#PRAwards 2021 spills: DIFY takes pride in its growth despite an 'impossible year'

Esports talent management firm EMERGE Esports and creative agency DIFY bagged the silver award for Best Use of Micro/Niche Influencers at MARKETING-INTERACTIVE's PR Awards 2021. The win was a testament to not only the talent management firm but also DIFY which overcame the challenging climate amidst the pandemic last year. Through the work it has done with EMERGE Esports, DIFY told MARKETING-INTERACTIVE that it has noticed positive changes to the pre-existing negative perceptions held against the esports industry.

In a conversation with MARKETING-INTERACTIVE, managing director of DIFY, Marjorie Poon (pictured) shared about DIFY's proudest achievement in 2020, and what can be expected of it in 2021. 

This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series for PR Awards 2021. To find out more about the awards, click here.

What would you say was the biggest accomplishment for the whole PR/communications community in 2020?

Poon: 2020 has been a tough year and being able to carry out the many PR campaigns and work you see shortlisted on PR Awards and beyond is in itself a huge accomplishment! The pandemic certainly has its impacts on the community but I think we have risen to the challenges posed to us, and excelled. Big applause to everyone in the community for pulling through, great job to us!

What would you say was your proudest achievement of the year?

Poon: DIFY is considered a rather new agency and this is a recognition of our growth in a seemingly impossible year. The team took pride in pushing out an effective campaign for relatively new markets, esports, and we are glad that it made an impact as we intended. We noticed some positive changes with regards to negative perceptions held against the industry, and that is a sense of fulfilment we hold to dearly.

The team’s growth is also seen in the quick adaption to new norms since the pandemic started. We had to pivot and mastering virtual platforms to ensure that we can continue to fulfil their needs, looking to new, creative ways to communicate are some of the lessons we have learnt as a team. Winning the award this year is especially meaningful as it comes full circle to recognise our growth and perseverance through the tough times!

What are some communications trends you see carrying on post-pandemic?

Poon: The pandemic has actually stirred brands to move to a community-based and more empathetic approach to communicate with the audience. Having to adapt to new norms hasn’t been an easy process for everyone, and it is great to see the shift in the way brands communicate. Many businesses have developed themselves to be brands and even positive advocates for societal issues. While it is indeed a delicate boundary to balance, I do see that brands will continue to grow in their purpose and the way they communicate will be strongly guided by their brand values.

How will the role of communications professionals evolve as we move into a rather uncertain future?

Poon: I believe that the role of a communication professional is crucial - there’s so much we can do to make impacts as one! I do see that our role will evolve that understands the importance of empathy and communicates with sensitivity. On top of that, the digital evolution is inevitable and communications professionals will be expected to adapt quicker to new platforms and extend their creativity to these channels too.

What can we expect from your company in 2021?

Poon: You can expect DIFY to bring on new creative campaigns! It has been a joyful experience to try and outdo ourselves each time and we have a ball of time doing this. We will continue to DIFY limitations and present a multifaceted identity through the campaigns we create!