Nishkka Manglani, Director, Houbara Communications.You know the feeling when you see a brilliant piece of PR work and immediately think “I wish I’d been part of that” or “how did we not see that?” – because someone saw a gap, a unique angle no one else spotted, or found a human truth to anchor a campaign in.
Weeks of judging brilliant campaigns has given me insights I wanted to capture before heading into 2026. Because let’s face it, we’re all here to deliver work that turns heads and makes a difference.
Let me remind you though: these learnings are simple … but simple doesn’t always mean easy.
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With endless deadlines and mounting workloads, finding time for deep thinking feels impossible. But we must. Because in an age where AI can do so much, our ability to analyse, stay curious, ask questions and think deeply is our biggest asset.
When you put that effort into understanding brands, sectors and people, the work transcends what you create and becomes something that genuinely connects.
So here are five insights, hot off the judging press, that I’ll carry into 2026.
1. Curiosity
The strongest campaigns I saw this year all began with a hunger to understand – not just the basics, but what resonates with audiences, what confuses them about certain topics, what challenges they face, and how culture influences their behaviour.
The most compelling work came from teams who invested in surveys, focus groups and conversations with their networks that went beyond surface-level insights.
2. Energy
Another thing that stood out immediately was the energy behind the best campaigns.
You could sense when teams truly believed in the story they were telling. It showed in the attention to detail, in the craft, in the way a campaign could surprise and delight.
That energy is contagious. It pulls in journalists, creators, influencers, brand collaborations and communities – because belief is hard to fake, and when it’s real, it inspires others to believe with you.
3. Collaboration
The campaigns that travelled furthest were rarely built in isolation.
They sought out partners who weren’t just names on a roster but value-sharers – venues that embodied the brand’s ethos, creators whose voices felt authentic, media who amplified the message with enthusiasm and purpose.
4. Intersections
Some of the richest campaigns recognised the multiple intersections they could leverage.
A car brand showcasing an artist’s work on its campus wasn’t just automotive – it was art, luxury and lifestyle storytelling all at once.
A festival wasn’t just entertainment – it was heritage, tourism and national pride.
The best campaigns mapped those overlaps and leaned into them, creating layered stories that were more expansive, harder to ignore and often more memorable.
5. Paying it forward
And finally, paying it forward. While many campaigns supported causes, barely any built-in ways to leave something lasting behind. These opportunities felt missing and therein lies the opportunity.
As PR practitioners and communicators, we have the power to not only spark attention but to create a ripple effect of impact that extends beyond the spotlight.
I heard a quote recently on a podcast – Marcel Proust, the French novelist, said that the real voyage of discovery lies not in seeking new landscapes, but in having new eyes.
The campaigns that stayed with me this year prove his point. They didn’t reinvent communication or PR – they moved through the haze by understanding their audiences, their stories, and their opportunities until the fog disappeared and the journey became crystal clear.
By Nishkka Manglani, Director, Houbara Communications
