In what marks a historic moment for the African creative and influencer marketing landscape, TIMA Founder Bobai Bally Balat (The Influencer Marketing Agency), served as a juror at the 2025 D&AD Awards in London, sitting on the inaugural Creator Content jury panel.
As the only African judge in this new category, Bally brought not only his rich experience as a strategist and creative thinker but also a vital perspective from one of the fastest-growing influencer ecosystems in the world—Africa.
Just wrapped up an incredible week in London judging the inaugural Creator Content category at the D&AD Awards and what a ride it’s been,” Bally shared via his LinkedIn. “These weren’t just campaigns, they were cultural moments, creative blueprints, and bold new visions for what the future of creator marketing can look like. I’m taking everything I’ve seen, felt, and debated this week back to TIMA—more inspired than ever to keep raising the bar for what impactful, creator-first work should be.
A Landmark Year for Creator Content at D&AD
The D&AD Awards, founded in 1962, are globally recognized as one of the most prestigious benchmarks for creative excellence across advertising, design, and visual communication. Known for their iconic Pencil trophies, D&AD celebrates groundbreaking work from the best minds in the global creative industry.
In 2025, for the first time in its history, D&AD introduced a dedicated Creator Content category—signaling a shift in how branded content, storytelling, and digital influence are being perceived and judged.
The move reflects a cultural reality: creator-led campaigns are no longer side projects—they’re leading the charge. From TikTok to YouTube, Instagram to podcasts, content creators are the new storytellers, brand builders, and change agents.
As D&AD itself put it, this category is about “recognizing authentic, culturally relevant, creator-first work that drives engagement, shapes narratives, and sparks movements.”
Why Bally’s Role Matters—And What It Says About Africa’s Creative Momentum
Bally’s inclusion on the jury panel is not just a personal win—it’s a continental milestone.
In an industry where global conversations are often led by Western voices, having an African influencer marketing leader in the room means a broader lens was applied. Bally brought with him an understanding of contextual creativity, youth culture, and the storytelling dynamics unique to the African digital space.
From Lagos to Nairobi, Johannesburg to Accra, creator culture on the continent is booming. But African perspectives are still vastly underrepresented in international judging rooms. Bally’s voice at D&AD helped to bridge that gap, offering insights on how creators in the Global South are redefining influence—often with fewer resources but deeper cultural relevance.
This representation matters not just for visibility—but for inclusion, influence, and innovation.
TIMA: A Reflection of Bold, Creator-First Vision
At the heart of Bally’s invitation is the work of TIMA—a growing powerhouse that is not only executing influencer campaigns, but reshaping the playbook for creator-brand collaboration in Africa.
TIMA was founded on the belief that influence is more than vanity metrics; it’s about authenticity, purpose, and cultural connection. Over the years, the agency has led standout campaigns that prioritize creator empowerment, audience trust, and narrative integrity.
TIMA’s ethos mirrors what the Creator Content category at D&AD now stands for: deeply engaging work that doesn’t just sell, but resonates. As an agency, TIMA has always championed creators as co-strategists, not just amplifiers—making it uniquely positioned to contribute to global conversations on creative standards.
In Bally’s own words:
I’m taking everything I’ve seen, felt, and debated this week back to TIMA—more inspired than ever to keep raising the bar for what impactful, creator-first work should be.
Inside the Jury Room: A New Creative Language
Bally’s reflections give a glimpse into what it meant to judge at this level. The campaigns reviewed weren’t simply viral hits—they were insight-driven, culturally rooted, and emotionally resonant.
He described the judging experience as a masterclass in cross-cultural creativity:
Together with a brilliantly diverse and sharp-minded jury, we dove deep into some of the most inspiring, creator-led campaigns from around the world—challenging each other, learning from one another, and debating with passion and purpose.
Judging required not just assessing polish or production value, but evaluating how well creators wove storytelling, social consciousness, and identity into their work. This lens—more human, more narrative, more raw—is the future of branded content.
What This Means for the Creator Economy
This moment is bigger than Bally or TIMA. It signals a paradigm shift in how creator content is viewed and valued by the broader creative industry.
For years, influencer marketing was dismissed as shallow or fleeting. But now, with global institutions like D&AD recognizing it with its own category, the conversation is changing. Creator content is no longer on the fringe—it’s at the core.
This shift validates what agencies like TIMA have always known: real impact lies in cultural relevance, emotional intelligence, and creative authenticity.
The D&AD Awards’ Creator Content category elevates the standard, setting a global creative benchmark that will continue to influence how campaigns are ideated, executed, and evaluated.
Looking Ahead: What’s Next for TIMA and African Creators?
For TIMA, this recognition adds momentum to a journey already marked by innovation and integrity. Bally’s experience in London will no doubt fuel new strategies, deeper collaborations, and more daring campaigns.
More importantly, it inspires a generation of African creators and creatives to step into global arenas—not just to participate, but to lead.
There’s a quiet revolution happening: African voices are no longer waiting to be invited—they’re building, shaping, and leading.
TIMA’s presence at D&AD 2025 isn’t just a milestone—it’s a marker of things to come.
Final Thoughts
Bally Balat’s role on the 2025 D&AD jury for Creator Content is a defining moment—not just for him, or TIMA, but for the broader evolution of influencer marketing.
It proves that authenticity, cultural insight, and fearless creativity are no longer “nice to have”—they are the new global currency in brand storytelling.
As Bally puts it, “These weren’t just campaigns, they were cultural moments.” That’s exactly what TIMA is committed to delivering—work that lives in the culture, breathes with the people, and dares to be different.
The bar has been raised. And TIMA is ready.
