The Drum Awards Festival celebrates marketing excellence, hosted by a jury including Matthew Leopold. The event focuses on various fields, including media and PR, promoting innovation. Leopold emphasizes the importance of storytelling in communications, noting that AI will enhance speed without replacing human creativity. He argues that brands must adapt to the current media landscape, allowing for authentic narratives that build resilience. Trust plays a central role, and effective communication involves responding authentically rather than rigidly sticking to scripts. Preparation and understanding the audience are key to successful storytelling.
AI isn't going to replace creativity or the human instinct behind great storytelling. But it will definitely make us faster. I think of it as an accelerator. It can help draft responses, shape early ideas, stay within brand parameters, all in seconds. Especially during a crisis, having that kind of speed can be a real advantage.
Brands still want control, but in today's always-on media environment, that's just not realistic. Instead, it's about being prepared. You need a story that can hold up when things go off-script. That means building narratives based on truth and understanding your audience well enough to trust your teams to respond without reading from a script. Authenticity gives you resilience.
Trust is crucial in the post-truth era. It's not about being the loudest in the room or the first to respond; it's about crafting genuine narratives that resonate with audiences.
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