If it ends with the campaign, was it ever impactful?

At a time when “impact” has become one of the advertising industry’s most overused words, Ali Rez is pushing for a far stricter definition of what meaningful change actually looks like.

As Jury President for the D&AD 2026 Impact categories in London, the IMPACT BBDO Group Chief Creative Officer helps lead conversations around work that goes beyond communications — ideas capable of driving measurable behavioral, environmental, social, or policy change.

Named Campaign’s Creative Person of the Year four times and widely regarded as the…