Awards seasons usually invite the same kind of commentary. The industry talks about momentum, growth, bigger ideas, and wider reach. It’s tempting to treat the trophies as the takeaway.
This year felt different.
The work that rose to the top didn’t focus on chasing more. It showed judgement.
Yes, Cicero & Bernay was recognised across PRCA MENA, Campaign Middle East, and the MENA Digital Awards, ultimately taking home Agency of the Year 2025. What matters, however, is what those accolades signal.
Right now, communication work is being pulled in two directions at once. On one hand, brands have an unprecedented ability to produce more, in more formats, and at a faster pace. On the
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