Now entering their fifth year, the Campaign Global Agency of the Year Awards are judged by a panel of global and regional chief marketing officers, with the process audited by PwC.
To find out what makes these awards so special, Campaign sat down with Hannah Penn, joint managing director at the UK’s Pablo, which was triumphant at the 2022 awards as Global Creative Independent Agency of the Year.
Campaign: How did this award-win help Pablo, and in what ways has it impacted the business?
Penn: “Being part of an agency is an exhilarating rollercoaster. This award helped to give us the belief to kick onto the next level. We have a healthy dollop of imposter syndrome at Pablo. We take pride in not necessarily always following the industry direction.
“So, to win this award and to be judged against the best out there helped to give us collective pride in what we are doing, and huge energy to keep innovating. What an award as significant as Campaign’s Global AOTY does is give you an anchor. A lightning rod. Something which makes the great days even greater. And something which turns self-doubt into belief, even on the harder days.”
Campaign: How did the win affect Pablo’s culture, thinking about what it means to employees and teams?
Penn: “We never set out on this journey at Pablo to become Global Agency of the year. We just wanted to create a different shape of agency, which hoped to lead by example in its approach to communications and to the industry – by being made up of humble, curious, and hugely talented brains.
“To have external recognition of this calibre has been hugely validating to the whole team – and is an immense source of pride. It’s taken a lot of hard work to get here, and we know that everyone feels part of this achievement, and how motivating and galvanising it has been as a result. It’s the kind of thing we can all tell our Mums, and we know it will really mean something to them. When it comes down to it, there isn’t really a better feeling than that.”
Campaign: In what ways did the win elevate Pablo’s profile in the wider international community?
Penn: “At Pablo we are excited to offer clients a different shaped offering when it comes to global needs. It isn’t something we have wanted to shout about, but it’s just something we got on with building and offering to our clients as the demands came. With almost half our clients now being more global in remit, this award was again a wonderfully unexpected vote of confidence in our approach.
“And like any good agency, we are constantly trying to recruit different shaped brains and unique perspectives – and this award has really helped further our reach and attract talent from around the world.”
Campaign: More generally, what’s the relevance and importance of global awards?
Penn: “We are constantly learning from other agencies. It’s an industry with so much talent, and we don’t know all the answers by any means – so we are constantly looking to others for inspiration, healthy competition, and guidance and advice from the many who are generous enough to give it.
“Global awards encourage that fascination and mutual respect across all geographies. You get to see different perspectives on similar problems. To see new ways of approaching things. All on a global platform. It’s useful to see the bits of what we do that people hold up, while capturing all this learning. We are all part of such a great tribe and the more we can be inspired by and learn from one another, the better in our eyes.”
Campaign: Why is Pablo entering Campaign’s Global Agency of the Year again?
Penn: “To hold ourselves to account. It’s a brilliant process in and of itself. It forces agency leaders to really focus on themselves. Have we done enough? Where could we have done more? What are we most proud of? What could have gone better? Have we delivered against everything we set out to? The process keeps us honest, hungry, and learning. The win is simply the incredible once-in-a-lifetime-icing on the cake.”
Inaugural live awards ceremony for Campaign Global Agency of the Year
For the 2023 awards, winners will be revealed at the awards’ first live ceremony at London’s Carlton Tower Jumeirah on 13 June, ideal timing for a pre-Cannes Lions Festival warm-up en route to the sunny Promenade de la Croisette.
The black-tie event will bring together judges and the world’s top agencies, with a sparkling drinks reception followed by a three-course dinner, before the unveiling of the 2023 winners, with time to network and celebrate.
Entries are now open. Find out more at the Agency of the Year Global Awards website.
See the full list of last year’s winners here: Campaign Global Agency of the Year Awards.
