Beyond taking home Agency of the Year, MullenLowe MENA also secured eight shortlist spots for its standout campaigns:

• Don’t Look Down – A nine-hour simulated scroll disguised as a film, spotlighting smartphone addiction among teens. Premiered at Roxy Cinemas, the intervention:
  • Became the UAE’s longest film to air in cinemas
  • Drove 150,000 sign-ups in 48 hours, later surpassing 500,000 on endthescroll.com
  • Delivered over 500 million impressions
• The Art of Stains – A first-of-its-kind campaign using henna art in Saudi beauty salons to discreetly embed period care knowledge and challenge menstrual taboos.
  • Reached 3.42 billion people globally
  • In partnership with the Ministry of Education, brought period education into Saudi classrooms for the first time
  • A 23% increase in sales
  • Sparked vital conversations on menstrual health, dignity, and access

With social at the core of its creative engine, MullenLowe MENA continues to redefine how brands connect with audiences. The agency’s culture is built around agility, collaboration, and content that drives conversation, not just visibility. By investing in social-first thinking and future-facing talent, MullenLowe MENA delivers work that’s culturally tuned, purpose-driven, and built to perform in the real world.

Rooted in a commitment to creative excellence and meaningful impact, the agency blends craft with strategy, constantly evolving to meet the shifting expectations of brands and audiences alike.

As Cannes Lions 2025 approaches, both “Don’t Look Down” and “The Art of Stains” are now global case studies for purpose-led creativity. MullenLowe MENA heads into Cannes with work that not only stands out but stands for something.

Judging sessions were held around the world, and the jury insight panels from the Middle East is now live.

A total of 394 entries were shortlisted from 35 different countries:

• Most shortlisted category: across different media is the Work for Good Cut with a total of 93 shortlisted entries and Craft with 86 entries.
• Most shortlisted campaigns: Across multiple categories, Rights against the Right – The first trademark that stops trading Nazi merch for Laut gegen Nazis by Jung von Matt AG, Hamburg; Anti-Choice Ads for Wisp x Abortion Freedom Fund by 72andSunny Los Angeles; The Square Meter for HORNBACH by HeimatTBWA Germany Berlin and A Holiday To Remember for Chevrolet by Commonwealth//McCann Detroit
• Most shortlisted agency: Jung von Matt AG, Hamburg
• Most shortlisted network: from 12 different countries is VML
• Most shortlisted holding company: Omnicom followed by IPG and WPP

The Grand jury will now choose the final winners which will be announced Tuesday, September 3. It will include Bronze, Silver, Gold, and Grand Prix, along with the overall Network and Agency of the year winners. 

The 2024 Agency and Production Company of the year by country winners are:

• East Asian Agency of the Year: Dentsu Inc.
• French Agency of the Year: BETC
• German Agency of the Year: Jung von Matt AG, Hamburg
• Spanish Agency of the Year: Sioux & Cyranos
• Middle East Agency of the Year: Impact BBDO
• UK Agency of the Year: Adam&EveDDB
• USA Agency of the Year: Dentsu Creative
• AUNZ Production Company of the Year: Finch
• Belgian Production Company of the Year: Czar
• Polish Production Company of the Year: Papaya Films
• Spanish Production Company of the Year: Bambina Films
• UK Production Company of the Year: Biscuit Filmworks
• USA Production Company of the Year: Biscuit Filmworks

*Agency and production company of the year by country is chosen by the local juries from the cut and requires a single film no longer than 5 minutes in length that includes up to three pieces of work from the past 12 months.

See the full shortlist at www.geretyawards.com

Judging criteria: Originality of the creative ideas and the quality of their executions.

The Middle East jury is led by Marie-Claire Maalouf, CCO, Edelman ME.

On announcing the jury Marie-Claire, said, "Stepping into The Gerety Awards, is more than just a role — it's a journey of influence within the ever-evolving communication industry. I am excited to collaborate with this exceptional group of remarkable women leaders from the region, drawing inspiration from our varied backgrounds to bring unique insights to the table, promising a dynamic and balanced evaluation process. The Gerety Awards Middle-East is more than recognition for best-in-class work; it's a platform to offer a powerful perspective and showcase the vivid tapestry of our region."

The Middle East executive jury includes:

Rana Sadek, ACD Design, BBDO Dubai, UAE

Samar Al Amro, GM, Accenture ME RHQ, Director of Corporate Services & Sustainability    Accenture, Middle East, Saudi Arabia

Rita Harbie, Sr. Creative Director – Global Emerging Markets, Saatchi & Saatchi – Dubai, UAE

Marwa   Khost Jarkas, Communications Manager, Google, UAE

Ghadeer Khub, Creative & Production Director, Department of Culture and Tourism Abu Dhabi, UAE

Lara Arbid, CEO MENAT, Initiative and Magna Global, UAE

Noor Hassanein, Brand & Communications Strategy Lead | Marketing, Accenture Song, UAE

Marwa Kaabour, Group Head of Marketing and Communication Best-Selling Author & CMO, Al Masaood Group, UAE

Mathilde Montel, Senior Director, Corpsumer department, HAVAS Red, UAE

Nada Hakeem, CEO and co-founder Wetheloft, Saudi Arabia

Lina Salman, Regional Equity & Innovation Manager, MENAP, Mondelez International, UAE

Choi Co, Creative Director, FP7 McCann

More than 200 judges from 47 countries will join the 2024 Gerety Awards, with in-person jury sessions held in 15 locations. As well as defining the shortlist, the executive jury sessions each select the agency and production company of the year from their country. This is chosen from the entrants of the Portfolio Cut.

Meet the 2024 jury and enter this year’s Gerety at www.geretyawards.com

The campaign “Breakchains With Blockchain” for the Children of Female Prisoners' Association by Horizon FCB wins Silver in the Work for Good and Media Cuts. The campaign created a collection of NFTs, priced at the amount of money needed to pay off the women imprisoned for the crime of not having enough money to pay their debts, setting them free to be reunited with their families. MullenLowe MENA wins Silver in the Communication, Work for Good and Innovation Cut with the campaign “Fixing the bAIs”  for Aurora50. Considering the need to address the gender bias that exists in AI systems, the initiative created a vast image bank of women in various professions. Using image-generating AI tools with the goal to populate the public image datasets used to train AI with these images and teach AI that women can be engineers, mathematicians, CEOs, and more, looking to break the gender barriers in professions and promote inclusivity. Back in June, Impact BBDO had been awarded UAE Agency of the Year as chosen by the local executive jury.

Grand Prix was awarded to The Monkeys, Edelman, McCann and DDB:

Grand Prix for Alternative Media in the Innovation Cut:

The First Digital Nation for The Government of Tuvalu, by The Monkeys, part of Accenture Song

Grand Prix for Integrated Campaign in the Experience Cut:

See My Skin,  Vaseline Healing Jelly for Unilever by Edelman

Grand Prix for Strategy in the Work For Good Cut:

Where To Settle for Mastercard by McCann Warsaw

Grand Prix for Integrated Campaign in the Humour Cut:

Apologize the Rainbow for Skittles by DDB Chicago

Globally the most Awarded piece of work is THE GLITCH for Alzheimer Forschung Initiative by BBDO Germany, winning 3 Gold, 3 Silver, and a Bronze. The second most awarded piece of work is Apologize the Rainbow for Skittles by DDB Chicago winning 1 Grand Prix, 2 Gold, and a Silver. Movistar by VMLY&R Mexico is the third most awarded piece of work picking up 1 Gold, 4 Silvers, and a Bronze.

The most awarded brand in the world at the 2023 Gerety Awards is McDonald’s. Joan Colletta Senior Director, Global Brand Marketing McDonald's had the following to say: “Being recognized by the Gerety awards in this way is especially meaningful given McDonald’s relentless focus on building more relevant connections with our diverse fan base around the world.  Congratulations to all the brands recognized this year and we’re proud to be in your company.”

This year’s winners come from 34 different countries. The Gerety Awards is the only creative prize to reward advertising campaigns that resonate most with a female audience. With judging sessions held around the world each year Gerety brings together some of the greatest creative leaders to look at work from a powerful perspective.

See all the 2023 winners at www.geretyawards.com

Khaled AlShehhi, Executive Director of Marketing and Communication at UAE Government Media Office will be presenting the winning statue. “Congratulations to Impact BBDO on being named the Gerety Awards 2023 UAE agency of the year. It's an incredible achievement and a testament to their exceptional work and creative prowess. The Gerety Awards, known for its work championing creativity through the female lens (all-female jury), holds a special place in the industry as it redefines the standard to which advertising has traditionally been held, bringing a powerful perspective to the forefront. The recognition bestowed by this award is truly niche and meaningful, highlighting the unique contributions of women in the advertising and communications field. Impact BBDO's success is a testament to its talented teams and collaborative partnerships that consistently deliver impactful work," commented AlShehhi.

Gerety Awards' Agency of the Year is announced by country and is chosen by the local juries from the portfolio cut and requires a single film no longer than five minutes in length and includes up to three pieces of work from the past 12 months.

Impact BBDO was awarded for their portfolio cut entry that included the following spots:

• “The Elections Edition” for AnNahar Newspaper
• “Schoolgirl Newscasters” for EBM
• “Despair No More” for TENA

Ali Rez, Chief Creative Officer, Impact BBDO Group MENAP had the following to say: “To be named as Agency of the Year by Gerety’s incredible all-female jury is a very special honor for IMPACT BBDO. We owe it all to our brilliant teams and our amazing brand partners who collaborate constantly to make some of the most powerful work in the world.”

Don't miss the Gerety jury insight panel for the UK and watch some of this year's jury as they discuss trends and favorite campaigns from the 2023 Gerety Awards.

• Natasha Romariz Maasri, Executive Creative Director, Leo Burnett MEA
• Weera Saad, Regional Director, Meta Creative Shop- Middle East, Africa, Turkey, and Central Eastern Europe
• Dida Atassi, Managing Director, Accenture Song

The global shortlist and all of the agency of the year and production company of the year by country winners will be announced on Tuesday, June 13th, 2023.

This year’s jury includes 190 judges from 40 different countries, open to all advertising agencies, advertisers, studios, and production companies worldwide. Both national and international campaigns may compete. The only judging criteria is the originality of the idea and creativity in its execution.

Named for Frances Gerety, the copywriter who in 1948 coined the slogan "A Diamond Is Forever,” the Gerety Awards brings together a jury to select the best in advertising from a powerful perspective – analyzing the work through the female lens – and creates a benchmark that is relevant to the market reality, all while redefining the standard to which advertising has traditionally been held.

Cossette was the Gerety Awards Agency of the year in 2021 and has won the Gerety since its inception, with clients like Sick Kids, Nabs, McDonald’s, and the World Wheelchair Rugby. The team sought to develop an idea capable of driving entries that are more diversified, showcasing the value of an all-woman perspective without reinforcing old stereotypes.

Nicole Ellerton, Group Creative Director / AD, explained, "We knew we needed to dive into what makes the Gerety Awards distinctly different from all the other shows in the awards circuit. Having an all-female jury creates an environment where the work is evaluated through a unique lens and offers a perspective that no other show can offer.”

The 2023 Gerety Awards has a new deadline of April 14.

Enter at www.geretyawards.com

On the selection of the Dubai jury, ambassador Natasha Maasri, ECD Leo Burnett MEA said, “The collective knowledge, experience, and talent of the members of this jury is nothing less than impressive. I cannot wait to listen and learn from all of them. These are the minds that are changing the industry on so many levels in the region and beyond.”

The Dubai jury includes:

Dida Atassi, Managing Director, Design Co-Lead, Accenture Song Middle East

Karen Kamel, Managing Director, McCann Health MENA

Natalie Shardan, Managing Director, Serviceplan Middle East

Serena  Abi Aad, Creative Director, HAVAS

Romy Abdelnour, Corporate Communications Director, TBWARAAD

Marie-Claire Maalouf, Executive Creative Director, Impact BBDO

Prerna Mehra, Creative Director and Head of Design, MullenLowe MENA

Cherry Gore, SVP, Head of Group Brand Strategy and Communications, First Abu Dhabi Bank (FAB)

Lucy Harvey, Chief Growth Officer, Middle East, Turkey, India, and Africa, H+K Strategies

Weera Saad, Regional Director, Meta Creative Shop- Middle East, Africa, Turkey, and Central Eastern Europe

Razan Karim, Senior Communications Director, Havas

Faten AlMukhtar, Creative Strategist, TikTok

Leila Katrib, Executive Creative Director, VMLY&R Dubai

Reham   Nader Mufleh, Managing Director, Horizon FCB Dubai

Josephine Younes, Creative Director, FP7 McCann

The 2023 Gerety Awards jury includes 190 judges from 40 different countries. The Grand jury is composed of global leaders and the executive jury is holding in-person jury sessions in Bogota, Chicago, London, Stockholm, Madrid, Bucharest, Berlin, Dubai, and Mumbai, and a joint AUNZ judging session.

As well as defining the shortlist the executive jury sessions each select the agency and production company of the year from their country. This is chosen from the entrants of the Portfolio Cut. The UAE Agency of the year and UAE Production company of the year will be presented by Khaled AlShehhi, Executive Director of Marketing, and Communication at the UAE Government Media Office.

Meet the jury and enter the 2023 Gerety Awards at www.geretyawards.com

Named for Frances Gerety, the copywriter who in 1948 coined the slogan "A diamond is forever”. The Gerety Awards brings together a jury to select the best in advertising that resonates most with a female audience, creating a benchmark that is relevant to the market reality, all while redefining the standard to which advertising has traditionally been held.

In this session, Gerety Talks with Marie Claire Maalouf, Executive Creative Director at Impact BBDO Dubai. Maalouf is leading a wide portfolio of around 12 international and local clients such as ADCB, Van Cleef, Hayatna, Samsung, IFFCO, AnNahar, Sadia, Essity, and Nakheel. She has also contributed substantially to bringing the MENA region the most coveted awards in the industry. In 2022, she helped win more than 85 awards, amongst which the only D&AD Yellow Pencil won by MENA this year, and one of the two Cannes Lions Grand Prix won by the MENA region. 

The session is scheduled to premiere on January 31st, 2023. 

Khaled AlShehhi, Executive Director of Marketing and Communication at UAE Government Media Office, commented in a statement, “As the only award show to reward the best advertising from the female perspective, the decision by the Gerety Awards to hold one of its executive jury sessions in Dubai is hugely significant. The organizers have not only identified the UAE as a hotbed of creativity but also found enough female talent to give it a seat at the top table, with a jury of over ten world-class creative and marketing executives. With this, Dubai joins other global advertising hubs like London, New York, São Paulo, Mexico City, Copenhagen, Brussels, Vienna, Manila, and Tokyo, all jury locations in 2022. It is the first time the Middle East is represented, which also speaks volumes about the level of diversity and inclusion our country has achieved and is now recognized for.”

In 2023, entrants will be able to submit entries for Strategy as well as Emerging Commerce into any of the Gerety cuts for Communication, Media, Innovation, B2B, Health, Pharma, Works for Good, Entertainment, Experience, and Humour.

Entries celebrating strategy will show creative examples of the customer journey and strategic planning that redefined a brand or product.

Emerging commerce will show new channels that organically use the Metaverse, NFTs, Blockchain, AI, AR, and other advanced technologies and tools to seamlessly support the development of a brand, product, or service.

Romariz Maasri said, “I am beyond honored to be Dubai’s 2023 ambassador. This is such a unique and important award show that aims to amplify the voices of women that are not only pushing the industry forward but the region as well.”

The ambassadors leading the executive jury sessions for the 2023 Gerety Awards include:

• Kathrin Jesse, CEO, BBDO Germany
• Gia Fernandes, Group Creative Director, Dentsu Creative, India
• Natasha Romariz Maasri, Executive Creative Director, Leo Burnett MEA, UAE
• Amy Kean, CEO, Good Shout, UK
• Manuela Villegas, Co-Founder, Sí Señor, Colombia
• Gema Arias, Digital Strategy and Creative Director, Kitchen, Spain
• Simina Zidaru, Managing Director & Creative Director, Tribal DDB, Romania
• Kim Pick, Executive Creative Director, VMLY&R, New Zealand
• Nina Kurn, Strategy Director & Senior Creative, McCann Stockholm & Nordics, Sweden
• Myra Nussbaum, President & CCO, Havas Chicago, USA

The full executive jury will be announced in the coming weeks.

Learn more about the Grand jury and ambassadors at www.geretyawards.com

“We could not be prouder of the jury of personalities from around the world that will be choosing the 2023 winners,” said Co-Founder Lucía Ongay in a statement. “Next year, we celebrate the fifth year of the Gerety Award,s and just like in previous editions, our jury includes some of the advertising and marketing industries' most respected and awarded leaders.”

The 2023 Grand jury includes:

• Antoinette Beatson, VP ECD, BETC at Havas, FRANCE
• Brogan Simpson, Global Communication Manager at Heineken, NETHERLANDS
• Cristina Reina, EVP, Global Executive Creative Director at McCann New York, USA
• Diana Ceausu Caverly, Global Chief Strategy Officer at MRM, USA
• Gabrielle Fenton, Head of LATAM at VaynerMedia, MEXICO
• Jo Wallace, Global Executive Creative Director at Media.Monks, UK
• Joan Colletta, Senior Director, Global Brand Marketing at McDonald's, USA
• Kinga Grzelewska, Managing Director & Creative Director at MullenLowe, POLAND
• Maya Karanouh, CEO/Co-Founder at Tagbrands, LEBANON
• Nicky Bullard, Group Chief Creative Officer at MullenLowe Group UK
• Ghada Wali, Creative and Co-Founder at Wali Studio, EGYPT
• Marcela Morales, Sr Brand & Digital Manager, Whirlpool, MEXICO                                             
• María Luján Donaire, Executive Creative Director at HOY, ARGENTINA
• Masako Okamura, Creative Director at Dentsu Inc, JAPAN
• Nancy Delhalle, Founder & Chief Marketing Officer at Serviceplan, BELGIUM
• Sann Sava, Chief Creative Officer at Publicis Montreal, CANADA
• Sorada Sonprasit, CEO at Publicis Groupe THAILAND
• Stephanie Nadi Olson, Founder and CEO at We Are Rosie, USA
• Syeda Ayesha Ikram, Executive Creative Director, PAKISTAN
• Vanessa Vankemmel Sebban, Head of Creative Works France at Google, FRANCE
• Nathalie Lam, Global Head of Sponsorship, Lead for Inclusion & Diversity Marketing Transformation at Philips Global, NETHERLANDS
• Rana Hamarneh, Group Executive Director & Partner at AdPro, JORDAN
• Tomoko Arikazawa, Managing Director at MSL Japan Publicis Groupe, JAPAN
• Uma Rudd Chia, Executive Creative Director and Co-founder at KVUR, SINGAPORE
• Zubeida Goolam, Founder and Creative Managing Partner at Valiant Agency, SOUTH AFRICA
• Jennifersy Hu, Chief Creative Officer at Ogilvy, TAIWAN
• Josefina Casellas, Executive Creative Director at RGA, ARGENTINA
• Lone Tvedergaard Bach, Strategy Director and Partner at &Co, DENMARK
• Natalie Wills, Brand VP at Booking.com, NETHERLANDS
• Patricia Moura, Head of Content at GUT, BRAZIL
• Begoña Aristy, VP & General Manager at Pepsico, MEXICO
• Bunmi Oke, CEO/Lead Consultant, Ladybird Ltd, NIGERIA
• Cassandra Zawadowski, Co-Chief Creative Officer at Wunderman Thompson, CANADA
• Dana Koll, Owner and Founder at DIBOOR, ISRAEL
• Jeannine Shao Collins, President at SeeHer, Association of National Advertisers, USA
• Rina Marie Simon, Partner at GroupM, INDONESIA
• Stephanie Yung, Executive Creative Director at Zulu Alpha Kilo, CANADA
• Carole Giroud, CEO at Serviceplan, FRANCE
• Hà Nguyễn Thị Hải, CEO at VMLY&R, VIETNAM
• Helen Pak, Senior Vice President of Creative – Marketing, Design & Content at Disney, USA
• Helga Sasdi, Co-Leader of Le Pont and Chief Executive Officer at Publicis Groupe, HUNGARY
• Mar Frutos, CCO at El Taier DDB, GUATEMALA
• Merve Puhaloğlu Eraslanoğlu, Chief Everything Officer at TVekstra, TURKEY
• Natalie Lam, CCO Asia, Pacific, Middle East & Africa at Publicis Groupe, HONG KONG
• Rosalina Tornel, VP & General Manager Gamesa-Quaker-Sonric’s Mexico and Biscuits Latam at Pepsico, MEXICO

Once again Gerety will be holding in-person jury sessions in ten different cities; the locations and judges for the executive jury will be announced in the new year. Entries are judged on the originality of the creative ideas and the quality of their executions and all types of advertising campaigns can be entered.

As well as defining the shortlist, the executive jury sessions each select the agency and production company of the year from their country. This is chosen from the entrants of the Portfolio Cut.

The 2023 Gerety Awards will open for entries and announce the full jury in January. In the meantime, entrants are invited to learn more about the Grand jury and download the 2023 entry kit at www.geretyawards.com.