The Drum Awards Brand Strategy Marketing

The best content marketers of 2021: shortlist announced for The Drum Awards for Content

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By Eleanor Lim, Event Producer

October 14, 2021 | 10 min read

The Drum Awards for Content celebrates the specialists who elevate branded content, creating fully-fledged marketing plans that engage, inform and make a lasting impact. One good article does not a content strategy make – and in a crowded field only the best companies and people create work that really resonates with its audience.

Tough Turban

Created by Zulu Alpha Kilo, Pfaff’s Harley-Davidson’s Tough Turban initiative is one of this year’s nominees

This year’s nominees hail from independent agencies, global networks and dedicated in-house teams. Representing government bodies and publishers, aircraft manufacturers and snack brands, they have created an array of content that dazzled the jury, earning themselves a spot on the shortlist.

The winners will be announced at a virtual awards ceremony on Thursday November 4 at 4pm GMT. The nominees will be invited to attend at The Drum Labs, The Drum’s new experiential event space and media hub in London, as the show is streamed live. Add the event to your calendar here.

The Drum is proud to present these awards in partnership with the Branded Content Marketing Association (BCMA), the leading global body promoting the value of branded content and influencer marketing.

The full list of nominees is below, but more information on each entry and the team behind it can be found on the awards website.

Public Sector or Government

  • 23red for Network Rail and British Transport Police

  • Always Be Content for Scottish Water

  • Contented Brothers for National Parks UK

  • LadBible Group for Department of Health and Social Care

  • Reach Solutions for Office for National Statistics

  • UM Studios for United States Postal Service

  • ZPB associates for Our Healthier South East London

Professional Services

  • Addleshaw Goddard

  • Euronews for Accenture

  • Oh My! for Indeed UK

  • The 10 Group for Genpact

  • WeTransfer for Vistaprint

FMCG or Consumer Goods

  • Copa90 for AB InBev

  • Copa90 for PepsiCo

  • One Green Bean for Vanish

  • Seen Connects for Tommee Tippee

  • Twitch for Pringles

  • U-Studio (Oliver Agency) for Unilever and The Ice Cream Shop

Financial Services

  • Barclays and Fresh Air for Barclays

  • Drum OMG Ltd for Experian

  • Oliver Agency for Manulife

  • Weber Shandwick and That Lot for HSBC UK

  • Wunderman Thompson UK for HSBC UK

  • Zulu Alpha Kilo for HomeEquity Bank

B2B

  • Chapel for Facebook

  • Forbes for Tableau

  • Gravity Global for Embraer

  • LadBible Group

  • Perspective Pictures

  • Proofpoint

  • Publicis Sapient

  • Wunderman Thompson UK for BT

Automotive or Transport

  • CNN International Commercial and BMW for BMW

  • Gravity Global for EGR

  • Grey Social for Volvo Cars

  • Oh My! for megabus.com

  • Tastemade for Hyundai

  • Wasserman for BMW

Most Native Ad Format

  • Drum OMG Ltd for Sainsbury’s

Best Integrated Campaign

  • Copa90 for AB InBev

  • Copa90 for Sports Direct

  • Coterie Global for Atos

  • McCann Worldwide for General Motors

  • Oliver Agency for Bayer and Midol

  • Rise at Seven for Game and PlayStation

  • The One Off and Defected Records for Toshiba TVs Europe

News, Media or Publishing

  • Evening Standard for Wilkinson Sword

  • Jump and Havas Entertainment for BBC

  • Oh My! for Virgin Media

Interactive Entertainment

  • Cubaka for PlayOJO

  • Twitch for Pringles

Travel, Leisure or Sports

  • Adidas Brand Design (Oliver Agency) for Adidas

  • Black Tomato

  • Copa90 for AB InBev

  • The Hong Kong Tourism Board

  • The House Collective

  • Wing for Mercedes-AMG Petronas Formula One Team/Petronas

Retail or E-Commerce

  • Adidas Brand Design (Oliver Agency) for Adidas

  • Drum OMG for Sainsbury’s

  • Oliver Agency for 7-Eleven

  • Seen Connects for eBay

  • Tangerine for Specsavers

  • U-Studio (Oliver Agency) for Unilever and The Ice Cream Shop

Best Creative Content Idea Using Video

  • Arçelik

  • Drum OMG Ltd for TikTok

  • Manifest for Tommee Tippee

  • One Green Bean for Vodafone

  • UM Studios for United States Postal Service

  • Zulu Alpha Kilo for HomeEquity Bank

Best Use of Content on Social Platform

  • Copa90 for TikTok

  • Drum OMG Ltd for Ocean Bottle

  • This

  • Twitch for Pringles

  • U-Studio (Oliver Agency) for Unilever and Klondike

  • Zulu Alpha Kilo for HomeEquity Bank

Best Use of Mobile Content

  • Beko Turkey

  • Gameloft for Ferrero

  • U-Studio (Oliver Agency)

Most Innovative Use of New Social Platforms

  • Drum OMG Ltd for TikTok

  • Kode Media for FA

  • Twitch for Pringles

Best Content Marketing ROI/Measurement Program

  • Adidas Brand Design (Oliver Agency) for Adidas

  • E.On Energie Deutschland GmbH

  • Inseev Interactive for Anonymous

  • Oliver Agency for Bayer – Midol

  • U-Studio (Oliver Agency) for Unilever and The Ice Cream Shop

Best Internal Content Marketing Strategy/Campaign

  • HCL Technologies

Best Use of a Content Marketing Platform

  • Cognizant Technology Solutions for Kimberly Clarke

  • Publicis Sapient (‘The HOW Channel’)

  • Publicis Sapient (‘The Digital Life Index’)

  • Twitch for Pringles

  • U-Studio (Oliver Agency) for Unilever and The Ice Cream Shop

  • Wayne Parker Kent for Henkel AG & Co KGaA

Most Innovative or Creative Use of Content

  • Copa90 for PepsiCo

  • Drum OMG Ltd for TikTok

  • Hong Kong Tourism Board

  • Inspired Films for RNLI

  • Kingdom Creative for Formula 1

  • Manifest for Tommee Tippee

  • Twitch for Pringles

  • UM Studios for United States Postal Service

Best Use of Print in a Content Marketing Campaign

  • One Green Bean for Durex

  • Sunday for Ocado Retail Ltd

  • U-Studio (Oliver Agency) for Unilever and Love Beauty Planet

Best New Product or Publication Launch

  • Adidas Brand Design (Oliver Agency) for Adidas

  • H&M

  • Hill+Knowlton Strategies for Activision

  • LadBible Group for PlayStation

  • One Green Bean for Vodafone

  • Zulu Alpha Kilo for Pfaff Harley-Davidson

Best Branded Content Strategy/Campaign – in partnership with BCMA

  • Copa90 for AB InBev

  • Manifest for Tommee Tippee

  • Twitch for Pringles

  • UM Studios for United States Postal Service

  • Zulu Alpha Kilo for Campbell Canada

  • Zulu Alpha Kilo for HomeEquity Bank

Not For Profit or Charity

  • Frank for March of the Living UK

  • Fred & Farid Los Angeles for Fridays For Future

  • Fred & Farid Los Angeles for Fridays For Future

  • LadBible Group for Asda and Tickled Pink

  • Scouts

  • Wunderman Thompson UK for NCDV

Best Response to Change

  • Adidas Brand Design (Oliver Agency) for Adidas

  • Grey Social for Volvo Cars

  • The FA and Cake (Havas) for The FA

  • U-Studio (Oliver Agency) for Unilever and Degree

  • Weber Shandwick for Breast Cancer Now

  • Weber Shandwick for Unilever

  • Zulu Alpha Kilo for Cineplex

Best Content Marketing Diversity & Inclusivity Program/Initiative

  • BT & Cake (Havas) for BT

  • Distillery

  • PRS for Music

  • U-Studio (Oliver Agency) for Unilever and SheaMoisture

  • Zulu Alpha Kilo for Pfaff Harley-Davidson

Content Marketing Agency of the Year

  • Adidas Brand Design/Oliver

  • Bloomberg Media Studios

  • Drum OMG

  • Haymarket Automotive Studio

  • Retina

  • Rise at Seven

  • Sunday

Content Marketing Rising Star – in partnership with BCMA

  • Ysabelle Devereux - Greenlight

  • Freddy Drucquer - Retina

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