Why The Drum has a responsibility to keep creativity in the spotlight

Gordon Young, editor of The Drum, offers his insight and opinion on various matters relating to media and marketing.

The Drum stands by The Drum Creative Awards

The Drum Creative Awards is tough to win. But let me let you into a secret. It is also tough to organise.

Creativity is out of vogue. Many sponsors are no longer interested. Our sales team tell us our efforts would be better spent elsewhere. Even a major network had abandoned the cause this year to focus on tech development.

Is this the swan-song for creative gongs?

We think not and despite the challenges will persevere.

We will never abandon our core belief that creativity is core to our industry.

Yes we are card-carrying advocates of the digital revolution. But we contend it is only when you infuse tech with creativity truly amazing things happen.

And of course we are also Europe's largest marketing website. We are the fastest growing in the US, and arguably in Asia too. As an influencer we have a responsibility to fly the flag for creativity, to explain to our expanding readership why it makes a difference.

So our commitment to The Drum Creative Awards is greater than ever. And it is why our website supports other initiatives like Creative Works, a showcase for new work sponsored by the Workfront team. Hundreds of campaigns are uploaded every week and the most popular - as voted for by people who visit the site - will be recognised at the Creative Awards.

We also recognise the role of other Awards schemes. Which is why we have joined forces with Patrick Collister to run The Big Won which aggregates key awards data from around the world. On the night of The Drum Creative Awards the most awarded campaign from 2017 will also be celebrated.

But events like this can also be a force for change. This was the motivation for a joint initiative with Creative Equals. The Awards will celebrate the Creative Woman of the Year as a way of identifying inspirational role models to persuade other women to follow them into this male dominated profession.

Underpinning all these initiatives are The Drum platforms. As well as using our online channels to get this message out we will also publish special issue of our magazine in December - effectively a manifesto - dedicated to reminding our industry that it should never forget its creative foundations. Get in touch if you have something to contribute.

So help us make this stand by amplifying your work. Help us inspire others to follow in your footsteps. Help us demonstrate what this business is really all about.

Algorithms? No.

Coding? No.

Programmatic? Hell, no.

Amazing ideas? Absolutely.

So enter The Drum Creative Awards.

Lets give creativity the recognition it deserves. Lets give you the recognition you deserve. Join the revolution.

For more information on The Drum Creative Awards, the judges and more visit the Creative Awards website.

GY

Gordon Young

I helped found The Drum 25 years ago.

All by Gordon