To celebrate the 20th anniversary of the European Excellence Awards, we’re spotlighting the disciplines that define modern communication and public relations. These categories honour the campaigns, organisations and professionals setting new standards across the industry.
As a special anniversary feature, all shortlisted entries in these eight categories will be invited to present their work in a live pitch to the jury in Berlin, making the most of a personal and high-impact exchange with leading industry experts. A digital pitch option will also be available for those unable to attend in person.
This additional evaluation stage offers participants the unique opportunity to showcase the strategic thinking, creativity and results behind their work directly to the jury.
The 20th Anniversary Excellence Categories
20th Anniversary Excellence
To mark 20 years of the European Excellence Awards, this section brings together the categories that best capture the spirit of the EEA: outstanding agencies, bold ideas and campaign work that deserves a European spotlight.
Only the eight Anniversary Categories include the opportunity to present your work live to the jury in Berlin or digitally.
Please visit the dedicated page for these special categories to find out more about the pitch.
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Position your agency among Europe’s best. Show the work, growth and client trust that define your team – and let our distinguished jury crown you the EEA Agency of the Year.
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The best innovations change how communication works. This category recognises ideas, methods and solutions that challenge established practice and open up new possibilities for PR and communications. From emerging technologies and data-driven tools to bold creative formats or new models of audience engagement, we honour work that moves the industry forward.
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Especially younger generations increasingly expect socially conscious brands before donating their attention, time and loyalty to them. This EEA category rewards communication with a clear, plausible and outstandingly well communicated social message that truly connects brands, audiences and society.
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From compelling storytelling approaches and viral marketing strategies to outstanding community engagement: the European Excellence Award for Social Media Campaign of the Year honours the organisation that unlocks the full potential of social media through an exceptional and creative campaign, building a particularly strong connection with its stakeholders.
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In our era of information overflow, it has become vital for brands to engage stakeholders through honest and authentic stories, as well as to encourage employees to live and breathe the corporate narrative. A major challenge for PR & Comms – and this EEA category recognises campaigns or projects that use storytelling in all its facets.
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This category celebrates live brand experiences designed as shared moments – physical, digital or hybrid – with a defined audience and a guided flow. Whether it’s a conference, internal festival or live-streamed event, we honour formats where participants join in, follow a programme and co-create presence. It’s experienced together, in real time.
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This category honours communications that successfully build, activate and sustain communities around a brand, organisation, cause or initiative. Eligible entries may include campaigns, platforms or formats that foster participation, dialogue, co-creation, advocacy or audience engagement across digital, live or integrated touchpoints.
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Enlightenment is the first step toward change. This category honours campaigns that inform, educate and shift mindsets – whether about health, sustainability, digital literacy, social justice or any other issue of public relevance.
Communications & PR Excellence
Well-planned PR helps organisations communicate clearly, reach the right audiences and respond when it matters. These categories celebrate projects that show the strength of strategic communications in action.
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Corporate and strategic communications shape how organisations are understood, trusted and positioned. This category honours communications work that aligns business goals, stakeholder expectations and clear messaging into a coherent narrative.
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Successful communication happens across touchpoints. This category honours campaigns that integrate multiple channels – from social media and web to print, direct or live communication – into one cohesive and consistent experience. Whether it’s a product launch synchronised across paid, owned and earned media, or a brand campaign uniting influencers, retail and digital storytelling – the orchestration is what matters here.
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Gen Z is the first truly digital generation and is shaping new forms of communication. This category honours projects that genuinely understand their values, codes and media habits – and create authentic digital dialogue with Gen Z.
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Did your campaign have that one moment you simply cannot plan?
This category puts the spotlight on campaigns whose creative idea, execution or staging surprises, delights and clearly stands out from the ordinary.
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This EEA category offers those working with limited budgets the unique chance to shine without being pitted against the much bigger budgets of PR & Comms giants. The best campaign with an annual budget of up to €10,000 will win – rewarding the excellence of combining creativity and innovation with the necessity of spending small budgets efficiently.
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B2B audiences are not just businesses – they are people making high-stakes decisions. This category celebrates communications that combine insight, relevance and strategic clarity to engage professional stakeholders. We are looking for campaigns and projects that simplify complexity, strengthen relationships and create measurable impact across the B2B customer journey.
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Strong communication can open dialogue, shape opinion and bring different perspectives together. This category puts the spotlight on projects that engage the public, build understanding and advocate for a cause, position or issue in a clear, credible and responsible way.
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When things become critical, the true quality of communication is revealed. This category puts the spotlight on projects that provide guidance in sensitive situations, protect trust and actively manage reputation – with foresight, clarity and responsibility.
Brand Experience & Engagement
Brand experiences create moments where audiences do more than listen — they connect, participate and remember. These categories recognise projects that bring brands to life through meaningful engagement, creativity and memorable interactions.
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Integrated communication is critical for every product launch. It involves the consistent communication of product information, using channels, sources and programmes that deliver effective and timely messages to consumers. The best PR & Comms examples of successful launches are celebrated in this EEA category.
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This category rewards branded environments that invite audiences into self-guided discovery – in physical, digital or hybrid formats. From walk-in brand exhibitions and AR-powered showrooms to gamified pop-up installations or virtual 3D worlds, we celebrate formats where users explore, interact and emotionally connect with a brand.
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Trustworthy influencers move the dial. They set the agenda and bring other audiences along with them. Establishing the ROI of influencer relations is notoriously tricky; however, those projects that clearly demonstrate a strategic and effective use of digital media and communication will triumph in this EEA category.
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This category recognises strategic communications that build and deepen trusted brand relationships. Whether through loyalty-driven campaigns, purpose-led engagement formats or community-first initiatives, we honour projects that position the brand as a reliable, value-driven partner in people’s lives.
AI-Driven Communications
AI is reshaping the way organisations communicate, create and connect. These categories recognise projects that use technology with purpose, enhancing creativity, efficiency and impact across modern communications.
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AI is changing visual communication.
This category honours projects that use AI to create or develop image and video content – from visuals and animations to moving-image formats – opening up new aesthetic or narrative possibilities.
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This category puts the spotlight on campaigns that use AI in a meaningful and creative way – enhancing strategy, content, targeting or interaction while creating real value for audiences and organisations.
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AI can make internal communication more responsive, accessible and relevant. This category recognises projects that use AI to improve employee communication, engagement or workplace transparency. Examples include intranet chatbots, personalised onboarding support and tools that help employees feel better connected.
Internal & HR Communications
Strong organisations are built from within. These categories recognise communications that create trust, strengthen culture and help people feel informed, connected and empowered through every stage of the employee journey.
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A strong employer brand is built from the inside – and communicated to the outside. This category rewards communication that attracts talent, strengthens the company’s image as a place to work, and engages employees in shaping that identity. From career campaigns to purpose-driven EVP storytelling – we honour smart communication that makes people want to work with you.
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Great internal communication turns information into understanding and connection. This category honours projects that help employees make sense of strategy, engage with leadership and feel part of a shared culture. Entries may include internal campaigns, dialogue formats, leadership communications, content platforms, newsletters or storytelling formats that strengthen trust and alignment.
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Change can be disruptive – but great communication turns it into opportunity. This category honours campaigns that support organisational transformation: whether through restructuring, digitalisation, mergers, leadership shifts or cultural change. We reward internal communication that inspires trust, eases transitions and creates clarity during uncertainty.
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Employees are not just recipients – they are creators of culture and strategy. This category celebrates communication that gives employees a voice, fosters feedback and builds engagement. Examples include corporate influencers, dialogue formats, internal co-creation platforms or ambassador networks.
Purpose & Impact
This section recognises communications that give people a voice, strengthen responsibility and drive positive change – from employee advocacy to CSR and sustainability communications.
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Communicating corporate social responsibility is not a “nice to have” – it is a business imperative. This category celebrates communication strategies that demonstrate purpose, authenticity and long-term social value. From philanthropic partnerships to local engagement, from ethical supply chains to employee volunteering – we reward initiatives that connect business impact with societal progress.
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Sustainability is no longer a trend – it’s a societal expectation. This category honours communications that promote environmental responsibility, demonstrate credible action, and inspire others to follow. Whether addressing climate impact, circularity or green innovation – we reward campaigns that turn sustainability into substance.
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This category honours communications that drive inclusion, equity and belonging – in organisations, communities or society at large. Whether focused on gender equity, anti-discrimination, accessibility, cultural awareness or inclusive leadership, we reward campaigns that promote understanding, empower marginalised voices and create visible change.
Platforms & Formats
From digital experiences to film, audio and reports, this block highlights communications work that uses platforms and formats creatively to engage audiences and deliver measurable impact.
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Good digital experiences simply feel right. Intuitive user guidance, clear design and functional concepts ensure that content is understood, used and remembered. We are looking for digital projects – such as websites, platforms or interactive applications – that make communication tangible and convince users.
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Social platforms are where authenticity and attention collide. This category rewards corporate communications that use social media with creativity, strategic purpose and clarity – navigating risks while building engagement and reputation across digital communities.
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Bringing a world of emotion and excitement to corporate messaging, the corporate film or video translates the spirit, values, purpose and culture of an organisation into a visual dimension of cinematic sophistication. Examples that manage this with both conviction and innovation will be successful in this EEA category.
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Series work because people keep coming back. With recurring formats, a clear idea and strong storytelling, they create closeness, recognition and loyalty. We are looking for video series that are convincing in terms of content, consistently executed and reach target groups in a lasting way.
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Audio is personal, portable and powerful. This category recognises podcasts and audio formats that use voice, sound and storytelling to make messages heard and remembered. Strong entries stand out through content quality, originality, audience relevance and measurable reach or engagement.
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Annual and Corporate Social Responsibility reports showcase the year’s organisational, business and social achievements in a way that inspires stakeholders, elevates brand messaging and strengthens market positioning. They should also be a unique combination of meticulous data and compelling storytelling. The award in this category goes to a report that stands out.
Industries
Every industry has its own challenges, audiences and rules of trust. These categories recognise campaigns that understand their sector and turn its specific context into strong, relevant communication.
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Digital infrastructure shapes how people connect, work and access services. This category recognises campaigns that communicate technology, telecommunications or digital services in a clear and compelling way – making innovation understandable, relevant and valuable to the audiences they serve.
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Finance and insurance communications require a precise balance of credibility, clarity and compliance. This category rewards campaigns that simplify the complex, build trust and engage customers or stakeholders in a highly regulated environment.
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In a field defined by scrutiny and science, this category honours communication that builds understanding, trust and access – from pharmaceutical innovation to health equity.
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In consumer goods, communication turns products into preference. This category recognises campaigns for fashion, beauty, lifestyle, food, beverage and other consumer brands that build relevance across physical and digital touchpoints.
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Reliable supply, smarter systems and the energy transition are among the defining challenges of our time. This category recognises campaigns that communicate energy, infrastructure or utility services with clarity and credibility – helping audiences understand change, build trust and make informed choices.
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Behind every machine or structure lies a complex story. This category honours communication that brings industrial processes and technical excellence to life – from plant engineering, to heavy industry and smart manufacturing.
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Whether it is a daily commute, a delivery route or a major infrastructure project, transport communication has to make movement understandable. This category looks at campaigns that help people navigate change, trust systems and see the value of well-connected networks.
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Travel communication creates desire, trust and orientation before a journey begins. This category is for campaigns that bring destinations, tourism services or travel experiences to life in a way that feels distinctive, useful and true to the place.
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Public sector communication must inform clearly, build trust and make institutions accessible. This category recognises campaigns from governments, public bodies and institutions that engage citizens, explain services or policies, and strengthen public understanding.
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This category honours communication from organisations that represent causes, communities or member interests – from environmental campaigns to trade associations. We recognise strategic, purpose-driven work that builds support, raises awareness and drives meaningful change.
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For campaigns that bring science, research or education closer to people. Whether explaining complex findings, promoting learning or raising awareness, strong entries show how communication can make knowledge accessible, credible and relevant.
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Sustainability and environmental responsibility need communication that is clear, credible and capable of inspiring action. This category recognises campaigns that raise awareness, drive change or make complex issues around climate, nature, resources and sustainable living more tangible.
National Campaigns
These categories celebrate outstanding communications and PR work tailored to specific European markets or regions, highlighting local relevance, cultural understanding and measurable impact.
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Austria, Germany, Liechtenstein, Switzerland
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Croatia, Czech Republic, Hungary, Poland, Slovakia, Slovenia
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Belgium, France, Ireland, Luxembourg, the Netherlands, United Kingdom
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Norway, Sweden, Finland, Denmark, Iceland
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Estonia, Latvia, Lithuania
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Albania, Andorra, Bosnia & Herzegovina, Bulgaria, Cyprus, Greece, Italy, Kosovo, Malta, Monaco, Montenegro, North Macedonia, Portugal, Romania, San Marino, Serbia, Spain, Turkey
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Entries in this category are free of charge.
Here’s how Your Pitch works
Thinking about submitting your entry? We’ve made the pitch process simple, clear and full of opportunities.
Find out what to prepare, what to expect if you’re nominated, and how to make the most of the experience.
Tap the fields below to learn more.
To mark the 20th anniversary of the European Excellence Awards, we are introducing a special selection of categories dedicated to some of the most influential fields in modern communications and PR.
As an additional evaluation stage, shortlisted entries in these 8 categories will be invited to present their work directly to the jury. The pitch gives nominees the opportunity to show the strategic thinking, creativity and results behind their project in a focused live format.
Only shortlisted entries in the “20th Anniversary Excellence”-Categories are required to take part in the pitch.
Participation in the pitch is mandatory in order to remain in the competition in these categories. The pitch is designed as an on-site format in Berlin, with a digital option available for those unable to attend in person.
The jury pitches will take place on 11 December as part of the jury session at the Quadriga Campus in Berlin. We strongly encourage nominees to present their work on site in Berlin, as the live format allows for direct exchange with the jury and fellow nominees. The Award Show will take place that same evening, giving nominees the opportunity to celebrate their achievements and, if selected, receive their award on stage in Berlin.
A digital pitch option will be available for those unable to attend in person.
The exact pitch time will be communicated to all nominees by email in good time before the event.
All presenting participants must register in advance. Nominees will receive all organisational information directly by email after the shortlist has been published.
We strongly encourage nominees to join us in Berlin. The on-site pitch offers direct exchange with leading jury experts and creates a more personal, focused setting for presenting your work.
During the pitch, you present your project live before a jury panel. As some jury members may not yet know the project in detail, we recommend starting with a brief introduction and context.
The pitch is structured as follows:
- 2 minutes set-up time
- 8 minutes presentation time
- 5 minutes discussion with the jury
The schedule is binding. A stopwatch and the on-site room coordinator will help you keep track of time and signal when your pitch time is up.
The room usually has comfortable space for up to three team members, although there is no fixed limit.
We will provide the necessary presentation technology, including projector and sound. The pitches will take place in modern rooms at the Quadriga Campus.
Catering will be available on site.
The pitch day is also designed to create space for exchange between nominees, jury members and peers in the 20th Anniversary Excellence categories. The more nominees join us in Berlin, the stronger this shared experience and networking opportunity will be.
The Jury's Evaluation Criteria
Strategy
Strong entries demonstrate a clear and coherent strategy, aligned with the challenge, objectives and target audiences.
Creativity
The jury evaluates how effectively a project introduces fresh thinking, original ideas and innovative approaches that distinguish it from comparable initiatives.
Execution
The jury assesses the quality of implementation, including the effectiveness of the chosen measures, channels and resources.
Impact
Projects are evaluated on the results they achieved, from measurable short-term outcomes to long-term impact and lasting change.
Tips for Your Submission
Write clearly and persuasively
The jury reviews many entries. A precise, well-structured submission helps the strength of your project stand out quickly.
Back up your claims with concrete results
Figures, KPIs and measurable outcomes help the jury assess the impact of your project. Buzzwords are most convincing when they are supported by examples or results.
Make use of the optional information
Details such as budget information are optional, but they can give the jury valuable context on what you achieved within your specific framework.