The Drum Awards Festival celebrates global marketing excellence, featuring a jury focused on innovation and effectiveness. Matthew Leopold, a PR juror, emphasizes the importance of storytelling, authenticity, and the use of AI as an accelerator, helping communications professionals respond faster during crises. He notes that brands should prepare narratives based on truth and audience understanding, as maintaining strict control is unrealistic in a constantly evolving media environment. To foster trust, brands must communicate openly in a complex world defined by misinformation, allowing authentic interactions with their audience.
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.
It's not about being perfect, it's about being real. In a world where misinformation spreads rapidly, brands need to communicate openly and honestly, as this builds trust. Authenticity isn't just a buzzword; it's essential for navigating the complexities of today's media landscape.
The power of storytelling lies in its ability to connect. Stories that resonate with audiences not only convey messages but also foster emotional connections that drive engagement and loyalty. Marketers must harness this power.
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