Latest news with #D&AD
Campaign ME
3 days ago
- Business
- Campaign ME
What D&AD's first creator content jury reveals
This year, D&AD introduced its first-ever Creator Content category – spotlighting work where creators weren't just amplifiers, but active cultural collaborators. It felt timely. It felt necessary. And it felt personal. I had the privilege of serving on this inaugural jury as the only representative from the region. As we judged more than 140 entries, one thing became clear: the word 'creator' has evolved. The best work didn't just feature creators – it was shaped by them. From meme accounts with cult followings to indigenous influencers preserving endangered cultures, this year's winners proved that influence today comes in many forms – and from many unexpected places. Rede fi ning content creator If there was one consistent thread in the jury room, it was this: the definition of 'creator' has outgrown its roots in follower count and amplification. In the strongest work, creators showed up as architects – of meaning, of culture, of experience. These were not just people with followers – they were communities, meme accounts, collectives, and even non-humans. In The Gravy Race – a clever, highly-awarded campaign this year, Sheba built an entire entertainment property around internet-famous cats. In Into the Aldiverse – a beautiful campaign by ALDI gaming, the creators weren't individuals, but a collective where partnering with an anime studio in Japan, the brand showed us how co-creation can extend into entire worlds. From individuals with unique POVs to cultural collectives and meme machines, creators are being redefined – not by format or following, but by the role they play in shaping attention and emotion. What makes work win Across all the work, three things stood out: 1. Simplicity wins: This year's graphite pencil winner and jury favourite, Handwash Legend by Savlon India, transformed a single hip hop gesture into a national hygiene movement. By remixing Emiway Bantai's iconic 'hand rub' into a handwashing anthem, the campaign blurred the lines between music, meme, and message. It was simple, sticky, and smart – and a reminder that when brands co-create with cultural figures, even a hygiene habit can go viral. 2. Speed matters: Another standout was the Blurred Unboxing by Colombian snack brand Ramo. It began with a TikTok creator cheekily blurring out a brand logo; within 24 hours, the brand responded with a custom, pixelated package that was sent to the creator, sparking a viral moment that was awarded D&AD's yellow pencil this year. In a world where culture moves at the speed of social – this campaign is a masterclass in listening, agility, and the impact of a simple, real-time gesture. 3. Take it further: Some of the most impactful work also moved beyond the feed and into the real world. Amazon's Money Can't Buy Experiences, a wood pencil winner, reframed creators as experience designers, co-creating events that felt personal, not promotional. In an age of digital fatigue, this campaign was a reminder that true influence isn't confined to screens and taking co-creation further gave the campaign weight-and longevity. Quick note to the region: How to 'win in creator content' On a personal note, I was thrilled to see Dubai represented in the Safe at 3AM campaign. It was sharp, relevant, and executed with insight – live streaming a runner through the city to tackle global perceptions around safety. While it didn't make the shortlist at D&AD, it deserves recognition. Perhaps it's a reflection of where the bar now sits: strong insight and elegant execution are a starting point. But to win in creator content, ideas need to go further – beyond narrative into participation, experience, and depth. There's no shortage of creative talent or storytelling in the region. According to We Are Social's latest Global Digital Report, influencer marketing continues to grow rapidly across MENA with influencer advertising spending up 12.5 per cent (YOY) and 13.7 per cent (YOY) in 2025, for the UAE and KSA respectively. The challenge – and the opportunity – is to take what's working and stretch it. Final takeaway: Stop chasing in fl uence. Start building culture The creator content category is growing up. Creators are no longer just channels. They're collectives, studios, and custodians of identity. The brands that win, will be ones that let a creator's perspective shape the work – not just promote it. With campaigns that are rooted in culture, built for longevity, and extend beyond the screen. And the next generation of pencils? They'll be awarded to brands that stop chasing followers and start building worlds. By Akanksha Goel, Founder & CEO, Socialize / We Are Social
Campaign ME
16-05-2025
- Business
- Campaign ME
AKQA appoints Jon Holloway as Managing Director for the MENA region
Global brand experience design and marketing agency AKQA has appointed Jon Holloway as Managing Director for the Middle East and North Africa. With a global career spanning across the EMEA, APAC, and MENA regions, Holloway brings more than two decades of experience as a creative and strategic leader. Known for building empowered teams and delivering impactful work, Holloway has consistently led businesses and clients through transformation. His leadership has contributed to award-winning work recognised by Cannes Lions, D&AD, Effies and leading creative festivals worldwide. Based between the UAE and KSA, Holloway will aim to accelerate the agency's momentum in the region, partnering with ambitious brands to shape new experiences at the intersection of creativity, culture and emerging technology. Geoff Northcott, CEO of AKQA EMEA, said, 'Holloway brings a compelling blend of entrepreneurial spirit, creative leadership and regional expertise. His vision for harnessing AI and innovation in culturally resonant ways aligns perfectly with our ambitions for the Middle East. We're delighted to welcome him as we continue to grow our offering and expand our impact in MENA and beyond.' Holloway will collaborate closely with AKQA's global and regional leadership teams to deepen client partnerships, grow local talent, and continue evolving the agency's AI-powered creative model for the region. AKQA's location in the Kingdom of Saudi Arabia is one of the agency's newest office spaces, providing a dedicated environment where clients and employees can collaborate closely. As the business continues to grow, Holloway plans to expand the studio's offerings and client base across the region. Reflecting on his appointment, Holloway said, 'It has been a career long dream to join AKQA. There is a rare energy here, a shared ambition to build something bold, culturally connected, and future-facing. Our KSA and UAE locations are already pushing creative boundaries with global and local clients.' Holloway is also an entrepreneur at heart, having founded and exited fintech ventures. A lifelong advocate for the power of innovation, Jon brings a unique perspective on emerging technologies, including AI and their ability to drive real-world, human-centered impact across clients and industries. 'I'm looking forward to shaping the next chapter in the region,' he added. Holloway's appointment signals AKQA's continued investment in the Middle East, solidifying its presence in the region and deepening partnerships with clients. His people-first leadership approach and passion for emerging and enduring technology will aim to accelerate the creative and commercial impact of AKQA's work.
Campaign ME
15-05-2025
- Business
- Campaign ME
TBWA\RAAD and D&AD offer hands-on learning to re-ignite creative careers
TBWA\RAAD teamed up with D&AD to host the second edition of the New Blood Portfolio Review in the Middle East, bringing together emerging creative talent and seasoned industry professionals for an inspiring day of hands-on learning and career-shaping opportunities. New Blood Portfolio Review 2.0 turned the agency's Dubai headquarters into a live classroom where emerging voices sharpened their craft — and their career prospects. Recent graduates and early‑career creatives rotated through intensive 1‑on‑1 critiques with TBWA\RAAD's award‑winning art directors, copywriters, strategists and digital specialists. Each learning session delivered tailored, actionable feedback designed to elevate portfolios from 'promising' to 'pitch‑ready', giving attendees a rare face‑to‑face advantage in one of the world's most competitive creative markets. The reviews were followed by rapid‑fire talks led by TBWA\RAAD 'pirates', drilling into: Disruption® thinking – turning rule‑breaking into brand‑building. – turning rule‑breaking into brand‑building. Strategy as a creative superpower – why insight fuels impact. – why insight fuels impact. Crafting social that cuts through – lessons from scroll‑stopping work. – lessons from scroll‑stopping work. Interview and career best practices – landing the job before the job. Each session fused real‑world case studies with practical next‑steps, arming participants with the mindset and momentum to navigate — and reshape — the industry. 'Keeping creativity future‑fit means investing in the talent that will define it', said Derek Green, Chief Creative Officer, TBWA\RAAD. 'Watching these young creatives challenge conventions and stretch their ideas keeps our own thinking sharp—and it proves the region's next wave is ready to lead. The day of learning closed with certificates, networking and the announcement everyone waited for: the Best Portfolio Award, granting the winner an internship at TBWA\RAAD — an on‑ramp to real briefs, real clients and real impact. Paul Drake, Foundation Director at D&AD, concluded, 'The Middle East continues to command attention on global stages. Partnering with TBWA\RAAD lets us super‑charge that trajectory, giving new voices the skills and confidence to compete—and win—anywhere in the world.'
Time of India
14-05-2025
- Business
- Time of India
Bringing back the ‘Rock and Roll'
HighlightsDara Lynch, Chief Executive Officer of D&AD, praised the vibrant energy at ad agencies in Mumbai, noting that they pose a competitive threat to UK agencies. The D&AD Awards saw a record 12,300+ entries last year, indicating a cultural shift in creative excellence and a decline in purpose-led advertising due to clients prioritizing commercial success post-Covid. D&AD plans to introduce a 'New Creator' Category for the 2025 Awards, reflecting the rapid growth of the creator economy, which could potentially reach a trillion dollars in spending by 2030. When Dara Lynch , CEO of non-profit D&AD , visited ad agencies in Mumbai, she was amazed by the 'palpable' energy she found. 'They are buzzing,' she said. 'When I go to the UK agencies, I'm going to tell them, 'You got to watch yourselves, you've got competition coming.'' Lynch was in Mumbai to attend the fifth edition of Portfolio Evening . Hosted by Indian Creative Women (ICW), DDB Mudra Group and D&AD, Portfolio Evening tries to boost gender parity in the industry by providing a platform for young women and non-binary creatives to get their portfolios reviewed by industry leaders. In a conversation with Brand Equity, Lynch talks about how the zeitgeist can influence winning entries, the 'slight' dip in purpose-led advertising and why their highly sought-after Shift programme is bringing back the 'rock and roll'. Edited excerpts: Last year, the D&AD Awards saw 12,300+ entries, the highest number since 2007. What were your key takeaways? Humour was returning and there was a lot of talk in the jury room around whether this work was created by humans or by technology. We did ask entrants to tell us how much AI was used in the production of a piece of work, but it wasn't part of the judging criteria. Our criteria have never changed; what has changed is culture and the world we live in. And that changes what the definition of creative excellence looks like. Today, a Wonderbra wouldn't win a Graphite Pencil. In 1995, it picked up awards all over. And who knows, depending on how culture is shaped, it could win 10 years from now. What about impact-led creatives? D&AD is a big proponent of purpose-led advertising. This is interesting. Last year, there was this sort of edge back towards non-purpose-led work. We saw a slight decline in impact entries, which had been growing year on year. When we researched why, we realised it was because clients are demanding campaigns that deliver a bottom line. Post-Covid, the focus is on upping shareholder value and producing more commercially compelling work. D&AD has announced a 'New Creator' Category for the 2025 Awards. What drove this? If you look at the raw data, there are about 15 million people in the creator economy and the latest research suggests that the spend on creators and influencers could hit a trillion dollars by 2030. That's a fast-growing economy and if you're going to ignore it, do so at your peril. Brands are now skipping agencies to work directly with creators. What will this do to talent? Where could the next talent pipeline come from? If you think back to some of the true greats, such as John Hegarty, many of them didn't come from traditional universities. Most of them started off in the post room and worked their way up or joined as junior runners on shoots. Somewhere along the way, the industry became a little homogenous as classic routes into the industry developed. If you were from Oxford or Cambridge, you became an account man. If you were creative, you had an art school background. One of the most interesting programmes that we run — Shift — disrupts that. Shift is a three-month, industry-led night school for self-taught creatives entering the advertising, design and creative industries from non-traditional avenues. It is a talent-first program. And what we're seeing is that the graduates who emerge from this three-month course can easily sit beside those who've been in the industry for longer because of the quality of divergent thinking.
Cision Canada
12-05-2025
- Business
- Cision Canada
Courage Inc. Brings Top Talent to Lead Expansion Français
TORONTO, May 12, 2025 /CNW/ - As it continues its unprecedented growth, Courage Inc. is expanding into Quebec with a full service Montreal office, spearheaded by Marilou Aubin, Partner and Executive Creative Director, Rafik Belmesk, Partner and Head of Strategy, and Maxime Sauté, Partner and Executive Creative Director. Shortly following Courage's third anniversary, the Montreal office fortifies a natural extension of the independent agency's existing Canadian offering, having already worked within the Quebec market for several foundational clients. "Montreal has always been a priority for our clients and for us," says Dhaval Bhatt, Founder and Co-CCO, Courage Inc. "We're so excited to have incredibly talented and awesome humans like Marilou, Rafik and Maxime join us in growing Courage in Quebec and beyond. Throughout our careers we've watched them do killer work, and can't wait to have them do the same for our clients." Previously Executive Creative Director and Partner at LG2, Marilou Aubin is an internationally recognized creative leader with more than 20 years of experience in the industry. Her curiosity and proactivity constantly push the boundaries of both creative approach and output. Marilou's work has a strong, lasting impact on many major brands and organisations in Quebec, whether it's winning market shares, changing perceptions or behaviors. As a role model for the advertising industry's up-and-coming talent, one of her biggest strengths is creating an inclusive and motivating creative culture, inspiring those she works with to build and foster the best work of their careers under her leadership. Rafik Belmesk has held strategic roles in brand, customer engagement, digital and social change across APAC and North America, most recently as Executive Vice President, Americas, and Chief Strategy Officer at Dentsu. Rafik's extensive experience working with brands, both in Canada and globally, has formed his unique expertise in helping advertisers find the right way to approach a market specific business challenge. In the last few years, he has applied his approach to local and international brands through his uncanny ability to get to the heart of a client's issue and reframe it as an opportunity. His work has been recognized at effectiveness and creative award shows both locally and internationally including Cannes Lions, Effies, D&AD and One Show. Following nearly a decade at indie creative agency Rethink, and most recently as Executive Creative Director at Dentsu, Maxime Sauté has consistently ranked amongst Canada's top creatives with numerous accolades from Cannes, D&AD, The One Show, Clio, Webby Awards, ADCC, Marketing Awards and Effies. His creative approach with some of the largest and best brands globally has helped them elevate their experience and identity through both his creative vision and strategic thinking. Maxime's work maintains a deep understanding of his client's business, always looking for ways to utilize and optimize his team's creative flow. "From the beginning, Maxime, Rafik and I felt true alignment to Courage's values and philosophy," says Marilou Aubin, Partner and Executive Creative Director, Courage Inc. "The arrival of Courage in Montreal will have a positive impact to the industry and market, and together, we are thrilled to bring our complimentary strengths to further elevate brands alongside fellow creatives and strategists." Courage has had significant growth with a string of recent wins for the independent agency, including RONA (for ROC), Sephora and Skip. Courage's continued growth has fueled the need for a greater national presence to fully serve their clients in all Canadian markets. Its Montreal office is based in the up-and-coming creative borough of Mile-Ex, a neighbourhood that is quickly becoming a new home for the creative industry in Quebec. About Courage Inc. Headquartered in Toronto, independent creative shop Courage Inc. has become one of the fastest-growing independent ad agencies in Canada's history. Founded in 2022, Courage has created internationally celebrated work for a number of iconic brands, including KFC, Nescafé, CIBC, and more. Through human-to-human connection and boundary-testing creativity, the agency's guiding mission is to help every partnering brand find their courage. SOURCE Courage Inc.
