Mark Henshall believes originality still earns attention in an AI world

Anything is Possible content and PR lead Mark Henshall, juror for The Drum Awards Festival Content category, shares why storytelling, trust and editorial craft still drive performance.

Mark Henshall started his career in travel journalism, writing for titles including National Geographic Traveller, The Telegraph and The Independent. That editorial grounding now shapes his work at Anything is Possible, where he leads content and PR with a focus on integrating storytelling, search, UX and social into one approach. He is also a juror for The Drum Awards Festival, judging in the Content category.

“Without originality, you don’t get attention,” he says. That applies as much to AI as it does to people. While generative AI is transforming production and planning, Henshall sees its role as supportive rather than defining. “AI plus humans means people are freed up for higher-value strategic and creative work,” he explains. Efficiency improves, but the core of the work still relies on human judgment. “For originality, cultural sensitivity, insight, editing and an emotional charge with a distinct brand voice, humans need to retain creative control throughout concepting, drafting and delivery.”

That belief carries into how he approaches performance. Editorial quality and storytelling are not separate from results. “If you have editorial integrity and great storytelling it will push conversion in the long term,” he says, pointing to the work of Binet and Field as a reminder of how brand and performance connect over time. Data plays a role, but trust does the heavy lifting. “Without a commitment to quality, depth and honesty, short-term performance gains are ineffective.” In an AI-driven environment, he argues, PR is more important than ever.

Consistency, in his view, is often misunderstood. “Consistent doesn’t mean uniform,” he says. Strong content can be adapted across channels while still building a coherent brand presence. That requires structure as much as creativity. “A focus on workflow and governance is also key for resourcing, responsibility, accountability and finding a balance between perfection and fewer, higher-quality pieces of content that really deliver genuine value or entertainment.” He adds that talent matters just as much. “Having the right people who are in love with what they do, living and breathing it.”

When it comes to platforms, Henshall pushes back on the idea of optimizing for machines alone. “The easy answer to this question is write for AI, but the truth is to do that, you still need to think human,” he says. Campaigns that balance emotion and logic will travel further, whether they appear on TV, YouTube or across emerging AI-driven surfaces.

He is also critical of how brands approach purpose. “It can come across as clunky, tone-deaf, inauthentic and gimmicky,” he says. Too often, the focus turns inward. “It’s not about you. What do your audience really care about?” The answer lies in action. “Show, don’t tell.” Content needs to connect on an emotional level to create action.

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Looking ahead, he sees integration as a defining skill. “Thinking laterally to help content teams integrate across organisations is a super power,” he says, pointing to the ability to connect ideas internally and across teams. That includes combining customer insight, behavioural understanding and data to build narratives that serve both audience and business goals.

In his own role, that challenge is already in play. As the agency grows, maintaining a consistent tone across markets and channels requires coordination and clarity. “Getting consistent but not uniform content and our Possiblists presenting their best selves on camera, on stage, online and in-person is an exciting challenge,” he says.

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The Drum Awards Festival celebrates the work advancing marketing, creativity and effectiveness across disciplines including content. Jurors like Mark Henshall help spotlight the ideas shaping how brands connect with audiences today.