Brands are recognising that people have much more choice than they have ever had before, suggests The Good Agency's deputy managing director, Hanisha Kotecha.
Kotecha, along with a panel of industry experts judged The Drum Social Purpose Awards 2018. Formerly The Marketing Can Change the World Awards, this competition celebrates all modern-day marketing which is driving forward socially responsibility, brand purpose and a truer representation of society today.
Kotecha continued: "More choice is coming, not just from purchasing power, but with voices and if you're a good brand among a sea of other brands, you will stand out."
One category that really stood out for the judges was Best Video Campaign. "I love video, how it's formed where you can tell really powerful stories," explained Jerry Daykin, chair of the judging panel and head of global media partnerships at Diegeo.
"We as an industry can communicate incredibly powerful things through video and it's great to see brands, charities and a whole range of organisations really using that to their advantage."
The finalists for Best Video Campaign are: 23red Ltd for Network Rail, Bold Content Video for Campaign Against Living Miserably, Jungle Creations for WWF UK, Octagon for Standard Chartered, The Operators Creative for Acid Survivors Trust International, Raw London for War Child UK, Stein IAS for Merck Animal Health and Caninsulin and Zone for Wellcome Trust.
Some of the Best Video Campaign finalists
One of the Best Use of Video finalists
What really struck the judges was the balance between what happens in the digital world and experience. Bola Gibson, head of community engagement at TSB
believes that we're seeing more of this rebalancing. "Instead of all of our advertising and PR going online," she explained. "Brands are starting to do a lot more to draw people in to the physical world."
The finalists for Best PR Campaign are: Daniel J. Edelman Ltd for Shell; Golin for npower; Havas Group Media, Host/Havas, Cream, Red Agency, Active Media Group, Allure Media , Bauer Media, Fairfax Media, JCDecaux, Mamamia, Pacific Magazines, Shoper Media and QMS for Fund For Peace and Kindred for National Crime Agency.
Some of the finalists for Best PR Campaign
One of the finalists for Best Use of PR
The Best Use of Technology was one of the most interesting categories for the panel.
Helen Jones, creative director at Shelter UK insisted that rather than just doing an ad campaign, the judges saw entries that created products and new bits of tech that can create real social good change in society.
The finalists for Best Use of Technology are: Cantarus for Little Troopers, Edit for Crowd2Map and Tanzania, Havas Group Media for Pay Pal, Mobi Wan for Arcelik AS, Small Robot Company, Supple Studio for Prison Radio Association and Toaster for The Natural History Museum.
Some of the finalists for Best Use of Technology
One of the finalists for Best Use of Technology
You can view a full list of the finalists here.