"At The Drum Awards for Marketing EMEA, the region's most compelling campaigns didn't just win Gold - they reflected the future. From AI-enhanced creativity to radically authentic purpose-driven storytelling, the winning work reveals how brands are evolving in real time to meet shifting audience expectations and complex cultural terrain. Below, we spotlight the 10 defining marketing trends for EMEA in 2025, each brought vividly to life by a Gold-winning campaign."
"Purpose is no longer a campaign angle. It's the foundation. Brands are being rewarded not just for taking a stance, but for building that stance into how they operate. Campaign highlight: T&P's work for Karo-owned E45 centered on the overlooked dermatological needs of the trans community. It wasn't just inclusive messaging - it was healthcare rooted in identity. The campaign earned both the Grand Prix and Gold in Healthcare and Pharma, and Social Purpose, proving that long-term brand trust is built through honest, empathetic work."
Brands embed purpose into operations, building long-term trust through honest, empathetic initiatives such as healthcare tailored to overlooked communities. AI functions as a creative partner, enabling fast, scalable, humor-driven content without sacrificing context or tone. Cultural relevance requires fluency rather than trend-chasing, with smart, self-aware humor grounded in local insight driving engagement. In-person marketing returned with immersive technologies like augmented and mixed reality elevating experiential work. Campaigns that combine authentic social purpose, AI-enhanced creativity, cultural fluency and immersive experiences demonstrate how brands adapt to shifting audience expectations across EMEA in 2025.
Read at The Drum
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