The Inaugural Edition of Fulcrum Awards MENA Announced
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Early deadline is 4th February 2025 | Regular deadline is 20th February 2025
20th January 2025: The inaugural edition of Fulcrum Awards MENA (Middle East North Africa), powered by The PRomise Foundation, is now accepting submissions. The shortlist will be announced by April 21th and will recognise the work done during the period January 2024 to December 2024. The awards will be presented on the night of May 21st, 2025 (Wednesday) in Dubai.
The jury will evaluate entries through a rigorous two-stage process, including pre-scoring to determine the first shortlist, and at an online meeting on April 21st, 2025. At the jury meet, the shortlisted entries will be discussed and evaluated in detail to decide the winning entries.
The Awards Directorate will comprise Anubhuti Mathur and Ameeta Vadhera. They have an experience of organising Fulcrum Awards in India since 2016.
There are 31 sub-categories that are open to both consultancies and in-house communication professionals. The highest ranking award a consultancy organisation and a corporate organisation can win is based on the points system. This will be the Fulcrum Masters which will have Gold, Silver and Bronze.
This year Fulcrum Awards has three categories:
Technique Awards: There are 12 sub-categories under this category that will be judged for outstanding campaigns. Each sub category will have three awards – Gold, Silver, and Bronze.
Sector Awards: Entrants have 14 sub-categories to choose from and submit their work to be judged for outstanding campaigns in a particular sector. Each sub category will have one award – Gold.
Special Awards: These include two sets of awards. The first is the Best Campaign (Brand and corporate). The second is a Fulcrum Masters – Gold, Silver, and Bronze (Consultancy & Corporate). Fulcrum Masters: Each winner of a Technique Award will be allotted points; 3 points for Gold, 2 points for Silver, and 1 point for Bronze. The three organisations with the highest points will be awarded a Fulcrum Masters Trophy. This will be awarded separately for consultancies and corporates.
All entries to the campaign’s sub-categories will have to necessarily be supported by an A4 size storyboard that outlines the Objective, Idea, Tactic, and Result.
The Fulcrum Awards MENA is launched to provide a platform for applauding individuals and teams who worked relentlessly throughout the year on impactful Public Relations campaigns. The awards organisers do not accept sponsorship from participating organisations, including all PR firms. The Awards are supported by Avignyata, Reputation Today, Comms News and Sparkle Gift Cards.
| Jury | ||
| S. No | Name | Designation & Organisation |
| 1 | Alex Malouf | Senior Director, Public Relations & Media, Confidential Government |
| 2 | Bhavna Thapar | Director – Corporate Communication, Dubai World Trade Centre |
| 3 | Hussein M Dajani | Group Chief Marketing Officer, Petromin Corporation |
| 4 | Jagruti Mistry | Senior Director – Head of Corporate Communications, Visa |
| 5 | Jai Tolani | Senior Advisor and Executive Director – Communications, DAMAC Group |
| 6 | Jon Barber | Vice President Marketing Communications, TECOM Group Dubai |
| 7 | Jonathan Hirasawa Ashton | Head of Marketing and Communications, KROHNE Group |
| 8 | Lavanya Mandal | General Manager – Head of PR and Internal Communications, Aster DM Healthcare |
| 9 | Miki Hirasawa Ashton | Regional Head Brand, Comms & Dev. MEA and Are, 3M |
| 10 | Nancy Sudheer | Head – PR International, etisalat and |
| 11 | Sukanya Chakraborty | Advisor – Communications, VFS Global |
| 12 | Tim Fallon | Senior Director – Global Corporate & Public Affairs, Qiddiya |
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Categories |
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| A. Technique Awards | B. Sector Awards | ||
| A.1 | Best Use of Content | B.1 | Best Hospitality and Travel Sector Campaign |
| A.2 | Best Use of Creativity and Innovation | B.2 | Best Automobile Sector Campaign |
| A.3 | Best Use of Event | B.3 | Best Luxury Sector Campaign |
| A.4 | Best Use of Digital | B.4 | Best Technology and Telecom Sector Campaign |
| A.5 | Best Use of Integrated Communications (Must have three verticals integrated in a campaign. Various verticals are Employee Engagement / Digital / Traditional Media / Public Affairs / Community and Advocacy) | B.5 | Best Healthcare and Pharma Sector Campaign |
| B.6 | Best Consumer Product and Retail Sector Campaign | ||
| A.6 | Best Use of Public Affairs | B.7 | Best Not-for-Profit and Associations Sector CampaCampaign |
| A.7 | Best Management of Crisis | B.8 | Best Food and Beverage Campaign |
| A.8 | Best Use of Internal Communications | B.9 | Best Entertainment and Media Sector Campaign |
| A.9 | Best New Product Launch | B.10 | Best Banking and Financial Services Sector Campaign |
| A.10 | Best Use of Media Relations | B.11 | Best Services Sector Campaign |
| A.11 | Best Use of Community Outreach | B.12 | Best Sports Sector Campaign |
| A.12 | Best Best Regional Campaign (Only implemented in Tier 2 cities) | B.13 | Best Infrastructure and Real Estate Sector Campaign |
| B.14 | Best Campaign by a PSU | ||
| These include two subcategories that honour outstanding campaigns from Brands and Corporates. | |
| D.1 | Best Brand Reputation Campaign of the year |
| D.2 | Best Corporate Reputation Campaign of the year |
| Fulcrum Masters Fulcrum Masters: Each winner of a Technique Award will be allotted points; 3 points for Gold, 2 points for Silver, and 1 point for Bronze. The three organisations with the highest points will be awarded a Fulcrum Masters Trophy – Gold, Silver, and Bronze. This will be separate for Consultancy and Corporate. |