EACA Announces Best Practice Awards 2025 Winners

The European Association of Communications Agencies has announced the winners of 2025 Best Practice Awards as part of its annual gathering of national associations. This year, the ceremony was held at Google’s offices in Milan, bringing together NACs from all across Europe.

This year’s jury included Christian de la Villehuchet, President of EACA; Charley Stoney, CEO of EACA; Carsten Kritscher, New Business Director Europe at Innocean; Fiona McArthur, Chief Growth Officer at dentsu Creative; and Stephanie Helen Scheller, Managing Partner Sustainable Solutions EMEA at Omnicom Media Group. The jury reviewed a competitive pool of finalist entries and evaluated them based on strategic relevance, innovation, effectiveness, and replicability.

These annual awards celebrate excellence, recognising national associations that drive meaningful change within the industry and society. The winners of the 2025 edition stood out for their creativity, real-world impact, and alignment with the industry’s evolving values:

Gold – People First Promise (IPA, UK)
This year’s top honor went to the IPA’s People First Promise, a groundbreaking initiative aimed at fostering mentally healthy and inclusive workplace cultures across the advertising industry. The program includes training, support systems, and a pledge-based entry requirement that raises industry standards from the ground up. “A true inspiration, paving the way for others to follow”, said Stephanie Helen Scheller. The jury was especially impressed by its accessibility, scalability, and powerful industry-wide message: people are the industry’s greatest asset

Silver – #AgencyVibes (ACC, Belgium)
ACC Belgium took silver with #AgencyVibes, a playful yet powerful campaign that handed over its TikTok account to member agencies, offering a behind-the-scenes look at agency life. This grassroots initiative boosted the industry’s appeal among young talent while dismantling old stereotypes. As stated by Carsten Kritscher, “a bold, unfiltered shake-up that rewires the industry’s appeal”.

Bronze – Cannes LIONS with Marketing Stars (Marketing Finland)
Marketing Finland earned bronze for Cannes LIONS with Marketing Stars, a program offering Nordic marketers a rich mix of workshops, networking, and exposure to Cannes Lions’ learning experiences. The initiative has grown significantly, from 34 participants to over 200, and is credited with strengthening collaboration across the Nordic region. “A well-thought, well-executed event that brings tangible value”, noted EACA President Christian de la Villehuchet.

Most Promising Initiative – Creativity for Change (AACC, France)
France’s AACC was recognized for Creativity for Change, an ambitious partnership between advertisers, researchers, and media. The program explores how award-winning campaigns can drive both environmental and social impact. “Strategically rooted in partnership, measurable impact, and purpose,” said Fiona McArthur, “this initiative holds exciting potential to become a true industry benchmark”.

This year’s jury praised the diversity of approaches, from mental health to social media innovation, regional collaboration, and purpose-driven partnerships. They emphasized that while some initiatives are still in early stages, their potential to scale and transform the industry is unmistakable. Only the beginning of an exciting year ahead!

If you want to delve into the winning cases, don’t hesitate to visit this page: