Financial Times, Twitch and Politico are among the winners of this year's Digiday Media Awards Europe

"The winners of this year's Digiday Media Awards Europe reflect a shift toward experiences that are participatory, connected and built across ecosystems rather than single channels. Digital campaigns increasingly crossed into the physical world, while data and technology enabled personalization at scale without losing cultural relevance or human tone. Interactivity replaced passive reach as the primary driver of engagement, inviting audiences to shape outcomes in real time."

"Financial Times, in partnership with FedEx, won the award for Best Branded Content Program - B2B - a new category this year - for "Champions of Business," a campaign spotlighting 31 small and mid-sized enterprises working behind the scenes of elite football. Through features, mini-documentaries and thought leadership distributed across business and sports platforms, the program connected B2B audiences with stories of innovation, sustainability and growth."

"Twitch was recognized across multiple categories for work that redefined how brands engage gaming audiences through platform-native design and community participation. With Activision, Twitch earned the awards for Best Brand Partnership - B2C (a new category this year) and Best Use of Emerging Technology for "Rogue Shadow Ops," an interactive launch for "Call of Duty: Black Ops 6" that turned viewers into active operatives using live chat commands, emotes, raids and bespoke 3D environments."

The Digiday Media Awards Europe show a shift to participatory, connected experiences built across ecosystems rather than single channels. Digital campaigns increasingly crossed into the physical world while data and technology enabled personalization at scale without losing cultural relevance or human tone. Interactivity replaced passive reach as the primary driver of engagement, inviting audiences to shape outcomes in real time. Technology served to connect and support trust and emotional impact rather than act as spectacle. The strongest work came from integrated partnerships between brands, platforms and publishers that delivered unified, measurable experiences, exemplified by Financial Times with FedEx and Twitch with Activision.

Read at Digiday