Talent Omnichannel Brand Purpose

Calling all emerging talent: Creative Futures awards competition open for entries


By Jenni Baker, Senior Editor

October 27, 2022 | 5 min read

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The ‘Creative Futures’ awards competition officially launches today, giving students and emerging creative talent the chance to design an omnichannel campaign for leading youth charity YMCA.

Creative Futures – re-imagining tomorrow’s communication

Creative Futures – re-imagining tomorrow’s communication.

The Drum has teamed up with Canon Europe and a specialist working group of industry leaders to develop a client brief for leading youth charity YMCA, that will form the basis of the ‘Creative Futures: Omnichannel Marketing Excellence Award’ competition.

To enter now, click here. The entry deadline for submissions is Thursday, November 17 at midnight. To find out more, read on below.

Brand new for 2022 as part of The Drum Social Purpose Awards, Creative Futures is a free-to-enter program, open to students and junior creatives who want to be involved in re-designing customer-centric marketing communications of tomorrow. This is a chance to not only showcase talent but gain valuable insight into campaign planning for a brand encompassing multiple channels and touchpoints.

Stand-out entries will answer a specific brief which has been developed together with YMCA, Canon, The Drum and a specialist team. Entrants who wish to enter the competition are invited to check out the dedicated competition website for a detailed client briefing pack, supporting information and a series of tools and resources which will help support the creation of their entry.

For 178 years, YMCA has supported people through some of the toughest moments in history and today strives to give young people safe spaces to feel secure when they have no one else to turn to. The brief sets out to garner support from a younger audience and encourage online donations, through an omnichannel media mix that includes at least one element of letter box media.

The idea behind this initiative is to highlight the role that print plays in hitting a brief for an omnichannel campaign, and how a clever combination of data, creativity, targeting capabilities and personalization can be utilized to deliver measurable impact for a brand.

“This project is amazing as it gives us the opportunity to collaborate in new ways as an industry,” says Cathy Bittner, strategic business development manager, Canon Europe. “In breaking down the silos, we can tap into the real potential of using state-of-the-art technology to deliver next level customer-centric communication. Working with students and young creatives to spotlight data-driven design for both digital and print channels is a first of its kind and we are excited to see their innovative, fresh ideas.”

All entries will be judged by a dedicated awards jury including leaders from Canon, YMCA, Nutshell Creative, The Strategic Mailing Partnership, Join the Dots, JICMAIL, Latcham, Marketreach and AutLay – who have also dedicated their time to support in the development of the competition brief and will conduct a series of workshops for shortlisted entrants.

Judges will be looking for evidence of clear strategic, data-driven thinking combined with creativity and innovation, while aligning to the brand’s core purpose and guidelines. Entrants will be expected to show the customer journey throughout the campaign and include variations of creative copy and messaging to reflect variations in the core target audience demographics based on the objectives.

All entries must be submitted by November 17. The final winner will be crowned at The Drum Social Purpose Awards on December 8 2022.

For more information on how to enter, please visit here.

Talent Omnichannel Brand Purpose

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