Gap global director of marketing, Eric Toda wants to see entries represent a greater relevancy to cultural conversation. He is one of the judges alongside Triumph International, Graham’s Family Dairy, West Ham United, UEFA Events S.A, Converse and McLaren Automotive Ltd, and many more, for The Drum Marketing Awards 2018.
He explained: “For years entries have been topical at best, but given the state of society and the mediums that society uses to converse there is a larger space for brands to make a difference, but also show truth in storytelling in a world of ‘fake news’. Brands are more trusted than ever, they have the ability to cut through, and my hope is that brands lean into this and promote their community’s values in impactful and meaningful ways.”
The ad industry is in a state of constant flux, said Toda. But he argues that it is struggling as there are not enough voices to articulate the truest value the industry brings to businesses. He said: “There needs to be more positive voices, voices of colour, voices that are more diverse and have skin darker than me that can make the entire marketing and advertising industry excited about the future and the young talent that will inherent such a vibrant creative industry that does in fact build and grow businesses.”
The Drum Marketing Awards celebrate the best marketers and campaigns internationally and are open to advertising agencies, in-house marketing teams, design consultancies, digital agencies, PR companies, integrated agencies and any company that has carried out marketing over the eligibility period.
Carol Graham, marketing director at Graham's Family Dairy is looking for entries that are true to brand values and bring this out in their campaign work. She said: “My interest is in the emotional connection with the consumer/customer and how this can be achieved taking it from the values to impressive creativity, that delivers on the emotional element of the brand that the audience can relate to.”
She continued: “Apart from awards being a great way of companies/agencies to show case their work, any success whether that is being shortlisted or of course winning is so good for the team. Any recognition gives the company/people not just a boost but a feeling of pride in their work.”
The entry deadline has now passed, but you can still enter by requesting for an extension from Pepe.Terry@thedrum.com. Make sure you enter your work now and prove that you do really effective marketing for your company and more importantly, your clients.