The Marketing Society GCC Awards 2025: Mashreq, Majid Al Futtaim, Etihad and more shortlisted
The awards, launched in the UAE in 2023, aim to recognise marketing work that demonstrates not only creativity and effectiveness but also contributes to business growth and reputation. The 2025 edition saw a significant increase in participation, with entries tripling year-on-year.
The shortlist spans eight categories: Brand Communication, Brand Evolution, Customer Experience & Engagement, Sustainability, Successful & Effective Partnerships, B2B, Best Use of Media, and Best Team. The entries represent a wide range of industries including retail, tourism, tech, banking, aviation, FMCG, mobility and real estate.
Brand Communication
Virgin Mobile UAE – Superfans, Real Stories: Rehumanising Brand Communications at Virgin Mobile UAE
Procter & Gamble – Pampers – Joy Has Come Early
Madagascar National Tourism Board – Madagascar Uncharted | Beyond the Baobabs
Majid Al Futtaim – The SHARE Touch
Miral, Yas Island Abu Dhabi – The Chief Island Officer's Enduring Legacy
Mercedes-Benz – Mercedes-Benz presents The Mission XX – Riyadh to Dubai with a single charge
Brand Evolution
Allinners Media – Empowering Personal Brands In The GCC: A Year of Innovation and Authentic Connections at Allinners Media
G42 – Artificial Intelligence, Real Emotions.
Mashreq – Climb2change by Mashreq
MG Motor – Underdog to Unstoppable
National Housing Company – Where Life Begins: How NHC Rewrote The Rules Of Real Estate Marketing
Saudia – Revitalising a National Icon
Customer Experience & Engagement, in partnership with National Housing Company
City Centre Deira – Santa Hotline: A Magical Festive Surprise at City Centre Deira
Miral Destinations – Yas Annual Pass
PwC Middle East – Our space is your space – بيتي بيتك
Careem Kuwait – Careem Kuwait: Captain Wanasa
G42 – THE INTELLIGENCE GRID
Mashreq – Mashreq AED 1 Specials
Sustainability
Emirates Nature-WWF – Pioneering Citizen Science and Conservation in the UAE
Mashreq – Climb2Change by Mashreq
Red Sea Global – The Regeneration Journey – Red Sea Development
Dubai Holding – Gift It Forward – A philanthropic initiative
Successful Effective Partnerships
Madagascar National Tourism Board – Madagascar Uncharted | Beyond the Baobabs
Saudi Tourism Authority – The Most Amazing
Arla Foods – Selfless Shelves
G42 – The Choice
Majid Al Futtaim – Increasing Loyalty Through Increasing Partnerships
Mashreq – Mashreq AED 1 Specials
B2B
IBM – The CEO's Guide to Generative AI
G42 – THE INTELLIGENCE GRID
Mashreq – Climb2Change by Mashreq
Best Use of Media
Saudi Tourism Authority – The Most Amazing
Madagascar National Tourism Board – Madagascar Uncharted | Beyond the Baobabs
Best Team
Majid Al Futtaim Retail – HyperMax Launch
Al Masaood Group – Al Masaood Marketeers – 'The Makers of Results'
The Hanging House – The Hanging House Team
Etihad – Selling Memories, Not Products: Etihad's Black Friday evolution
Wio Bank – A team united by the mission to disrupt banking
Informa Bahrain Marketing Team – The Autumn Fair Marketing Team
Judging will be conducted in two stages. The first involves a scoring system that evaluates strategy, insights, innovation, risk, results, and the extent to which the work elevates the marketing profession. The second stage sees top-scoring entries debated by the panel to determine the winners.
The 2025 judging panel comprises 24 senior marketing leaders from across the region, representing organisations including Mondelez, Diriyah, Gulf Bank, PIF, Wio Bank, Samsung and Pepsi, among others.
The Marketing Society GCC Awards 2025 winners will be announced at the awards ceremony taking place on Tuesday, 24 June, from 7–10pm at Atlantis, Dubai.
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