Pitcher Awards Announces Category Updates for 2027 Edition, Including AI-Powered Subcategories and Media Category Restructuring
The creative industry is evolving rapidly, driven by advances in technology, changing audience behaviours, and new ways of telling stories. To ensure the Pitcher Awards continues to recognise the most relevant and impactful creative work, we are introducing important updates to the awards structure for 2027.
These changes are designed to improve category clarity, strengthen judging expertise, and create space for the innovative ways creatives are increasingly using artificial intelligence to solve problems, engage audiences, and enhance creativity.
Introducing Two New Media Categories
Beginning in 2027, the former Channel Category will be replaced by two specialised categories:
Media Strategy & Data Category
Recognising excellence in:
Media Planning
Use of Insights & Strategy
Use of Data
Use of Integrated Media
This category celebrates the strategic thinking, audience intelligence, data analysis, and cross-channel planning that drive media effectiveness.
Media Execution Category
Recognising excellence in:
Excellence in Media Execution
Excellence in Use of Media
This category honours outstanding deployment of media channels, placement excellence, contextual relevance, and executional craft.
By separating media strategy from media execution, entries can be evaluated by juries with the most relevant expertise, resulting in a stronger and more focused judging process.
Welcoming AI Innovation to the Pitcher Awards
Artificial intelligence is transforming how ideas are created, produced, distributed, and experienced. Rather than treating AI as a standalone discipline, the Pitcher Awards will recognise AI-driven innovation within the categories where it is making the greatest impact.
Beginning in 2027, AI-focused subcategories will be introduced within the Care, Craft, Culture, Digital, Entertainment, Heritage, and Media Strategy & Data categories.
These new additions will celebrate work where artificial intelligence has played a meaningful role in enhancing creativity, storytelling, audience engagement, strategic planning, production, or problem-solving. By integrating AI into existing categories, AI-enabled work can be evaluated by juries with the most relevant expertise while preserving the integrity and distinctiveness of each category.
Further details, including subcategory names, descriptions, eligibility requirements, and entry criteria, will be published in the 2027 Pitcher Awards Entry Guidelines.
Looking Ahead
These updates represent our commitment to keeping the Pitcher Awards at the forefront of creative excellence while ensuring the awards structure remains relevant, future-focused, and aligned with the realities of today's creative industry.
We look forward to seeing how agencies, brands, creators, media professionals, and innovators embrace these new opportunities.
Entries Open 1 November 2026
The 2027 Pitcher Awards will open for entries on 1 November 2026.
We invite you to begin preparing your work and join us in celebrating the ideas, campaigns, innovations, and stories shaping the future of African creativity.
Planning to enter the 2027 Pitcher Awards? Visit Request the 2027 Entry Guidelines page to register your interest and be among the first to receive the new guidelines when they are released.