WINNERS 2025
Campaigns
Campaign of the Year
Best Campaign - Asia Pacific
Chat NT
Edelman Australia
Client: Tourism NT
From September, Australia’s Northern Territory faces a decline in tourists due to misconceptions about the heat and wet weather. While this is the low season in the NT, it's peak ‘summer’ for the rest of Australia. We needed to show Australians that the ‘low season’ in summer, was actually the perfect time to visit. We convinced Austra...
Lifebuoy Diagnosticker
Edelman Singapore
Client: Unilever Lifebuoy
The Lifebuoy Diagnosticker campaign tackled a critical healthcare challenge in Indonesia—delayed doctor consultations in remote areas, often resulting in severe illness among children. The innovative solution integrated a reusable thermometer into Lifebuoy soap packaging, enabling mothers to accurately detect early signs of fever, a pr...
Lovin' Me
Golin Singapore
Client: McDonald's Singapore
The mental health crisis among young people in Singapore has escalated – exponentially compounded by relentless pressures such as excessive social media use, unattainable body image standards and the pervasive threat of cyberbullying. With insights from local tertiary institution Republic Polytechnic, we created a campaign for y...
National Women's Checkup Week
GCI Health
Client: Roche Diagnostics
Cervical cancer is the only almost entirely preventable cancer. Yet, it still affects millions of women every year, with Asia accounting for 58% of deaths from the disease worldwide. The Human Papillomavirus (HPV) is the cause in 99% of cases. Regular screening is vital to identify the presence of the virus and abnormal cells be...
Best Campaign - Europe (outside UK)
Get Trained, Save Lives! CPR campaign for football fans
UEFA / ERC
UEFA and the European Resuscitation Council have teamed up to create awareness of sudden cardiac arrest and train football fans, players, staff and EURO2024 volunteers in CPR skills. The ‘Get Trained, Save Lives campaign’ reached a population of 4.7 million fans on the importance of CPR and educated over 170,000 football enthusiasts (i...
Reversing the narrative on anniversaries
IKEA Germany
The 50th anniversary of IKEA on October 17th 2024 redefined how much impact corporate events can have when empowered by PR. A company‘s milestone became a national movement, blending nostalgia, humor and innovation to inspire millions. New standards in earned media and cutting-edge channels made history and established IKEA as the cu...
SkyShowtime's Yellowstone Cowboy Camp
SkyShowtime
On 12th November 2024, the highly anticipated latest season of hit Cowboy drama Yellowstone launched on SkyShowtime, Europe’s newest streaming service and the exclusive home of the Yellowstone universe across 22 markets in Europe. Starring Kevin Costner, Kelly Reilly, Cole Hauser, Luke Grimes and Wes Bentley, Yellowstone chronicles the...
Tag des Denkmals
Ketchum Austria
Client: Österreichisches Bundesdenkmalamt (Austrian Federal Monuments Office)
The Austrian Federal Monuments Office aims to use the annually „Tag des Denkmals“ (Day of Monuments) to raise awareness about its responsibilities regarding the preservation of Austria‘s cultural heritage and to open up all different kinds of monuments for regular visitors. The goal is to highlight the diversity of monuments acros...
The ‘Turbo’ PAX Faces the Toughest Jury
IKEA Germany
IKEA furniture is an integral part of German homes – it accompanies many people through the most diverse phases of their lives since 50 years. As such, the PAX wardrobe system is woven into stories of friendships, moves, and new beginnings. But the old PAX should be history - a new folding construction, the 'Turbo' PAX, will take over....
Best Campaign - LatAm
Free the Voices
LLYC
Free the Voices is a groundbreaking campaign addressing discrimination against LGBTQI+ voices in the digital space, where over 70% of digital content lacks diverse representation. In the culturally rich but challenging context of LATAM, we combined creativity and innovation to lead change. Through Monoceros’ Fonos platform, we cr...
Starting a Web 3 Avalanche in Latin America
Sherlock Communications
Client: Avalanche
Avalanche, a decentralized, open-source blockchain, aimed to boost its presence in Latin America through the first Avalanche Summit in Argentina, coinciding with its Avalanche 9000 upgrade launch. The campaign targeted Web3 developers, entrepreneurs (especially in gaming), and investors, emphasizing Avalanche's scalability, speed, low ...
The Macallan Leverages It's Brand Ethos With An Emotional Touch And Closer To Their Target Audiences
another (SEC Newgate)
Client: The Macallan
The Macallan: Reinforcing Luxury Leadership As competition intensified, The Macallan—Brazil and Colombia’s top premium single malt—partnered with Another to deepen emotional connections and showcase its exclusivity. Through powerful storytelling, strategic media relations, and immersive experiences like The House of The Macallan even...
Best Campaign - Middle East
Be Moved in a Thousand Ways
Memac Ogilvy
Client: Saadiyat Cultural District
Saadiyat Cultural District in Abu Dhabi, slated for completion this year, represents the UAE's dedication to both its heritage and a progressive future. This ambitious project, boasting a high concentration of cultural institutions like Louvre Abu Dhabi, Manarat Al Saadiyat, and future additions such as the Guggenheim Abu Dhabi and Zay...
National Experts Program 4.0
Seven Media
Client: National Experts Program
The National Experts Program (NEP) is a prestigious initiative launched under the guidance of His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE. It aims to cultivate top Emirati professionals and align their expertise with the UAE’s Centennial 2071 vision. Seven Media was entrusted with designing and executing an in...
UNCCD COP16 - GIVING A VOICE TO THE LAND
Burson
Despite more than 3.2bn people globally being impacted by land degradation, it lacked the public awareness and political prioritization it deserved. UNCCD COP16 needed to break through this barrier, engaging diverse audiences worldwide, from policymakers and scientists to local communities and youth. The Kingdom of Saudi Arabia also pl...
Best PR Software or AI Platform
Personal Longevity Indicator: Inspiring Brazilians to Plan for a Better Future
Edelman Brazil
Client: Grupo Bradesco Seguros
Bradesco Seguros launched the Personal Longevity Indicator (PLI) to make longevity planning more tangible for Brazilians. As life expectancy rises, the initiative aimed to demystify aging, encourage proactive planning, and inspire behavioral change. Challenge & Strategy Longevity remained an abstract topic despite growing inte...
‘Democratizing design for the workplace’
MARCO
Client: Canva
Canva was founded in 2013. During its first decade, Canva democratized access to design, so that every person, regardless of their design experience, expertise or knowledge, is able to create first-class designs thanks to the platform. After having successfully fulfilled its mission with more than 220 million monthly active user...
Best Use of AI or PR Software
Citizenship
From Headlines to Action, Advancing the Circular Economy in Latin America
Sherlock Communications
Client: Ellen Macarthur Foundation
In 2024, the Ellen MacArthur Foundation (EMF) aimed to raise awareness and drive adoption of circular economy principles across Latin America, particularly in Brazil. The campaign focused on media engagement, policymaker influence, and public education to position EMF as a leading authority on the subject. Key challenges included pol...
Tray It Right: Shoes Go Here!
Concept Public Relations India
Client: Anand Nichani
In August 2024, Anand Nichani identified a critical hygiene issue during his travel from Bangalore to Delhi: travelers placing muddy shoes in the same trays as personal items at airport security checks. This observation led to the "Tray It Right: Shoes Go Here!" campaign, advocating for dedicated shoe trays to separate footwear from pe...
Consumer Launch
Bestie Mode: Coca-Cola and OREO Team Up for a Flavorful Friendship!
Ogilvy & Weber Shandwick
Client: Coca-Cola and the OREO® brand
In 2024, Coca-Cola® and the OREO® brands teamed up as “Besties” to create two exclusive and limited-edition products: OREO® Coca-Cola™ Sandwich Cookie and Coca-Cola® OREO™ Zero Sugar Limited Edition. The collaboration was built on culturally relevant expressions embracing the theme of friendship to connect with and inspire Gen Z. While...
Catch A Cat Burglar: Purry Duty
Weber Shandwick
Client: TEMPTATIONS
In a pet food category that’s over 90% saturated, it’s increasingly challenging to break through. Faced with a new main-meal cat food offering, we needed to find a unique way for America’s #1 cat treat brand to cut through the clutter. We needed to find a platform worthy of sharing our irresistible new product. Everyone knows the...
Liquid I.V. Goes from SoCal Cool to Global Superstar
Ketchum/Omnicom (OPRG)
Client: Liquid I.V. (LIV) / Unilever Health & Wellbeing Collective
Thirsty for a challenge? Liquid I.V.’s global launch wasn’t just about introducing a new hydration product—it was about reshaping how the world sees hydration. With 75% of people walking around dehydrated, the demand was clear. But research revealed that consumer awareness varied wildly across the 6 target markets. So, our mission was ...
“There is no second”: Launching the CUPRA Terramar at the America’s Cup
CUPRA
As part of the largest product offensive in its history, CUPRA launched the CUPRA Terramar, a new electrified sporty SUV, during the 37th Louis Vuitton America’s Cup, Barcelona. CUPRA embraced the motto "There is no second", connected to the competition since its first edition in 1851, for the CUPRA Terramar’s world premiere event, ...
Content
AME Cada Conquista: Empowering Young People and Adults with SMA
Zeno Brazil
Client: Biogen Brazil
Biogen Brazil’s "AME Cada Conquista" campaign brought visibility to Spinal Muscular Atrophy (SMA) Type 3, a rare condition affecting young people and adults, often overlooked in public discussions. The initiative aimed to combat misinformation, amplify patient voices, and emphasize the importance of multidisciplinary care. Strat...
Made of Metal
The Romans
Client: OnePlus
We rewrote the tired smartphone launch playbook with our launch of the OnePlus Nord 4. Inspired by the phone’s all-metal design, we recruited Finnish metal band Lordi to create Made of Metal, an electrifying track celebrating both the phone and the spirit of heavy metal. A pan-European teaser campaign and accompanying mockumentar...
Peoples' Climate Vote
Browning Environmental Communications
Client: United Nations Development Programme
At a time of skyrocketing inflation and global conflict, how could the UN Development Programme (UNDP) keep the climate catastrophe front-of-mind with policymakers amidst competing political priorities? The “Peoples’ Climate Vote” gave voice to the world’s citizenry, who seized on the opportunity to call on their leaders for action. A ...
Picture of Health
PrettyGreen
Client: Bupa
Despite strong brand awareness, Bupa is known to many as a health insurer. But as a leading global healthcare brand, Bupa has a much bigger purpose to help people live longer, healthier, happier lives and make a better world. In a year that the world’s attention was turning to an epic ‘summer of sport’ anchored by Paris 2024, Bup...
Stitch + Spice
MSL
Client: PUMA
The Stitch + Spice documentary breaks down the conventional “big brands vs. powerless factory workers” narrative, uncovering a story that is more honest, unfiltered, and profoundly inspiring. Over 25 minutes, we follow Luke Jaque-Rodney—a food-obsessed content creator and PUMA Voice of a RE:GENERATION—and Forbes sustainability journali...
Corporate Branding
Beyond Cybersecurity: Boosting Akamai’s Profile in Latin America
Sherlock Communications
Client: Akamai
Akamai Technologies, a leader in cloud computing and cybersecurity, was looking to expand its market share in Brazil and Mexico in 2024. The company sought to position itself as a cybersecurity and digital transformation leader, targeting senior IT professionals, developers, and C-Level decision-makers, particularly in the e-commerce s...
Hello, Yellow
Burson
In 2024, two PR agency giants—BCW and Hill & Knowlton—merged to become Burson, instantly shaking up the industry. Burson needed a launch that wasn't just big, but was unforgettable. They wanted to wow clients and rally their employees. Their plan? A social-first blitz that would unveil Burson to the world and turn their 6,000 employees...
Corporate Social Responsibility
Lupa do Bem
Sherlock Communications
Lupa do Bem, created by Sherlock Communications, is a Corporate Social Responsibility (CSR) initiative that supports small and medium-sized NGOs across Latin America. It aims to give visibility, empower, and connect these organizations with volunteers and corporate donors. Since its launch, Lupa do Bem has mapped over 400 NGOs and impa...
Order Anywhere In Sign
Edelman India
Client: KFC India
KFC led an industry wide movement by introducing a first-of-its-kind interactive Sign Language kiosk which taught users how to order their favourite food in Indian Sign Language from not just KFC but 30+ brands in India. People could learn to order anything, from an Aloo Tikki Burger to a Masala Dosa to a Margherita pizza, in just a fe...
Creative Idea
Code My Crown
Edelman
Client: Unilever/Dove
For today’s digital-native generation, representation in gaming is as crucial as in real life. We uncovered: 74% of developers said they would play a role in promoting better representation of textured hair in video games – if they could learn how to code textured Black hair. So, we collaborated with Open-Source Afro Hair Library...
DOOM mowers
Prime Weber Shandwick
Client: Husqvarna
DOOM MOWERS is a PR activation that harnesses technology to attract talent and build brand awareness for Husqvarna robotic lawnmowers. We installed the legendary PC game DOOM onto robotic mowers, transforming them into unexpected gaming consoles. Combined with an epic trailer that media outlets loved to share, we reached far beyond the...
FIGHT FOR LIGHT INSTALLATION
DTEK
No energy system in modern history has faced such massive attacks and destruction from Russian rockets and CUAVs as Ukraine's. DTEK team decided to bring destroyed by one of this shelling thermal power plant 40-ton transformer to the centre of Kyiv and modify it into art object and space. As a reminder to millions of viewers in Ukraine...
Meet Your Digital Self
Zeno Group
Client: Lenovo
Meet Your Digital Self for Lenovo powerfully explores the emerging digital divide between generations and its negative impact on young people’s mental health. In a world where Gen Z spends a huge amount of time online, their digital selves can often be a very different – and more authentic – version of the person they present in real l...
Supercube
Weber Shandwick Cologne
Client: Knorr
CHALLENGE: Knorr, Unilever's largest food brand, has a mission to get as many people as possible eating healthy vegetables by "making the good stuff, irresistible". The problem. Some people really, really HATE vegetables. IDEA: "Fussy", "picky", "difficult"... Society labels those of us who struggle to eat veggies. Yet 1 in 4 peo...
T-SEARCH, The #OutfitOfVisibility
Cappuccino
Client: NGO Mães da Sé
Every year, over 40,000 children go missing in Brazil—116 every single day. Despite the alarming scale of this crisis, it remains largely invisible to society. Mães da Sé, an NGO founded by mothers of missing children, tirelessly works to reunite families. Yet, they struggle for visibility in a country captivated by celebrity culture—a...
Employee Communications
Embedding Unilever’s Growth Action Plan strategy to global employees
Unilever
The Growth Action Plan (GAP) was introduced at Unilever in October 2023 by incoming CEO Hein Schumacher, with the objective to drive competitive, consistent and profitable growth and unlock higher performance. The GAP guided Unilever's strategic approach from October 2023 - November 2024 and has helped the business drive sales and volu...
Hello, Yellow
Burson
In 2024, two PR agency giants—BCW and Hill & Knowlton—merged to become Burson, instantly shaking up the industry. Burson needed a launch that wasn't just big, but was unforgettable. They wanted to wow clients and rally their employees. Their plan? A social-first blitz that would unveil Burson to the world and turn their 6,000 employees...
Raytheon UK Olympics 2024
Raytheon UK
In the summer of 2024, we held the Raytheon UK Olympic Challenge. This employee engagement campaign was designed to capitalise on a significant global event to bring together our employee population in a fitness challenge to build connection and camaraderie. Combining our strategic strands of wellbeing, belonging and connection,...
Event Activation
A Musical ARvolution in Mexico
Sherlock Communications
Client: Snapchat
Snapchat partnered with Sherlock Communications to reposition itself as Mexico’s leading Augmented Reality (AR) tool, targeting Gen Z and Millennials. Facing competition from other platforms, the campaign aimed to showcase Snapchat’s unique AR capabilities and increase daily active users. The strategy centered on real-time, immersive...
Coca-Cola Meals 2024: Foodmarks
Ogilvy
Client: Coca-Cola
In 2024, Coca-Cola sought to strengthen its connection to meals and drive market share growth by deepening cultural engagement with Gen Z and millennials. Building on its 2021 "Real Magic" platform, the company launched the “A Recipe for Magic” initiative, which emphasized that the right combination of the perfect moment, the perfect m...
Igniting the Olympic Spirit at Sanofi
Sanofi
How do you jump-start culture change? At pharma company Sanofi, three years into a global integration of 50+ businesses, we needed that spark. Employees knew the “One Sanofi” story now, but truly seeing it as one company – and instinctively feeling they were “Sanofians” – was still a challenge. We needed something bold. A signal. Actio...
Racing Redefined
Brandnation
Client: E1
What do Tom Brady, Will Smith and Steve Aoki have in common? They’ll all superstar owners of teams in the UIM E1 World Championship – the world’s first and only all-electric raceboat series. Racing Redefined is the PR launch a brand-new global sports championship with no precedent – one that exists at the intersection of m...
Healthcare
Influencer Marketing
Integration
Issues and Crisis
Non-Profit
PR Breakthrough
Product Brand Development
Public Sector
People & Agencies
Global Professional - Agency
Alejandro Romero
LLYC
As Global CEO of LLYC, Alejandro leads the Strategic Plan and guiding our CEOs in Europe, the U.S., and Latin America to achieve business objectives. He directly oversees the Key Clients plan and the Healthcare and Mining global accelerators. Additionally, he plays a key role in M&A, inorganic growth, and LLYC Venturing, LLYC's corpora...
Dena Vassallo
SOCIETY
Dena Vassallo is the CEO and Founder of SOCIETY. SOCIETY is an independent female-founded, owned and led marketing communications agency. We are champions for those that are positively shaping the societies in which we live, work and play. Dena’s goal is to leave everything and everyone - clients, employees, the communications ...
Natalia Villegas
Edelman
Natalia Villegas, Global Head of Studio Operations and Development and Head of Colombia Studio at Edelman, has transformed creative production through innovation, AI-powered efficiency, and cross-cultural leadership. Under her direction, the Colombia Studio has expanded by 85% in staff, achieved over than 30% revenue growth, and delive...
Global Professional - In-House
Global Agency
FleishmanHillard
2024 guaranteed nothing. So, at FleishmanHillard, we made our own assurances with a global reinvention of ourselves that fast-tracked the future of communications to today. Through revolutionary innovation, talent development and community leadership, we initiated our powerful next chapter and simultaneously drove great client relation...
Ruder Finn
In an era of industry consolidation, Ruder Finn is demonstrating how an independent agency can lead where it matters most. Today, we live at a moment of unprecedented human potential. AI, breakthrough science, and a new global digital consumer are transforming the way we work, live and create. At Ruder Finn, we are working with ...
The Weber Shandwick Collective
The Weber Shandwick Collective (TWSC) is an engineer and enabler of audacious creativity and innovation – constantly contributing value to our industry, clients, and culture. We drove breakthrough creative work grounded in micro-communities and built for a dialogue with culture, ultimately thriving across the biggest stages. Emp...
Zeno Group
Despite global challenges, Zeno remained steadfast in its values, demonstrating resilience, authenticity, and an unwavering commitment to its people. The agency navigated economic uncertainties and shifting client needs while continuing to deliver impactful work and strengthen relationships. In 2024, Zeno reported $140.5M in glo...
Global Agency (under $100m revenue)
Axicom
Axicom: Future-Proofing Communications in a Transforming Tech Landscape Facing economic headwinds in 2024, Axicom achieved double digit global growth by embracing a "Futurists not Followers" approach. Recognizing the rapid evolution of tech, Axicom prioritized innovation and AI integration to prepare clients for the unforeseen. This ...
Digital Voices
Digital Voices is an award-winning global Influencer Marketing agency founded in 2017 by Jennifer Quigley-Jones. With over $20 million in annual recurring revenue and 94% ownership retained by Jennifer, it is the only UK-based influencer agency of its scale led by a female CEO. From a modest investment of £500, Digital Voices has grown...
Manifest
In its 16th year, Manifest has emerged as a powerhouse independent creative agency driven by an unwavering mission to build brands that change the world. 2024 marked a defining chapter in our journey, where we embraced the rallying cry to "Make It Count’’, a philosophy which permeated every aspect of our global organisation, cat...
Sherlock Communications
In 2024, Sherlock Communications solidified its position as a leading PR agency in Latin America, achieving remarkable growth while prioritizing thought leadership and corporate social responsibility (CSR). Expanding to 172 employees, the agency opened new offices in Santiago and Mexico City and welcomed nearly 50 new clients. A ...
Best Agency - Asia Pacific
Edelman Malaysia
Putting EI before AI. They say Technology shouldn’t overwhelm you, it should open your mind. As the world continues to revel in the possibilities GenAI brings for all of us, the business of brands is undergoing unprecedented times. -Brand & Boycotts -Brand & GeoPolitics -Brand & Nationalism -Brand & ClimateChange -B...
Ruder Finn
Ruder Finn Asia is at the forefront of innovation, transforming communications across the Asia-Pacific region with proprietary AI-driven solutions and strategic insights. In 2024, we launched rf.aio, an innovative AI optimization tool developed with influenceAI, enabling brands to manage their presence in Large Language Models (...
SOCIETY
SOCIETY is an independent female-founded, owned and led marketing communications agency. We are champions for those that are positively shaping the societies in which we live, work and play. Our commitment to fostering connections through a people-first approach, prioritising the wellbeing and growth of our team, and the succes...
The Hoffman Agency Asia-Pacific
In 2024, The Hoffman Agency went against the industry trend for downsizing and generalisation, doubling down on its specialisation as an agency that uses integrated marketing communications to solve business problems for tech companies. In the face of serious macroeconomic and geopolitical challenges, it continued to grow in terms of r...
Best Agency - Europe (outside UK)
M3 Communications Group
Public Relations: It’s what we at M3 Communications Group, Inc. live for! It’s about more than just press releases; it's about crafting compelling narratives that captivate audiences and leave a lasting impact. For 30 years, M3 Communications Group, Inc. has been telling these stories, connecting brands with their audiences through ove...
Best Agency - LatAm
Porter Novelli
Porter Novelli is the strategic communications company that helps clients Do Business Better. This ethos – a push for excellence, performance, outstanding ideas, pervades everything we do. In Latin America, 2024 was one of the best years in our history with great client wins, new executive team members, industry awards including Cannes...
Best Agency - Middle East
Action Global Communications - UAE
Tragedy is often followed by growth, and Action UAE’s 2024 certainly follows that narrative. Just months before we started year-long celebrations to mark our 30-year anniversary of operations in the Emirates, we lost our trailblazing founder and chairman, Tony Christodoulou. It is a sombre note on which to introduce the agency, ...
Seven Media
2024 marked a transformative year for Seven Media, driven by significant investment and strategic growth that has positioned the agency for long-term success. The creation of two distinct yet complementary entities, Seven Media and Seven Studios, has expanded our capabilities. Seven Media’s 72-member team focuses on PR and social media...
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