The winners of this year’s Digiday Media Awards Europe reflect a shift toward experiences that are participatory, connected and built across ecosystems rather than single channels. Digital campaigns increasingly crossed into the physical world, while data and technology enabled personalization at scale without losing cultural relevance or human tone. Interactivity replaced passive reach as the primary driver of engagement, inviting audiences to shape outcomes in real time.
Across categories, technology served to connect rather than to be a spectacle, supporting trust and emotional impact. The strongest work was rooted in integrated partnerships, where brands, platforms and publishers aligned to deliver unified experiences with measurable influence.
Financial Times, in partnership with FedEx, won the award for Best Branded Content Program — B2B — a new category this year — for “Champions of Business,” a campaign spotlighting 31 small and mid-sized enterprises working behind the scenes of elite football.
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