414 entries reach the final stage… and the winners will be announced at a huge ceremony at Atlantis, The Palm in Dubai on November 27th.
The Middle East Public Relations Association (Mabra) announced the final lists for the Mabra Awards 2025, with the participation of more than 65 agencies, within the seventeenth session of the most distinguished award ceremonies in the public relations sector. This year represents the participation of 74 institutions, the highest number in the history of the association, as the final lists were selected across 54 categories, including two individual categories and one academic, to honor the most prominent talents and achievements at the level of the entire sector. Weber Shandwick Middle East, North Africa and Turkey topped the list with 69 nominations, followed by local agency Gambit Communications with 56 nominations, then Current Global MENAT with 26 nominations, and Acorn Strategic with 22 nominations. Prominent institutions such as Qatar Foundation, Mubadala, Masdar, Taqa, and Saadiyat Cultural District also received the highest number of nominations at the institutional level. The Mabarrah Awards celebrate exceptional works that reflect the highest standards of excellence in public relations and communications. The entries were subject to the final lists after a careful evaluation by a committee of 130 experts, which included strategy, innovation, talent, and impact. The committee included The judges were: Raina Lazarova (Founder of Repoint and Chair of the EMIC Board), Amina Taher (Mabarrah Fellow and Executive Director of Marketing at Wayo Bank), Faisal Al-Zahrani (Mabra Fellow and Board Member of the International Public Relations Society), and Dr. Ilham Al-Alaqi (Professor and Director of the Journalism and Strategic Communications Program at Northwestern University in Qatar). The committee nominated the campaigns that Demonstrated creativity and perseverance in developing the telecommunications sector in the Middle East and North Africa region. John Barber, Vice President of Mabarra and Chairman of the Awards Committee, said: “Mabarra is committed to recognizing talent and campaigns that influence, inspire and create tangible change. The new categories for 2025 reflect the sector’s shift towards measuring success according to the criteria of sustainability, thought leadership, and non-profit communications, highlighting the true impact of public relations. On society. The Mabarrah Awards continue to break previous records in terms of entries, shortlists and attendance, and we look forward to showcasing the exceptional work of the nominees on November 27.” Notable campaigns included in the list include: “You’ve Got Better Things To Do” campaign – the first fully AI-generated banking campaign in the UAE from Acorn Strategy, “Heinz-The “Sachet Trade Up'” campaign, “Harley Davidson Mid-Life Check” campaign from Current Global MENAT, Delphiro campaign “Petvertising” from TBWA. The Best Use of Arabic Language category included agencies representing major automobile companies such as: “Mercedes-Benz: Together Under the Stars of Our Heritage” campaign from RAPP MENA Campaign ‘Ode To A Fallen Rival-Chevrolet Tahoe vs Nissan Patrol’ by Weber Shandwick MENA & Turkey, Commonwealth, Carat, and MRM.
Other award categories also saw strong competition, including: Best Use of a Limited Budget, Best Collaborative Partnership, Best Use of Thought Leadership, Best B2B Campaign, Best Technology Campaign, Best Sports and Entertainment Campaign, Best Tourism and Hospitality Campaign, Best Educational Campaign, Best Consumer Goods Campaign, Best Brand Activation, Best Live Event, Best Use of Social Media, Best Integrated B2B Campaign, Best Integrated Consumer Campaign, Best Use of Influencers or Brand Ambassadors, and Best Use of ESG Sustainability Campaigns, with 10 nominations in each category. The standard for communications this year was high, reflecting a deep understanding of brands, market trends, and target audiences, and establishing a vital and tangible link between creativity and impact. The committee praised the strategic prowess and insight of all entries, stressing the added value they provide to stakeholders while adhering to the highest standards of work culture and innovation. John Barber added: “The most prominent legacy of the Mbra Awards lies in the continuous rise in the level of creativity and impact of the nominated campaigns year after year. Our awards night represents a platform to celebrate exceptional impact and narrative.” Innovative creativity designed by the brightest public relations minds in our region, and we look forward to honoring these talents next November.” As part of the Dave Robinson Award for Young Media of the Year, 10 nominees were selected, including Space42, APCO, Brazen MENA, and BPG Group, to honor the most prominent contribution to the sector. Organizations witnessed a strong presence this year, as It occupied the majority of the shortlist for the Media of the Year category, with actors such as Brian Lott (Mubadala), Hamada Al Hadhrami (ADEC), and Adel Memon (Emsteel), along with agent Dina Taylor (Saba Consultants). The Best Internal Communications and Change Management category was also represented by nominees from Miral, Mubadala, Tabreed, and the Department of Health Abu Dhabi. The official black-tie ceremony will be held at Atlantis, The Palm, Dubai, on November 27, 2025. Participating in the awards this year as official partners: Gambit Communications as a Diamond Partner, TAQA as a Platinum Partner, and Weber. Shandwick MENA, Turkey and Karma as gold partners. Mubadala, Kebisons, SEC Newgate Middle East, Telem Media, Pearson, Place Communications, First and Ten Productions, Current Global Means, Matrix PR, and EMEC Measurement and Evaluation also joined as supporting partners.
