As The Drum Awards Festival celebrates global creative excellence, we speak with advertising juror Pyit Sone Oo about the risks of creative burnout, why AI still needs a strong human lead, and how great advertising can inspire more than just sales.
At this year’s Drum Awards Festival, advertising remains one of the most closely watched and hotly debated categories. And for good reason. It’s where bold thinking, clear messaging and emotional connection collide. That’s exactly what Pyit Sone Oo brings to the judging table as executive creative director at BEYOND 360. From his perspective, the work that stands out still begins with strong thinking.
“AI is changing everything, no question. It’s making the process faster, easier, more accessible,” he says. “But if your core creative thinking is weak, AI won’t save it. It should never be your starting point. It’s a brilliant tool to refine and explore ideas, but only if you’re the one guiding it with real direction.”
For Pyit, what separates good work from great is intent. “Everyone now has access to the same tools. That means our advantage lies in how we think. The expectations are higher, and that’s a good thing.”
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When asked how to balance long-term brand building with short-term wins, he compares it to friendship. “It doesn’t happen overnight. Building a brand takes time, trust and consistency. You show up, you tell the truth, and people start to care. But short-term campaigns have a place too, especially when they connect with culture. The key is to make sure even those quick wins feel like the brand. Otherwise, it’s just noise.”
To stay culturally relevant without getting lost in the trend cycle, he advises looking inward first. “Stay true to who you are. Ask what you can do for others, not just what you can do to get attention. If the team loves what they’re making, that shows. And the audience will feel it too.”
His platform of choice for 2025? YouTube. “It’s where real brand storytelling happens. Long form and short form can live together. It’s not just about grabbing attention, it’s about building a brand with personality. One that people feel connected to.”
One issue he believes isn’t talked about enough in the industry is the loss of creative bravery. “Everyone’s chasing safe ideas. We measure everything and overthink the risk. That leads to fatigue, repetition and teams that feel like machines. Creativity suffers when originality gets pushed aside in favor of what worked last time. We have to make advertising matter again.”
As for what will define the next wave of creative leaders, he points to empathy and clarity. “The best leaders will be guides, not bosses. They’ll know when to use AI and when to trust their instincts. They’ll stay curious, stay human and lead by example.”
In his own work, he’s focused on keeping creativity alive for the next generation. “I want young creatives to fall in love with the process, not just the product. Advertising can educate, inspire and even help our country grow. One ad at a time.”
Be part of what’s next at The Drum Awards
The Drum Awards Festival celebrates the thinkers and makers redefining creative impact. Submit your boldest work to be reviewed by expert jurors like Pyit Sone Oo and help shape what great advertising means in the years ahead. Submissions close September 4, 2025.
