As Campaign's Global Agency of the Year Awards makes its final call for entries, a select panel of global marketers is getting ready to evaluate what matters most in today's rapidly evolving industry. Now in their sixth year, these awards attract entries from across the globe, creating a truly level playing field for agencies of all sizes.
Gideon Spanier, Campaign's UK editor-in-chief, underlines the fundamental importance of the programme: "These awards are a global benchmark of excellence, drawing entries from around the world, which are judged by top marketers from every key region. We’re excited to see how the best agencies are performing as they continue to create, innovate, and drive results for their clients and teams."
The judges bring a wealth of perspective from diverse markets and sectors, from technology and energy to tourism and financial services. Here, they share insights revealing what separates good work from great, and what they'll be looking for when assessing this year's submissions.
Beyond the entry form
James Kissell, global head of marketing operations and globalization at Fujitsu Global, urges agencies to think creatively about the submissions themselves. "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," he says.
"The submission should be a clear demonstration of their day-to-day craft. It's important for aspiring winners to treat the judges as their most demanding customer – imagine not a three-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."
For Sinem Soydar, global head of digital and social media at Shell, the intersection of human insight and technology defines excellence. "I'm looking for creativity that starts with human insight and is amplified by technology. Agencies that invest in sustainable talent – curious, empowered, and future-ready – and turn that into consistently meaningful work, will stand out for me."
More than metrics
The judges emphasize that winning entries must demonstrate tangible impact. Saad Abdullah, marketing director at investment firm Abdul Latif Jameel, advises agencies to "focus on telling a compelling story - don't just list what you did, show why it mattered. Let the judges clearly see the impact your work had and make them feel the passion behind it."
Meanwhile, Hussein Dajani, global group chief marketing and customer centricity officer at automotive specialist Petromin Corporation, is “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," he says.
"I value ideas rooted in insight, delivered with craft, and backed by data. 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," he urges.
Breaking misconceptions of agency life
Kevin Mercer, executive director of creative strategy at media giant Comcast, emphasizes the importance of agency culture and leadership diversity in his evaluation criteria.
"True partnerships that drive commercial growth, built on care for its people," encapsulates what he's seeking. "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. I'd also 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-winning. The winning entries should also show how they have harnessed the power of elevating under-represented groups to key leadership positions, and show the impact of including these groups in shaping more impactful creative work."
Inspiring the next wave of thinking
These awards are “a catalyst for progress,” says Zeeshan Khan, head of marketing at Legoland Malaysia Resort, "pushing our industry forward through creativity, innovation, and real impact. Recognizing this work matters, as it inspires the next wave of thinking, and raises the bar for all of us."
Jonathan Sully, marketing director at William Grant & Sons, underscores a fundamental truth: "It is vital to recognize the importance of strong agencies that add value to a client's business, and demonstrate thought leadership in the discipline."
For Alka Winter, vice-president of marketing and communications at Ras Al Khaimah Tourism Development Authority, the judging process offers unique insight into the industry's evolution. "This captures a piece of time and cultural relevancy and helps shape the social discourse. I see my role more like an anthropologist, really trying to follow how brand and agency have worked together to help solve a business problem and its impact not only from a financial perspective, but its potential to shape a larger narrative."
Mohamed Al Awadhi, VP of personal banking marketing at First Abu Dhabi Bank, articulates the broader industry significance. "These awards play a vital role in setting benchmarks for excellence and signalling what our industry should aspire to. They don't just celebrate creativity; they reward disciplined thinking, collaboration, and measurable business impact. At a time when the industry is being rapidly reshaped by AI, these awards help reinforce the importance of ideas that are not only innovative, but also meaningful, ethical, and effective."
Comcast’s Mercer adds another crucial dimension: "As an industry we always talk about our clients' success, but rarely about the success of our agencies. As agencies get merged, [and often] abandoned, it can easily seem that they are disposable entities rather than truly important vehicles to making the work that moves the industry forward."
Recognizing excellence, regardless of scale
Campaign's Global Agency of the Year Awards are open to individual agencies operating in a single market or as part of a wider agency network, creating genuine equity in recognition. With 30-plus categories covering agencies of every type and size, the programme celebrates excellence across the full spectrum of marketing communications.
The judging process is independently audited by MediaSense, ensuring the highest standards of transparency and credibility. Last year saw a record number of entries from 27 countries, with winners ranging from independent shops to global networks, demonstrating the programme's commitment to recognising excellence, regardless of scale.
Perfect pre-Cannes timing
Winners will be revealed at Campaign's Agency of the Year Global Awards ceremony at London's Carlton Tower Jumeirah on June 18, 2026 – ideal timing for a pre-Cannes Lions Festival warm-up.
The black-tie event will bring together judges and the world's top agencies, with a sparkling drinks reception followed by a three-course dinner, before the unveiling of the 2025 winners, with time to network and celebrate.
The final entry deadline is Thursday Feb. 26.
The shortlist will be announced in April 2026.
Submit your entry here.
See the full list of last year’s winners here: Campaign Agency of the Year Global Awards
