We had the joy of interviewing David Rusli, Chief Strategy Officer, North America, at Wavemaker, one of our fantastic members of the jury for our Festival of Media North America Awards 2025. We asked David to share his favourite campaign of the year, what makes a campaign truly award-winning, advice for entrants, the changes he would like to see in the industry, and the trends shaping media right now.
What is your favourite media campaign of the last 12 months and why?
Dove’s Real Beauty Redefined for AI Era. Sensational work that honour its legacy of inclusive beauty while ensuring that emerging AI technologies reflect and promote true diversity.
What, in your opinion, separates a good campaign from an award-winning campaign?
It drives impacts that are transformational — be it for the brand, medium, or the category.
What advice would you give to agencies or brands submitting campaigns into The Festival of Media North America Awards programmes?
Don’t just fill in the blanks. Tell a compelling story that draw us in. And show us not just the creative idea but how and why media matters.
What one thing would you like to see change in the industry over the next 12 months?
Less of a hard divide between brand and performance, but rather the combination and interplay of the two to drive results, both in the short and long terms.
What emerging trends or innovations have you observed in media campaigns this year?
Cultural co-creation. More brands are embedding themselves in community platforms in a way that is not only seamless but also disruptive at the same time. They are not just renting space but adding true value.
