Observed Signal · Sep 10, 2026 · Commentary · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Advertising Creativity Market: LePub's Marie Poumeyrol on Judging Great Advertising
Marie Poumeyrol, global group creative director at LePub Milan and jury president for The Drum Awards' Advertising category, discusses what defines great advertising today. She emphasizes 'culture hacking'—brands authentically weaving themselves into cultural conversations rather than chasing trends. She highlights the importance of reactivity, citing the KitKat heist response as a standout example. Poumeyrol notes 'AI fatigue' among professionals and argues for human creativity first, with AI as a tool. She advocates treating creators as partners, not mere executors. For juries, she looks for work that evokes emotion, raises industry standards, and impacts culture beyond business metrics. She advises entrants to be simple and concise, warning that craft without substance fails. The interview covers industry trends and her judging philosophy ahead of The Drum Awards Festival starting November 30.
Interview with creative leader on advertising trends; relevant to AdTech but not industry-shifting news.
Key Takeaways & Evidence Grounding
- Marie Poumeyrol is global group creative director at LePub Milan and jury president for The Drum Awards' Advertising category.
- She works with clients including Heineken, Bottega Veneta, Desperados, and Diesel.
- Poumeyrol highlights 'culture hacking' and reactivity as key trends in advertising.
- She cites the KitKat 'stolen KitKat tracker' app as a successful reactive campaign.
- The Drum Awards Festival begins on November 30 in London.
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