Karl Haddad, head of global creative lab at TikTok, describes it as a response to "a marketing shift we've all been waiting for." He explains: "More than ever, creators are crafting unique storytelling for brands, connecting with audiences in fresh, engaging ways. I'm honoured to serve as the inaugural Jury President for the brand-new Creator Content category, which recognises this new wave of creativity."
Dara Lynch, chief executive officer at D&AD, states: "We're excited to announce our 2025 Awards with new changes that reflect the evolving creative landscape. As we continue to embrace new technologies that drive forward the art and craft of creativity, we are committed to celebrating all forms of creativity."
D&AD has introduced a dedicated Creator Content category acknowledging digital creators' influence in driving brand success through strategic creativity. This represents a significant shift in recognizing modern marketing dynamics.
The Branding category saw unprecedented interest, leading D&AD to split it into New Brand Identity and Brand Identity Refresh, aiming for focused recognition of both new brands and brand evolution.
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