IMPACT BBDO Achieves Unprecedented Recognition at Cannes Lions
In a historic achievement, IMPACT BBDO has been awarded the prestigious title of Regional Network of the Year for the Middle East and North Africa (MENA) for an unprecedented seventh consecutive year at the Cannes Lions International Festival of Creativity. This accolade, which underscores the agency’s exceptional contributions to the advertising landscape, reflects a noteworthy commitment to innovation and creative excellence.
During the festival, which showcases the finest in global creativity, IMPACT BBDO secured a total of five awards: one Gold, two Silvers, and two Bronzes. The highlight of their triumph was the Gold award in Creative Strategy for the groundbreaking campaign titled “The New President,” developed for AnNahar Newspaper. This campaign is particularly significant as it marks the world’s first use of an artificial intelligence-generated head of state in national cabinet discussions, showcasing the boundaries that modern technology can push within the realm of governance and communication.
Notably, the agency also celebrated a historic achievement for Jordan with a Silver Lion in Print & Publications for the campaign “Notes on Notes,” created for Capital Bank. This recognition not only elevates the standing of Jordan’s advertising industry but also emphasizes the region’s growing influence in the global marketplace.
Other commendable campaigns recognized include “Child Wedding Cards,” developed for UN Women, which drew attention to critical social issues, and a Long-Term Brand Platform initiative for AnNahar Newspaper focusing on the concept of “Active Journalism.” This approach has won a total of three Grands Prix at Cannes Lions over the past five years, signifying its impact and relevance in contemporary media discourse.
Dani Richa, the esteemed CEO and chairman of IMPACT BBDO, expressed his pride in the agency’s continued success, stating, “Winning the MENA Regional Network of the Year at Cannes Lions for the seventh consecutive time is truly a first. It’s an achievement that brings both a sense of relief and immense pride. We owe this incredible milestone to our amazing clients and our dedicated team.” His remarks encapsulate the collaborative spirit that empowers creative success, highlighting the synergy between clients and agency personnel.
IMPACT BBDO’s remarkable achievement is set against the backdrop of a robust performance by regional agencies at the Cannes Lions this year, where the MENA creative sector collectively garnered a total of 32 Lions – a significant increase from the 22 wins seen in 2024. This upward trajectory speaks to an emerging narrative of increased creativity and innovation within the Middle Eastern advertising landscape.
Ali Rez, the regional chief creative officer at IMPACT BBDO, commented on the prevailing trends in the region, stating, “It’s wonderful to see so much stellar creative work being recognised from the region – the Middle East is now firmly established as a creative powerhouse globally. We feel immensely proud to lead the region, and for that, we are thankful to our incredible brand partners and superb teams who believe in creating the best work in the world.” This acknowledgment reflects a growing momentum in creative initiatives that resonate not only within the regional market but also on a global scale.
Adding to their numerous accolades, IMPACT BBDO’s recent win at the Cannes Lions follows a successful outing at the 2025 Dubai Lynx creativity festival, where the agency was recognized as the Agency of the Year for the seventh time. This consistent recognition underscores the agency’s pivotal role in elevating the standards of creativity and strategic innovation across the region.
In summary, IMPACT BBDO stands as a beacon of creative excellence within the MENA region, exemplifying the power of innovative advertising to craft impactful narratives. As the agency continues to push the envelope, its influence will undoubtedly shape the future of advertising not just in the Middle East, but across the globe.
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