The Drum: Adding the word 'context' is just more jargon



Adding the word 'context' is just more jargon: The Drum Content Awards 2019 judging panel

Ellen Ormesher, The Drum, October 21 October 2019

The word ‘content’ is bandied about incessantly these days – encompassing anything from editorial to social, entertainment to advertising, and everything in between. Gemma Knox of Virtue Worldwide at Vice recently told The Drum that “content is the new c-word. The world is drowning in the stuff and attention has become a valuable commodity.”

We wondered how the judging panel of the 2019 Drum Content Awards felt about this idea. In an oversaturated market, how can brands, agencies and creators ensure their work stands out? And more importantly, what were the judges looking for amongst all this?