- Purpose-driven marketing continued to dominate the creative awards in 2018, with campaigns including 'Fearless girl' for State Street Global Advisors, and 'Child replacement programme' for Pedigree making the top 10.
- Another strong theme was the application of creativity to technology, with brands including Lockheed Martin, Toyota Land Cruiser and Nike in the top 10.
- A combination of emotional engagement and high production value was a recurring theme in film-led campaigns, as seen in Channel 4's 'We're the Superhumans' and Sandy Hook Promise's 'Evan'....
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