connect with consumers in this digitally centered world.

Today, digital and mobile sit at the heart of creating more rewarding relationships between brands and consumers, where consumers get something other than bored into submission by relentless shouting from traditional advertising.

Creating apps, videos, games, social platforms, campaigns, utilities, tools, products and services along with the many other things digital, all requires moving the needle beyond a world of traditional advertising. And given the traditional media dollars at stake, that's damn difficult on any given day let alone every single day. But that's what makes a difference for both brands and consumers so it's worth every drop of sweat along the way. That's why I'll be encouraging this year's Clio Awards' Digital and Mobile jury to recognize the work that makes a difference for consumers out there, for the brands we work with and yes, even for the planet.

I'm looking forward to the jury capturing how we're all doing on that front so you can devour, applaud, bitch about, go one better than and ultimately find your own inspiration from the results."

Malcolm Poynton is European Chief Creative Officer at SapientNitro and a member of the company's Global Leadership Team.

Malcolm leads SapientNitro Europe in connecting brand communications with transactional expertise to redefine how brands meet consumers. Credited with award-winning world firsts such as Unilever's smile activated ice cream vending machine and Foot Locker's Sneakerpedia, in its first two years under Malcolm's creative leadership, SapientNitro Europe has won more than 40 international creative awards from Gold Cyber Lions to SXSW's Innovation Award.

Malcolm serves as a member of the International Academy of Digital Arts and Sciences, is a frequent judge at international shows and has been both a Cannes Lions Jury President and a jury member at the Cannes Lions Festival.

Before joining SapientNitro, Malcolm was Executive Creative Director of Ogilvy Group UK where he built and led the teams responsible for Dove's legendary 'Campaign for Real Beauty' and CRUK's internationally recognized 'together we will beat cancer' work.  M&C Saatchi, Saatchi & Saatchi, Ogilvy and SapientNitro have all gone on to win Agency of the Year titles during Malcolm's creative leadership.