The Drum Awards for Marketing Americas judging session at Stagwell's offices highlighted key traits that define outstanding marketing. Judges emphasized that successful entries must connect with culture strategically rather than opportunistically and solve real problems while creating value. Emotional storytelling must accompany measurable business impact, and both creative and commercial elements are necessary. Additionally, a strong media strategy is essential, serving as a creative lever rather than an afterthought. Overall, strategic clarity remains paramount amidst these attributes.
The winning work doesn't just jump on trends, it intersects with culture in a way that's ownable, strategic and meaningful to the brand.
Great marketing creates value - either by making something easier, more accessible or more joyful; utility was a recurring theme in the judges' praise.
Creative brilliance without commercial effectiveness is incomplete; the strongest work proved both.
Smart, unexpected media placements received high marks, especially when media was treated as a core part of the idea, not an afterthought.
#marketing-awards #cultural-relevance #strategic-brilliance #creative-effectiveness #business-impact
Collection
[
|
...
]