Department of Culture and Tourism (DCT) – Abu Dhabi’s Emma Campbell, has been named Chair of judges for the 2025 edition of Campaign‘s Agency of The Year Middle East (AOTYME) awards.
With more than 20 years of experience across various sectors, Campbell currently leads sector marketing for Tourism and Culture at the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), where she develops and executes strategic marketing initiatives to promote the emirate’s diverse tourism and cultural offerings to global audiences.
As Chair judge, Campbell says the true strength of the AOTYME awards lies in its recognition of regional agencies’ hard work – backed by business outcomes.
“I think these awards are really important because they cut through all the noise in a busy market and highlight agencies that are genuinely delivering – both creatively and in terms of business results,” she says.
“Plus, winning these awards is a huge motivator for teams – it recognises their hard work and pushes them to keep raising the bar. It’s about celebrating the whole package, not just the final campaign,” she adds.
What to include in a stand-out entry
Leading up to the awards ceremony in December, Campbell will lead the jury panel of top-level marketers in the region.
As Chair judge, Campbell says she looks forward to seeing ‘the full package’ from agency entries this year.
“It’s not just about the work itself, but about how agencies are growing financially, meeting strategic goals, and supporting their people along the way,” Campbell explains. “Agencies that focus on diversity, inclusion, and sustainability also stand out here.”
“Judges want to see clear evidence of financial growth and business success, like revenue increases, profit margins, and market share gains. It’s about telling the story with solid data. Culture matters too: low staff turnover, strong employee engagement, and meaningful diversity initiatives are key.” Campbell adds.
According to her, the best entries show a “well-rounded, strategic, and results-driven agency.”
“Innovation should be front and center, with clear examples of how new tech or approaches delivered measurable benefits. And of course, client partnerships need to shine, backed up by satisfaction scores and real testimonials,” she says.
To help agencies understand the awards on how to build submissions that fit specifically for the criteria of these awards, Campaign Middle East, in partnership with Haymarket, is hosting its first ever Awards Clinic on 10 July at 1 p.m. GST.
The free FAQ webinar will review the entry kit, entry process and judging process for the 2025 awards.
A dynamic time for the region’s industry
The 2025 AOTYME awards come at a pivotal time of change within the industry, where advancements in technology and changing consumer behaviours have led to drastic shifts in how agencies operate.
“What’s really exciting is how the region is blending global marketing trends with a unique local flavor,” Campbell says.
“Agencies are combining international best practices with deep regional insights, creating work that really connects with people here. The pace of change is thrilling – new tech, evolving consumer behaviours, and fresh creative approaches are all driving growth.”
She also nods to the structural shifts artificial intelligence (AI) brings to agency operations.
“AI is a huge game-changer, helping agencies work smarter and freeing them up to focus on strategy and creativity. I’m proud to see homegrown talent leading the way and building inclusive cultures that attract and retain top people. Overall, it feels like a very dynamic, innovative time to be in marketing here,” she says.
Join us for a night of celebrating the best in the region
With a comprehensive list of 36 categories covering every facet of advertising and marketing, these awards are your chance to shine within the industry.
Enter now for a chance to be recognised as the best in the region. Entries can be made at a discounted rate for the early bird deadline of August 7, 2025. To download the full entry kit, click here.
Campaign Middle East will announce the winners at the Agency of The Year Middle East awards ceremony in December.
For more information on judges, categories and the awards, click here.
