The Drum Marketing Awards EMEA highlighted how the most remarkable campaigns of the year signal the future of marketing. The winning trends emphasize a shift towards purpose as a core strategy, AI as a creative partner, and the importance of cultural relevance. Campaigns like T&P's work for E45 show the significance of authentic, empathetic branding, while Snickers showcases AI's role in comedic content creation. Additionally, campaigns such as Paddy Power's reinforce how rooted cultural insights can lead to success. These shifts illustrate that brands are evolving to meet changing audience expectations.
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.
For Snickers, T&P used AI to develop football-themed content that was not only fast and scalable, but also genuinely funny.
Brands that don't reflect the cultures they operate in are falling behind. But relevance isn't about trend-chasing - it's about fluency.
With Gold wins in Entertainment and Culture & Leisure, the work showed that smart, self-aware humor rooted in cultural insight still wins big.
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