What's Happening?
Three prominent industry leaders serving as jurors at The Drum Awards Festival have shared their insights on what they hope to see in entries for 2025. Paula Scher, Wanda Ni Laighin, and Sara Pollack emphasize the importance of originality, bravery, and clarity of impact in submissions. Scher, a partner at Pentagram and president of the Design category, prioritizes originality over trends. Ni Laighin, vice president of the B2B jury, highlights the need for entries to demonstrate how marketing collaborates with business to drive growth and revenue. Pollack, vice president and global head of consumer marketing at Pinterest, focuses on experiential work that blends digital and real-world moments while building emotional resonance at scale. The jurors collectively stress that entries should be bold and innovative, especially in challenging times.
Why It's Important?
The emphasis on originality and bravery by these industry leaders reflects a broader trend in marketing and advertising where differentiation and emotional connection are increasingly valued. As brands navigate uncertain economic conditions, the ability to stand out through innovative and impactful campaigns becomes crucial. This approach not only helps brands capture consumer attention but also fosters brand loyalty by demonstrating vulnerability and vision. Companies that successfully integrate these elements into their marketing strategies are likely to gain a competitive edge, driving business growth and revenue in a rapidly changing market landscape.
What's Next?
With the deadline for submissions extended to September 18, 2025, entrants have additional time to refine their campaigns to meet the expectations set by the jurors. Brands and marketers are encouraged to leverage new technologies such as AI and AR to create memorable and impactful experiences. As the awards festival approaches, participants will be keenly focused on crafting entries that not only showcase creativity but also demonstrate tangible business results. The feedback from the jurors serves as a guide for entrants to align their strategies with the evolving demands of the industry.
Beyond the Headlines
The call for originality and bravery in marketing campaigns highlights a shift towards more authentic and emotionally resonant advertising. This trend may lead to a reevaluation of traditional marketing metrics, with a greater focus on qualitative measures of success such as consumer engagement and brand sentiment. As brands strive to create meaningful connections with their audiences, the role of storytelling and emotional appeal in advertising is likely to become more pronounced, influencing the future direction of the industry.
