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The Marketing Society GCC Awards 2025: Mashreq, Majid Al Futtaim, Etihad and more shortlisted

The Marketing Society has announced the shortlist for its 2025 GCC Awards, featuring entries from brands including Mashreq, Majid Al Futtaim, Etihad, STA, Red Sea Global, and Mercedes-Benz. 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.