Earned First Awards: Asia-Pacific finalists revealed
Winners of the inaugural Earned First Awards will be honoured on 6 October in Singapore.
Finalists for the inaugural Earned First Awards have been revealed, ahead of the awards ceremony on 6th October evening in Singapore.
Judging for the Awards' first edition, which covers Asia-Pacific, took place over the past six weeks. Jurors evaluated approximately 150 entries in total against four criteria: impact, outcomes and measurement (35%); earned first thinking and execution (25%); creativity and strategy (25%); and, degree of difficulty (15%).
The full list of finalists across categories can be found here. The Hoffman Agency leads the way with 12 finalists, ahead of We.Communications (7), MSL (6), Edelman and Finn Partners (4 each). Other firms with multiple finalists include Burson, McKinsey, Ellerton & Co, Alexander PR, Golin, FWD Group and Northbourne Advisory.
Finalists are structured across 19 categories in five groups: Campaign & Craft; Innovation & Measurement; Trust, Reputation & Strategy; Confidential & Specialist; and, Leadership, with the latter two groups judged by Earned First's editorial team. Two categories were removed: one (Collaborative Earned Strategy) because jurors opted against selecting an award winner from the entries, and the other (AI-Enabled Earned Strategy & Innovation) consolidated into the Earned Innovation category.
The Grand Prix, selected from a shortlist of winners, will be revealed at the Earned First Awards Ceremony, a cocktail reception taking place at Cool Cats in Singapore from 6pm on 6 October, the evening before PRAXIS Asia-Pacific at Singapore's National Gallery. Tickets for the awards reception, which will reveal and showcase winners, are available here.
Entries were assessed specifically on strategic problem-solving, the role of earned and owned media in achieving outcomes, degree of difficulty, and the credibility of results. Campaigns that succeeded because they were well-funded or structurally advantaged were not favoured over those that navigated resistance, scrutiny or complexity.
The Earned First Leadership category, meanwhile, aims to recognise individuals who have materially advanced the practice, influence and strategic value of earned communications, through vision, innovation, team development, and demonstrable impact on organisational reputation or performance. Five finalists have been shortlisted from entrants: Caroline Hsu (The Hoffman Agency), HS Chung (Burson), James Brasher (Finn Partners), Nitin Mantri (We. Communications) and Ong Hock Chuan (Maverick).
The Earned First Awards will also recognise Asia-Pacific Consultancy Performance Index winners, for which the shortlist will be published later this week.
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