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We are accepting submissions from the following countries in the Middle East and North Africa:  
Middle East: Bahrain, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, Syria, the United Arab Emirates and Yemen
North Africa: Algeria, Egypt, Libya, Morocco, Sudan, Tunisia and Western Sahara.
The awards this year have two categories that are divided into 31 subcategories with an objective to recognise both individual and team contributions. The categories are
  1. Technique Awards: There are 12 subcategories under this category that will be judged for outstanding campaigns. This will have three awards – Gold, Silver, and Bronze.
  2. Sector Awards: There are 14 subcategories under this category that will be judged for outstanding campaigns in a particular sector. This will have one award of Gold.
  3. Special Awards: These include two sets of awards. The first is the Best Campaign (Brand and Corporate). The second is a Fulcrum Masters (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 – Gold, Silver, and Bronze.

This will be separate for Consultancy and Corporate.

A. Technique Awards

Need to submit Storyboard and Form

A1Best Use of Content
A2Best Use of Creativity and Innovation
A3Best Use of Event
A4Best Use of Digital
A5Best 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)
A6Best Use of Public Affairs
A7Best Management of Crisis
A8Best Use of Internal Communications
A9Best New Product Launch
A10Best Use of Media Relations
A11Best Use of Community Outreach
A12Best Regional Campaign (only implemented in Tier 2 cities)
 

B. Sector Awards

Need to submit Storyboard and Form

B1Best Hospitality and Travel Sector Campaign
B2Best Automobile Sector Campaign
B3Best Luxury Sector Campaign
B4Best Technology and Telecom Sector Campaign
B5Best Healthcare and Pharma Sector Campaign
B6Best Consumer Products and Retail Sector Campaign
B7Best Not-for-Profit and Associations Sector Campaign
B8Best Food and Beverage Sector Campaign
B9Best Entertainment and Media Sector Campaign
B10Best Banking and Financial Services Sector Campaign
B11Best Services Sector Campaign
B12Best Sports Sector Campaign
B13Best Infrastructure and Real Estate Sector Campaign
B14Best Campaign by a PSU
 

D. Special Awards

These include two subcategories that honour outstanding campaigns from Brands and Corporates.

Need to submit storyboard and Form for D1 and D2

 
D1Best Brand Reputation Campaign of the year
D2Best 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.

  • To be eligible for Fulcrum Masters, a PR Firm should win at least three awards (Gold, Silver or Bronze) across any of the sub-categories of Technique.
  • To be eligible for Fulcrum Masters, a corporate organisation should win at least three awards (Gold, Silver or Bronze) across any of the sub-categories of Technique. The winning corporate organisation needs to be present at the Awards Night to collect the trophy on stage. If the corporate representative is not present, the trophy will be handed over to a representative of their partner PR firm, off-stage.
ALEX MALOUF
Senior Director, Public Relations & Media, Confidential Government
Riyadh-based Alex Malouf is a marketing communications expert who has spent the last two decades in the Middle East. A journalist by training and with a cultural mix that is both European and Arabic, Alex’s expertise spans communications and media, public relations, and marketing. He has led communications for multinationals in the digital, electric mobility, energy, sustainability, technology, and FMCG space, while also advising ministers and entities in the Gulf's government sector. When he’s not putting pen to paper, Alex is advocating for the region’s public relations business as the best way to tell its story and build national brands.
HUSSEIN M DAJANI
Group Chief Marketing Officer, Petromin Corporation
Hussein, with 24+ years of experience, has demonstrated leadership, strategic thinking, and personal brand building. He has worked with WPP and Publicis, managing top regional clients and earning accolades, including WPP’s Young High Potential Leaders Award and recognition as a top marketing professional by Gulf Marketing Review and Huffington Post. A digital marketing and CX expert, Hussein led CX transformations at Nissan Motor Co. across AMIEO, winning the AMIEO Chairperson Nissan Way Award in 2021. Currently, as Group CMO of Petromin Corporation, he spearheads marketing for eight business verticals across KSA and India, driving growth and innovation.
Jagruti Mistry
Senior Director & Head of Corporate Communications, Visa
Jagruti Mistry currently leads Corporate Communications for the North Africa, Levant and Pakistan (NALP) region for Visa. She is based in Dubai from where she works on strategic communication and brand building campaigns with external and internal stakeholders for the 15 countries that make up this region. A seasoned global communications practitioner with more than two decades of experience of working with international blue-chip brands, Jagruti has held several global and regional roles in Visa and has led award winning campaigns and worked on a variety of projects touching innovation, fintech, product, sponsorship, cross border and more. Originally from Singapore, Jagruti started her professional communications career with public relations agencies where she drove successful external and internal communications programs over multiple geographies for several global MNC brands covering electronic payments, technology and travel and tourism, multimedia content production and digital and social marketing communications.
Jai Tolani
Senior Director - Corporate Communications, DAMAC Group
With 20+ years of consultancy and in-house experience, Jai specialises in corporate communications, marketing strategy, reputation management programmes, creative ideation & campaigns, crisis communications, strategic content development, and media strategy across the Middle East and Africa. Currently, he is with the DAMAC Group in Dubai as a Senior Advisor and Executive Director for Communications.
Jai Tolani
Senior Director - Corporate Communications, DAMAC Group
With 20+ years of consultancy and in-house experience, Jai specialises in corporate communications, marketing strategy, reputation management programmes, creative ideation & campaigns, crisis communications, strategic content development, and media strategy across the Middle East and Africa. Currently, he is with the DAMAC Group in Dubai as a Senior Advisor and Executive Director for Communications.
JON BARBER
Vice President Marketing Communications, TECOM Group Dubai
Jon Barber is the Vice President of Marketing Communications at TECOM Group, Dubai. With over 25 years of expertise, he is a seasoned professional in marketing and corporate communications, having worked across the Middle East and Western Europe.
JONATHAN HIRASAWA ASHTON
Head of Marketing and Communication, KROHNE Middle East and Africa
Jonathan Hirasawa Ashton is a dynamic marketing communications leader with over 20 years of experience in the industry. Holding an MA Hons in Classics, a PGDip in Marketing, and an LLM in Technology Law, Jonathan combines a rich academic background with a strategic approach to marketing and communications. As the Head of Marketing and Communications at KROHNE Middle East and Africa for the past three years, Jonathan has driven impactful campaigns and brand strategies across industries. A strong advocate for sustainability, Jonathan actively engages in thought leadership, particularly in the areas of innovation, diversity, and sustainable development.
JONATHAN HIRASAWA ASHTON
Head of Marketing and Communication, KROHNE Middle East and Africa
Jonathan Hirasawa Ashton is a dynamic marketing communications leader with over 20 years of experience in the industry. Holding an MA Hons in Classics, a PGDip in Marketing, and an LLM in Technology Law, Jonathan combines a rich academic background with a strategic approach to marketing and communications. As the Head of Marketing and Communications at KROHNE Middle East and Africa for the past three years, Jonathan has driven impactful campaigns and brand strategies across industries. A strong advocate for sustainability, Jonathan actively engages in thought leadership, particularly in the areas of innovation, diversity, and sustainable development.
LAVANYA MANDAL
General Manager – Head of PR and Internal Communications, Aster DM Healthcare
Lavanya Mandal is a communications professional with over 15 years of experience in leading global reputation management programs for MNCs across the Middle East, India and global markets. Specializing in strategic corporate communications, Lavanya possesses in-depth experience in developing comprehensive internal and external communication programs for companies spanning FMCG, healthcare, finance, corporate, entertainment, and non-profit industries. Her portfolio boasts of multiple award-winning campaigns, recognized for excellence in PR and marketing communications. Currently serving as General Manager - Head of PR and Internal Communications at Aster DM Healthcare, Lavanya leads the global reputation program across multiple markets, driving external and internal communications, leadership outreach, and strategic business marketing communications.
MIKI HIRASAWA ASHTON
Regional Head Brand, Comms & Dev. MEA and Are, 3M
Miki Hirasawa Ashton is a seasoned global marketing and communications executive with over 25 years of experience. She is currently driving global sustainability engagement as part of the Public Affairs division at 3M, and Sustainability Committee Chair at the American Chambers of Commerce. Recognized for her strategic leadership, Miki was featured in the PR Week Power Book and has received multiple industry association accolades for her work in technology, industry marketing, and operations. Her expertise in aligning corporate narratives with societal and environmental impact makes her a prominent figure in sustainable business practices.
NANCY SUDHEER
Senior Manager - PR International, e&
As a communication professional for more than 20 years, Nancy Sudheer has been engaged in crafting strategic and compelling stories that advanced the business interests of leading global companies and conveyed the dynamic developments in the world of tech. She has played a key role in helping navigate and optimally communicate the company’s position across multitude of issues that now challenge businesses – such as changing market dynamics and customer demands supporting organisational transformation and change.
SUKANYA CHAKRABORTY
Advisor – Communications, VFS Global
Sukanya Chakraborty is a communication and marketing leader with close to 26 years of experience in global IT services, outsourcing, property consulting, interactive media, and community start-up companies. Currently, Sukanya is an advisor in communications at VFS Global, the world’s largest outsourcing partner for governments worldwide for visa, consular, and passport services. Prior to this she was Chief Communications Officer at VFS Global managing external and internal communications and reputation management. Previously having worked with organisations like Knight Frank, Capgemini, and Tata Consultancy Services, Sukanya has been instrumental in driving communication and marketing agendas for B2B and B2C audiences leveraging expertise in 360-degree integrated campaigns, media relations, crisis communications, digital and social media, lead generation and sales enablement, employee communications and CSR.
TIM FALLON
Executive Director - Strategic Communications, Qiddiya Investment Company
Tim is a senior global communications professional with international corporate affairs, geo-political and stakeholder outreach experience at the highest level. He has held a number of high profile international in-house and agency leadership roles, specialising in complex communication and corporate reputation campaigns across Europe, the Middle East and beyond. He is currently responsible for all communications engagement programmes for one of the Kingdom of Saudia Arabia's most exciting and innovative giga projects.
Bhavna Thapar
Head - Corporate Communications, Dubai World Trade Centre
Bhavna leads external and internal communications at the Dubai World Trade Centre. She is also driving the Corporate Thought Leadership for DWTC as a part of her wider role within Marketing Communications. Bhavna is a champion for integrated communications and has an experience of 20 years building consumer brands for companies like Unilever, PepsiCo, Dubai Tourism, KFC, Mars, Red Bull, Ministry of Culture, UAE and more across India and the Middle East. Her work for brands like Dove, Mirinda and KFC have won both awards and accolades. Bhavna is passionate about technology and the role PR must play as it evolves and has brought her thinking to sectors like Healthcare, F&B, Retail, Government and FMCG. Bhavna began her career journey with Edelman where she rose from being an executive to leading the consumer and healthcare businesses for Edelman India and then as the MD of Brand with Edelman Middle East, followed by her current leadership role with DWTC. She holds an MBA in Marketing Communications and lives in Dubai with her husband, three boys and 50 plants.
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