M&M Global sat down with one of its judges Najat Laadam, Brand Media and Social Media Manager, AMIEO, Nissan to discuss all things media and what she would will be looking for from the work in this year’s programme.
1. What do you see as the biggest opportunity for media over the next 12 months?
The biggest opportunity is to make media more connected, adaptive and accountable. Consumers no longer move through a simple, linear journey. They move between social platforms, search, creators, commerce environments and increasingly AI powered discovery. The opportunity is to connect these touchpoints around a clear consumer need rather than managing them as separate channels.
We need to build long term brand value while using data and technology, and real time signals to improve relevance and effectiveness. The challenge is not to produce more communication, but to make every interaction more meaningful.
2. How has the role of media evolved in shaping consumer behaviour in recent years?
Media is no longer simply the place where we distribute a campaign. It has become part of how consumers discover brands, form opinions and make decisions.
The media landscape now influences culture, conversation, credibility and purchase behaviour at the same time. Consumers can move from awareness to consideration and action within one platform, sometimes within a few minutes. This has changed the way we build media strategies. We need to start with consumer behaviour not with a channel plan. We need to understand where people are most open to influence, what role each envoy plays and how the brand can add value at every stage of the journey.
3. How are brands leveraging AI in smarter ways to create more impactful campaigns?
The most interesting use of AI is not simply producing more content or automating media buying. It is using AI to make better decisions across the entire marketing process.
AI can help identify emerging behaviours, understand audiences more deeply, develop relevant creative variations, optimise investment and learn faster from campaign performance. However, technology alone does not create impact the real value comes from combining AI with strong strategic thinking, human creativity and clear brand direction.
4. What excites you most about this year’s M&M Global Award entries?
I am excited to see how brands and agencies are responding to a media landscape that is becoming more fragmented, more complex and increasingly technologically led.
I will be particularly interested in entries that demonstrate a strong understanding of consumer behaviour and use media to solve a genuine marketing or business challenge. I am also looking forward to seeing work that balances innovation with simplicity. The most effective ideas are not always the most complicated. They are often built around a very clear insight, a distinctive media role and disciplined execution. Ultimately I am excited to see work that moves the industry forward while still delivering real and measurable value.
5. What advice would you give to entrants who want to impress the jury this year?
Start with clarity. The jury should quickly understand the business challenge, the consumer insight, the media idea and why the chosen approach was the right one. Avoid spending too much time describing the market or listing every activation. Be clear about the role media played, explain what was distinctive about the strategy, how the different touchpoints worked together and what would not have happened without the media idea.
Results also need context. Reach and engagement can be useful indicators, but they are not enough on their own. Show how the work influenced behaviour, strengthened the brand or contributed to a business outcome. Finally keep the story simple and honest as the strongest entries are usually the ones that the jury can understand, believe and remember.
