CREATIVE EXCELLENCE & ORIGINALITY
I'm looking for bold work that fuses creativity with measurable impact. Winning entries should not just break through the noise‚ they should move the business, move the customer, and move the industry forward. I value ideas rooted in insight, delivered with craft, and backed by data. - Hussein Dajani, Petromin Corporation
I'm genuinely excited to see how agencies around the world are strategizing and delivering standout creative results for their clients. Their ability to differentiate campaigns through fresh thinking and continuous innovation is especially inspiring in today's fast‚ evolving customer base and landscape. - Virat Khullar, Hyundai Motor India Limited
I love the entries that take the response criteria and then head right outside of the box that is the entry form. This can take many forms including complete re-design of the entry form. The submission should be a clear demonstration of their day-to-day craft. It's important for winners to treat the judges as their most demanding customer - imagine not a 3-way pitch, but a 30-way pitch. That's the average number of submissions we go through. And share the joy of your work-this is as much our indulgence in your creativity as it is yours. - James Kissell, Fujitsu Global Marketing
Ideas, approaches and results we can both deeply admire as well as learn from - so we raise all boats. - Alina Kessel, Kili Advisors, ex-WPP
I am looking for big ideas delivered to audiences in clever ways, shaping culture and conversations or showing what the future of human connection can look like! - Rishab Mukherjee, Procter & Gamble
Clarity of though and execution is really important. Being able to distill a business problem with a first principles approach and showcasing this through strategy, insights, creative, execution and performance. Sounds easy enough, but it can easily go off the rails. - Alka Winter, Ras Al Khaimah Tourism Development Authority
Great work starts with a powerful insight, is elevated by creativity, and proven by results. Data should amplify the idea, not just validate it. - Sherry Mansour, Seedtag
I look for work that demonstrates clear strategic thinking, measurable impact, and creative excellence working together. Winning entries should show how insight-driven ideas translate into real business or brand outcomes, not just strong aesthetics. The strongest work is purposeful, well-executed, and leaves a lasting impression because it solves the right problem in a meaningful way. - Waqas Amin, Royal Commission for Riyadh City
I'd like to see evidence that this growth is underpinned by a level of care for its people, and break the misconception that an agency has to be run like a sweatshop to be profitable or creatively award-wining. The winning entries should also show how they have harnessed the power of elevating under-represented groups to key leadership positions, with show the impact of including these groups in shaping more impactful creative work. - Kevin Mercer, Comcast
Good talent specifically in independent agencies who have challenged the norm and built brands against the odds. - Shyam Sunder, TBO.com
I look for what demonstrates genuine impact, not just creativity for creativity's sake. Strong submissions clearly articulate the challenge, the insight behind the solution, and measurable results that show meaningful progress. Innovation is important, but it must be purposeful, scalable, and rooted in a deep understanding of the audience and the market. Ultimately, the entries that stand out are those that push boundaries while delivering real value, setting new benchmarks for excellence in the region and beyond. - Sahar Khan, Bayut
In today's world, relevance, cultural sensitivity, and purpose matter more than ever ‚ especially in fast-growing, diverse markets. I'll be looking closely at how agencies demonstrate true customer centricity, integrated thinking across channels, and responsible use of emerging tech like AI. Show me that your work didn't just win awards‚ it won hearts, minds, and sustainable growth. - Hussein Dajani, Petromin Corporation
I want to see true partnerships that drive commercial growth, built on care for its people. I'd like to see evidence that the agency's business growth is driven by a depth of trust and shared ambition with its clients. - Kevin Mercer, Comcast
I look for work that demonstrates strong and sustainable business performance, supported by clear evidence of commercial and brand impact. Beyond results, winning entries must show how the agencies behaves internally - with a genuine commitment to culture, ethics, diversity, and industry values. I'm equally interested in how agencies adapts and leads, using innovation to create meaningful, long-term value rather than short-term wins. Finally, standout entries clearly articulate how the agency engages externally through strong client relationships, effective communication, and a compelling narrative that connects strategy, execution, and outcomes. - Mohamed Al Awadhi, FAB Bank
