Creative Data, AI and retail media in the spotlight
- Jun 22
- 1 min read
Alongside the new Lion, several categories have been refreshed to reflect how creativity is being reshaped by technology, measurement and new economic realities. “We continue to evolve and adapt the LIONS to reflect the rapidly changing industry landscape and recognise the brands that are designing the organisational foundations that will enable and sustain creative marketing that matters,” Cook said.
The Creative Data Lions have been comprehensively updated to reflect data’s shift from insight tool to creative foundation, requiring entries to demonstrate how data drives both
idea creation and measurable business impact. Retail media, meanwhile, has expanded sub-categories across Creative Strategy and Creative Data Lions.
Another change is an AI Craft sub-category across Craft-led Lions, recognising work where human creativity and AI combine to produce outcomes neither could achieve alone. As LIONS global director of awards Marian Brannelly explained: “We’re witnessing the industry evolve with data and technology playing a pivotal role in how creativity is used to solve business problems. Data has become a creative catalyst, AI is expanding what’s possible and retail media is redefining how brands connect with consumers.”
Comments