Celebrating the last year in content marketing, the jury for The Drum Awards for Content has been revealed.
In 2020, every marketer has had to figure out new ways of doing business. But this hasn’t dissuaded the industry’s motivation and creative spirit. And so The Drum Awards for Content is back, to celebrate the world the outstanding work created over the past 12 months, during and before the pandemic.
Each year, we rally a jury of accomplished experts across advertising and marketing to judge the awards.
The Drum Awards for Content juror Lucy Ferguson, head of content at Google
Hailing from the UK, US, Japan, Pakistan, Singapore and India, this year’s jury includes industry experts from likes of General Mills, Made.com, Amazon, Barclays Corporate Bank, Tripadvisor, IBM, TikTok, Publicis Media, Havas Media, Unilever, Google, The Economist Group, Pernod Ricard, Shutterstock, Adobe, Fox Broadcasting Company, Metro Bank, Linkedin and Coca-Cola.
The deadline for the awards is Thursday 10 September. Make sure you submit your work for a chance to be recognised on a global stage.
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Check out a rundown of some of our judges below
Europe-Australasia head of culture and brand experience
Bose is the Europe-Australasia head of culture and brand experience at General Mills. Previous to this, he was the marketing head for Haagen-Dazs and Nature Valley for UK and Northern Europe and Europe marketing head of New Ventures. He has over 16 years’ experience working in marketing leadership roles around the globe at L’Oréal and General Mills and is passionate about remarkable modern magical marketing on purpose-led brands leveraging cultural forces.
I have a lot of passion for purpose-led brand-building that harness cultural forces to drive action. I’ll be particularly keen to see how The Drum Awards for Content entries walk the balance between delivering effectiveness, experience and engagement in particular with an eye on driving community, connection and even commerce based on approach. I’m fascinated by how content can be leveraged and tapped as a ‘super power’ in multiple touchpoints and streams and will be looking for bravery that demonstrate that richness of breadth and depth including new media to drive compelling storytelling with an omnichannel content strategy.
head of content
Ferguson oversees Think with Google as well as content campaigns for both YouTube and Google. She has previously worked agency-side, at Publicis Group, and at content marketing agency Seven. A committed foodie, Ferguson has also held the roles of head of digital at Bacardi and director of marketing at food and grocery research company IGD. She began her career with digital roles at the BBC, Channel 4, Warner Bros and Disney.
In a year when events as we know them have changed so fundamentally, content marketing has become more important than ever. I’m interested to see how marketers have been able to understand how their consumer’s behaviours and needs have changed, sometimes daily, throughout 2020. This year’s content marketing awards feel like an opportunity to celebrate the brands that have been able to listen to and adapt for their customers
head of content
Murphy is the head of content at Made.com where he oversees the in-house creative team behind the brand's social channels, product copy, and Ideas Hub blog. He previously worked as a senior editor at We Are Social, creating social-first campaigns for the ad agency's premium clients, including Audi, Breitling, Pernod Ricard and HSBC UK.
Great content doesn’t interrupt someone's day, or their feed, it adds value to it. So I’ll be looking for creative that offers something tangible to consumers, whether that's entertainment, inspiration or just useful info. As well as sharp copy and powerful storytelling, the best entries will provide a compelling reason for why the content was created, as well as the impact it had on its target audience. I tend to shy away from work that puts innovation above ideas because, in my opinion, some of the strongest executions are often the simplest.
director of digital engagment
In her role as director of digital, Slater oversees projects that land in more than 100 countries. She led a full re-imagining and redesign of Unilever’s 48 corporate websites and last year, she oversaw the creation of the company’s Take Action Hub.
I was lucky enough to be a judge for the Dadis last year and if it’s anything like those, the calibre of entries is so strong that it’s going to be a tough job. Of course, I’ll be looking forward to seeing the bold and the brave, those entries that push the boundary with branded content. I have to say though, the entries that will ultimately get my vote will be those that stand out because they’ve given the audience what they want, rather than interrupting them trying to get what they want!
chief executive officer (creative)
Described as a highly versatile ‘X-shaped’ problem solver, with over 17 years’ experience working at some of the UK’s top agencies including AnalogFolk, AKQA, Tribal DDB, Modem Media (Digitas) and SixandCo; Davies gained experience across varying sectors from financial services, to technology, retail, health, FMCG and automotive; leading and working across innovative and award-winning projects ranging from global digital campaigns to business transformation, as well as digital products, platforms and services.
I’m excited and honoured to be judging The Drum content awards, which are widely considered to be the pinnacle of creativity and innovation, for content, in our industry. As a previous winner, I know first-hand what it takes to standout and I’m looking to be inspired by work that uses technology to advance brand storytelling and create more meaningful connections between brands their audiences and communities.
In 2007 Wesseling took the brave decision to set up UltraSuperNew in Tokyo with the maverick approach of servicing clients with digital strategy, creative and production all under one roof. The agency has grown from strength to strength with an international team of over 60 people working on campaigns for Red Bull, Unilever, Heineken, Mini, Pernod Ricard, Skyn condoms, Asics, Adobe, EA-sports, Puma, PayPal and Tabasco.
Lockdowns made it clear again: content is king. The art of storytelling is why we love what we do and great branded content should convince marketeers to stop their stupid tunnel-focus on data and tech.
Moss has been immersed in visual storytelling for agencies, brands, and marketers as a creative director throughout the decade of digital transformation and is obsessive about creativity, without compromise. In her strategic business role at Adobe, Moss is at the intersection of creativity and commerce for brands and agencies.
I’m thrilled to judge the entries to The Drum Awards for Content. I’m a content geek, obsessed with visual storytelling and how it evolves with new tools and new, fresh creative talent. Infinite access and ability to create, produce, or license content has never been easier. The downside is anyone can make a ton of meh quickly and cheaply. The upside is you can genuinely create anything, and that’s where the genius lies. I’ll be looking for something powerful, brave, clever and nuanced.
Barclays Corporate Banking
head of content
Ratcliff joined Barclays over six years ago in which time he was worked on campaigns across the bank in personal, business and corporate banking. In his current role he is responsible for editorial-led campaigns across a range of media. Ratcliff has worked in content marketing since before it was called content marketing.
2020 is not the year marketers had planned for, but it has certainly been the year to prove your worth. Content marketers have had to leap to avoid falling into rapidly emerging clichés ‘in these unprecedented times’ and I’m excited to see who has adapted most nimbly. There have also been some truly hard times for many, from personal loss to financial, and the test facing marketers to stay relevant, sensitive and effective all at once has been immense.
chief content officer
Hammer, chief content officer of IBM and his team of content gurus work together to develop content programs and strategies that connect IBM with its audiences and provides the information and tools they desire. Prior to joining IBM, Hammer was the senvior vice president of content at Digitas where he oversaw campaigns for clients such as Accenture, HP, GE, Lego and American Express. He also worked at Discovery Channel where he led the brand's content efforts for its digital channels.
Content is what brings us together. I’m excited to see entries that evolve from a standard brief to a piece of content that brings real emotion and truth. As content marketers, we have the opportunity to uncover stories or solutions that can benefit others and make a difference.
The Economist Group
head of marketing communications, client solutions
McKinlay is a marketing-focussed business leader who delivers audacious business strategies and innovative marketing solutions. She joined The Economist Group in 2019, initially as managing director of TVC Group. Prior to 2019, McKinlay held senior global roles at WPP on BP and P&G business, founded and ran Ambition Communications over a 12 year period, and has held client side roles in technology, publishing and travel industries.
I'm excited to see what's genuinely new this year. I want to see who is combining content with innovative media solutions to deliver really effective programmes, as well as how creative being is elevated in unexpected and surprising ways. Can content with purpose truly drive brand agendas in the short and in the long term? And how are content programmes helping brands stay relevant on the global stage and maintain their local relevance?
director of content
Nagraj is a digital media executive with experience working at the nexus of content, strategy and product. Prior to joining Tripadvisor, he worked at the New York Post where he was the managing editor for digital. Nagraj has also worked in the newsrooms of The New York Daily News, The Wall Street Journal, The New York Sun, and HuffPost, as well in the digital practice at advertising agency Foote, Cone and Belding. His areas of expertise include content strategy and creation, editorial management, organizational and communications design, and business transformation.
Change is the only constant, and that's never been more true than this year. I’m so excited to celebrate and honor work created against this backdrop that found innovative ways to tell stories, inspire conversations, and build connections.
chief marketing officer
Latham is the chief marketing officer of one the UK's most popular fintechs, Chip, having started there when it had 25 customers and has grown the user base to over a quarter of a million people. Before Chip Latham held head of marketing roles within tech and the music industry. It was backstage at Glastonbury Festival in 2016 when his love for Fintech kicked off. He specialises on the art of the viral, why do some narratives get shared and others get consumed.
I'm delighted to be judging The Drum Awards for Content 2020, this year has been like never before for content marketers! Not only is the industry operating within the most democratised time for content ever (it is now more competitive than ever for content to stand out)... but on top of that content creators have had to negotiate (and compete with) a global narrative around coronavirus. Being beige with your content is no longer acceptable, in order to compete content must immediately capture attention and hold it... better than ever before. I'll be judging content based on this criteria. What instantly grabs my attention, holds it, and leaves me with the takeaway the marketer wanted. 2020 has been ruthless with how content is consumed... it's only fair the judges are too!
Boyd is the co-founder of Gravity Road, a creative company that delivers ideas people want to spend time with. He founded the business in 2011 along with Mark Eaves. Prior to this, Boyd spent eight years at at Bartle Bogle Hegarty as creative director, head of content, and partner, and has worked across various aspects of the media and entertainment sectors, including brands, content creators and media owners.
There is so much of the same old stuff out there. Looking for work that transcends 'stuff'. Fresh work. Work that engages audiences and delivers for business.
marketing manager, content and social
MacDonald creates innovative and engaging content experiences around topics that help B2B sales and marketing professionals do their jobs better. Coming from a start-up background, she prides herself in never taking the most direct path to her desired destination, and this is evident in her content programmes. She has a keen interest in doing more with less and enjoys thinking of ways to make her content work hard for her business. Measurement of content in an ungated world is a challenge faced by every B2B content marketer today, and developing measurement metrics outside of traditional marketing funnel KPI's is something MacDonald is very focused on.
As a content marketer at LinkedIn, I am obsessed with innovative content programmes. Content marketing lends itself to creativity, but balancing creativity and strategy is a skill best in class marketers have mastered. I'm hoping this balance will be evident in The Drum Awards for Content entries. I'd love to see the story of content marketing's impact on business growth told through data. I can't wait to see the mix of content formats marketers are using today, and how the old and the new intertwine.
creative director, content studio
Rumble moved to New York after spending the past five years building out the highly awarded content studio at R/GA London. As creative director, her role encompassed storytelling through video, motion problem solving for UX & Ai whilst exploring content trends for social. She was a part of R/GA's hit work, from Instagram’s Project Hero to Oprah's Book Club to Google’s Year In Search to Beats Music. Rumble has recently taken up a new adventure moving into tech, where she heads up Squarespace's content studio.
I’m excited to see the content entries for this year's awards, it's more important than ever to bring about human centered stories that tell brand narratives in unique ways; that are memorable, sharable and really speak to the audience. I truly believe that content is the most interesting place for any brand or organization to play, within the digital landscape, it allows any brand to be a part of the cultural conversation in new and exciting ways. I can’t wait to see the entries who have pushed the envelope within the content space
Byrant brings a holistic, quality-driven approach to content, derived from his diverse experience as a copywriter, editor, voice and on-camera talent, and now a creative director. He believes that message matters above all, and the best content lies at the intersection of personal connection, inspired vision, and data-driven insight. Byrant leads an in-house creative studio responsible for delivering across campaigns, video, email, social, and community, helping millions of people around the world find a path to focused productivity.
2020 is a year of frightening disruption and vast change. Content and creative must adapt at warp speed, connecting with audiences in meaningful ways that help them find solutions to their daily problems. That’s why I’m thrilled to be a part of The Drum Awards for Content. It’s a unique chance to examine what our peers have done, boost work that rises above the norm, and shine a spotlight on teams doing important and innovative things in this critical time.
co-founder and chief executive officer
Downes is the co-founder and chief executive officer of Video Sherpa. With a background in marketing, communications and video production in the cultural and educational sectors, she now leads a team who are empowering agencies to collaborate with clients and companies to get creating themselves. Video Sherpa’s intuitive, step-by-step workflows and cloud-based dashboard enable teams to film, edit, and publish their own video content exactly when and where they need it.
I’m really excited to see the breath of entries this year, the fresh perspectives and ingenious creativity that always shines through. There is huge scope within The Drum Awards for Content and I’m particularly interested in seeing the variety of sector-specific campaigns and those with an internal focus, which are often overlooked in other awards. Can’t wait!
Since joining Nextdoor in 2018, Shaikh has launched the platform across multiple markets and onboarded a number of national and global brands. He has been able to combine his extensive skills in digital media and his desire to bring local at a national scale to the market via the unique proposition of Nextdoor. Previously, Shaikh served as a senior executive at a variety of digital first companies, such as eSpotting, Say Media, AdJug and Videojug. He was instrumental in the launch of search marketing across the EU; he then turned his attention to online video, and several years later he brought focus to the importance of brand advertising across digital channels.
Content has never played such an important role as it does today. We’ve all been working in unusual circumstances as a result of the ongoing pandemic. Yet, the innovative ways that the content has been created and executed when teams have been working together – yet physically apart – is to be commended. I’ll be looking for work that serves purpose, is meaningful and that portrays the kindness and community spirit we have seen coming from neighbourhoods across the country.
founder and creative director
Nichols started his career in 2012 at The Agency Inside Harte-Hanks on the social strategy team, managing the Hyundai Veloster’s launch campaign. From there, he rolled his creative degree and marketing experience into a boutique agency based in Philadelphia, building their new business pipeline and scaling their social strategy and creative team. A quick learner, Nichols soon acquired the agency and founded Palette Group, working with brands from New York, Philadelphia and throughout the west coast. Today, he and Palette Group specialize in branded content, commercial production, and experiential/event production for brands domestically and internationally. The agency and roster have worked with Fortune 500 and 100 brands including Foot Locker, BMW, Hyundai, GM: Chevrolet, Google, and more.
If this industry is going to change the trades must lionize marginalized and Black communities. I’m here to ensure we’re elevating new, fresh and dynamic voices.
A full list of the 2020 jury can be found here.