What's New?

Each year we review the Awards to reflect the rapidly changing creative landscape, while also paving the way forward for the industry.

Below is a summary of the changes we've made for 2026. If you have specific questions or want to learn more get in touch with our Awards experts today.

Following on from the Integrity Standards announced in July 2025, we’re introducing enhanced measures to ensure that the work that wins Eurobest Awards demonstrates genuine impact.

These include additional layers of declarations of factual accuracy, requesting sources at point of entry, introducing a new formal process for enquiry and introducing the LIONS Integrity Handbook, a practical guide for use across the industry.

• Updating AI Disclosure Question: Entrants will need to provide greater clarity on whether AI was used in either the entry submission or the work itself. Any use of AI should be disclosed, providing context for the Jury on how it was implemented.
• Mandatory Proof of Impact: To maintain the integrity of the Awards, any claim, statistic, outcome or result included in an entry must be supported by verifiable evidence. This is a compulsory element for each submission.
• Authorisation to Submit: Each individual entry requires approval from the CEO of the entrant company and the CMO of the brand that commissioned the work. If the company doesn’t have those roles, someone with a similar level of authority is required to authorise the entry.

Full details on these standards and a link to download the Integrity Handbook can be found on our dedicated hub.

Data’s role in creative marketing has fundamentally shifted. What once supported campaigns now acts as the catalyst. Today’s most effective work doesn’t just use data; it’s born from it. To recognise this evolution and reflect how data is reshaping creative opportunities, we’re redefining the Creative Data Eurobest Award.

The updated categories will celebrate work where data fundamentally drives the creative concept, not just informs it. From privacy-first personalisation to breakthrough media innovation, entries must prove that data was essential to both the idea and its measurable business impact.

We’re introducing a new AI Craft subcategory to celebrate the sweet spot where human creativity meets artificial intelligence to create something neither could achieve alone. This isn’t about best use of AI as a tool; it’s about recognising the craft and artistry of work that couldn’t exist without it.

Entries must demonstrate that the core concept, execution, or impact wouldn’t have been possible through previous methods alone. This new subcategory will appear across the Design, Digital Craft, Film Craft, Industry Craft and Creative Data Eurobest Awards.

In 2025, we introduced retail media subcategories in the Media and Creative Commerce Eurobest Awards. Now we’re expanding across the Creative Strategy and Creative Data Awards, recognising that retail media excellence spans both strategic thinking in connecting brands with shoppers and innovative applications of first-party data for targeted advertising. This creates more opportunities to celebrate the breadth of innovation happening in this space.

• We’re updating the Design Eurobest Award with a new IP and Brand identity & Storytelling subcategory to recognise intellectual property creation and comprehensive brand system development in contemporary design practice
• We’re updating the Health & Wellness Eurobest Award with a new Holistic Wellbeing & Mindful Living subcategory to celebrate comprehensive wellness approached beyond traditional medical messaging
• We’re adding Use of Humour as a new medium in Healthcare for brands employing humour to destigmatise health conditions